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Advertising and Promotion

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Advertising and Promotion (MKT621)
VU
Lesson 19
COPY WRITER
OVERVIEW
This lecture will discuss creativity for profit in advertising. Moreover in the lecture we will
discuss in detail about the copy writer, its role, work, tasks and characteristics. We will also
explain about the importance of language in advertising and illustrate the anatomy of an ad and
general adjectives and verbs used while designing an ad and preparing a copy.
CREATIVITY vs. PROFIT:
The basic purpose of any advertisement within a business or commercial environment is to
ensure how much it helps in promoting the business of the company thereby being an essential
part of its profitability. Therefore, the only judge of creativity is how it helps to achieve profits.
The important points in this regard for the creative artists should be to first make sure that the
message is driven home and then add all the creative stuffs desired without spoiling the main
purpose. The two parameters in this regard or consequence are i.e.: "Impact" and "Relevance"
and in this context following points of creativity should not be ignored.
·  Creativity should include not only brand communication but also brand experiences
collected over a period of time.
·  It should not only include compelling words & visuals but also have catching ideas that add
value to the brand.
COPY WRITER:
The purpose of each appealing message in advertisements is to motivate people to buy the
advertised goods and services. Advertising copywriters are the people who write slogans like
(Nike's "Just do it") and other slogans carefully making punchy phrases to coax the target
audience into buying deluge of product and services. Following description will explain
regarding copywriter and his/her assignments in advertising environment.
·  A copy writer is who writes the most interesting and original copy that will get people
appreciating and buying.
·  A copywriter works in creative partnership with art director to conceive, develop & produce
effective advertisements.
·  While art director deals mainly with visual images, copy writer provides verbal or written
aspect.
COPYWRITER'S WORK:
A copywriter's work depending upon the type of agency may include as under:
·  Meeting with account management team to discuss client's requirements & background to
the product.
·  Working in close-knit creative partnership with art director to generate workable concepts
and ideas.
·  Writing clear, persuasive and original copy.
·  Submitting ideas & discussing progress with the creative director.
·  Amending &revising campaigns according to feedback from creative director or clients.
·  Working on several campaigns at once under pressure & tight deadlines.
·  Carefully proof reading copy to check spellings & grammar.
·  Overseeing campaign through the production stage to final completion.
·  Keeping up to date with popular culture & trends.
·  Advising would be creative & reviewing portfolios.
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Advertising and Promotion (MKT621)
VU
COPYWRITER'S TASK:
Copywriting is a job i.e. proceeds as creative, stimulating and even glamorous. The
copywriter's work is often stressful since being creative on a tight schedule isn't all that easy.
The task of the copywriters includes:
·  Writing ads for various media.
·  Analyzing marketing data.
·  Consulting with clients.
·  Consulting with other members of creative team.
·  Editing and re writing copy.
CHARACTERISTICS OF COPYWRITER:
The skills abilities and personal characteristics of a copywriter are as follows:
·  Writing creatively & persuasively.
·  Working under pressure.
·  Meeting deadlines.
·  Working in team.
·  Working cohesively with clients.
·  Keeping abreast of market trends.
·  Translating client's preferences.
·  Having amazing sense of humor.
·  Working on various projects simultaneously.
·  Being a wordsmith.
IMPORTANCE OF LANGUAGE:
In fields of marketing & advertising language has powerful influence over people and their
behavior. First of all let us have a look at the various components of an advertisement.
·  HEADLINE: To grab attention.
·  ILLUSTRATION: To retain interest.
·  BODY COPY: Details & sales pitch.
·  SIGNATURE LINE: Brand name, slogan & trade mark.
·  STANDING DETAILS: Address of company.
These components are further explained and illustrated in the chart no. 22 namely Anatomy
of an Advertisement.
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Advertising and Promotion (MKT621)
VU
ANATOMY OF AN ADVERTISEMENT
Overline
Headline
Underline
Lead
BODY
VISUAL
Elaborator
Subheads
Wrap up
Product name
Caption
Facilitator
Slogan / Logo
VOCABULARY USED IN ADVERTISING
ADJECTIVES
VERBS
New
Make
Good /Better / Best
Get
Free
Give
Fresh
Have
Delicious
See
Full
Buy
Sure
Come
Clean
Go
Wonderful
Know
Special
Keep
Crisp
Look
Fine
Need
Great
Use
The study of vocabulary used in advertising listed above in chart no. 23, contains most
common adjectives and verbs as the language of advertising is of course normally very positive
and emphasizes about one product standing out in comparison with another e.g. comparatives
are often used when no real comparison is make such as an advertisement of a detergent may
say "it gets clothes whiter" but the question is whiter than what.
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Table of Contents:
  1. INTRODUCTION TO ADVERTISING:Its growing importance, Explanation of Personal and non-personal selling
  2. INTRODUCTION TO ADVERTISING:ADVANTAGES, Communication, Information, Various Media
  3. INTRODUCTION TO ADVERTISING:FUNCTIONS OF ADVERTISING, IMPACT OF ADVERTISING
  4. ADVERTISING AND SOCIETY:PRACTICAL BENEFITS, ETHICS IN ADVERTISING, Marketplace & Market space
  5. MARKETING TOOLS:COMPONENTS OF MARKETING MIX, PRODUCT LIFE CYCLE (PLC) CURVE
  6. MARKETING TOOLS:SWOT Analysis, Contents & Structure, ROLE & FUNCTION OF ADVERTISING
  7. ROLE AND FUNCTIONS OF ADVERTISING:Structure of an Advertising Agency, How to Select an Advertising Agency
  8. ADVERTISING PLANNING:ADVERTISING OBJECTIVES, Types of Advertising, Positioning Strategies
  9. POSITIONING:BRANDING, 7 Steps of Creative Process, UNIVERSAL ADVERTISING STANDARDS
  10. ADVERTISING MESSAGE:Message Content, BASIC TERMS & CONCEPTS
  11. ADVERTISING BUDGET:4 Methods to determine, ADVERTISING RESEARCH, ADVERTISING RESEARCH
  12. ADVERTISING REACH:BROAD COMMUNICATION OBJECTIVES, ADVERTISING COPY METHODS, MEDIA RESEARCH
  13. PRE – PLACEMENT EVALUATION:ACCOUNT PLANNING, MARKET, COMPETITION
  14. WORKING OF ADVERTISING:12 Steps to develop effective campaign, SOURCE or THE ADVERTISER
  15. ADVERTISING RESPONSE HIERARCHY MODELS:AIDA MODEL, PROCESS REQUIRED TO GET BIG IDEA
  16. PROBLEM SOLVING STRATEGIES:Procedure to Handle Problems, In brief, Eight principles apply to consumer behavior
  17. CONSUMER BEHAVIOUR:ADVERTISING APEALS, MEDIA MIX DECISIONS, Target Rating Point (TRP)
  18. CREATIVITY IN ADVERTISING:Three aspects are most accepted, Four Rules of Creativity
  19. COPY WRITER:CHARACTERISTICS OF COPYWRITER, IMPORTANCE OF LANGUAGE
  20. WHY ADVERTISING:Advertising & Market Education, ADVERTISEMENT CAMPAIGNS
  21. METHODS TO APPRECIATE A PROBLEM:SPONSORSHIP—an important tool, Special Characteristics
  22. IMPORTANT TOOL OF ADVERTISING:TELEVISION ADVERTISING, TRANSIT ADVERTISING
  23. ONLINE ADVERTISING:Banners, Logos, Email Ads, Keywords on Search Engines, New Developments
  24. ONLINE ADVERTISING:Structural Challenges, Adobe Photoshop, JAVA, HTML, DHTML, ASP & JSP
  25. SALES PROMOTION:Consumer Oriented Promotion, HOW TO USE TRADE PROMOTION, Dealing with the Trade
  26. PUBLICITY:PERSONAL SELLING, ROLE OF SALES PERSON, FUTURE OF GLOBAL ADVERTISING
  27. MARKETING ENVIRONMENT:Competitors, The Target Buyer, Segmenting your Market, FUTURE OF MARKET GROWTH
  28. MARKETING PLAN:Situational Analysis, Macro – Environment Situation, Marketing Objectives, Financial Objectives
  29. MARKETING PLAN:PROMOTING BUSINESS IN LOW COST, SUPPLY CHAIN, BUYER IDENTIFICATION
  30. HOW TO BE GOOD CLIENTS:CHANNEL BUYERS, HOW TO BE GOOD CLIENTS 14 RULES
  31. CLIENT – AGENCY RELATIONSHIP:HOW TO KEEP CLIENTS (10 Ways), Three Points for Consideration
  32. CLIENT – AGENCY RELATIONSHIP:ADVERTISING WITHOUT AN AGENCY, LOGO AND CORPORATE IDENTITY
  33. NEWSPAPER ADVERTISING:AD PRODUCTION,TYPES OF NEWSPAPER ADS, CIRCULATION
  34. OTHER ADVERTISING MEDIUM:HOW TO USE MAGAZINES, HOW TO USE RADIO, Daypart buying options
  35. UTILITY OF VARIOUS MEDIA:TAPE OR FILM, UTILITY OF TV, DIRECT MAIL PACKAGE
  36. OTHER ADVERTISING MEDIA:POINT OF PURCHASE (POP), TRANSIT ADVERTISING, LIMITS OF ADVERTISING
  37. CONTINUOUS TRACKING:PLANNING CAMPAIGN, HOW TO UNDERSTAND ADS, ASK BASIC QUESTIONS
  38. SEASONAL ADVERTISING:MAXIMIZING IMPACT, THE WEB ADVERTISING, MEASURING ADVERTISING
  39. COMPONENTS OF ADVERTISING:BUY - OLOGY OF MIND, BUY - OLOGY OF MIND
  40. CRITICISM ON ADVERTISING:SHOULD ADVERTISING BE ABOLISHED,
  41. EFFECT OF ADVERTISING:HOW TO PROMPT AWARENESS, CREATING DESIGN THAT SELLS
  42. CREATING EFFECTIVE DESIGN:LANGUAGE OF TYPOGRAPHY, HEADLINES THAT COMMUNICATE
  43. WORKSHEETS:DEMOGRAPHICS OF YOUR TARGET, YOUR COMPETITOR
  44. GLOSSARY OF ADVERTISING:ACCOUNT EXECUTIVE, PROOF, VOICE OVER
  45. CONCEPT OF AN AD:HOW TO DEVELOP A CONCEPT OF AN AD