CMayeJ368PPT_9Copywriting.pptx

CMayeJ368PPT_9Copywriting.pptx - 10/31/10 Jour 368 2010...

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10/31/10 1 Jour 368 © 2010 Carmen Maye
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10/31/10 2 Copywriting is the process of expressing the value and benefits a brand has to offer, via written or verbal descriptions. A guideline used during the copywriting process to specify the message elements that must be coordinated during the preparation of copy. These elements include: main product claims creative devices media that will be used any special creative needs a product or service might have.
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10/31/10 3 the single most important thought you want a member of the target market to take away from the advertisement the product features to be emphasized the benefits a user receives from these features the media chosen for transmitting the information and the length of time the advertisement will run the suggested mood or tone for the ad the ways in which mood and atmosphere will be achieved in the ad the production budget for the ad. Three separate components of print copy: 1. the headline 2. the subhead 3. the body copy.
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10/31/10 4 The leading sentence or sentences, usually at the top or bottom of the ad, that attracts attention, communicates a key selling point, or achieves brand identification. Give news about the brand. Emphasize a brand claim. Give advice to the reader. Select prospects. Stimulate the reader’s curiosity. Set a tone or establish an emotion. Identify the brand.
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10/31/10 5 Make the headline a major persuasive component of the ad. Appeal to the reader’s self-interest with a promise of benefits for the brand. Inject maximum information in the headline without making it cumbersome or wordy. Limit headlines to about 5-8 words. Include the brand name in the headline. Entice the reader to read the body copy. Entice the reader to examine the visual. Never use a headline that depends on reading the body copy. Use simple, common, familiar words.
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CMayeJ368PPT_9Copywriting.pptx - 10/31/10 Jour 368 2010...

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