Chapter_12ilearn

Chapter_12ilearn - Chapter 12 Copywriting 1 The Creative...

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1 Chapter 12 Copywriting
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2 PPT 12-22 The Creative Team Creative Team Creative Team Creative Concept Creative Concept Art Director Art Director Copywriter Copywriter
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Copywriting and the Creative Plan Copywriting is the process of expressing the value and benefits a brand has to offer. A creative plan is the guideline that specifies the message elements of advertising copy.
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Copywriting for Print Ads: The Headline Gives news about the brand Gives news about the brand Emphasizes brand claims Emphasizes brand claims Gives advice to the reader Gives advice to the reader Selects targeted prospects Selects targeted prospects Stimulates curiosity Stimulates curiosity Identifies the brand Identifies the brand Functions
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Copywriting for Print Ads: The Headline Entice to read body copy Entice to examine visuals Never change typeface Never rely upon body copy Be persuasive Appeal to self-interest Inject maximum information Limit to five-eight words Include the brand name Guidelines for writing headlines
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Copywriting for Print Ads: Subheads Reinforce the headline Reinforce the headline Include important information not Include important information not
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This document was uploaded on 11/04/2011 for the course MKGT 434 at S.F. State.

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Chapter_12ilearn - Chapter 12 Copywriting 1 The Creative...

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