Wells13_Basic - Copywriting Part 4: Effective Advertising...

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Copywriting Part 4: Effective Advertising Messages Chapter 13
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13 - 2 Chapter Outline I. Chapter Key Points II. Copywriting: The Language of Advertising III. Copywriting for Print IV. How to Write Radio Copy V. How to Write Television Copy VI. Writing for the Web VII. Copywriting in a Global Environment
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13 - 3 Key Points Explain the basic style used for advertising copy Describe the various elements of a print ad Explain the message characteristics and tools of radio advertising Discuss the major elements of television commercials Discuss how Web advertising is written
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13 - 4 Copywriting: The Language of Advertising Four types of ads in which words are crucial 1. If the message is complicated 2. If the ad is for a high-involvement product 3. Information that needs definition and explanation 4. If a message tries to convey abstract qualities Copywriter The person who shapes and sculpts the words in an ad
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13 - 5 Advertising Writing Style Copy should be as simple as possible Should have a clear focus and try to convey only one selling point Every word counts; space and time are expensive Practical Tips Be succinct Be single-minded Be specific Get personal Keep a single focus Be controversial Be original Use variety Use imaginative description
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13 - 6 Advertising Writing Style Tone of voice To develop the right tone of voice, copywriters write to the target audience as if they were in a conversation Grammar Copywriters must know the rules of grammar, syntax, and spelling, though they will play with a word or phrase to create an effect Adese Formulaic advertising copy Brag-and-boast copy
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Wells13_Basic - Copywriting Part 4: Effective Advertising...

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