Essentials of Copywriting: Elements, Principles, and Types Unveiled
Explore the essential elements, principles, and types of copywriting to enhance your advertising skills. Learn about the precise, concise, and attractive aspects of copy, as well as different categories such as hard sell, soft sell, testimonial, and more. Dive into the art of layout and illustrations in creating effective advertisements.
Download Presentation
Please find below an Image/Link to download the presentation.
The content on the website is provided AS IS for your information and personal use only. It may not be sold, licensed, or shared on other websites without obtaining consent from the author. If you encounter any issues during the download, it is possible that the publisher has removed the file from their server.
You are allowed to download the files provided on this website for personal or commercial use, subject to the condition that they are used lawfully. All files are the property of their respective owners.
The content on the website is provided AS IS for your information and personal use only. It may not be sold, licensed, or shared on other websites without obtaining consent from the author.
E N D
Presentation Transcript
Advertising SEM IV Module IV Dr. Jayashri Kulkarni
Elements of Copy Copy: Basic design of the Advertisement. Parts/ Elements: Main Head Line : top, bold Sub head line: below to main HL Over line: above the main H L Illustration: visual/ picture--most Caption: Body Copy : text, content: Slogan: Jingles: small, catchy phrase Brand Logo: company: sign of corporation Signature: ad agency
Essentials /principles of a Copy Precise: concise Complete: objective Attractive Clear Simple Specific Personal Touch Realistic Believable Interesting Surprise element
Types of a Copy Hard sell: direct benefit Soft sell : abstract, indirect Testimonial: personality Descriptive: long Precise: small, less parts Institutional : corporate Educational : awareness , social advt. Humorous: jokes, cartoon Topical: current issue, festival/ happening
Types of Copies Compare & Contrast: before & after use of a product Dialogue: conversation Questioning : reason why Reminder: precise, existing brand Conditional:
Lay outprinted advt. Outline of a Copy Dress up of a Copy Considerations: Size of a Copy. Border. No. of parts. Location of every part. Size of every part of a Copy. Style of lettering. Space between two parts etc.
Principles of Lay out of a Copy Atmosphere Balance Contrast Dominance Eye Movement White Space: blank space Simplicity Continuation Legibility
Illustration Visual or Picture in a Copy Photo/ sketch/situation/scene/Personality/ Brand/ Company/ Symbol/ Sign/ Chart/ Diagram/ Table/ Graph
Functions of Illustrations Attraction Information Support Head Line Memorable Demonstrate the product Secure action
Types of Illustrations Product alone Product in use Product in background Personality Charts Graphs Diagram Cartoons Before n after use
Execution Styles Hard Sell Soft Sell
Presentations Dramatization Animation Testimonial Demonstration
Few Concepts Jingles Story Board: TV : audio, visual Audio: music, features, uses, comparison, brand name, dialogue, Tag line Visual: Animation, characters, product, scene, situation, price, offers, discounts, personality.
evaluation OF EFFECTIVENESS OF AVERTISEMENTS Pre testing: before releasing the Advt.: TO CONFIRM Self check, self confidence, impression , to avoid wastage of money, energy, talent, to correct it goes to people Post testing: after releasing the Advt. feed back : assess urself, weakness, to improve, next campaign improvement
Evaluation of advt. Pre Testing & Post Testing techniques Pre testing Check List Consumer Jury: scientific : Inquiry Sales Area Others: projective- mechanical Portfolio Post testing Recall : Aided, Unaided Readership : Noted, Associated, Read Most Sales Technique Inquiry attitude
