Advertising Copy Meaning
Advertisement Copy is the soul of an advertisement.
An advertisement copy is all the written or spoken matter in an advertisement expressed in words or sentences and figures designed to convey the desired message to the target consumers.
An advertisement copy is made-up of a head-line, sub-headlines, body of the copy, illustration logo type, slogan and the brand name.
The written content of an ad copy is the product of the collective efforts of copywriters, artists and layout men.
Copywriter and artist must collaborate to provide an advertisement though copywriting precedes or succeeds the artwork and the layout
ESSENTIALS OF EFFECTIVE COPY
Whether a copy is effective or ineffective is a matter of personal judgment.
It is really very difficult to judge as its evaluation is purely subjective and perceptive.
A good or effective copy succeeds in reaching the target consumers to create favourable attitudes towards the product and the producers, impelling an action on the part of the consumer to buy.
Being brief is not dropping words or chopping sentences.
It is the meticulous work of eliminating and substituting the words without jeopardizing the meaning.
It cuts to the core; it is to the point to cover all
It is clear
A clear copy is quickly read and grasped by the readers.
How a copy is interpreted is dependent on factors like local traditions habits, customs and nationality.
It is apt
A copy is apt that matches the needs and counts of the prospects.
Writing an apt copy is the art of putting in words that create a strong desire to possess the product where the product features or the qualities satisfy the consumers’ desire to possess.
The copy writer is to place himself in the position of a customer to make it apt.
He is to use the most suitable USP
It is personal
A personal copy is specific where generality is dismissed to do away with ambiguity.
A personalised copy is centred on the prospect.
It presents something of interest to the prospect.
It is written from ‘prospect’ to ‘product’ rather than ‘product’ to ‘prospect’.
It is honest
The credibility or believability of an advertisement message is decided by the extent of honesty.
An ad to be good must be truthful.
Misleading and mispresented facts made in the copy only damage the reputation of selling a house.
One of the surest ways of winning the hearts of the consumers is, to be honest.
‘Honesty’, here, implies ‘commercial honesty’ and not the ‘judicial’
It is conforming
Every ad copy is to conform to standards, rules and regulations acceptable to the advertising media and the laws of the land.
No copy is acceptable to any media that offends the morality, declines decency and ravages the religious susceptibilities of people
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