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.
In print media, an advertisement copy is made up of a headline, sub-headlines, the body of the copy, illustration logo-type, slogan and the brand name. Strictly speaking, the written content of an ad copy is the product of the collective efforts of copywriters, artists and the layout men.
Copywriters and artists must collaborate to provide an advertisement through copywriting that 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. However, 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.
A good advertisement copy has the following attributes:
It is brief
Brevity is the soul of wit. Most readers are interested in shorter advertisements. Being brief is not dropping words or chopping sentences. It is the meticulous work of eliminating and substituting 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 easily and quickly read and grasped by the readers. It is unambiguous and self-explanatory. It clicks fast. Clarity gives clues to interpretation. How a copy is interpreted is dependent on factors like local traditions, habits, customs and nationality. Clarity is adjusted to these points.
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 qualities satisfy the consumers’ desire to possess.copywriterriter 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 personalized copy is centred on the prospect. It presents something of interest to the prospect. It is an individualized appeal copy. It is written from ‘prospect’ to ‘product’ rather than ‘product’ to ‘prospect’. The copy has ‘you attitude’.
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 the house.
One of the surest ways of winning the hearts of consumers is, to be honest. ‘Honesty’, here, implies ‘commercial honesty’ and not ‘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. Anywhere in the world, no copy is acceptable to any media that offend morality, declines decency and ravages the religious susceptibilities of people.
Comments