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Advertising and Promotion (MKT621)

Lesson 19

COPY WRITER

OVERVIEW

This lecture will discuss creativity for profit in advertising. Moreover in the lecture we will

discuss in detail about the copy writer, its role, work, tasks and characteristics. We will also

explain about the importance of language in advertising and illustrate the anatomy of an ad and

general adjectives and verbs used while designing an ad and preparing a copy.

CREATIVITY vs. PROFIT:

The basic purpose of any advertisement within a business or commercial environment is to

ensure how much it helps in promoting the business of the company thereby being an essential

part of its profitability. Therefore, the only judge of creativity is how it helps to achieve profits.

The important points in this regard for the creative artists should be to first make sure that the

message is driven home and then add all the creative stuffs desired without spoiling the main

purpose. The two parameters in this regard or consequence are i.e.: "Impact" and "Relevance"

and in this context following points of creativity should not be ignored.

· Creativity should include not only brand communication but also brand experiences

collected over a period of time.

· It should not only include compelling words & visuals but also have catching ideas that add

value to the brand.

COPY WRITER:

The purpose of each appealing message in advertisements is to motivate people to buy the

advertised goods and services. Advertising copywriters are the people who write slogans like

(Nike's "Just do it") and other slogans carefully making punchy phrases to coax the target

audience into buying deluge of product and services. Following description will explain

regarding copywriter and his/her assignments in advertising environment.

· A copy writer is who writes the most interesting and original copy that will get people

appreciating and buying.

· A copywriter works in creative partnership with art director to conceive, develop & produce

effective advertisements.

· While art director deals mainly with visual images, copy writer provides verbal or written

aspect.

COPYWRITER'S WORK:

A copywriter's work depending upon the type of agency may include as under:

· Meeting with account management team to discuss client's requirements & background to

the product.

· Working in close-knit creative partnership with art director to generate workable concepts

and ideas.

· Writing clear, persuasive and original copy.

· Submitting ideas & discussing progress with the creative director.

· Amending &revising campaigns according to feedback from creative director or clients.

· Working on several campaigns at once under pressure & tight deadlines.

· Carefully proof reading copy to check spellings & grammar.

· Overseeing campaign through the production stage to final completion.

· Keeping up to date with popular culture & trends.

· Advising would be creative & reviewing portfolios.

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Advertising and Promotion (MKT621)

COPYWRITER'S TASK:

Copywriting is a job i.e. proceeds as creative, stimulating and even glamorous. The

copywriter's work is often stressful since being creative on a tight schedule isn't all that easy.

The task of the copywriters includes:

· Writing ads for various media.

· Analyzing marketing data.

· Consulting with clients.

· Consulting with other members of creative team.

· Editing and re writing copy.

CHARACTERISTICS OF COPYWRITER:

The skills abilities and personal characteristics of a copywriter are as follows:

· Writing creatively & persuasively.

· Working under pressure.

· Meeting deadlines.

· Working in team.

· Working cohesively with clients.

· Keeping abreast of market trends.

· Translating client's preferences.

· Having amazing sense of humor.

· Working on various projects simultaneously.

· Being a wordsmith.

IMPORTANCE OF LANGUAGE:

In fields of marketing & advertising language has powerful influence over people and their

behavior. First of all let us have a look at the various components of an advertisement.

· HEADLINE: To grab attention.

· ILLUSTRATION: To retain interest.

· BODY COPY: Details & sales pitch.

· SIGNATURE LINE: Brand name, slogan & trade mark.

· STANDING DETAILS: Address of company.

These components are further explained and illustrated in the chart no. 22 namely Anatomy

of an Advertisement.

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Advertising and Promotion (MKT621)

ANATOMY OF AN ADVERTISEMENT

Overline

Headline

Underline

Lead

BODY

VISUAL

Elaborator

Subheads

Wrap up

Product name

Caption

Facilitator

Slogan / Logo

VOCABULARY USED IN ADVERTISING

ADJECTIVES

VERBS

New

Make

Good /Better / Best

Get

Free

Give

Fresh

Have

Delicious

See

Full

Buy

Sure

Come

Clean

Wonderful

Know

Special

Keep

Crisp

Look

Fine

Need

Great

Use

The study of vocabulary used in advertising listed above in chart no. 23, contains most

common adjectives and verbs as the language of advertising is of course normally very positive

and emphasizes about one product standing out in comparison with another e.g. comparatives

are often used when no real comparison is make such as an advertisement of a detergent may

say "it gets clothes whiter" but the question is whiter than what.