What are the Essentials of a Good Advertising Copy?
Advertising copy contains the message of the advertisement. For advertising in newspapers, magazines, and other publications, such message is conveyed through reading material in written words and pictures; for radio advertising, the message is communicated through talking material in spoken words; and for film and television advertising, the message is embodied in both reading and talking material.
According to the differing nature of advertising media, the copy of advertising may represent some reading, talking, or combined reading and talking material. "An advertisement copy is a text used in the advertisement, be it print, radio, television or other form of advertisement. The text so users can be in the form of dialogs, some catchy phrase, a company's motto or slogan or any word".
Irrespective of its nature, advertising copy in all cases is to be drawn up in conformity with certain cardinal principles as follows:
First, Advertising copy being meant for conveying information, it must provide such information through as simple, clear, concise and complete a copy as possible. A simple and clear copy requires the use of known words and familiar phrases rather than the introduction of rare words and high- flown phrases.
Conciseness or brevity is the art of copywriting and lends much in gaining public reception for a product. A complete copy is what gives full information relating to the source and time of availability of the advertised products or services along with their costs.
Second, The copy should be drawn up with a specific objective in view rather than the general one of increasing sales. As sales are circumscribed by a number of barriers like the feeling of high prices, the existence of rival brands, lack of quality confidence or knowledge of poor performance, the message of the copy should be directed to dispel the wrong impression or to overcome the consumer resistance.
Third, The copy should be designed with an eye to enlist the support of prospective consumers. A general appeal to all falls into deaf ears and fails to draw the attention of any particular group or section of the community. Accompanied by a proper layout with suitable headings and illustrations, an effective copy carries the message to those people who are likely to use the advertised products or services.
Fourth, The message of the advertisement is of no avail unless it can create consumers interest in the product. In the absence of faith or confidence in a business and its products, no interest can be expected on the part of consumers. For this purpose, the copy must be grounded in a tone of sincerity and believability. The message must be capable of inspiring confidence in prospective consumers and winning their acceptance.
Finally, The copy should stimulate a deep-seated human desire by making an appeal to the inner yearnings of the consumer. That is to say, the copy is to be based upon a central theme of appeal.
According to the differing nature of advertising media, the copy of advertising may represent some reading, talking, or combined reading and talking material. "An advertisement copy is a text used in the advertisement, be it print, radio, television or other form of advertisement. The text so users can be in the form of dialogs, some catchy phrase, a company's motto or slogan or any word".
Essentials of a Good Advertising Copy:
Irrespective of its nature, advertising copy in all cases is to be drawn up in conformity with certain cardinal principles as follows:
First, Advertising copy being meant for conveying information, it must provide such information through as simple, clear, concise and complete a copy as possible. A simple and clear copy requires the use of known words and familiar phrases rather than the introduction of rare words and high- flown phrases.
Conciseness or brevity is the art of copywriting and lends much in gaining public reception for a product. A complete copy is what gives full information relating to the source and time of availability of the advertised products or services along with their costs.
Second, The copy should be drawn up with a specific objective in view rather than the general one of increasing sales. As sales are circumscribed by a number of barriers like the feeling of high prices, the existence of rival brands, lack of quality confidence or knowledge of poor performance, the message of the copy should be directed to dispel the wrong impression or to overcome the consumer resistance.
Third, The copy should be designed with an eye to enlist the support of prospective consumers. A general appeal to all falls into deaf ears and fails to draw the attention of any particular group or section of the community. Accompanied by a proper layout with suitable headings and illustrations, an effective copy carries the message to those people who are likely to use the advertised products or services.
Fourth, The message of the advertisement is of no avail unless it can create consumers interest in the product. In the absence of faith or confidence in a business and its products, no interest can be expected on the part of consumers. For this purpose, the copy must be grounded in a tone of sincerity and believability. The message must be capable of inspiring confidence in prospective consumers and winning their acceptance.
Finally, The copy should stimulate a deep-seated human desire by making an appeal to the inner yearnings of the consumer. That is to say, the copy is to be based upon a central theme of appeal.
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