Chapter 12: Copywriting

Front 1

What does the creative team consist of?

Back 1

artistic director and copywriter

Front 2

Copy writers are responsible for the _____ and art directors for _____. Together they both help create the creative concept that is turned into an ad. THey are equally involved in creating this ad.

Back 2

verbal elements; visuals elements

Front 3

For a global brand to succeed, what needs to happen in advertising? (Sarah Climbs Huge Cradles)

which two are most important?

Back 3

K.I.S.S. and
SIMPLICITY
CLARITY
HUMOR
CLEVER

simplicity and clarity

Front 4

The key to succeeding globally is to find a _________ __________ ________.

Back 4

culturally shared humor.

Front 5

Copywriting def.
1.) Is the process of expressing value and ______ a brand has to offer via ________ or verbal descriptions.

Back 5

benefits.
written.

Front 6

Hathaway shirt ad from Ogivly campaign is used in class to illustrate how logic can ruin a great idea.

Back 6

Another example of KISS.

Front 7

Creative plan is the guideline used during the copywriting process to sepcify the message elements that myst be considered during the prep of the copy. Elements of the plan include:

Back 7

product features, benefits, media mediums, mood of ads, how mood will be achieved, budget, etc.

Front 8

Headline guidelines are meant be a _____ _____. A headline may _________ one or all guidelines and still be effective. It is unrealistic to try and fulfill each guideline.

Back 8

1.) starting point
2.) violate

Front 9

Def of headline

Back 9

Leading sentences that attract attention to convince consumers.

Front 10

What does the Clorox ad show?

Back 10

subheadlines. shows how a subhead is used to convey important brand information not communicated in the headline.

Front 11

subhead definition:
benefits: communicates _______ ____________ _______ or brand information, reinforces the _____line, and entices the reader to proceed to the ______ ______ or visuals, whichever is more relevant.

Back 11

1.) a few words or a short sentence usually appearing before or below the headline.
2.) key selling points
headline
body copy.

Front 12

Four guidelines for print copy.

Back 12

1.) Use the present tense
2.) Use familiar words and phrases
3.) involve reader
4.) avoid cliches and superlatives

Front 13

Cybercopy. although cybercopy is evolving it has its own style.
basic principles of good print ads apply, but should assume a more active and involved audience.

Back 13

READ THAT SHIT AGAIN!

Front 14

cybercopy is closer to ______ than tv copy and audiences come ___ the cyber ads rather than the otherway around.

-more user-_________ medium than print, television, or radio.

-what dictates the copy style?

Back 14

cybercopy is closer to PRINT than tv copy and audiences come TO the cyber ads rather than the otherway around.

-more user-DIRECTED medium than print, television, or radio.

-what dictates the copy style?
DIRECT RESPONSE (USING IDEA OF URGENT REACTIONS ON BEHALF OF THE AUDIENCE)

Front 15

What are the two differing comparisons of writing copy for radio?

Back 15

1.) considered theater-of-the-mind
2.) audio wallpaper (a filler or unobtrusive accompaniment during reading, chores, driving, etc.)

Front 16

Radio's four elements/outlets include:

Back 16

1.)music
2.)dialogue
3.)announcements
4.)celebrity announcers

Front 17

music in radio can include _____ and _______.

Back 17

jingles and songs

Front 18

dialogue is between people and _____ is often used.

Back 18

humor

Front 19

announcements are comparable to _______ copy used in print and is read by announcers on air.

Back 19

narrative

Front 20

celebrity announcers are NOT considered _____.

Back 20

testimonials.

Front 21

average word count per second in radio ads
10
20
30
60
90

Back 21

10 20-25
20 40-45
30 60-65
60 120-125
90 85-195

Front 22

storyboard is a shot by important shot sketch depicting the sequence of visuals scenes and _____ that will be used in TV ads.

Back 22

copy

Front 23

two most important types of tv formats

Back 23

1.) demonstration (use straight line copy ex: Honda motor cycle spot 30 seconds with a single drop.)

2.) problem and solution
brand is the savior!

Front 24

slogan definition

Back 24

short phrase used to help establish an image, identity, or position of a brand to increase memorability

Front 25

slogans are established by ______ the phrase in a firm's advertising and other public communication as well as through _______ and ______ ________.

Back 25

repeating

salespeople and event promotion.

Front 26

benefits of slogans (3)

Back 26

can be integral part of brand's image and personality

short identification for brand

continuity across different media and between other advertising campaigns.

Front 27

four common mistakes in copywriting

Back 27

1.) trite
2.)vague
3.) wordiness
4.) creativity for creativity's sake

Front 28

what is the copy approval process?
and between what two groups?

Back 28

two groups: agency and client

AGENCY
account planning
copywriter
senior writer creative director
account management team legal dept
CLIENT
product manager, brand mgr. marketing staff
senior executive

Front 29

good hedlines have a major persuasive point, appeals to the reader's _____ __________ with basic _____ coming from the brand.
Has _____ information and minimum ___________. 5-8 words, entices reader to read _______ _______. make reader examine visuals, keep font ______, simple, familiar ________.

Back 29

good hedlines have a major persuasive point, appeals to the reader's SELF INTEREST with basic BENEFITS coming from the brand.
Has MAXIMUM information and minimum WORDINESS. 5-8 words, entices reader to read BODY COPY. make reader examine visuals, keep font CONSISTENT, simple, familiar WORDS.

Front 30

SUBHEADS can stimulate _______ through physical space of the ad, including the visual.

longer body copy, more useful ________.

Back 30

SUBHEADS can stimulate MOVEMENT through physical space of the ad, including the visual.

longer body copy, more useful SUBHEAD

Front 31

(technique for preparing body copy)
straight line copy?

Back 31

straightforward terms why a reader will benefit using the brand
DONT CONFUSE with DIRECT RESPONSE copy

Front 32

(technique for preparing body copy) dialogue

Back 32

body copy using dialogue delivers selling pts between characters

Front 33

(technique for preparing body copy)
testimonial

Back 33

using dialogue with intended audience ex. Nicorette ad.

Front 34

(technique for preparing body copy)
narrative

Back 34

method displaying series of statements about the brand

Front 35

direct response copy

Back 35

least complex; copywriters highlighting urgency of acting immediately.

Front 36

fact sheet radio ad

Back 36

listing of important selling points that a radio announcer can use to ad-lib a radio spot

Front 37

live script radio ad

Back 37

having on air like DJ or host read detailed script of an ad.

Front 38

developmental copy research

Back 38

helps copywriters at early stages by [rpviding audience interpretations and reactions to proposed copy

Front 39

evaluative copy research

Back 39

used to judge copy after its been produced (sucks for copywriters)