Chapter 13: Copywriting Flashcards
What are the four types of ads for which words are crucial?
1) Message complicated
2) High involvement products
3) credibility or authority
4) abstract qualities
What is a copywriter?
The person who shapes and sculpts the words in the ad
What should be considered in advertising writing style?
Tone of voice
Grammar
Adese (formulaic advertising “But there’s more…”
What characteristics are important for a good headline?
Work in combination with the visual to grab attention
Identify the product/brand to start the sale
Lead into the body
What are the types of direct action headlines?
Assertion - states a claim
Command - “BUY NOW”
How to headlines - solve a problem
News announcements/factual statement
What are types of indirect action headlines?
Puzzles (How do you like yours?)
Associations/play on words
Empathy (if you’re too tired to read this, you probably should)
What are some other forms of display copy?
Captions
Sub headings
Straplines
Slogans
Why is a caption used?
Second highest readership - serves an information function
Why are sub headings used?
Used to break up a large block of copy
Why are straplines used?
Short, catchy and memorable phrases used to complete a creative idea
Why are slogans used?
Part of a brand identity effort (can also be used as straplines)
What is the role of “body copy”
To maintain interest of the reader
What is the “lead paragraph”?
The first paragraph of the body copy
What is the “closing paragraph”
Refers back to the creative concept and wraps up the big idea - MUST INCLUDE CTA
List some writing styles
Straightforward - factual
Narrative - storytelling
Dialogue - conversation
Explanation - how
Translation - getting message across in easy to understand/familiar language
Which form of media does not have to work as hard to get the audience’s attention?
When copywriting for radio, what should be considered?
Be simple (get message across easily so listener can remember) yet intriguing so that they don’t feel compelled to change the channel
When copywriting for web, what should be considered?
More interactive than other mass mediums
Challenged to attract people and manage a dialogue-based comms. experience
When copywriting for Video/TV, what should be considered?
Focus on a key visual
Be single minded
Observe rules of good editing
Try to show the product close up at the end
(primacy and recency)
