Copywriting And Art Direction Flashcards
This refers to the text, or verbal message of an ad
Copywriting
This refers to the visuals, or nonverbal message of an ad
Art direction
The creative team consists of (3)
Copywriter
Art director
Creative director
This team member is responsible for the words in the ad; develops the verbal message
Copywriter
This member of the creative team is responsible for the nonverbal message; the look and feel of the ad
Art director
This team member is responsible for the overall creative product
Creative director
Copywriter is responsible for
Words in the ad; verbal message; copy
Art director is responsible for
Nonverbal message; design; look and feel of the ad
Creative director is responsible for
The overall creative product
Three examples of advertising medium that differ in terms of processes
Print
Broadcast
Web
Research shows that ads scoring in the top third for stoppage power devote an average of what % of their space to visual?
82
10 purposes of using visuals in print ads
Capture attention Emphasize features Identify subject Show product in use Qualify readers Support Truth of Copy Arouse interest in Headline Clarify Copy Create favorable impression Provide campaign continuity
Words are crucial in what four types of advertisements
- Complex
- High Involvement
- Explanation
- Abstract
These types of ads tend to be complex
B2B
These two types of ads require words for explanation
New products, drug ads
5 key copywriting elements
Headline Subhead Body copy Slogan Logo
This contains the words in the leading position in the advertisement
Headline
Role of headlines (5)
Attract attention Engage the audience Explain the visual Lead audience into body copy Present the selling message
This may be the most important element of the print ad
Headline
Which contributed more to long-term memory: headlines or visuals?
Headlines
How many more people read the headline than the body copy?
3-5x as many
The headline should be how many words
10 or less
The headline should fill what % of the print ad?
10-15%
Types of headlines
News/information Benefit Question Command Provocative
This is the additional smaller headline that appears above (kickers) or below the headline
Subheads
This reinforces the headline and provides a transition to the body copy; generates additional interest
Subheads
A subhead above the headline is called
Kickers
This is a logical continuation of the headline, with the main role of maintaining interest. Features, benefits, utility, arguments, proof, explanations, etc
Body copy (text)
This is read by only 1 out of 10 readers, so it should speak to readers self interest
Body copy (text)
Slogan vs tagline
Slogan is longer term/more permanent
Tagline is for campaigns, campaign continuity
These provide continuity to the ads in an overall campaign and summarize the message strategy in a brief, memorable, repeatable statement
Slogans and tag lines
Two qualities of logos
Recognizable and unique
aid recognition and give the product individuality
This must be clearer than any other kind of copywriting
Writing radio copy
30 seconds of radio copy in words
60-70 words
60 seconds of radio copy in words
130-150 words
3 challenges of writing radio copy
Short length
Must be simple yet intriguing
Transitory medium
2 Opportunities for writing radio copy
Theater of the mind
Music/jingles
Writing effective radio ads (6)
Keep it personal Speak to listeners’ interests Wake up the inattentive Make it memorable Include call to action Create image transfer
8 television/radio ad formats
Straight announcement Presenter Testimonial Demonstration Musical Slice of life Lifestyle Animation
In this ad format one person delivers the message, either on camera or via voiceover
Straight announcement
Straight announcement pros
Adaptable
Informative
Inexpensive
Straight announcement con
Easy to ignore
Straight announcement ad format
One person delivers the message, either on camera or via voiceover
In this ad format, one person or character presents the product and carries the sales message (typically uses celebrities)
Presenter
Presenter ad format pros
Attention getting
Credible
Authoritative
Presenter ad format cons
Expensive
Skeptical
Presenter ad format
One person or character presents the product and carries the sales message
Testimonial ad format
When a satisfied user gives a sales pitch
In this ad format, a satisfied user gives a sales pitch
Testimonial
Testimonial pros
Credible
Persuasive
Testimonial cons
Wearout
Demonstration ad format
Showing the product in use
This ad format shows the product in use
Demonstration
Demonstration at format pros
Convincing
Easy to visualize
Demonstration ad format cons
Unrealistic
This ad format conveys a sales message through music or a jingle
Musical
Musical ad format
Sales message conveyed through music or jingle
Pros of musical ad format
Attention getting
Involving
Memorable
Cons of musical ad format
Expensive
Distracting
This ad format dramatizes a real-life situation in which the product becomes the hero
Slice of life
Slice of life ad format
Dramatization of a real life situation in which the product becomes the hero
Pros of slice of life
Realistic
Focus on product benefits
Memorable
Con of slice of life
Difficult to do well
Lifestyle ad format
Focus on the user rather than product
This ad format focuses on the user rather than product
Lifestyle
Pros of lifestyle ad format
Target segments
Entertaining
Cons of lifestyle ad format
Little information (of the product itself, more focus on the user) Value
This ad format used animation to convey difficult messages or for reaching specialized markets, such as children
Animation
Animation ad format
Use of animation to convey difficult messages or for reaching specialized markets, such as children
Pros of animation ad format
Attention getting
Simplified complex issues
Con of animation ad format
Distracts from message
3 key considerations of writing for the web
Contains elements of print and broadcast media
Interactivity provides opportunities
Users share
Designing banner ads (6)
Define the purpose of your banner ad Keep your message brief and to the point Choose the right color(s) Keep the design simple Use legible text and fonts Provide interactivity
6 ways copywriters could mislead consumers
Hedge words Deleted comparative Uniqueness implication piecemeal comparison Demonstration implication Significance implication
Hedge words meaning + example
Doesn’t quite reach the level it implies (fights -> kills)
“Weedex fights weeds”
Example of deleted comparative
”Tide cleans clothes better”
Uniqueness implication example
“The pizza with real cheese”
Piecemeal comparison meaning + example
Doesn’t give a clear perception of where this brand actually fits in the broader category
“Lumina has more front seat room than Cutlass, more pickup than Taurus, and better gas mileage than Bonneville”
Demonstration implication meaning + example
Using some kind of grand demonstration to imply something else, similar to hedge words
“Baggies keep food dry even under water”
Significance implication example + meaning
“Gainseburgers have all the milk protein your dog needs”
Implying milk is significant when it may or may not be
