Brainscape's Knowledge GenomeTM

Browse over 1 million classes created by top students, professors, publishers, and experts.


See full index

[ADVERTISING]: FINALS > Lesson 12 - Effective Copywriting > Flashcards

Lesson 12 - Effective Copywriting Flashcards

1
Q

● All the text you see in advertisements
● The creative element is most visible
● Primarily visual catches your attention immediately through
language

A

Copywriting

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
2
Q

Types of Ads for Copywriting

A
  1. The message is complicated
  2. Ad for high-involvement product
  3. Information that needs definition and explanation
  4. Abstract qualities
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
3
Q

Conveying through words.

A

Ad for high-involvement product

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
4
Q

● The person who shapes and sculpts the words in an advertisement.
● Ad directors are the ones who directs the advertisement videos

A

Copywriter

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
5
Q

What are the Tools/Techniques done by Copywriters?

A
  • Tone of Voice
  • Grammar
  • Adese
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
6
Q

● Copywriters write to the target audience. Write to the
person as if you are in a conversation.
● If they do not know the target audience they can
make use of Photo Profile and select a picture that will relate to the target audience

A

Tone of Voice

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
7
Q

Copywriters also are attuned to the niceties of
grammar, syntax, and spelling, although sometimes
they will play with a word or phrase to create an
the effect, even if it’s grammatically incorrect

A

Grammar

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
8
Q

○ Full of cliches and vague phrases
○ Formulaic advertising copy is one problem that is so
infamous comedians parody of it
○ This type of formula writing, violates all the guidelines
for writing effective copy. It is full cliches, superlatives,
stock phrases, and vague generalities.
○ Example: Now we offer the quality that you’ve been
waiting for - at a price you can afford. So buy now and save.

A

Adese

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
9
Q

What are the steps to Writing Effective Copy?

A
  1. Be succinct
  2. Be single-minded
  3. Be specific
  4. Get personal
  5. Keep a single focus
  6. Be conversational
  7. Be original
  8. Use Variety
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
10
Q

○ Use short familiar words, sentences, phrases, and
paragraphs
○ Keep it as simple and short as possible to be easily
understood

A

Be succinct

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
11
Q

○ Focus on one message

A

Be single-minded

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
12
Q

Use you, we, or they words

A

Get personal

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
13
Q

Deliver a single message instead of one long
message

A

Keep a single focus

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
14
Q

Use everyday language your audience can understand

A

Be conversational

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
15
Q

○ Avoid long blocks of copy in print ads
○ Break the copy into short paragraphs so that it would be easy to absorb

A

Use Variety

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
16
Q

Two types of Copywriting for Print:

A
  1. Copy Sheet
  2. Layout
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
17
Q

Copysheet uses ________

A

Text

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
18
Q

Layout uses ________

A

Visual Elements

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
19
Q

What are the two categories of copy that print advertising uses?

A
  • Display Copy
  • Body Copy
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
20
Q

● All elements that readers see in their initial scanning
● Set in larger type sizes than body copy
● Designed to get attention and to stop the viewer’s scanning

A

Display Copy

21
Q

● Includes the elements that are designed to be read and absorbed, such as the text of the ad message and captions.

A

Body Copy

22
Q

A key element in print advertising. It conveys the main message so that people get the point of the ad

A

Headlines

23
Q

What are the two general categories?

A
  • Direct Action
  • Indirect Action
24
Q

○ The benefits of using the
products
○ Straightforward and
informative
○ Ex: The power to kill germs

A

Direct Action

25
Q

○ Not selective and do not
provide much information
○ More on building a brand identity rather than focusing on the benefit of the brand or product.
○ are not as selective and may not provide as much information, but may be better at drawing the reader into the message and building a brand image.

A

Indirect Action

26
Q

What are the types of direct action headlines?

A

● Assertion

● Command

● How-to Heads

● News announcements

27
Q

○ is a headline that states
the claim or a promise that will motivate someone to try the product.

A

Assertion

28
Q

○ Politely tells the reader to
do something
○ Example: Protect your
family now.

A

Command

29
Q

People are rewarded for investigating a product when the message tells them how to use it or how to solve a problem.

A

How-to Heads

30
Q

Are used with
new-product introductions but are also with changes, reformulations, new styles, and new users.

A

News announcements

31
Q

What are the types of indirect-action headlines?

A
  • Puzzles
  • Associations
32
Q

Used strictly for their
curiosity and provocative
power.

A

Puzzles

33
Q

○ These headlines use image and lifestyle to get attention and build interest

A

Associations

34
Q

How to Write Headlines?

A
  1. A good headline will attract only those who are prospects.
  2. Work in combination with the visual to stop and grab the reader’s attention
  3. Identify the product and brand and start the sale
  4. Lead readers into the body copy
35
Q

● Is the text of the ad, and its primary role is to maintain the interest of the reader.
● Summarizes the information
● It should be the heart of the message but readers rarely read this portion

A

Body Copy

36
Q

How to Write Body Copy?

A
  1. Straightforward
  2. Narrative
  3. Dialogue
  4. Explanation
  5. Translation
37
Q

Be direct when writing body copy

A

Straightforward

38
Q

Telling a story in the First person or in the Third
person

A

Narrative

39
Q

The reader listens in a conversation

A

Dialogue

40
Q

○ Technical information, often at high tech or medicine
○ Tech fine

A

Translation

41
Q

What contains the copywriter’s toolkit?

A
  • Headline
  • Overlines & Underlines
  • Body Copy
  • Subheads
  • Callouts
  • Captions
  • Taglines
  • Slogans
  • Call to action
42
Q

● Phrase or sentence that serves as the opening to the ad

A

Headline

43
Q

These are phrases or sentences that either lead into the headline or follow up on the thought in the headline

A

Overlines and Underlines

44
Q

The text of the ad. It’s a usually smaller-sized type and written in paragraphs or multiple lines

A

Body Copy

45
Q

● Used in longer copy blocks, subheads begin a new sectionof the copy
● They are usually bold type or
larger than the body copy. Their purpose is to make the logic clear to the reader.

A

Subheads

46
Q

These are sentences that float around the visual, usually with a line or arrow pointing to some specific element in the visual that they name and explain.

A

Callouts

47
Q

Sentence or short piece of copy that explains what you are looking at in a photo or illustration

A

Captions

48
Q

● A short phrase that wraps up the key idea or creative concept that usually appears at the end of the body copy

A

Taglines

49
Q

● A distinctive catchphrase that serves as a motto for a campaign, brand or company
● Changes over time

A

Slogans

[ADVERTISING]: FINALS (6 decks)

Brainscape helps you reach your goals faster, through stronger study habits.
© 2024 Bold Learning Solutions. Terms and Conditions