Lesson 12 - Effective Copywriting

Question 1

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

Answer 1

Copywriting

Question 2

Types of Ads for Copywriting

Answer 2

1. The message is complicated
2. Ad for high-involvement product
3. Information that needs definition and explanation
4. Abstract qualities

Question 3

Conveying through words.

Answer 3

Ad for high-involvement product

Question 4

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

Answer 4

Copywriter

Question 5

What are the Tools/Techniques done by Copywriters?

Answer 5

• Tone of Voice
• Grammar
• Adese

Question 6

● 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

Answer 6

Tone of Voice

Question 7

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

Answer 7

Grammar

Question 8

○ 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.

Answer 8

Adese

Question 9

What are the steps to Writing Effective Copy?

Answer 9

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

Question 10

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

Answer 10

Be succinct

Question 11

○ Focus on one message

Answer 11

Be single-minded

Question 12

Use you, we, or they words

Answer 12

Get personal

Question 13

Deliver a single message instead of one long
message

Answer 13

Keep a single focus

Question 14

Use everyday language your audience can understand

Answer 14

Be conversational

Question 15

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

Answer 15

Use Variety

Question 16

Two types of Copywriting for Print:

Answer 16

1. Copy Sheet
2. Layout

Question 17

Copysheet uses ________

Answer 17

Text

Question 18

Layout uses ________

Answer 18

Visual Elements

Question 19

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

Answer 19

• Display Copy
• Body Copy

Question 20

● 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

Answer 20

Display Copy

Question 21

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

Answer 21

Body Copy

Question 22

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

Answer 22

Headlines

Question 23

What are the two general categories?

Answer 23

• Direct Action
• Indirect Action

Question 24

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

Answer 24

Direct Action

Question 25

○ 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.

Answer 25

Indirect Action

Question 26

What are the types of direct action headlines?

Answer 26

● Assertion ● Command ● How-to Heads ● News announcements

Question 27

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

Answer 27

Assertion

Question 28

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

Answer 28

Command

Question 29

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

Answer 29

How-to Heads

Question 30

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

Answer 30

News announcements

Question 31

What are the types of indirect-action headlines?

Answer 31

- Puzzles - Associations

Question 32

Used strictly for their curiosity and provocative power.

Answer 32

Puzzles

Question 33

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

Answer 33

Associations

Question 34

How to Write Headlines?

Answer 34

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

Question 35

● 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

Answer 35

Body Copy

Question 36

How to Write Body Copy?

Answer 36

1. Straightforward 2. Narrative 3. Dialogue 4. Explanation 5. Translation

Question 37

Be direct when writing body copy

Answer 37

Straightforward

Question 38

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

Answer 38

Narrative

Question 39

The reader listens in a conversation

Answer 39

Dialogue

Question 40

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

Answer 40

Translation

Question 41

What contains the copywriter's toolkit?

Answer 41

- Headline - Overlines & Underlines - Body Copy - Subheads - Callouts - Captions - Taglines - Slogans - Call to action

Question 42

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

Answer 42

Headline

Question 43

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

Answer 43

Overlines and Underlines

Question 44

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

Answer 44

Body Copy

Question 45

● 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.

Answer 45

Subheads

Question 46

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.

Answer 46

Callouts

Question 47

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

Answer 47

Captions

Question 48

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

Answer 48

Taglines

Question 49

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

Answer 49

Slogans