Advertising Copywriting

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ISBN: 9780844232065 | 0844232068
Cover: Hardcover
Copyright: 1/1/1999

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From low-budget local campaigns to big-budget national television spots. Advertising Copywriting provides practical, straightforward instruction for writing successful copy. Students learn how to apply pre-tested principles to create attention getting headlines and sales generating copy.

Foreword

(2)

Preface

xiii

(2)

Acknowledgments

(2)

Copywriting

xvii

Chapter 1: Copywriting: An Exciting Blend of Creativity, Common Sense, and Hard Work

(10)

You Need More than Mere Writing Ability

(1)

Much More than Spewing Out Slogans

(1)

Newswriting versus Copywriting--Similarities and Differences

(1)

No Public Acclaim for Your Copy

(1)

Temperamental? You're in the Wrong Field

(1)

Pay Scales for Copywriters Are Often Exaggerated

(1)

Rush! Rush! Rush!

(1)

Your Hours and Working Conditions May Be Odd

(1)

What Will You Like about the Job?

(1)

Feeling Useful Is a Reward

(1)

Think of Yourself as a Merchant

(1)

Get Out of That Chair and Mix with People

(1)

Copywriters Will Always Be Needed

(1)

Conclusions to Consider

(2)

You and the Computer

(1)

Computers Can Make Your Job Easier--Or Harder

(2)

Chapter 2: Who Can Say What "Copy" Is? There Is No One Answer

(8)

Selling in Advertisements May Be Subtle, but It Is Always There

(1)

A Copywriter Is Concerned with All Elements in an Advertisement

(1)

Copy's Elements

(4)

Copywriting: A Mixture of the Routine and Distinguished

(1)

Sales Versus Literary Excellence

(1)

Writing Style Depends on the Situation

(1)

Judgement and Versatility Are Needed

(1)

The One and Only Way to Write Copy? There's No Such Animal

(1)

Chapter 3: The Copywriter Is an Important Member of the Marketing Team

(12)

You and the Three Ps

(1)

P Is for Product

(3)

P Is for Prospects

(3)

P Is for Purchases

(2)

Psychographics: A Copywriting Tool

(1)

Values and Lifestyles Systems (VALS)

(1)

Know Your Market's Segments

(1)

Marketing to the Many Foreign Language Groups

(1)

Holding on to Brand Identity--A Growing Problem in Marketing

(2)

Chapter 4: You're Saturated with Market Data. Time Now to Do Your Copy Planning

(11)

First, Dig Up Some of Your Own Data

(1)

Out of Your Planning Comes a Copy Platform

(1)

Look for the Big Idea or Theme

(1)

It's Important to Develop a Long-Range Theme

(1)

Consumer Drives and Your Copy

(1)

Many Advertisements Use More than One Basic Appeal

(1)

Advertising Based on Human Appeals Has Built-in Power

(2)

A Good Starting Point: See If Your Product or Service Has a Unique Selling Proposition

(1)

If a Product or Service Lacks a U.S.P., Look for Its Suffering Points

(1)

Point of Difference: A Powerful Attribute That Your Copy Should Stress

(1)

Examples of Basic Human Appeals at Work

(1)

Always Give Your Advertisements Three-Way Power

(4)

Chapter 5: Advertising's Creative Duo--Art Director and Copywriter

(19)

If a Picture Is Worth a Thousand Words, Why Bother Writing Copy?

(1)

Be Glad--Not Mad--If Your Art Director-Partner Wants to Throw in Some Copy Ideas

(1)

Computers are Kings in Art Departments

(3)

Types of Layouts

(2)

Steps in Print Production

(2)

Is It Risky to Use a Number of Typefaces in an Advertisement? Not Necessarily.

(1)

Guidelines for Typography

(2)

Color: When to Use It

(1)

In Layouts, Make a Hero Out of the Package

(1)

When Should You Use Artwork Instead of Photography?

(1)

Do You Do Rough Layouts? Try These Ideas

(2)

How to Make Campaign Advertisements Stand Out

(1)

Subject Matter That Pulls In Illustrations

(2)

Want to Help Your Advertisements Stands Out? Use a Distinctive Logotype

(1)

A Few of the Art and Production Terms It Will Be Useful to Know

(2)

Comments by Three Art Directors on the Use of Computers in Their Work

(2)

Chapter 6: Headlines: They Attract, They Inform, and They Sell. It's Vital to Write Good Ones (Part A)

(8)

Write for the Headlines Skimmers

(1)

Winning Advertisements Combine Good Headlines with Good Illustrations

(1)

Good Headlines Say: Hey! Pay Attention to Me!

(1)

Direct or Indirect Headlines: Which to Use?

(1)

Headline Types

(5)

Summing Up

(1)

Other Noteworthy Points

(1)

Chapter 7: Headlines: They Attract, They Inform, and They Sell. It's Vital to Write Good Ones (Part B)

(13)

More Headline Types to Choose From

(4)

Try For a Little "Twist" in Headlines to Make Them Jump Off the Page

(1)

Questions and Answers about Headlines

(5)

Think About These Points Before You Accept That Headlines You've Just Written

(1)

You May Want to Use Unusual Words in Your Headlines Occasionally

(2)

Chapter 8: Body Copy: Where Buyer Convincing Takes Place (Part A)

(14)

Interest Them with Your Headlines: Convince Them with Your Body Copy

(1)

Body Copy Follows Pattern Set by the Headline and Illustration

(1)

Be Able to Write Any Type of Copy

(1)

Be Believable

(1)

It Ain't Smart to Use Bad Grammer

(1)

Ways to an Easy-to-Read Writing Style

(1)

Types of Body Copy

(9)

Information Is What Readers Want from Advertising. Give It to Them

(1)

Your Aim Should Be Primarly to Sell--Not to Entertain or Win Creative Awards

(1)

Final Note on Putting the Sell in Your Copy

(1)

Chapter 9: Body Copy: Where Buyer Convincing Takes Place (Part B)

(1)

Testimonials: They Work If They're Believable

(1)

Monologue and Dialogue Copy

(4)

Institutional (Corporate) Advertising

101

(3)

Offbeat Copy: Anything Goes

104

(1)

Some More Things to Think About When You Write Body Copy

104

(4)

Comic Strip and Continuity-Panel Copy

108

(1)

Your Copy Must Be Acceptable to an Increasingly Moralistic and Legalistic Audience

109

(2)

To Start an Argument, Say the Words "Comparative Advertising"

111

(1)

There Are No Big Differences in the Copy You Write for Newspapers and Magazines

112

(1)

Seven Tips for Making Your Body Copy More Effective

112

(2)

Long Headlines Work. So Does Long Copy

114

(1)

Chapter 10: Copywriting's Odd Jobs Are Interesting, Challenging, and Call for a Varied Background

115

(12)

That "Odd Job" of Yours Could Be Your Most Important in a Day's Work

115

(1)

You're More Valuable If You Can Write Good Publicity Stories

116

(3)

Sweepstakes and Contests

119

(1)

Package Copy

119

(1)

Brand Names and Trademarks

120

(4)

Trade Characters and Pictorial Trademarks

124

(1)

You May Never Be Asked to Write a Slogan

125

(1)

Premium Offers

126

(1)

Chapter 11: If You Do Copy for Local Businesses, You're in Close Touch with Your Market

127

(14)

"Local" Advertising Is an All-Inclusive Term

127

(1)

Common Faults in Some Local Advertising

128

(1)

Four Questions and Answers

128

(1)

Learn How Local and National Advertising Differ

129

(2)

Use Specific Words in Local Copy

131

(1)

Write Enough to Make the Sale

132

(1)

Follow Up Your Copy to See What Happened

132

(1)

You May Use Outside Help

132

(1)

Direct Response Copy Can Also Be Part of Your Job

133

(1)

Local Radio Commercials

133

(2)

For Local TV Commercials, Keep and Eye on the Budget

135

(1)

You Do a Lot of Talking Before You Write That Local Advertisement

136

(2)

Another Challenge: The Multi-Item Advertisement

138

(1)

Good Copy Will Help You Stand Out in a Crowd

138

(1)

You May Wear Many Hats As a Small-Store Copywriter

139

(1)

Do You Sell the Store or Sell Items?

140

(1)

Chapter 12: Toss Out the "Rules" When You Write Fashion Copy

141

(10)

There's Excitement in the Terms and Names of the World of Fashion

141

(1)

Fanciful Language, Yes, But Don't Leave Out the Facts

142

(1)

First, You Must Define Fashion

142

(1)

Selling Fashion Is More Natural for a Woman

143

(1)

Keeping Up with Fashion Is a Full-Time Task

143

(1)

Selling in Volume but Keeping the Fashion Mood

144

(3)

Want to Write Interestingly? Follow These Ideas

147

(1)

You Have a Different Set of Guidelines When Writing to Fashion-Conscious Men

147

(2)

What to Wear on the Job Is an Important Question

149

(1)

Be Alert to News Events (and People) That Affect Fashion Trends

150

(1)

Chapter 13: Direct Response: A Quick Test of Your Message's Effectiveness (Part A)

151

(11)

Defining "Direct Response"

151

(1)

What Media Are Being Used Has a Big Effect on How and What You Write

152

(4)

Writing for Direct Response Advertising: General Suggestions

156

(4)

Radio Direct Response Has Show Windows, Too

160

(1)

Follow-Ups and Your Part in Them

161

(1)

Chapter 14: Direct Response: A Quick Test of Your Message's Effectiveness (Part B)

162

(13)

You Don't Hold Back in Direct Response

162

(1)

Let's Talk About Catalogs

162

(2)

How to Write Direct Response Copy for Magazines

164

(4)

Ordering Instructions for Printed Direct Response Advertising

168

(3)

Can You Use Tell-All in a Radio Commercial?

171

(2)

You Show Them in Television: It's Better Than Just Telling

173

(1)

There's a Big Payoff for Small-Space Advertisements If You Write Them Well

173

(2)

Chapter 15: You Like Intimacy in Your Copy? Try Direct Mail

175

(10)

What is Direct-Mail Advertising?

175

(1)

Reasons for Using Direct Mail

176

(3)

Make Your Material Attractive and Easy to Read

176

(2)

Follow-up Letters Are Vital

181

(1)

Try These Three Ways to Get Better Results from Your Direct-Mail Advertising

182

(1)

A Checklist to Insure More Profitable Mailings

183

(2)

Chapter 16: No-Nonsense Advertising for People Engaged in Professions, Business, and Agricultures (Part A)

185

(12)

Business Advertising Is Big but Unknown by the General Public

185

(2)

The Message from Your Trade Ad Will Be Used in Sales Talks

187

(4)

What to Stress in Trade Magazine Advertisements

191

(2)

An Important Backup: Trade Collateral

193

(2)

Some Questions to Ask Yourself About That Trade Advertisement You've Just Written

195

(2)

Chapter 17: No-Nonsense Advertising for People Engaged in Professions, Business, and Agriculture (Part B)

197

(14)

Job Satisfaction and Challenge Are High in These Four Fields of Business Advertising

197

(1)

Writing for the Medical Profession Is a Special Challenge

198

(2)

Industrial Advertising

200

(6)

Agricultural Advertising (or Agribusiness or Agrimarketing Advertising)

206

(2)

Here Are Some Ideas to Use If You Write Executive-Management Advertising

208

(1)

Business Is Beset with Problems That Present an Ever-Changing Challenge to the Copywriter

209

(2)

Chapter 18: Like Short Copy? Try Outdoor and Transit Advertising

211

(11)

A Poet and a Writer of outdoor and Transit Advertising Share Common Abilities

211

(1)

Outdoor Advertising

212

(7)

Transit Advertising

219

(3)

Chapter 19: If You're There, So Is Radio Advertising

222

(18)

Before You Begin to Write That Radio Commercial, Think of Yourself as a Listener

222

(1)

If You Do It Right You Can Make Listeners "See" with Their Ears

223

(1)

Rule Number One: Read Out Loud What You've Written

224

(1)

How to Make Your Words Easy to Say and to Hear

225

(5)

If You Don't Command Attention at the Start of Your Commercial, You Probably Have a Loser

230

(1)

Types of Commercials

230

(2)

How to Get an Accurate Word Count

232

(1)

Sound Effects Can Cause Trouble If You're Not Careful

233

(1)

Live or Taped Commercials?

234

(2)

End with a Call to Action

236

(1)

Fundamentals for Writing Radio Copy

237

(1)

There's Lots of Outside Help for You if You Write for Local Advertisers

238

(1)

Try These Suggestions for Attracting and Holding Your Listeners

239

(1)

Chapter 20: Television Advertising: It Gives You Full Scope for Creativity (Part A)

240

(15)

Television Lures Writers

240

(1)

Words and Visuals Share Responsibility in Television Commercials

241

(2)

Try for the Ideal--An Effective Commercial Written in Good Taste

243

(1)

See That Your Commercial Has B.R.N.--Believability, Respect, and Naturalness

243

(1)

What to Consider When Writing a Television Commercial

243

(6)

Storyboards

249

(1)

Balancing Audio and Video is Tricky

250

(2)

As You Write, Ask Yourself: "How Much Will This Cost?"

252

(1)

Fighting for Attention

252

(1)

Infomercials: When You Have a Lot to Say

253

(2)

Chapter 21: Television Advertising: It Gives You Full Scope for Creativity (Part B)

255

(15)

Film, Tape, or Live?

255

(2)

Types of Commercials

257

(4)

Production Techniques

261

(2)

Five Ways to Get Better Identification

263

(1)

Other Techniques for Emphasis

264

(1)

Questions to Ask about the Commercial You've Written

264

(1)

Camera Shots

264

(1)

Glossary of Terms

265

(3)

Who Does What on a Production

268

(1)

The Internet, the World Wide Web, and You

268

(2)

Chapter 22: Research: It's the Copywriter's Friend

270

(25)

What Consumers Say Often Varies from What They Believe or Do

270

(1)

Use of Research Depends upon the Size and Kind of Business

271

(1)

Research Results Vary Because People React Differently

271

(1)

Advertisers Have Different Approaches to Research

271

(1)

Pretest and Posttest Techniques

272

(1)

Focus Group Interviewing

272

(3)

Checklists

275

(1)

Inquiry Testing

276

(1)

Split Run Testing

276

(2)

Other Pretests for Television

278

(2)

Readability Tests

280

(2)

Physiological Tests

282

(1)

Motivational Research

283

(1)

More Publication Pretest Techniques

284

(1)

After-Publication Research through Readership Studies

284

(9)

Copywriters and Researchers: An Uneasy Alliance

293

(1)

Addendum

294

(1)

Chapter 23: Legal and Ethical Aspects: You'd Better Know Them

295

(27)

It's Easy to Go Astray Legally

295

(2)

Federal Trade Commission (FTC)

297

(12)

Food and Drug Administration (FDA)

309

(1)

Postal Service

310

(1)

Federal Communication Commission (FCC)

311

(1)

Bureau of Alcohol, Tobacco and Firearms

311

(1)

Other Federal Laws

311

(1)

312

(2)

Proper Trademark Usage

314

(3)

Comparative Advertising

317

(1)

Unsolicited Ideas Cause Trouble

317

(1)

State Laws on Advertising

318

(1)

Keep an Eye on the Consumer Movement When Writing Copy

319

(1)

Corrective Advertising

319

(1)

Much Legal Help Is Available for a Copywriter

320

(1)

The NARC: Self-Regulation on the National Level

321

(1)

Appendix

322

(17)

Index

339

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Advertising Copywriting

Summary

Table of Contents

Supplemental Materials