...Defining advertising copy Text of a print, radio, or television advertising message that aims at catching and holding the interest of the prospective buyer, and at persuading him or her to make a purchase all within a few short seconds. The headline of an advertising copy is said to be the most important part, and quite often a small change in its wording brings disproportionate results. Although a short advertising copy is more common in consumer-product advertising, according to the UK advertising guru David Ogilvy (1911-1999) people do read (and listen or attend to) lengthy advertisements if they are skillfully written. Most advertising copy is based on advertising/consumer research and is composed by professional copywriters hired by advertising agencies. Also called advertisement copy, ad copy, or just copy. Various ways of Writing effective copy: It is both an art and a science. It’s an art because it requires creativity, a sense of beauty and style — a certain aptitude, mastery and special knowledge. Artistic advertising allows you to create content marketing that’s not just practical and persuasive, but awe-inspiring and breathtaking. Writing effective copy is also a science, because it exists in the world of tests, trial and failure, improvement, breakthroughs, education and predictability. Scientific advertising allows you to develop an idea, and then test that idea. It’s how you know if your content marketing is working. In bad copy, one (or both) of these elements...
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...In this particular situation the lead copywriter has been put in a situation where more than the account could be jeopardized. Although he would not be held responsible I believe morally what he would be doing is wrong. I also unethical for the chemical company to omit such important disclaimers. Unfortunately, the lead copywriter has been put in a predicament that he would rather choose to avoid. Since he is now involved in this situation he has a variety of avenues he could choose to follow. At first, he probably wants to keep this situation in house opposed to contacting the chemical marketing director. With this being said due to the immediate boss being out of town, he could still contact the person who is responsible while he is on vacation. I also want to make sure my company is aware of the situation at hand. If I can’t get the situation resolved in house I then unfortunately have to contact the chemical company....
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...WHO WRITES A COPY? ANSWERS: A copy is generally written by a copywriter. Most copywriters are employees within an organization such as advertising agencies, public relations firms, marketing firms, broadcast and cable providers and many more. A copywriter can also be independent contractors who freelance for a variety of clients, at the client’s offices or working from their own, or partners or employees in a specialized copywriting agency. A copywriter usually works as part of a creative team of an advertising campaign. HOW IS A COPY WRITTEN? ANSWERS: The most important aspect of any business is selling the product of service. Without sales, no business can exist for very long. All sales begin with some form of advertising. To build sales, this advertising must be seen or heard by potential buyers and cause them to react to the advertising in some way. The credit of the success, or the blame for the failure of almost all advertisements, reverts back to the advertisement itself. All advertisement copy is written according to a simple “master formula” which is: * Attract the “attention” of your prospect. * “Interest” your prospect in the product. * Cause your prospect to “desire” the product. * Demand “action” from the prospect. Never forget the basic rule of advertising copywriting: “If the ad is not read, it won’t stimulate any sale; if it is not seen, it cannot be read; and if it does not command or grab attention of the reader, it will not be seen...
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...Hopkins Guide To Advertising Guidelines for Copywriting, Design, Ad Campaigns, Appeals, Effective Advertising Communication, Branding and Research. Submitted To:- Prof. Sanjay Wadwalkar Submitted By:- Aakanksha Magan MMC II Hopkins Copy Writing Principles And Guidelines * Talk to people, to whom you are advertising for, in print as if you are talking to them in person. The copy should be in a conversational tone. Only then will the prospects recognize you as one of their own and accept your advertisement. * Never commit the advertising crime of judging people while writing any copy. Let ordinary people judge themselves. * An educated person serves as a handicap in the field of advertising communication and copy writing. Also use of any literary styles handicaps your advertisement. * Unique style of writing invariably makes the prospect, i.e. the readers suspect you and consequently not accept your advertisement. * Any apparent effort to sell, visible in the copy writing, creates customer resistance. * Relying on language or a good creative ability to express an idea in your copy leads to a failed advertising. * Use of strange words, phrases or things in the copy again leads to customer rejection and not acceptance. * Appearing to be flattering yourself in your copy is a sure failure because people recognize it immediately and reject it. * Never let a style of writing overpower the substance of the copy or the form suppress the content...
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...Problems: * Account managers have not been communicating effectively with the copywriters and graphic designers therefore the copywriters and graphics designers is being altered without their consultation. * Loss of two executives to the branch. Current manager are unaware of standard operating procedures at the branch. * Salaried Employees are working overtime without proper compensation taking on additional workload because of new clients being taken on. * Four clients vital to the success of Phoenix are not pleased with the work being produced. Facts and Causes: * Employee interviews indicate a lack of communication between graphic designers and art directors which has resulted in longer hours required to finish projects. * Client surveys indicate that they have not received a significant level of communication from the account managers which has left the copywriters with little basis to develop the copy for advertisement. Impact and Effects: * Productivity at the Roanoke branch has declined overall by 41%: 11% of accounts are completed behind schedule; 8% of the projects have been cancelled by the client; 22% of the accounts are on hold because art/copy has not been approved by the client * The average salaried employee has previously worked 40 hours per week, and is now working 50 hours per week, with 10% less project completing rate within that week Solutions: * Art directors are to meet as needed and leave open...
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...------------------------------------------------- Art director From Wikipedia, the free encyclopedia | This article needs attention from an expert on the subject. Please add a reason or a talk parameter to this template to explain the issue with the article. Consider associating this request with a WikiProject. (October 2011) | | This article needs additional citations for verification. Please help improve this article by adding citations to reliable sources. Unsourced material may be challenged and removed. (June 2008) | Art director (A.D.) is the title for a variety of similar job functions in theater, advertising, marketing, publishing, film and television, the Internet, and video games.[1] Contents [hide] * 1 General role and job description * 2 Interfacing between information technologies and marketing activities * 3 In advertising * 4 In film * 5 In publishing * 6 In Japanese animation * 7 See also * 8 References * 9 External links ------------------------------------------------- General role and job description[edit] Various artists may create or develop specific parts of an art piece or scene; but it is the charge of a sole art director to supervise and unify the vision. In particular, the art director is in charge of the overall visual appearance and how it communicates visually, stimulates moods, contrasts features, and psychologically appeals to a target audience. The art director makes decisions about visual elements used, what artistic style to...
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...Sure, on an individual level. In a field where we communicate with large groups of people, the individual level begins to matter less and less. In the previous example them same ad was written by two people, but one was a lie and the other was the truth (at least from each copywriter’s perspective.) The audience gets the same information, so it doesn’t matter if the copywriter was telling the truth or lying. In this way, I think it is ultimately the consequences we should be concerned with, not whether the information was true or not. The Nazi at the door example we discussed in class resonated the most with me. If a Nazi at the door asks if there are Jews hiding in the house, should you tell the truth or lie and say they are not there? It is clear to me that you should lie. Truth is a tool to bring about societal well-being and order. In scenarios where it can’t do that, it no longer serves it’s purpose. I want to make it clear that there are very few scenarios where this is the case. I am not advocating for lying whenever it doesn’t suit the individual. I am using extremes because they help to better dissect...
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...When it comes to copywriting for children a lot of copywriters tend to get stuck. Most of us are holed up in the adult world and forget that kids are young, naïve, and imaginative. This causes a lot of us to get stuck and not know what to write. One of the most important things to note is if you’re going to write for kids then at one point or another you’re going to have to take off your big boy shoes and get down and dirty in some mud. When you’re a kid you just want to dream and play because life has no boundaries or reality. As a copywriter, it is your job to assure them that the toys they get will be able to help them make or do whatever they dream of doing. When you’re feeling stuck, a good product to take some notes from is Barbie....
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...million consumers did, becoming the proud if slightly abashed owners of Pet Rocks, the fad that Newsweek later called “one of the most ridiculously successful marketing schemes ever.” Gary Dahl, the man behind that scheme — described variously as a marketing genius and a genial mountebank — died on March 23 at 78. A down-at-the-heels advertising copywriter when he hit on the idea, he originally meant it as a joke. But the concept of a “pet” that required no actual work and no real commitment resonated with the self-indulgent ’70s, and before long a cultural phenomenon was born. Gary Dahl, the man behind that scheme — described variously as a marketing genius and a genial mountebank — died on March 23 at 78. A down-at-the-heels advertising copywriter when he hit on the idea, he originally meant it as a joke. But the concept of a “pet” that required no actual work and no real commitment resonated with the self-indulgent ’70s, and before long a cultural phenomenon was born. Gary Dahl, the man behind that scheme — described variously as a marketing genius and a genial mountebank — died on March 23 at 78. A down-at-the-heels advertising copywriter when he hit on the idea, he originally...
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...10 Steps to Effective Copywriting This tutorial is designed to get you up and running with the basics of writing great copy in ten easy lessons. Afterward, you’ll get recommendations for professional training, plus links to tutorials on SEO copywriting and writing killer headlines. 1. Don’t Read This or the Kitty Gets It! 2. To Be or Not To Be? 3. How to Write Headlines That Work 4. Why Writing Headlines Deserves a Second Installment 5. The Structure of Persuasive Copy 6. Now Featuring Benefits! 7. “Kids Eat Free” and Other Irresistible Offers 8. This Article Rocks. . . I Guarantee It! 9. The Long and Short of Copywriting 10. The #1 Secret to Great Copy Is. . . Don’t Read This or the Kitty Gets It! Poor Fluffy. I asked you not to do this, and you’ve gone and broken the rules. Things don’t look good for this cute little kitten I’ve taken hostage in case my demands were not met. She is awfully sweet, though. We’ll just have to wait until later on in the article to decide the fate of Fluffy. But first, we really do need to discuss the ultimate goal of good copywriting. Stick with me and I’ll go easy on the cat, deal? Let’s get started. What is the primary purpose of any piece of writing that you put out online — whether a blog post, a networking email, a sales letter or a tutorial? For starters, to get what you’ve written read, right? Makes sense. So, what’s the primary purpose of your headline, your graphics, your fonts, and every other...
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...Project Report on Advertising Agency Table of Content ADVERTISING........................................................................................................................................3 INDUSTRY SNAPSHOT..................................................................................................................................4 NATURE OF THE INDUSTRY..........................................................................................................................5 MEDIA.....................................................................................................................................................7 IN-FILM ADVERTISING.................................................................................................................................9 WORK ENVIRONMENT .............................................................................................................................10 PERSONAL CHARACTERISTICS.....................................................................................................................11 EMPLOYMENT AVENUES.............................................................................................................................12 PUBLIC SERVICE ADVERTISING....................................................................................................................12 REGULATION.........................................................................................................
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...Advertisement his been in existence for some time now and in order to understand the term you must understand “Advertise.”Advertise is to announce or praise a product or service in some public medium of communication in order to induce people to buy or use it. Advertise also used to give information to the public about and announce publicly in a newspaper, on the radio or television as well. Institutional advertising has for a century sought to build corporate reputations without appealing for sales. Political advertising solicits a vote or a contribution, not a purchase. Usually, to authors distinguish advertising from salesmanship by defining it as mediated persuasion aimed at an audience rather than one-to-one communication with a potential customer. In the 1700s, the year that advertisement began with Benjamin Franklin publishing the Pennsylvania Gazette in Philadelphia, which include pages of "new advertisements?” Then Benjamin Franklin's General Magazine prints the first American magazine ads." By 1784 The Pennsylvania Packet & Daily Advertiser, America's first successful daily newspaper starts in Philadelphia. Many publications banned advertising while others limited the space to one column width. Even though advertising was limited to one column, Benjamin Day publishes the Sun, the first successful "penny newspaper" in New York. By 1837, circulation reaches 30,000, making it the world's largest newspaper. However by 1870 there were over 5,000 newspapers in circulation...
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...April 18, 2015 TO: Jeff Lewis, Managing Director; Sarah Jefferies, Planning Director; Deidre Collins, Creative Director FROM: Vice President of Human Resources SUBJECT: Roanoke Branch Over the past month, the Roanoke branch has been facing problems; there have been several complaints from clients about the quality of work produced by this branch. Additionally, after a change in management, the copywriters and graphic artists feel as though their works are being revised without discussion. It is not totally clear, but this could be root cause of the complaints received by the branch. The Roanoke branch has some of the companies’ valuable clients and is important to our success. We must give this issue our immediate attention. It is imperative the executive team contact the Roanoke branch and evaluate the operations there. Jeff Lewis needs to review all new accounts the branch has taken on recently; verifying that they are viable for generating revenue. Deidre Collins needs to contact the copywriters and graphic designers and evaluate submitted work and any revisions made by the director. Sarah Jefferies should generate a plan for new accounts; developing a timeline to see what is causing the employees to work longer hours. I will work with the human resources department in managing employee relations. A detailed report of your findings is expected in my office by close of business April 27, 2015. I will review the reports and...
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...Business Creative Department Structure, Flow chart, Job Titles, etc. Task Four: Job Descriptions, Educational Level, Skills Needed, Personality Traits There are three departments that make up Contemporary Graphics Solutions: The Art/Creative Department, the Media Department, and the Marketing Department. Each department has a department head, with the store owner also as the Marketing Department Head. All department heads report to the latter. Within the Marketing department there is also, a sales executive, a researcher, an accountant, and a front office secretary/administrator. Under the Media Department Head is a media planner/buyer. Lastly, the Art/Creative Department consists of a Graphic Designer, a Web Designer, a Photographer, and a Copywriter- all working collectively under the Art Director/Art Department Head. Therefore, our business requires...
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...My sister does market research for the government, and I am an advertising student at the Art Institute. Market research is the gathering and evaluation of data regarding consumers' preferences for products and services. Advertising is the activity of attracting public attention to a product or business, as by paid announcements in the print, broadcast, or electronic media. When I asked my sister if I could get a job working for the government after I graduate; she took me to her job only to find out that market research is not advertising. Though advertising does do market research some companies feel a business marketing degree is better for their services. However, I can take some business classes, and become an intern. Advertising is a single component of the marketing process. It's the part that involves getting the word out concerning your business, product, or the services you are offering. It involves the process of developing strategies such as ad placement, frequency, etc. Advertising includes the placement of an ad in such mediums as newspapers, direct mail, billboards, television, radio, and of course the Internet. Advertising is the largest expense of most marketing plans, with public relations following in a close second and market research not falling far behind. The best way to distinguish between advertising and marketing is to think of marketing as a pie, inside that pie you have slices of advertising, market research, media planning, public relations, product...
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