Useful Copywriting Notes 2 (Advertising)

uncomplicated, urgent, unique, ultra-specific, useful
the 5 U characteristics for headlines

8 out of 10
how many people out of 10 will read a headline

2 out of 10
how many people out of 10 will read body copy

news
directive
gimmick/pun/play on words
question
direct benefit
emotional
horn blowing
testimonial
how-to
slogan/name/logo
10 types of headlines

news
this type of headline presents a strong feature, or something new, or facts

directive
this type of headline gives a suggestion or command; understood 'you'

pun
this type of headline a figure of speech in which a word has double meaning or changes meaning

play on words
this type of headline a word that sounds like the expected word

direct benefit
this type of headline focuses on benefits not features

emotional
this type of headline targets the consumer's emotion

horn blowing
this type of headline elevates the product

testimonial
this type of headline uses the real words of consumers

body copy
reveals the main message

news
picture and caption
narrative
testimonial
emotional
institutional
gimmick
7 types of body copy methods

slogan
a phrase that captures the essence of a brand

layout
involves the arrangement of elements as a whole, including photos, visuals, headline, body copy, white space, logo, slogan

standard
editorial
poster
picture-caption
comic strip
picture-cluster
frame
7 types of layout

corporate advertising
manufacturers joining with the retailer to pay for a campaign; most often found in newspapers

retails ads
also called 'local advertising' or 'corporate advertising'; suggest a particular store of purchase, or sell a product

display advertisements
inserts
classifieds
three basic formats of newspapers

classifieds
target a particular audience; may generate an inquiry to provide a fulfillment packet; very concise with 15 words or fewer

transit
stadium
in store
blimps and aerial banners
inflatables
billboards
out-of-home advertising

painted
poster-panel
embellished
types of billboards

painted billboard
painted directly on bridges and buildings

poster-panel billboard
printed in sections and tiled together when mounted

embellished billboard
anything extending past the border of the billboard

philosophy
a set of ideas or beliefs about a field; a system of values by which one lives; system of motivating beliefs

aesthetics
explores the nature of art, beauty, and taste with the creation and appreciation of beauty

ethics
deals with values relating to human conduct, with respect to the rightness and wrongness of certain actions and to the goodness and badness of the motives and ends of such actions

truth
the body of real things, events, and facts

honesty
builds trust; establishes character; generates sales; fosters customer loyalty

fillers
any insert ingredient is used to create bulk or texture

angel dusting
an additive that would be beneficial if present in a substantial quantity but is only added in an insufficient quality

missing information
assembly required; additional purchase required

bait and switch
selling a more expensive product that is similar to the one advertised

liquidation sales
raising prices and then marking them on sale for the regular price

double speak
language that deliberately disguises, distorts, or reverses the meaning of words

weasel words
ambiguous or vague words and phrases intending to look as if it is making a specific statement

unsupported copy
incomplete comparison; illogical need

false logic
through skillful writing, manipulates (but does not lie about or misrepresent)

puffery
a legal promotional statement or claim that expresses subjective rather than objective views

emotional manipulation
using emotions without the consumers best interest in mind

stereotyping
a simplified and standardized conception or image invested with special meaning and held in common by members of a group

corporate social responsibility (CSR)
focus is more than just financial; strives to reinforce social values

invasion of privacy
an intrusion beyond reasonable expectation to be left alone

sell goods directly from producer to consumer without retailer or middleman
purpose of direct mail

compiled list
purchases list targeting certain demographics

response list
gathered list of those who have purchases or inquired about the product before

postcard - magalog - catalog - envelope mailing
types of direct mail

outer envelope - letter - response device - brochure
parts of direct mail

stamped - metered - bulk
3 types of postage types for direct mail envelopes

sightbites
graphically emphasized copy

'from' line - subject line - first paragraph
parts of email copy

catalog - blog - e-zines - emails
web copy types

landing page
stand-alone web page appears in response to clicking on an email or advertisement

click-through - lead generation
two types of landing pages

straight - dialogue - dramatized - vignetter - musical - integrated
six types of radio ads

to inform - to remember the product/service
two purposes of television

demonstrated - testimonial - stand0up presenter - slice-of-life - lifestyle - animation - jungle - hero - continuing in character - reasons - emotion
12 types of television ad

visual - soundtrack - script
3 components of television ads