Advertisement Copy is the soul of an advertisement. An advertisement copy is all the written or spoken matter in an advertisement expressed in words or sentences and figures designed to convey the desired message to the target consumers.
In print media, an advertisement copy is made-up of head-line, sub-headlines, body of the copy, illustration logo-type, slogan and the brand name. Strictly speaking, written content of an ad copy is the product of the collective efforts of copy-writers, artists and the layout-men.
Copy writer and artist must collaborate to provide an advertisement though copy writing precedes or succeeds the art- work and the layout.
ESSENTIALS OF EFFECTIVE COPY
Whether a copy is effective or ineffective is a matter of personal judgment. It is really very difficult to judge as its evaluation is purely subjective and perceptive. However, a good or effective copy is one that succeeds in reaching the target consumers to create favourable attitudes towards the product and the producers, impelling an action on the part of consumer to buy.
A good advertisement copy has the following attributes:
- It is brief
Brevity is the soul of wit. Most readers are interested in shorter advertisements. Being brief is not dropping words or chopping sentences. It is the meticulous work of eliminating and substituting the words without jeopardizing the meaning. It cuts to the core; it is to the point to cover all.
- It is clear
A clear copy is one which is easily and quickly read and grasped by the readers. It is unambiguous and self- explaining. It is one that clicks fast. Clarity gives clue to interpretation. The manner in which a copy is interpreted is dependent on factors like local traditions habits, customs and nationality. Clarity is adjusted to these points.
- It is apt
A copy is apt that matches to the needs and counts of the prospects. Writing an apt copy is the art of putting in the words that create strong desire to possess the product where the product features or the qualities satisfy the consumers’ desire to possess. Copy writer is to place himself in the position of a customer to make it apt. He is to use the most suitable USP.
- It is personal
A personal copy is specific where generality is dismissed to do away with ambiguity. A personalised copy is centred on the prospect. It presents something of interest to the prospect. It is an individualised appeal copy. It is written from ‘prospect’ to ‘product’ rather than ‘product’ to ‘prospect’. The copy has ‘you attitude’.
- It is honest
Credibility or believability of an advertisement message is decided by the extent of honesty. An ad to be good must be truthful. Misleading and mis-presented facts made in the copy only damage the reputation of selling house.
One of the surest ways of winning the hearts of the consumers is to be honest. ‘Honesty’, here, implies ‘commercial honesty’ and not the ‘judicial’.
- It is conforming
Every ad copy is to conform to standards, rules and regulations acceptable to the advertising media and the laws of the land. Anywhere in the world, no copy is acceptable to any media that offends the morality, declines decency and ravages religious susceptibilities of people.