Get ahead with a $300 test prep scholarship
| Enter to win by Tuesday 9/24
What is Copywriting?
Terms in this set (12)
What is copy?
Words in the ad
What does copy include?
Words in a logo
What is the most important component of a print ad?
Product benefit or attribute
(reader takes away these two main points)
Doesn't tell everything up front
Tasks of the Headline
Segment readers (lets the readers know if they really want to read the rest or not)
Lead readers into copy
ex. Gillette: the best a man can get
Purpose of a tagline
Provides a consistent link in the campaign
Summarize brand position
What makes an effective tagline?
Easy to remember
Triggers thoughts about the brand
Visual design representing the company or product
Lead paragraph (tied to headline)
Interior paragraphs (details)
Final (call to action)
What makes GOOD copy?
Benefit to the reader
Write to one person
Involve the reader