What is Copywriting?

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Terms in this set (...)

What is copy?
Words in the ad
What does copy include?
Dialogue
Voiceover
Headline
Tagline
Words in a logo
Body copy
What is the most important component of a print ad?
Headline
Direct Headline
Product name
Product benefit or attribute
(reader takes away these two main points)
Indirect Headline
Doesn't tell everything up front

Puns
Word play
Creates interest
Higher readership
Tasks of the Headline
Attract attention
Segment readers (lets the readers know if they really want to read the rest or not)
Lead readers into copy
Tagline
Slogan

ex. Gillette: the best a man can get
Purpose of a tagline
Gain attention
Provides a consistent link in the campaign
Summarize brand position
What makes an effective tagline?
Short
Easy to remember
Triggers thoughts about the brand
Logo
Visual design representing the company or product
Body copy
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
Credibility
Writing style
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