The advertisement copy
refers to the written contents of the advertisement including its
text and head line. It can be referred to as the heart of advertising
and should be drafted with utmost care; otherwise all the money
invested in carrying out the advertisement campaign will go waste.
The advertisement copy
should be prepared in such a manner as to leave everlasting
impression on the reader. The job of drafting the copy should be
entrusted to an expert. The reader should not only read but
understand and believe the contents given in the advertisement copy.
It should be properly
worked and cover every detail with regard to the product. Various
considerations or essentials of a properly drafted advertisement copy
are as under. These are also known as salient features or
characteristics of a good advertisement copy.
It Should Be Simple:
The first important
ingredient of an advertisement copy is that it should be written in
simple language. It should be capable of proper understanding. It
should not use ornamental and tough words rather short, simple and
properly understandable words.
It Should Be Capable Of Holding The Reader’s Attention:
An advertisement copy
should be capable of holding the attention of the reader. It should
be presented in such a manner which attracts the consumer
immediately.
The following methods may
be undertaken to hold the attention of the reader:
(a) Headlines should be
properly worded and attractive. It should be short and easy for the
reader to remember.
(b) Use of pictures and
sketches should be in direct relation to the product to be
advertised. A good sketch and drawing will be greatly helpful in
explaining the product.
(c) Attractive border may
be inserted around the advertisement copy in order to distinguish it
from other advertisements. Underlining the key words and leaving
blank space at the bottom of the copy are also helpful in
drawing the reader’s attention.
(d) Quoting the price of
the product in the advertisement copy is also helpful in holding the
attention of a reader. This would be more helpful if the price of the
commodity is low.
(e) The insertion of reply
coupons in the advertisement copy is also helpful in attracting the
people.
It Must Be Suggestive: The advertisement copy should be capable of suggesting the reader about the utility and use of the product. Effective slogans can be used to give suggestions to the people.
For example, in case of
camp Cola, it is written in the advertisement copy that ‘life is
full of camp cola times’, similarly in case of State Bank of India,
it is advertised, ‘protect your future with State Bank of India’.
All these slogans have suggestive value. Suggestions may also be
given with the help of certain pictures in the advertisement copy.
It Should Have Conviction Value: The advertisement copy shall be able to have ever lasting impression on the reader, if the suggestions are backed by convincing arguments. The reader should not have any doubt on the quality of the product. He should be fully convinced and satisfied.
Exaggeration in explaining
the qualities’ of a product must be checked. An appeal with regard
to outstanding features of the product must be made. It should be
stated in simple language so that the reader could understand easily.
In the case of Chelpark fountain pen ink, it is written that it
cleans your pen while writing, contains clean x for better pen
protection.
Similarly in case of
Forhan’s tooth paste, ‘it is ideal for the gums’ and protects
your teeth’ some organisations assure ‘money back guarantee’ to
convince the people with regard to quality of the products.
It Should Educate The People: The advertisement copy should tell the people about the use and operation of a product. It should also impart new uses of a product with which the people are not familiar. An advertisement copy containing information with regard to use, sources from where the product can be obtained, price and services available along with the product is greatly helpful in enhancing the demand and enlarging the sales.
For example, in case of
Hawkin’s pressure cooker a booklet is also given to the buyer
containing methods of preparing various vegetables, soups and
puddings etc. with the help of the cooker. Similarly in case of a
refrigerator, a booklet containing various directions with regard to
proper use and preservation of the refrigerator are given.
It Should Have Memorising Value: The advertisement copy should be prepared in such a manner that a reader gets ever lasting impression about the product. It can be successfully created by repeating the advertisement time and again. Repetition projects the permanent image about the product on the reader’s mind.
Trademarks and brand names
can be used successfully for achieving this end. Dalda, Thums-up,
Bournvita and Surf have successfully achieved memorising value. The
names of these products are very common among the people.
It Should Be True: An advertisement copy should be truthful. It should not misrepresent and conceal the true facts about the product. Rather it should clearly lay down the limitations in the product. For example, a cloth merchant should clearly specify about the fading of colour and shrinkage of yarn, if it is so.
If these limitations are
not brought to light, the buyer eventually comes to know about them
after using the product. This will definitely shatter the confidence
of the buyer in the product and the very aim of the advertisement is
defeated.
