copywriting

copywriting

 

Copywriting is a creative advertising capability in word processing and creating advertising scripts that combine intellectual and artistic work to fulfill sales messages. Copywriting is writing with various styles and approaches generated through strategy, planning and cooperation between client, account executive and creative team in advertising agency.

Copywriting is required to be able to arouse, attract attention, move, identify, raise togetherness, and simultaneously communicate messages with comparative value to the target audience.

This means that copywriting can be said to be successful when it meets the elements in an advertising message:

a. Attention, can attract the attention of the audience.

b. Interest, can attract audience.

c. Desire, can affect the desire of the audience.

d. Conviction, can give confidence to the audience.

d. Action, can influence the audience to perform the action as expected and desired from the ad.

The creative team in the advertising agency is responsible for the fulfillment of these elements, besides the creative advertising team is also responsible for processing the features such as quality, model, trustworthiness, economic nature and the benefits of being packaged into advertising scripts.

In order for the copywriting created to make the target audience have an interpretation as intended by the advertiser, it is important to understand the basic character of a copywriting. This character focuses on the success of an advertising message which in this case represented the text composition.

The basic characteristics typically present in a copywriting message include:

* Copy advertising must be selling, although an ad is only intended to remind it.

* The secret of advertising success is repetition.

* Message advertising should maximize the words and submit it immediately.

* Every word used should be easy to understand and familiar within the consumer.

* Use short words and short paragraphs.

Each ad has a different content anatomy, which is closely related to the marketing strategy concept created by the creative team in the advertising agency and relates to what the company wants as a client to introduce or advertise its products. This anatomy can be simple and even complex.

There are seven elements of the anatomy of the ad copy that is usually found in a print ad made by the advertising agency:

a. Headline

b. Subline or Subhead

c. Copy Text

d. Price

e. Signature Slogan or Strapline

f. Mandatories

g. Coupon

types of copywriting :

A. TYPES OF ADS BY THE EXPERTS

 1. Bitner

According to Bitner, there are 2 types of ads are:

·         Standard ads, are ads that are specially designed for the purpose of introducing products or goods, services, services to consumers through advertising media.

·         Public service ads, ie non-profit advertising and seeking social gain in the community.

2. Frank Jefkins

According to Frank Jefkins, the outline of ads can be classified into seven main categories, including:

·         Consumer advertising: ads promoting consumer goods that are commonly purchased by the public.

·          Inter-business ads: ads that promote non-consumer goods and services. That is, the advertisers and the targeted ads are both companies.

·          Trading ads: ads that are specifically targeted at distributors, merchants, agents and others.

·          Retail advertising: advertisements created and financed by the supplier / company and launched to the retailer.

·          Financial ads: advertisements for banks, savings services, insurance and investment. For supplement sometimes accompanied also company financial statement.

·         Direct ads: ads using medium of mail (direct mail).

·         Job ads: ads that have the purpose of recruiting prospective employees or workers to be employed.

3. Courtlan L. Bovee

According to him, ads are divided into 4 categories, namely:

·         Based on psychographic target audience

 Based on geographic target audience: international, national, regional and local ads.

·         Based on media premises: print and electronic media advertising

·          Based on the function and purpose of advertising: goods / non-commercial, commercial / non-commercial, direct / indirect impact advertising.

4. Alo Liliweri

According to Alo Liliweri, ads are divided into various categories. These categories are:

Based on the media used, ads can be grouped into two broad categories:

1.      Media above the line

It has distinctive characteristics, among others: information that is disseminated simultaneously or bebarengan, awaits that receive messages tend to be anonymous (unnamed), and can embrace a wide audience.

2.      Media below the line

Meanwhile, below the line media are ads that use special media such as leaflets, posters, banners, bus stops, billboard stickers, and others.Well that's the understanding of advertising by experts, whereas in outline, the types of ads we can categorize into two groups of print ads and electronic ads.

B. TYPES OF ADS BASED ON ITS MEDIANS

 1. Print Ads

Print ads are ads created and installed using print techniques. This technique can be letterpess, photolitography, screen printing, inkjet, laser and so forth.

The form of print ads include newspapers, magazines, billboards, posters, stickers, and others. Based on the space or size of the newspaper, magazines and tabloids have 3 ad form, namely:

·         Classifieds are typically no more than 3-4 lines, up to an area not exceeding the column.

·         The column ad has one column width, but is higher than the classified ad.

·          Display ads have a wider size than column ads.

 2. Electronic Ads

    Electronic ads, are ads that use electronic-based media. Specifically, electronic ads can be:

 a.) Radio Ads

 Radio ads have characteristics that can only be heard through audio (voice). The voice can be a regular human voice, music, a mixture of sounds that regularly use rhythm and harmony, sound effects and irregular sounds or natural sound effects.

There are 3 types of radio ads:

·         Ad lib: delivered by the broadcaster directly which is just a sound broadcast. Usually the duration is not more than 60 seconds.

·         Spot: delivered with previous recording techniques, requiring a script first. The time duration of anata is 15-60 seconds.

·         Sponsors of the program: giving special time to the sponsor to deliver the message by funding a radio show program.

 b.) Television Ads

Television ads have characteristics of having sound, images and motion. It is these characteristics that make viewers want to buy the products they offer. Based on the form, television ads can be grouped into 13 types, namely:

Live action: a video clip that blends elements of picture, sound and motion simultaneously.

·         Animation: ads built on cartoon images (2 D / 3D), can be drawn with hand skill or computer technology.

·         Stop Action: a television ad whose form is a mix of live action and animation techniques resulting in dramatic advertising effects, where complex illustrations can be well described and interesting.

·         Music: delivered through music that becomes a messenger. That is, ads wrapped in the music that became the power of advertising messages.

·         Superimposed: a tangible television advertisement advertisement displayed on it another image. In this chapter, the visible image is usually shown in the corner of the screen, while the television broadcast still runs.

·         Program sponsors: TV commercials where advertisers or sponsors finance certain television programs and who can be rewarded in delivering advertising messages more varied

·           Running text: ads where messages are displayed in and out slowly, from the left side of the feed side. Usually running text is at the bottom of the screen and the main event is still running.

·          Property endorsement: an advertisement of sponsored endorsement that is viewed through the various chapters used to complete the broadcast property or the various chapters used by artists or broadcasters.

·         Caption: ads similar to superimposed, but the messages used are only posts. Commonly used to support endorsement property advertisement.

·         Backdrop: a television ad in which an advertising message is displayed in the background of the event being held.

·          Credit Title: ads where advertising messages are shown at the end when the event is over.

·         Ad lib: television ads where advertising messages are delivered and broadcast via live broadcasters. Can be between one event and other events or delivered by the host.

·         Promo ad: an ad created by a television manager to promote his shows, this is to get viewers interested about the show. Hopefully, the event can be seen by many viewers.

 c. Movie Ads

 The movie ad is a movie / cinema product. Generally, the types of ads that appear are   property endorsement ads and live actions that appear before the main movie is played  (released). Often too, a film co-promotes other films before the main movie is played (promo ad).

 d.) Interactive Digital Media Ads (Internet)

 In interactive digital advertising, it is subdivided into groups, among others:

·         Website: ads that are overall tangible websites in all the features in the site, that is advertising. Sometimes a company also makes all its corporate sites into ad fields.

·          Banners and buttons: banner here in the form of mini billboards spread across all web pages. Meanwhile, buttons are often tangible small size icons. Both if clicked will bring to the site from the advertiser or the new page.

·         Sponsorship: fully sponsored sponsored ads on pages from the site builder.

·         Classified ads: tangible ads like classified ads in newspapers and generally free.

·         E-mail advertising: advertisements sent via e-mail to customers who do request. This ad must be distinguished from SPAM. What is SPAM? SPAM is a bulk advertisement in an e-mail sent by an unknown entity.

 e.) Outdoor Ads (Out of Home)

 Ads included in this category are ads whose media includes an audience that is outside the home. These ads appear and separate from print media ads, and then their dramatic progress. This type of advertising, among others, namely:

·         Standard outdoor advertising

·         Display: ads on display displays outdoors.

·         Mobile billboards: ads that combine traditional and transit billboards.

·         Transit advertising: an explanation of out of home media that includes advertisements on buses, taxis, terminals, stations and more.

·         This ad is a standard billboard of various sizes. If a giant electronic sign can describe motion, colors and light-emitting images, then these ads can be called spectaculars. This ad can be a 2D or 3D image

C. Ad Type By Destination

Based on the goal, ads are divided into 2, namely:

 1. Commercial Ads

·         Commercial advertising utawa business has a goal to seek economic benefits, which primarily increase sales. This commercial ad can be subdivided into

·         Consumer advertising: intended for business profits, where the message or content of the ad is directed to the end consumer, which is the last wear of a product.

·         Business ads: ads delivered with the intention of seeking economic benefits, the target message targeted is the institution that will process / sell products that have been advertised to the end consumer

·          Professional advertising: ads delivered with the intention of seeking business profits where the target audience is a special segment (professionals).

2. Non-commercial ads

Ads used to inform, persuade or educate audiences where the ultimate goal is not to seek economic gain, but social gain.Social benefits here can be interpreted as additional science, public awareness of the case advertised, and looking for a good image in the eyes of the community.

source :
http://zaki-adverthink.blogspot.co.id/2009/11/pengertian-copywriting-dalam-periklanan.html
http://www.siswamaster.com/2016/05/pengertian-iklan-syarat-ciri-jenis-jenis-dan-manfaatnya.html