Lecture 8 - Advertising Copy - Marketing PDF Download

 Page 1


Advertising Copy 
Institute of Lifelong Learning, University of Delhi 
 
 
 
 
 
 
 
Lesson : Advertising Copy  
Course Developer: Kangan Jain 
College/ Department: KeshavMahavidyalaya, Business Studies, 
University of Delhi 
 
 
 
 
 
 
  
Page 2


Advertising Copy 
Institute of Lifelong Learning, University of Delhi 
 
 
 
 
 
 
 
Lesson : Advertising Copy  
Course Developer: Kangan Jain 
College/ Department: KeshavMahavidyalaya, Business Studies, 
University of Delhi 
 
 
 
 
 
 
  
Advertising Copy 
2 
Institute of Lifelong Learning, University of Delhi 
 
 
Table of Contents 
 Chapter: Advertising Copy  
1: Learning Outcomes 
2: Introduction 
3: Meaning of ad copy 
3.1: Activities involved before writing an ad copy 
3.2: Types of advertisement copy 
3.3: Elements of a print ad copy 
3.4: Broadcast copy 
4: Role of color in ad copy 
Summary  
Exercises 
Glossary 
References 
Quiz 
 
  
Page 3


Advertising Copy 
Institute of Lifelong Learning, University of Delhi 
 
 
 
 
 
 
 
Lesson : Advertising Copy  
Course Developer: Kangan Jain 
College/ Department: KeshavMahavidyalaya, Business Studies, 
University of Delhi 
 
 
 
 
 
 
  
Advertising Copy 
2 
Institute of Lifelong Learning, University of Delhi 
 
 
Table of Contents 
 Chapter: Advertising Copy  
1: Learning Outcomes 
2: Introduction 
3: Meaning of ad copy 
3.1: Activities involved before writing an ad copy 
3.2: Types of advertisement copy 
3.3: Elements of a print ad copy 
3.4: Broadcast copy 
4: Role of color in ad copy 
Summary  
Exercises 
Glossary 
References 
Quiz 
 
  
Advertising Copy 
3 
Institute of Lifelong Learning, University of Delhi 
Learning Outcomes 
After you have read this chapter, you should be able to  
? define an advertisement copy, 
? identify the different types of ad copy, 
? understand the meaning and relevance of an advertisement copy, 
? identify the different elements of an advertisement copy, 
? appreciate the importance of framing a creative advertisement copy, 
? apply the knowledge to frame your own advertisement copy. 
  
Page 4


Advertising Copy 
Institute of Lifelong Learning, University of Delhi 
 
 
 
 
 
 
 
Lesson : Advertising Copy  
Course Developer: Kangan Jain 
College/ Department: KeshavMahavidyalaya, Business Studies, 
University of Delhi 
 
 
 
 
 
 
  
Advertising Copy 
2 
Institute of Lifelong Learning, University of Delhi 
 
 
Table of Contents 
 Chapter: Advertising Copy  
1: Learning Outcomes 
2: Introduction 
3: Meaning of ad copy 
3.1: Activities involved before writing an ad copy 
3.2: Types of advertisement copy 
3.3: Elements of a print ad copy 
3.4: Broadcast copy 
4: Role of color in ad copy 
Summary  
Exercises 
Glossary 
References 
Quiz 
 
  
Advertising Copy 
3 
Institute of Lifelong Learning, University of Delhi 
Learning Outcomes 
After you have read this chapter, you should be able to  
? define an advertisement copy, 
? identify the different types of ad copy, 
? understand the meaning and relevance of an advertisement copy, 
? identify the different elements of an advertisement copy, 
? appreciate the importance of framing a creative advertisement copy, 
? apply the knowledge to frame your own advertisement copy. 
  
Advertising Copy 
4 
Institute of Lifelong Learning, University of Delhi 
Introduction 
 
Egyptians used papyrus to make sales messages and wall posters. Wall or rock painting for 
commercial advertising is another manifestation of an ancient advertising form. As 
education became an apparent need, and reading, as well as printing developed, advertising 
expanded to include handbills. In the 18th century advertisements started to appear in 
weekly newspapers in England. As the economy expanded during the 19th century, 
advertising grew alongside. With advent of the 20
th
 century, modern advertising was 
created with innovative techniques and marketers produced for mass markets and 
popularized their products via major ad campaigns. In the early 1920s, the first radio 
stations were established and advertising message was transmitted to the prospects from 
radio stations. With passage of time, advertising techniques were used to promote not only 
commercial goods and services but also inform, educate and motivate the public about non-
commercial issues, such as HIV/AIDS, political ideology, energy conservation and 
deforestation. In the late 1940s and early 1950s, television advertisements started. And 
since 1990s, Internet has been another popular medium for advertising. 
At different stages of evolution of advertising, the message that it carries has also 
undergone tremendous change; from advertisements carrying just the producer?s mark( 
product logo/mark prior to 16
th
 century) to commensurate information containing adds 
replete with visual graphics as we see today.  
The decade of 1960s saw the rise of Creative Revolution in advertising. Unlike any other era 
before or since, the focus was on youth, freedom, anti- establishment thinking and rock „n? 
roll! Consequently the message contained in ads began to shift focus from the product to 
the brand, twisted conventional thinking and created new looks, using white space, 
asymmetrical layouts, and unique typology. 
  
Page 5


Advertising Copy 
Institute of Lifelong Learning, University of Delhi 
 
 
 
 
 
 
 
Lesson : Advertising Copy  
Course Developer: Kangan Jain 
College/ Department: KeshavMahavidyalaya, Business Studies, 
University of Delhi 
 
 
 
 
 
 
  
Advertising Copy 
2 
Institute of Lifelong Learning, University of Delhi 
 
 
Table of Contents 
 Chapter: Advertising Copy  
1: Learning Outcomes 
2: Introduction 
3: Meaning of ad copy 
3.1: Activities involved before writing an ad copy 
3.2: Types of advertisement copy 
3.3: Elements of a print ad copy 
3.4: Broadcast copy 
4: Role of color in ad copy 
Summary  
Exercises 
Glossary 
References 
Quiz 
 
  
Advertising Copy 
3 
Institute of Lifelong Learning, University of Delhi 
Learning Outcomes 
After you have read this chapter, you should be able to  
? define an advertisement copy, 
? identify the different types of ad copy, 
? understand the meaning and relevance of an advertisement copy, 
? identify the different elements of an advertisement copy, 
? appreciate the importance of framing a creative advertisement copy, 
? apply the knowledge to frame your own advertisement copy. 
  
Advertising Copy 
4 
Institute of Lifelong Learning, University of Delhi 
Introduction 
 
Egyptians used papyrus to make sales messages and wall posters. Wall or rock painting for 
commercial advertising is another manifestation of an ancient advertising form. As 
education became an apparent need, and reading, as well as printing developed, advertising 
expanded to include handbills. In the 18th century advertisements started to appear in 
weekly newspapers in England. As the economy expanded during the 19th century, 
advertising grew alongside. With advent of the 20
th
 century, modern advertising was 
created with innovative techniques and marketers produced for mass markets and 
popularized their products via major ad campaigns. In the early 1920s, the first radio 
stations were established and advertising message was transmitted to the prospects from 
radio stations. With passage of time, advertising techniques were used to promote not only 
commercial goods and services but also inform, educate and motivate the public about non-
commercial issues, such as HIV/AIDS, political ideology, energy conservation and 
deforestation. In the late 1940s and early 1950s, television advertisements started. And 
since 1990s, Internet has been another popular medium for advertising. 
At different stages of evolution of advertising, the message that it carries has also 
undergone tremendous change; from advertisements carrying just the producer?s mark( 
product logo/mark prior to 16
th
 century) to commensurate information containing adds 
replete with visual graphics as we see today.  
The decade of 1960s saw the rise of Creative Revolution in advertising. Unlike any other era 
before or since, the focus was on youth, freedom, anti- establishment thinking and rock „n? 
roll! Consequently the message contained in ads began to shift focus from the product to 
the brand, twisted conventional thinking and created new looks, using white space, 
asymmetrical layouts, and unique typology. 
  
Advertising Copy 
5 
Institute of Lifelong Learning, University of Delhi 
 
Value Addition: Image 
Print ad copies of the 1960s 
Figure 1969 ad copy            Figure: 1961 ad copy           Figure 1961 ad copy 
 
Source: http://neatdesigns.net/wp-content/uploads/2011/12/1141.jpg 
http://static.flickr.com/189/515188714_cf16c7b730.jpg 
http://www.cuttingthechai.com/wpcontent/uploads/2010/09/0007_sharmila_murphy_ff_19
66_wm.jpg 
 
An advertising mantra to sell effectively in today?s competitive world where consumers are 
up to date with all the major events affecting them as also their country at large , is to fit 
and present the product message in the garb of reality embedded in a creative ad copy. 
The brand Amul has been a pioneer in following the economy?s latest issues in presenting its 
mascot – The amul girl to advertise its brand of  butter. 
Amul advertisements have been prompt to encash upon the latest in the economy. Given 
below are some prominent amul butter ads that have very successfully promoted it by 
depicting the economy at the time the ad was floated.