Summary

Synopsis

Learn to make an educated evaluation of the advertising copy supplied from freelancers and advertising agencies to ensure that it meets your business needs and provides maximum impact for every advertising dollar you spend.

Discern the different strategies, styles, and techniques incorporated to create effective advertising copy in the media of print and radio. (Does not cover television commercial writing, netwriting, direct mail, or outdoor advertising.)

Objectives

• Identify the basic rules of copywriting for print and radio advertising
• Discern the difference between writing that sells and writing that merely entertains
• Evaluate adwriting based on proven principles
• Avoid common misconceptions about adwriting

Outline

• Introduction
• Overview
• Objectives
• The Craft of Copywriting
• Don’t Say It, Sell It!
• No Secret Formula
• Addressing Emotions
• What’s the Big Idea?
• Focusing on the Target
• Benefits versus Features
• The Importance of a USP
• Checkpoint I
• Words on Paper
• Basic Print Ad Structure
• Hardworking Headlines
• Advertising-ease
• Magazine Ad Considerations
• The AIDA Check
• Checkpoint II
• Words on the Air
• Writing for the Ear
• Deciphering a Radio Script
• Test Your Imagination
• Scenario Sample Script
• Time Constraints
• Listen and Follow
• Just Jingles?
• Radio-Copy Checklist
• Create Continuity
• The Ties That Bind
• Crossword Puzzle
• Final Checkpoint