In the strict sense of the term, copy refers to the written material to be set in type for the print media or spoken by announcers for the broadcast commercials. The advertisement copy includes advertising theme or appeal and the advertising layout.
It encompasses the headlines, name and address of the advertiser and the text of the message. The word, ‘copy’ is used for the simple reason that earlier advertisements contained only the advertising message in words to be printed suitably. Copy is the heart and soul of advertising.
Generally copy is considered as all the written and spoken material including body, headlines, subheads and all other printed elements such as pictures, captions, slogans, brand names, trademarks, prices, advertiser’s name or signature and so on. In other words, a copy is the reading matter, the words, sentences, paragraphs, subheads and headlines and figures in an advertisement.
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Advertisement copy explains the central idea of an advertisement. It is important and plays a vital role in an effective advertisement campaign. The preparation of advertisement copy requires the highest degree of imagination, perfection and creativity. In case of any deficiency in the advertisement copy, all the planning, research and expense would go waste.
Therefore, it is highly essential that proper care should be taken to draft a copy that will achieve the purpose of advertisement. It should influence the attitudes and actions of buyers resulting in more purchases by customers and greater sales volumes for the advertisers. A carefully drafted copy can call attention, create interest, invoke desire and lead the prospects to the action of purchasing the intended product or service.
Copywriting is one of the most important and critical activities for the success of entire advertising campaign, as the success of advertisement rests heavily on preparation and presentation of the advertisement. Presentation of an advertisement pre-supposes the preparation of the advertisement, taking into account a number of crucial factors. The preparation of advertisement is mainly concerned with the elements which are supposed to be included in the advertisement copy.
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The whole process starts with finalising the message to be conveyed to the people for whom it is intended, settling about the layout of the copy and completion of art or design work. With the completion of the above mentioned steps the advertising message can be considered to be completed.
Then, the advertisement can be finally presented as per the wishes and limits of the organisation undertaking publicity. Of all the factors, advertisement copy is of pivotal importance.