Classification of Advertising Copy
Educational
Copy:
It
aims at educating the public, regarding the use of a product. Such an
advertisement copy depicts the specialties of the product, in contrast to the
existing ones. People keep certain habits which cannot be easily changed.
Demand can be created when such habits are changed. This type of copy
introduces new habits and attracts people towards the product.
Competitive
Copy:
It
aims at putting forth the special features of a product. It promotes to differ
one brand from competitors’ brands. It meets the challenge of the competitors.
Institutional
Copy:
It
sells not the products of the institution but the name of the institution. Also
known as PRESTIGE or CORPORATE advertising, this is the type of advertisement
used to present the company’s image. When a pharmaceutical firm takes space it
describes its research skills, its contribution to society etc. The copy aims
to develop and maintain a good-will for the product that the product comes from
a reputed house.
Example:
MISSIONARY COPY
aims at propaganda for the product.
PIONEERING COPY
aims at educating the public.
GOODWILL COPY is
one which does not try to sell a product but aims to sell the public some idea
on the firm in general, on the quality of its product, its utility, etc.
SELLING COPY is
used by the mail-order house to effect a sale by mail, or by the manufacturer
who sells through retailers, to persuade the buyer to call for his brand at the
retail store. It is used by the retailer to make an immediate sales of the
goods, which he may have to stock.
REASON WHY COPY
itself is clear as to its meaning. It explains the reasons to readers- why the
advertised product is to be purchased. It aims at answering the questions
raised about a product as to why, how and when the product is to be purchased.
HUMAN INTEREST COPY
makes its appeal to the emotions and the senses, rather than to the intellect
and judgement. It may be of many forms: Fear Copy, Humorous Copy, Story Copy
etc. The examples and statements of these copies are funny and readers smile or
laugh. It affects the heart rather than the mind.
SUGGESTIVE COPY
directly or indirectly conveys the message, which leads to sales.
EXPOSITORY COPY is
not to conceal but to expose the facts as they are clear and concise ideas are
given. It explains the construction, uses, merits, operation and superiority of
advertised articles.
DESCRIPTIVE COPY
conveys the ideas in words or pictures so as to impress the readers’ mind and
thus act upon it.
ARGUMENTATIVE COPY is a message supported by facts.
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