Qualities of a Good Advertisement Copy (A&BM 16Oct2020)

Qualities of a Good Advertisement Copy:

An effective advertisement copy must have certain qualities which make it the best one. They are:

 

1. It Must Be Simple:

It must be simple and easy to understand. A copy writer must use short, simple, understandable words and sentences. The words or sentences used must be remembered by intelligent persons and non-intelligent persons. It must make people to see it, i.e., it should arrest their attention.

 

2. It Must Be Informative:

The copy must give the information which the reader wants to know about the products, in order to buy. Hence it must give the real fact. The information must be natural and straightforward. It must make people read it, i.e., people should be informed.

 

3. It Must Be Concise and Complete:

The copy must be complete and brief. If it is incomplete, it fails. Brevity is essential (condensation). Completeness should never be sacrificed for brevity. It must make people to understand it.

 

4. It Must Be Enthusiastic:

Salesman’s talk in the written form is the copy. The copy must tell the reader what the product or merchandise will do for him.

 

 

5. It Must Be Honest:

It must be honest and truthful towards the public. If the copy is untrue, then the confidence and the value of publicity go down. The public should not be cheated. The public, who are the final users of the products, are the witness of the product quality.

If inferior products are sold through false advertising, they have a short life. If the firm is hiding the facts, not exposing the real position, the product tells its own weakness to the users. If the advertisement is not honest, then the products will disappear from market and the firm will be closed down within a short span of time.

 

6. It Creates an Urge:

It must reveal unknown or unseen features of the products. The public should be informed about the product’s use and merits by the advertiser. It must create a goodwill in the minds of the public. Its aim must be to trust the firm and its products. It should have an effective salesmanship in absentia.

 

A Good Advertisement Copy:

1. It must make people to see it.

2. It must make people to read it.

3. It must make people to understand it.

4. It must make people to believe it.

5. It must make people to buy the product.