Types of Advertising Copy
There are various objectives
of preparing an advertising copy. there are various types, forms or styles of
advertising copy. The tant styles, types or forms of advertising copy are as
follows:
1)
Scientific Copy: Scientific copy is of a technical nature
and a detailed information about the product and the producer. It aims at
informing the ordinary people in general, and professional men in particular
about the merits and value of the product so that they may be stimulated to buy
a particular product. Ii is generally used by engineering, and drug and
pharmaceutical firms elaborating the propositions of properties and
constituents of the product.
(2)
Descriptive Copy: This type of advertising is
of nontechnical nature and is presented in a manner which any layman can easily
understand. It gives a detailed information about the product in a very simple
language. Good examples are to be found in mail order, catalogues, departmental
store advertising and in the advertising of tools and machines. It tends to
select logical customer and eliminate others. It may safely be used when there
is a clearly established want for the goods, which are purchased as a matter of
routine or necessity, mostly on a price or a convenient basis. For example,
“Lifebuoy for health, where is Lifebuoy there is health.”
(3)
Topical Copy: Topical copy of an advertisement is
intended to appeal to prospects by establishing a connection between the
product and a particular recent happening which should not look absurd. It
commands a good deal of interest because of that sensational event which lives
absolutely fresh in the minds of the prospects. For example, H. M. T. Watch
company may advertise its watches by informing the prospects in a topical copy
that the group of Indian women who were successful in climbing Mount Everest
recently had with them the watch of the company, thus proving their excellent
quality.
(4)
Narrative Copy: Under narrative copy, an appeal is made
to prospects with the help of a fictitious story which is narrated to bring
home to the public, the advantages of purchasing the product. The story is
humorous and carries the message in an appealing manner which will be
remembered easily by the public.
(5)
Institutional Copy: Institutional copy aims at
selling the name of the advertiser or the firm which is producing or selling
the products. The main objective of such type of advertisement is to create,
maintain or increase the goodwill of the product or of brand or of the department
of the firm as a whole. Institutional copy invites the target customer to the
selling outlet. Such a copy creates confidence in the minds of the general
public about the product superiority. For example, an advertisement from ACC
Cement reads as “It is good, if it is ACC.”
(6)
Personality Copy: The personality copy attempts
to encash the opinion of an important personality about the product. Such a
copy includes the certificate, testimonial, photograph or the statement of an
influential person. He may be an eminent political leader, expert cricket star
or film star. Personality copy advertisements are quite popular on television
those days.
(7)
Questioning Copy: Questioning copy includes a
series of questions expected to be answered by the readers. The question
arouses the curiosity in the minds of the readers and makes them to think of
it. The answer of the question lies in the use of the product advertised. The
advertiser does not put any narration statement or reason of its own so as to
persuade the readers to buy the product. For example, such questions may be
asked:
(i) Are you worried of facing
the forthcoming university examinations? (Read Ratan Guess Papers).
(ii) Are you worried about
protecting your valuables? (Purchase Godrej Steel Almirah).
(8)
Educative Copy: Educative copy is designed to educate the
general public about the qualities of a particular product. Such an advertising
copy depicts the specialties of the product in contrast to the existing brands
in the same product category. The purpose of this type of advertising copy is
to maintain or increase the demand of the advertised product.
(9)
Humorous Copy: This type of advertising copy attracts
the attention of its readers by its humorous appeal. Whether this will be
effective or not depends on the style and theme of the copy. The preparation of
a humorous advertisement is not everyone's cup of tea. A slight oversight on the
part of the copy writer or a little overdose of humour will make the
advertisement vulgar and offensive, and repel the readers from the product that
is advertised. As a matter, the humour makes the reader smile.
(10)
Prestige copy: This type of advertising copy does not
advertise directly, but creates a favourable atmosphere about the product or
the firm for its sale.
(11)
Colloquial or Conversational Copy: The colloquial copy
presents the message in the form of conversation. It uses informal language and
conversation takes place in terms of 'l' and 'You' with personal reference to
reader and the advertiser. For example, two persons converse about the
advantages of Insurance or Buying a Particular Book.
(12)
Suggesting Copy: A suggestive copy tries to suggest the
readers directly or indirectly to persue them to purchase a particular product.
It is useful where the reader is confused about the quality of a product brand
and is not in a position to take necessary decision about the purchase of the
product or brand,
(13)
Reason-Why Copy: This type of advertisement copy explains
the readers as to why it is necessary to purchase a particular product. It
gives definite positive points in favour of a particular product. For example,
why a student should purchase a particular book may be explained by the
advertisement copy.
(14)
Announcement Copy: This type of advertisement
copy is used to introduce a new product or the new uses of the product or
changes in the product or price changes or changes in the policies of the firm.
The main purpose is to inform the public.
(15)
Human Interest Copy: Human interest copy appeals
to the emotions and the senses of the readers. Sympathy, affection, love,
humour, curiosity, fear and other emotional appeals are used to appeal to the
senses of sight, touch, taste, smell and hearing etc. Human interest copy tells
about the product in relation to the people instead of conforming to the facts
about the product.
(16)
Fear Copy: A fear copy appeals to the sense of fear and
arouses deep interest in protecting property, life and day-to-day needs. Fear
is normally caused by a feeling of insecurity.
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