Essentials of A Good Advertisement

Definition: An advertisement copy is the text used in the advertisement, be it print, radio,
television or other form of advertisement. The text so used can be in the form of dialogs, some
catchy phrase, a company's motto or slogan or any word advertising agency.
ESSENTIALS OF A GOOD ADVERTISEMENT COPY
An ad copy is made of various principles, all of which are integrated into a few lines of the copy that the
advertisers are allowed to engage. It combines search engine optimization with marketing strategies and is
used in all kinds of advertisements, not only pay per click and contextual ads. The essentials of a good ad
copy are as follows:
Credibility- An ad copy must focus on the credibility or the reliability of the advertising. The
copywriters should essentially flaunt an element of reliability in the ad so that the consumers are
convinced to go ahead with the product. The credibility of an advertisement is the extent of
honesty in the ad message. Misleading and misinterpreted ads harm the reputation of the selling
house.
Attention- The keywords, punch lines or a phrase that seize the attention of the potential
consumers or some component in the ad that attracts the target audience is essential in a good
advertising copy.
Assurance of benefit- An advertisement copy must contain some promise of the benefits that the
product offers if the consumer purchases and uses the product.
Brief and clear- An ad copy must be brief and clear, i.e. it must be to the point. It doesn’t mean
that the copy must omit the important elements of the advertising. A clear copy is easy and quick
to be read by the readers. It is self-explanatory, definite, and precise. Clarity makes way for
interpretation.
Apt and conforming- The copy must be apt and must match the needs of the prospects. A
copywriter has to use the most suitable USP. Every ad copy must meet the conforming standards
and rules acceptable to the advertising media and the laws of the land. A copy that offends the
morality challenges religious beliefs of the people is not welcomed by any media.
Types of ad copy:
Technique or formula of presentation of an ad is the way in which a message is presented.

Various types of advertisement copies are formulated to inform, inspire, influence, affect,
engrave, and inscribe the mindset of the reader. Certain elements are significant in a copy like
the attention, conviction, sentiment, instinct, and education.
Human interest copy:
Human interest copy entices the emotions and senses of its prospective customers rather than the
intellect and judgment. This advertisement copy defines the product to people instead of sticking
to facts. Human Interest copy gets to selling part indirectly or reluctantly. It focuses on people’s
undying interest in themselves, their families and friends. The most important forms of Human
Interest Copy are- humorous copy fear copy, predicament copy, and story copy.
Humorous copy
Humorous ad copy is a copy which is designed to make the reader laugh. This copy
brings about a smile on the readers face.
Fear copy
Fear ad copy arouses a sense of fear in the reader to save their lives or to protect
themselves from something. It creates interest among its consumers by instilling a sense
of fear in them. Fear advertisement copies must be designed carefully as it may carry an
unpleasant association on the viewer’s mind concerning the product.
Story copy
In a story copy, a story is narrated in a very interesting way to develop interest amongst
its prospects. Customer experiences can also be narrated in the form of a story.
Predicament copy
In a predicament copy, the copy provides a dramatic explanation about the product. This
copy explains all the advantages and benefits of using the product. The predicament copy
usually takes over the other three forms of the advertisement copy.
Educational ad copy
An educational ad copy attempts to inform, update and prompts its clients to buy a product by
educating the prospective customers. It is designed to educate the public about the attributes of
the product. Introductory ad copies are usually created in this way. It is the responsibility of
every manufacturer to educate the prospects regarding the product and endure a warm welcome
amongst its clients. Such an ad copy signifies the benefits and special features of the product.
Reason Why Copy
A Reason Why advertising copy offers reasons as to why the consumers are expected to buy the
product of a particular brand. The reason why copy appeals directly to the intellect or the
judgment of an individual than the emotions. It tries to explain the product qualities and benefits
by giving evidence in the forms of testimonials, guarantees, customer experiences, and so on.
The approach of this copy explains reasons to readers as to why the advertised product has to be
purchased. The format of this copy states a fact about a product or a service in the headline and
then explaining why the fact is true in its further text. This form of advertising works better in
print than on media, because broadcasting an ad has a limitation with respect to time. There are
good chances of the viewer missing the headline or the reasons why the headline claims to be the
truth.
Institutional Ad Copy
Institutional copy doesn’t sell its goods and services. Institutional ad copy aims at promoting the
selling house. It focuses to build a strong reputation for the selling house. The main objective of
this type of ad copy is to create, maintain, and increase the goodwill through its philosophy,
objectives and policies so that the prospective customers register it in their minds. Institutional
copy invites the target customers to the selling outlet. It is also called as prestige or corporate
advertising.
Suggestive Copy
A suggestive copy suggests or attempts to convey the message to the readers directly or
indirectly and prompts them to purchase the product. Suggestive ad copy works best when the
reader is confused regarding the quality of the product and is juggling with decision making
regarding his purchase.
Expository Copy
Expository copy conflicts with the Suggestive copy. An Expository copy doesn’t conceal
anything about the product but instead exposes the facts that are clear and apt. It describes the
product features, uses, merits, operation and benefits of the products or services. Even a swift
glance registers quickly in the consumer’s mind and is quite easy to remember or pick up.
Writing an ad copy is an art of putting in the words or the elements that create a strong desire to
possess the product wherein the product features satiate the consumers desire to possess the
product. It is the ability to eliminate the surplus and substitute it with the essential elements
without jeopardizing the meaning. Action is the essential end goal of any advertisement copy,
which is to receive some reaction from the target audience for the advertisement. It could be just
about visiting the page of the brand on the net, enquiring or filling a form or the actual purchase
itself.

Essentials of A Good Advertisement

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Definition: An advertisement copy is the text used in the advertisement, be it print, radio,

ESSENTIALS OF A GOOD ADVERTISEMENT COPY

Technique or formula of presentation of an ad is the way in which a message is presented.

Human interest copy:

Reason Why Copy

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