SALES & ADVERTISMENT {UNIT-4}

 VISUALISATION TYPES OF ADVERTISING COPY

The term visualization refers to “Seeing in the mind’s 1. Institutional copy

eye the form it would appear in the advertisement.” - 2. Reason why copy
Prof. Mawrice I. Mandell 3. Human interest copy
a) Humorous copy
CREATIVE VISUALISATION
b) Fear copy
PROCESS OF VISULISATION c) Story copy
d) Predicament copy
1. Orientation 4. Educational copy
2. Preparation 5. Suggestive copy
3. Analysis a) Direct suggestive copy
4. Ideation b) Indirect suggestive copy
5. Incubation c) Expository copy
6. Synthesis
7. Verification  STRUCTURE OF AN ADVERTISING COPY

QUALITIES OF A CREATIVE VISULISER Structure of an advertising copy is made up of six points

1. Natural curiosity 1. Headline

2. Accessible language 2. Sub-headline
3. Visual & verbal expression 3. Body of the copy
4. New thought connection 4. Illustration
5. Slogan
6. Logo
 ADVERTISMENT COPY 1) HEADLINE

OBJECTIVES OF AN ADVERTISMENT COPY FUNCTION OF HEADLINE

1. DIRECT ACTION 1. To attract the attention of readers

2. INDIRECT ACTION 2. To induce the reader to read the text
3. To give concise selling message
APPRORCH TO COPY WRITING
TYPE OF HEADLINE
1. What am i advertising?
2. To whom am i advertising? 1. Informative headline
3. How can i convey best advertising message to 2. Provocative headline
my reader 3. Selective headline
4. When & how the product is being sold? 4. Label headline
5. When is the product purchased and used?
ESSENTIALS OF GOOD HEADLINE
6. What legal implications are involved?
1. It is brief
ATTRIBUTES TO EFFECTIVE ADVERTISING COPY
2. It is original
1. It is brief 3. It is clear
2. It is clear 4. It is relevant
3. It is personal 5. It is specific
4. It is honest
5. It is conforming
 4) HE BODY OF THE COPY
2) SUB-HEADLINE
5) ILLUSTRATION
3) SLOGANS
FUNCTIONS OF ILLUSTRATION
WHY SOLGANS?
1. Attracting the attention
1. It replaces headline
2. Stimulating the audience
2. It communicates faster
3. Selecting the audience
3. It speaks of company personality 4. Creating receptive mood
ESSENTIALS OF GOOD SLOGAN ESSENTIALS OF GOOD ILLUSTRATION
1. It is shorter 1. It is simple
2. It is original
2. It is suggestive
3. It is recallable
3. It is creates interest
4. It is multi media 4. It is relevant
5. It speaks of product, brand, producer
5. It is credible

THE TECHNIQUES OF ILLUSTRATION

1. Comparison
2. Symbol
3. Headline dramatisation
4. Magnification
5. Product technique
6. Product result

6) IDENTIFICATION MARK {LOGO}