What are the different components of advertising copy?

What are the different components of advertising copy? Explain them clearly.

Ans.

Various Components of Advertising Copy

A copy writer must prepare a sound advertising copy containing following components:

1. Headlines,

2. Sub-leadlines

3. Illustrations,

4. Slogans,

5. Body or text,

6. Closing idea

7. Identification mark

Headline is the first device in an advertising copy. Its main object is to attract attention of readers. Headlines can be label headline, informative headline, provocate headline, selective headline, direct command headline, etc. Sub-headlines are captions that simply headline thoughts. Sub-headlines gain attention and interest of the readers. The use of catchy slogans is one of the most popular method to attract and hold attention of customers. Illustration consists of charts, paintings, drawings, photographs etc. Body or text of an advertising copy conveys the study, in detail from the selling point of view. Identification mark is the advertiser’s name, brand name or identification mark or trade mark. All components of an advertising copy should be well prepared into a symmetrical form. The major components of an advertising copy can be explained as under-

1. Headlines: Headline attracts the attention of customers, creates curiosity or interest to induce further reading. Headline should by short, pleasant and attractive.

W.H. Howards classified headlines as under-

(i) Lable

(ii) Information

(iii) Curiorit or proactive headlines

(iv) Selective headlines

Some other types of headlines are as under-

(i) Directive command headlines

(ii) Question headlines

(iii) Direct promise headlines

(iv) New headlines

(v) Situation headlines

(vi) Challenging headlines

(vii) Negative headline

(viii) Humorous headline

Heading are to gain attention and interest of the readers.

2. Sub-headlines: Sub-headlines are subordinate captions. Sub-headline expand the headlines thoughts. It clarifies the headline.

Sub headlines fulfil the following purposes-

(1) To gain attention and reader’s interest

(ii) To make easy the reading task

(iii) To direct the interest of consumers,

3. Slogan: Slogan plays its important role to attract and hold attention. An effective slogan must possess the following attributes:

(i) Short, simple and easily memorizable.

(ii) Time Proof and filled with a pleasing suggestion of the product of the manufacturer.

(iii) Alliterative, rhythmic or fantastic.

Slogan can be of the following types –

(a) Short range Slogan: They condense the theme and crystalline it.

(b) Long-range Slogan: These slogans may stay for long as one of the producer’s promotional items.

Slogans are helpful in fixing clear idea in customers.

4. Illustrations: Illustrations are to gain attentions, comprehensions, attitude med behaviour change. Illustrations comprise photographs, draw, graphs, charts, paintings etc.

Illustrations are to invite quick understanding of a given idea and to convey themes.

5. Body or Text: Body conveys the story in detail. Text or body is the written or spoken part of the advertisement. It appears below headline and sub- headlines.

The text copy may express the following –

(i) Description of how a product is made or act.

(ii) Test results

(iii) Experts’ testimonials or quotations

(iv) Performance case histories.

(v) Sales positions and guarantee

6. Closing Idea : Advertisement is a one-way communication, so its closing should be to provide all information, directions and motivation required for the customer to take action.

7. Identification Mark: Brand name, trade mark, firm’s name etc. full under identification mark. Identification mark can be a symbol, a word, a letter, a brand name as a combination of two.