Introduction

Digital Advertising
Lesson 10: Advertisement Copy

Introduction

The advertisement message formulation involves designing of advertising copy and structuring the layout so that the firm’s unique selling proposition (USP) may be effectively presented to the target audience for appropriate product positioning. USP means a consideration presented by a seller as the reason that one product or service is different from and better than that of the competition.

Basically advertising is an expression of an idea and the success of the advertising rests on the strength of the idea i.e. the total message pictures and the words intended to express. It is the outcome of visualization, which often is creativity. Visualization is seeing in the mind’s eye the form of the idea that would appear in the advertisement. It takes place before the copy is thought, illustration is sketched and copy elements are laid out. In its final form visualization takes the physical shape of sketch work called rough or doodle that suggests the tentative head line, theme and the illustration. The outcome of visualization is layout.

Visualization is the work of a copy writer and artist, who are concerned with creation of an idea.

Layout is concerned with arranging various elements of the advertisement namely headline, illustration, text matter, slogan, trade mark and the brand name to deliver the idea effectively. Visualization precedes layout and says what it is, while layout says where it is.

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Last modified: Saturday, 29 October 2011, 9:35 AM