MBA Distance education learning/ What is copywriting advertising

 What is copy writing advertising

Q: What is copy writing?

Ans: Copy writing is the act of developing script from the main brief, argument and appeals to be used in advertising media.

Q: Explain the message format?

Ans: In message format the format means the plan, organization, style or type of ad message. It is characterized by the type of media vehicle in which the message is delivered.

What are the elements of message format in print media?

Ans: The elements of message format in print media are:

A) Headline B) body copy C) illustration and colour.

What are the elements of message format in radio advertising?

Ans: The elements of message format in radio advertising are:

A) Words

B) Voice qualities—speech rate, rhythm, pitch, articulation

C) Vocalization – pause, sighs, yawns

Q: What is an appeal?

Ans: An appeal is the physiological, psychological, moral and emotional response to the stimulus or stimuli.

Explain the nature of appeals?

Ans: 1) Human needs as basis for appeals.

2) It is impersonal.

3) Degree of appeal

4) Duration of appeal

Q: What is degree of appeal?

Ans: Degree means intensity, amount and strength of response.

Explain the use of appeals?

Ans: the uses of appeals are followings:

1. Developing advertisement
2. Developing product
3. Developing marketing mix
4. Deciding on communication mix

Q: What is a layout in advertisement?

Ans: A layout is an orderly physical arrangement of headline, subheads, body copy, slogan, seal, logo, signature and the visual elements into a finished advertisement.

What is illustration?

Ans: A dominating unit of pictorial nature as basic theme of the advertisement, either directly or by analogy is called illustration.

What is a storyboard of an advertisement?

Ans: The storyboard is text form of an advertisement irrespective of media used. Like a commentator describes the every bit of motion in a cricket match.

What is an ad agency?

Ans: An independent organization that creates, develops and produces advertisement and places advertisement in the media , plans advertising campaign or performs any part of these, on behalf of client, is called ad agency.

Q: What are the functions of the ad agency?

Ans: The services offered and functions performed by ad agency vary.

1. Full –service agencies
2. Account Services- One or more account executive are assigned to serve as liaison, depending upon the client’s size and ad budget.
3. Marketing Services
4. Creative Services
5. Management and Finance

Q: What are the methods used to compensate the ad agencies?

Ans: the methods used to compensate the ad agencies are:

1) Commission (usually it is 15% of media bill.)

2) Negotiated fee

3) Percentage Charges (it ranges between 17.65% to 20%.)

Q: What is client ?

Ans: Client is the one who wants to communicate with target audience about products, services ideas, or causes with persuasive intent.

Q: Explain the selection of an advertising agency?

Ans: Ad agencies earn contract if they

1. Known
2. Creative
3. Sound track record
4. Understands the client’s problem
5. Good personal equation with client
6. Relative size of ad agency

Q: What are methods of pre-testing of Print advertising?

Ans: The methods of pre-testing of Print advertising are:

1. Direct questioning
2. Focus group ( a group of 8 to 10 people)
3. Portfolio test
4. Paired comparison test- Respondents compare each ad in a group.
5. Order-of –merit test
6. Mock magazine test
7. Direct-mail test