Copywriting and Art Direction for Advertisements: A Guide

Key Elements of Copywriting for Print Media

Most important thought for the consumers to take away from the ad. Product features to be emphasized. Benefits a user receives from the features. Media chosen and the length of time the advertisement will run. Suggested mood or tone for the ad. Production budget for the ad.Includes important brand information not included in the headline. Communicates key selling points or brand information quickly. Print smaller than the headline but larger than the body copy. Should reinforce the headline. Should stimulate a complete reading of the entire ad. 

Dialogue: Delivers the selling points of a message to the audience through a character or characters in the ad. Testimonial: Uses dialogue as if the spokesperson is having a one-sided conversation with the reader. Narrative: Displays a series of statements about a brand. Direct response copy: Urgency of acting immediately is highlighted. Cannot be longer and communicate all the aspects of the brand. May not be able to communicate complex, unique functional features. Target member cannot process the information at a personalized, comfortable rate. 

Identify the main members of a creative team and how the creative brief guides their efforts. Detail the elements of copywriting for print media, including the headline, subhead, and body copy. Detail the elements of copywriting for television and video and for radio. Describe the common copywriting approaches for digital or interactive or mobile ads. Identify the components of art direction that are essential in creative execution of print ads. Describe the production process in creating a television commercial.