Marketing Communications

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Marketing Communications

101

Advertising Techniques

MAKING THE ADVERTISING COPY

Most campaign themes are expressed in the written or spoken words of the advertisements and are
considered to be part of the copy. In a print advertisement, copy elements consist of:

1. Headline


2. Sub-headlines


3. Body copy


4. Slogan


5. Brand name


6. Logo

ADVERTISING COPY: is a text of an advertisement, including matters for typesetting, product or corporate
illustrations for reproduction such as original photograph, design, object or anything added to reproduction
or printing process, to aid promotion or publication.

The advertising agency should be used to produce a copy, but it is advisable for the advertiser to develop
skill which enables him to evaluate a good copy, using these guidelines, that explain contents of an
advertising copy or message.

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