TYPES OF ADVERTISEMENT COPY

An advertising copy is a term used to describe the main text used in the advertisement. The text could be a dialogue, a catchy punch line or a company’s dictum. It is a print, radio or TV advertising message that aims at developing and retaining an interest of the target customer and prompting him to purchase the product within a couple of seconds.

1. TYPES OF COPY By C.L Aswin Rahul M.COM IB&F (UNOM)

2. TYPES OF ADVERTISEMENT COPY Institutional copy 1. Sells not the product or services but the the name of the business houses are advertiser. 2. Build Goodwill around its philosophies, policies, objectives, towards customer it is called institutional copy. Example A) Showing harmful effects of smoking B) ITC donating every 1 rupee note for the education of village children.

3. EXAMPLE OF INSTITITIONAL COPY

4. Continuation... B) Expository copy If a copy tells openly and directly all the features of a Using a suitable product or service in addition picture to impress a customer it is called expository copy EXAMPLE MC DONALD ’S

5. Example of expository copy

6. COMIC OR HUMOUR COPY COMIC OR HUMOUR COPY Some Humour may also be introduced into advertising copies to effectively exploit the Predicament of a product. Then it is said to be comic or humorous copy. EXAMPLE Oasis

7. Example for comic or humorous copy

8. EDUCATIVE COPY D) EDUCATIVE COPY Sometimes when a particular class of buyers is to be approached, the advertiser may include valuable scientific are technological information of interest to the class is called educated copy. Example Samsung

9. Example of educator copy

10. NARRATIVE OR STORY COPY E) NARRATIVE OR STORY COPY This kind of advertisement narrates a story or an incident it with the help of the product presented . Then it is called narrative copy. Example Life boy

11. Example of narrative story copy

12. STRAIGHT – SELLING COPY F) STRAIGHT - SELLING COPY A copy which tells us why a particular brand of a certain product should be used it is known as a straight - selling copy or a reason why-copy. Example Sensodyne

13. Example of straight selling copy