COPYWRITING Notes - Researching the Advertisement Notes

COPYWRITING Notes
Researching the Advertisement
Manipal Institute of Communication, MAHE
What you already know

 Audience

 Product

 Objectives

Next Steps

 From and content of the ad

o Write a copy platform

o Develop a concept

o Choose an approach



Write a Copy Platform (Copy Plan)/ Creative Strategy

 Deep dive into what you already know about the advertisement, the audience it is intended
for, features and benefits of the product or service, what are the primary and secondary
objectives of the ad.

 Brainstorm

 Identify ideas

 Rank them in order of importance.

 Think of sub topics of the main ideas you identified.

 Combine the ideas; separate a few; add some more; iterate.

 Convert these ideas into a copy platform or copy outline or plan.

 Copy Platform = Written statement of objectives and summary of information for an ad
campaign.

Sample Copy Plan

 Copy Plan can contain the following:

1. Demographics and psychographics – What specific groups and types of prospects are
important?

2. What are the specific objectives – short term/long term.

3. List of all usable benefits not limiting to the ones used in the ad or campaign.