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chapter 12

Leo
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chapter 12

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    1. Chapter 12 Copywriting

    3. Copywriting and the Creative Plan

    4. Copywriting for Print Ads: The Headline

    6. Copywriting for Print Ads: The Headline

    7. Copywriting for Print Ads: Subheads

    9. Copywriting for Print Ads: The Body Copy

    10. Copywriting for Print Ads: The Body Copy

    13. Copywriting for Cyberspace Cybercopy is often rooted in techno-speak. It is a medium where audience has a different meaning than in traditional media. Audience often comes directly to ads—not passive Other ads pop up Copy is closer to print than broadcast Cybercopy is often direct response Rules for cybercopy are not all that different than for print

    14. Copywriting for Broadcast Advertising Different opportunities due to sight and sound Inherent limitations . . . Broadcast ads offer a fleeting message Broadcast employs more sensory devices which can ad or detract from consumers’ understanding of the message

    15. Writing Radio Copy

    16. Writing Radio Copy

    17. Radio Production Process

    18. Writing Copy for TV

    19. Television Advertising Formats

    20. Guidelines for Writing TV Copy

    21. Slogans Short phrases used to . . . Increase memorability Help establish an image, identity or position for a brand or organization Good slogans can . . . Be an integral part of brand’s image Act as shorthand identification for the brand Provide information about the brand’s benefits

    22. Common Mistakes in Copywriting Vagueness Wordiness Triteness (clichés) Creativity for creativity’s sake

    23. Copy Approval Process

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