Qualities of a good advertisement copy

When I was in mall for a weekly shopping a small baby perhaps of 4 years old asks for Cadbury chocolates to his mother. I was thinking how this baby got the brand Cadbury on his tongue. Surely this is the effect of advertisement. The 20^th century witnesses heavy explosion in advertising sector which became more crucial part of every firm that delivers products and services. Advertisement copy is known as the mind and soul of an advertisement. This is the content which includes written letters, spoken words, pictures, labels, designs, icons etc. used to deliver a message to the audience. The effectiveness of an ad copy measures when it gives a clear message to the audience without any barrier. To improve the advertisement copy following points can be discussed.

An advertisement copy should capture the attention of viewers. An advertisement, in which the contents of highly attractive features like celebrity talks, the way of presentation, designs will make an attention to the audience. In a drive if we see a huge cut out of Hero Honda bikes, definitely people will pay attention to that. Let the ad stay for a long time in viewer’s mind. The advertisement of Nirma washing powder in radios still stays in mind even though I heard it in the childhood. The advertisement should stay for a long-time in the minds of audience. This can be done using good slogans or punch lines, songs or background music etc.

An advertisement with suggestive copy will give consumers a choice. “Boost is my secret of energy” Sachin Tendulkar gives the suggestion to use the product is another important quality to add in a ad copy. When people go for shopping they will be thinking of Sachin’s words and give preference to that. Also it acts like a sales man. How a sales man introduce a Smartphone to you when you are in a shop. The same effect can be reproduced in an advertisement. Bring out all the facts in a short span of time and demonstrate it clearly. Then the audience will be convinced.

Advertisement copy tries to educate people. Your audience may be very new students to your product. They do not know anything about your product. Understand their psychology and educate them softly the features, advantages over competitors, price etc. The educated viewers will tell others about the product too. By applying sentimental values to advertisements, the audience will be more attached. In the advertisement of Johnson and Johnson baby soap, the firm uses the sentimental values of love and affection of mother and child right from the beginning of the establishment of the firm. Almost all the advertisements are using the technique so as to make a feel over the viewers. They feel it as they stand somewhere in the advertisement.