Matakuliah
: G0492 / English for Advertising
Tahun
: 2005/2006
Copywriting
oCopywriting for Print
oHow to Write Radio Copy
oHow to Write Television Copy
oWriting for the Web
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Copywriting for Print
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Magazine
Newspaper
Directory
Brochures
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Magazines
• The Audience
• Creative Considerations
• Production Considerations
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The Audience
• Reflective
• Personal Relationship
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Creative Considerations
• Service
• Feature writing and stories
• High-impact visuals
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Production Consideration
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Reproduction quality
Lead time
Page domination
Special arrangement
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Newspaper
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The Audience
Types of Ads
Creative Considerations
Production
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The Audience
• Receptive
• Heterogeneous
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Types of Ads
• Display and classified
• Small-space and omnibus
• Omnibus ads
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Creative Considerations
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Strategies
Price advertising
Peg advertising
Design
Incentives
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Production
• Size
• Design Considerations
• Mats and proofs
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Formats
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Handbill
Folder
Brochure
Broadsheet
Booklet
Signature
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Design Process
• Writing
• Dummying
• Reading patterns
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Production Specifications
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Bids and estimates
Quantity
Size
Colors
Paper
Folding and binding
Special effects
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How to Write Radio Copy
• Characteristic of Radio Advertising
• The Tools of Radio Copywriting
• Radio Commercial Planning
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Characteristics of Radio Advertising
• Personal
• Conversational Style
• Theater of the Mind
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The Tools of Radio Copywriting
• Voices
• Music
• Sound Effects
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How to Write Television Copy
• Characteristics of Television Copy
• The Tools of Television Copywriting
• Planning the TV Commercials
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Characteristics of Television Copy
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Action
Demonstration
Storytelling
Emotion
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The Tools of Television Copywriting
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Video
Audio
Setting
Light
Costumes
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Writing for the Web
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Banners
Games
Pop-up windows
Daughter window
Side frames
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Purposes
• Awareness
• Interest in a product
• Build a brand image
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