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Advertising Copy Writing

An Advertisement Copy or what we call Ad Copy!

Is text and layout of a print, radio, or television media that aims at catching attention and holding interest of the prospective buyer, and eventually persuading him/her to make a purchase, all within few secondsAd copy is a term that refers to the main text of a clickable advertisement, whether it is a contextual or a pay per click ad. The text of the ad copy is generally the second and third lines of an ad displayed on a search engine results page or any other web page, and is between the title and the display URL. Most advertisers use ad copy not only to describe the advertisement, but to also insert the keywords that the ads have been created for. The ad copy is an excellent way not only to describe where the advertisement link leads, but also to make the advertisement seem as persuasive as possible to any visitors who might be interested, as they have already searched for a particular keyword that has brought the ad up.

Activities involved before writing an advertisement copy:

Before an ad copy is actually created, a lot a ground work – research and brainstorming is required. The process begins with gathering and organizing information. This stage will include finding answers to the basic questions of journalism – who, what and why. Where and when are media questions, the answers to which may also influence your creative strategy? After this stage, you should have answers to the following:

  • Who are you talking to (target audience)
  • What makes your product better (features and benefits)
  • What do people think about your product( current position)
  • Why should people buy your product (align needs/wants with the product)
  • What kind of response are you seeking(call to action)

In order to find answers to the above, you need to undertake market research. Research can be secondary (existing source- internet, data of different marketing research firms, etc.) or primary (informal and personal interaction with storekeepers and salesmen who sell your product and also with current and potential users of your product.)

Once you have done your homework on the audience, the product, and the competition, you’re ready to talk to the prospective consumer. The information thus gathered needs to be processed, carefully worded and creatively presented.

Types of advertisement copy:

Depending on the advertisers’ focus and approach, within each medium, print as well as broadcast, there can be the following different types of ad copies:

  1. Institutional ad copy: An institutional ad copy is one which seeks to emphasize the manufacturers’ reputation and induce prospects to make a purchase relying solely on the trust that the brand has created over years in the market.
  2. Straight-selling copy: A copy which tells us why a particular brands’ product should be used while focusing on the product features, its unique selling proposition (USP) is known as a straight-selling copy. It stresses on the product features and how best the advertised brands’ product can serve customer needs in this regard.
  3. Narrative ad copy: such an ad copy narrates a story or an incident in which the predicament of the protagonist is resolved by the advertised product. Ads of dental creams use such type of ad copies.
  4. Educative copy: sometimes when a specific segment of the market is to be approached, the advertiser may use technological and scientific results that have emanated from rigorous research in order to convince the prospects about the advertised product.
  5. Comic or humorous copy: such an ad copy uses humour to charm the prospects and create a lasting impression. The ad carries a comic effect through use of exaggeration or caricature.
  6. Suggestive copy: such an ad copy simply suggests the goodness that accrues to the customer on using the advertisers’ product. Dove shampoo ads that show smooth, soft hair (goodness) can be taken as an example here.

Next Mile Digital emphasizes on….

An Advertisement Copy is everything that constitutes a brand communication message. It includes a headline, sub-head, bodycopy, logo, slogan/jingle, seal of approval, audio and visual effects(broadcast ads).Also called as ad copy, or just copy, it is simply a publicity copy that seeks to make known and evoke favourable response towards anything that is being marketed. Ad copy can be of two types depending on the media for which it is intended – print and broadcast ad copy.