7 Salient Features of a Good Advertisem*nt Copy (2024)

Salient features or characteristics of a good advertisem*nt copy are: (1) it should be simple (2) it should be capable of holding the reader’s attention (3) it must be suggestive (4) it should have conviction value (5) it should educate the people (6) it should have memorizing value and (7) it should be true!

The advertisem*nt copy refers to the written contents of the advertisem*nt including its text and head line. It can be referred to as the heart of advertising and should be drafted with utmost care; otherwise all the money invested in carrying out the advertisem*nt campaign will go waste.

In the words of William J. Stanton “The copy in an advertisem*nt is defined as the written or spoken material in it, including head line, coupons and advertiser’s name and address as well as the main body of the message”. Simply stated advertisem*nt copy means the total structure relating to the message which the advertiser wants to convey by using any medium of advertisem*nt.

The advertisem*nt copy should be prepared in such a manner as to leave ever­lasting impression on the reader. The job of drafting the copy should be entrusted to an expert. The reader should not only read but understand and believe the contents given in the advertisem*nt copy.

It should be properly worked and cover every detail with regard to the product. Various considerations or essentials of a properly drafted advertisem*nt copy are as under. These are also known as salient features or characteristics of a good advertisem*nt copy.

(1) It Should Be Simple:

The first important ingredient of an advertisem*nt copy is that it should be written in simple language. It should be capable of proper understanding. It should not use ornamental and tough words rather short, simple and properly understandable words.

(2) It Should Be Capable Of Holding The Reader’s Attention:

An advertisem*nt copy should be capable of holding the attention of the reader. It should be presented in such a manner which attracts the consumer immediately.

The following methods may be undertaken to hold the attention of the reader:

(a) Headlines should be properly worded and attractive. It should be short and easy for the reader to remember.

(b) Use of pictures and sketches should be in direct relation to the product to be advertised. A good sketch and drawing will be greatly helpful in explaining the product.

(c) Attractive border may be inserted around the advertisem*nt copy in order to distinguish it from other advertisem*nts. Underlining the key words and leaving blank space at the bottom of the copy are also helpful in drawing the reader’s attention.

(d) Quoting the price of the product in the advertisem*nt copy is also helpful in holding the attention of a reader. This would be more helpful if the price of the commodity is low.

(e) The insertion of reply coupons in the advertisem*nt copy is also helpful in attracting the people.

(3) It Must Be Suggestive:

The advertisem*nt copy should be capable of suggesting the reader about the utility and use of the product. Effective slogans can be used to give suggestions to the people.

For example, in case of camp Cola, it is written in the advertisem*nt copy that ‘life is full of camp cola times’, similarly in case of State Bank of India, it is advertised, ‘protect your future with State Bank of India’. All these slogans have suggestive value. Suggestions may also be given with the help of certain pictures in the advertisem*nt copy.

(4) It Should Have Conviction Value:

The advertisem*nt copy shall be able to have ever lasting impression on the reader, if the suggestions are backed by convincing arguments. The reader should not have any doubt on the quality of the product. He should be fully convinced and satisfied.

Exaggeration in explaining the qualities’ of a product must be checked. An appeal with regard to outstanding features of the product must be made. It should be stated in simple language so that the reader could understand easily. In the case of Chelpark fountain pen ink, it is written that it cleans your pen while writing, contains clean x for better pen protection.

Similarly in case of Forhan’s tooth paste, ‘it is ideal for the gums’ and protects your teeth’ some organisations assure ‘money back guarantee’ to convince the people with regard to quality of the products.

(5) It Should Educate The People:

The advertisem*nt copy should tell the people about the use and operation of a product. It should also impart new uses of a product with which the people are not familiar. An advertisem*nt copy containing information with regard to use, sources from where the product can be obtained, price and services available along with the product is greatly helpful in enhancing the demand and enlarging the sales.

For example, in case of Hawkin’s pressure cooker a booklet is also given to the buyer containing methods of preparing various vegetables, soups and puddings etc. with the help of the cooker. Similarly in case of a refrigerator, a booklet containing various directions with regard to proper use and preservation of the refrigerator are given.

(6) It Should Have Memorising Value:

The advertisem*nt copy should be prepared in such a manner that a reader gets ever lasting impression about the product. It can be successfully created by repeating the advertisem*nt time and again. Repetition projects the permanent image about the product on the reader’s mind.

Trademarks and brand names can be used successfully for achieving this end. Dalda, Thums-up, Bournvita and Surf have successfully achieved memorising value. The names of these products are very common among the people.

(7) It Should Be True:

An advertisem*nt copy should be truthful. It should not misrepresent and conceal the true facts about the product. Rather it should clearly lay down the limitations in the product. For example, a cloth merchant should clearly specify about the fading of colour and shrinkage of yarn, if it is so.

If these limitations are not brought to light, the buyer eventually comes to know about them after using the product. This will definitely shatter the confidence of the buyer in the product and the very aim of the advertisem*nt is defeated.