1. Write a copy brief that includes a. The name of the company/product/service you are creating the campaign for. b. What is your core message? c. Give a brief profile of your target audience (what is your demographic?). d. In one sentence describe why the audience should be interested. What benefit does it give them? Answers A. The company I will be representing is Bethune-Cookman University a Historically Black College & University. The product and service that Bethune-Cookman University has is education, values, character, and change. B. “Enter To Learn, Depart To Serve”. A school focused on academics, and securing the change in its students and in the world.
C. The demographic or target audience for my company will be from age’s 16years old – 50 years old. The reason being for this is to keep high school juniors and seniors interested in attending Bethune-Cookman, and also keeping the alumni happy to continue to support Bethune-Cookman University.
D. The audience should be interested in Bethune-Cookman University because its gives them the benefit to be able to have an input on what goes comes on campus or what events take place on campus.
2. Answer the following question in no less than 300 words. You should use secondary sources to support your claim. Answer the following question:
How long should body copy be? After you discuss how to create body copy in an effectual length, now discuss how you will create body copy for your campaign project (not the research project but the deliverables for your advertising campaign) and how you will decide the length? You are required to use textual evidence from outside sources (use Ebscohost or LexisNexis from the Full Sail Library) to support your claims. Also use your textbook, Brilliant Copywriting, pages 71-78.
Answer: Your body copy should be as long as you would like to read your own body copy in my opinion. If you write a body copy and you begin to bore yourself with your own copy then it is definitely time to trim down your body copy tremendously. Having a strong copy, drawing the consumer in, and remaining to have a strong copy throughout your copy will keep the consumers attention; Horbeery (2009) it’s far better to confuse them for five seconds than it is to bore them for five minutes. While doing your body copy you should never throw anything you write down, because you never know that on thing you throw away maybe that one idea you may need. Within your body copy you should try to organize an argument this step is used in the journalism field also known as the inverted pyramid structure. Horbeery(2009) Use the traditional inverted pyramid structure much beloved by journalists. This basically means put my strongest material up top in an effort to capture the reader’s attention and keep them with me as the argument unfolds. Use punch lines to keep your body copy interesting as well, be very emotional as well. Horbeery (2009) Brilliant copywriting demands that I balance these rational reasons with emotional reasons to buy; it could be the actual language I use or how I zero in on a particular benefit and dramatize it in a way that hits home for the individual reader. Roger Horbeery the author of: Brilliant Copywriting: How to craft the most interesting and effective copy imaginable says that you should introduce your structure without being obvious. The question is why not be obvious when you want to engage the reader and draw them in? Horbeery (2009) Learn to write a list that doesn’t sound like one; softening the edges until it reads without interruption and each sentence flows seamlessly out of the previous one. I know most definitely I cannot write a body copy in one setting so you will go through a lot of copies before you find the right one.
References: Horberry, Roger. Brilliant Copywriting: How to craft the most interesting and effective copy imaginable, VitalSource for Full Sail University. Pearson Learning Solutions.