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Advertising Copy

This article covers meaning, importance & types of Advertising Copy from marketing perspective.

Published by MBA Skool Team in Marketing and Strategy Terms Last Updated: August 21, 2024Read time:

What is Advertising Copy?

Advertising copy is the text or the script used in the advertisement in a print, digital, radio, television or any other form of advertisement. Advertising copy can be in form of printed or rendered text, speaking voice or as conversation format between 2 or more people. The copy in the form of a dialog, narrative, phrase, motto, slogan or sentences can clearly deliver the intended message to the target audience.


Importance of Advertising Copy

We all have at some point or the other have come across advertisements, be it print media, radio ad, television ad or any other form of advertisement. The thing which helps us remember the advertisement may be different like a distinct music, some specific art, the celebrity or its text. Advertising copy is one of the peculiar aspects of the advertisement which helps us remember the advertisement and helps us gauge what the advertisement wants to communicate.

Advertising copy is the dialog or script used to deliver message in TV advertisement, radio advertisements or the print advertisement. In radio advertisements, the role of advertisement copy is all the more important as there are only a few other things which can be used to attract listeners attention. Also, in print form of advertisements, the positioning and the appearance of the text needs to be thoroughly reviewed apart from the meaning it is conveying. Drafting an advertisement copy requires skill and effort. It requires a thorough analysis of the target audience. It is a crucial aspect of advertisement as for advertisements it is the one thing which is going to convey advertisers message. There are many theories which makes advertisement copies effective and appealing to the customers.

Types of Advertising Copy

Depending upon the target audience and the product or service, there are different types of ad copies.


Human Interest Ad Copy

This type of advertising copy deals with human emotions & human bonds. The ad copy focuses on elements dealing with family, friends, relations etc. and highlights human emotions like humor, fear, predicament & story copy.

Reason Why Ad Copy

This type of ad copy highlights the reason and why an individual should purchase any product. Details of product features & benefits are covered in detail along with user experience snippets & customer testimonials.

Educational Ad Copy

This is a simple form of advertising copy where a user the product & service explanations are used in detail to educate the prospective customers and develop interest in their offering.

Institutional Ad Copy

This form of advertising copy is generally to create a corporate advertisement. This doesn't highlight any specific product or service but talks about the corporate culture, company's philosophy, policies, objectives, customer service etc.

Suggestive Ad Copy

This type of advertising copy tries to convince those viewers who are unsure of purchasing the product. These people are not completely confident of buying the product due to its quality and would like to try the product first.

The amount of effort which goes into making an advertising copy for advertisements is tremendous. It is evident by the fact that the companies outsource their advertising campaigns and event to the advertising firms. The advertising industry thrives on their skills and expertise to make the advertisements and advertisement copies alike.

Hence, this concludes the definition of Advertising Copy along with its overview.

This article has been researched & authored by the Business Concepts Team which comprises of MBA students, management professionals, and industry experts. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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