What are the characteristics of advertising copy?

The characteristics of advertising copy are as follows:

1. Continuity of publication and broadcasting

A series of advertising copy is generally published and broadcasted continuously, which can form a grand advertising momentum. Under the guidance of advertising strategy, through certain advertising planning and unified arrangement, a series of advertisements are planned to carry out continuous advertising activities.

In these series of advertisements, the advertising copy uses a unified theme and style, even the same expression, the same advertising title and the same advertising text to carry out continuous advertising communication activities for the audience. It can fully reflect the advertiser's corporate purpose and corporate strength, and can also reflect the product's Excellence.

2. The comprehensiveness of information

There are many advertisement copywriting with different contents, which can comprehensively and multi-dimensionally express the advertisement information and meet the needs of the audience for a deeper understanding of the advertisement information; However, a number of advertising copywriting with the same advertising information can repeatedly reflect the advertising information and make the advertisement spread effectively.

in a series of advertising works, the following relationships are generally presented between the information content expressed in the advertising copy: information juxtaposition, information identity and information progression.

Extended materials:

A series of advertising copywriting with parallel information generally has two manifestations.

one is to decompose all aspects of the advertising subject into different aspects, show one of them in each single advertising copy, or show different series products of the same brand side by side. In the process of continuous reading or receiving, the advertising audience can learn a comprehensive advertising subject or different product characteristics of the same brand through various side information. This is a series of advertising copy that is simply in a parallel relationship.

the other is to use the general information expression in the first advertisement copy in the series of advertisements, and in the following advertisements, different aspects are listed to express it, and the information expressed in the following advertisements is summarized in a certain range.

It belongs to a series of advertising copywriting with information juxtaposition, which can convey advertising information from multiple angles and comprehensively, so that the audience can know all aspects of advertising information that advertisers want to inform.

Extended materials: Baidu Encyclopedia-Advertising Copy