What is the difference between advertising copy and advertising plan?

Advertising copy is composed of title, subtitle, advertising text, and advertising slogan. The following is the difference between advertising copy and advertising plan that I bring to you. I hope it will be helpful to you!

Advertising copy

Advertising copy is composed of title, subtitle, advertising text, and advertising slogan. It is the textual expression of advertising content. In advertising design, copywriting is equally important as graphics. Graphics have an early impact, while advertising copywriting has a deeper influence. The writing of advertising copy requires strong practical writing skills. At present, there are broad and narrow senses in the advertising industry. Advertising copywriting in a broad sense refers to all advertising works, which includes not only language and text parts, but also pictures and other parts. Advertising copy in a narrow sense only refers to the language and text part of advertising works.

Advertising copy is composed of title, subtitle, advertising text, and advertising slogan. It is the textual expression of advertising content. In advertising design, copywriting is equally important as graphics. Graphics have an early impact, while advertising copywriting has a deeper influence.

Advertising title: It is the theme of the advertising copy and is often the focus of the advertising content. Its function is to attract people's attention to the advertisement, leave an impression, and arouse people's interest in the advertisement. Only when the audience is interested in the slogan will they read the text. The design forms of advertising slogans include: information type, question and answer type, imperative type, news type, slogan type, suggestive type, reminder type, etc. When writing advertising slogans, the language should be concise, easy to understand and remember, clear in delivery, novel and unique. The number of words in a sentence should generally be controlled within 12 words.

Advertising subtitle: It is a supplementary part of the advertising plan and has a finishing touch. It is mainly reflected in the supplement to the title and making people feel that what was not understood before will be understood here.

Advertising text: Advertising text uses objective facts and specific descriptions of products and services to increase consumers’ understanding and understanding and to convince people. When writing advertising text, the content should be realistic and easy to understand. No matter what theme or style is used, the main information must be captured and described in a concise and clear manner.

Advertising slogan: Slogan is a strategic language. The purpose is to use repeated and identical expressions to distinguish other corporate spirits and enable consumers to grasp the personality of goods or services. This has become an indispensable element for promoting products. Common forms of advertising slogans: association, metaphor, promise, reasoning, praise, and imperative. When writing advertising slogans, you should pay attention to conciseness, clear language, originality and interest, easy to remember, and easy to read and speak.

The so-called advertising copy is a form of expression of advertising information content through words. Advertising copy can be divided into broad and narrow senses. Advertising copy in the broad sense refers to the specific expression of the established advertising theme and advertising creativity through advertising language, image and other factors. Advertising copy in a narrow sense refers to the language and text composition that expresses advertising information. Advertising copywriting in the broad sense includes the writing of titles, text, and slogans and the selection and matching of advertising images; advertising copywriting in the narrow sense includes the writing of titles, text, and slogans.

Can be divided according to different standards and from different angles:

1) By media: newspaper advertising copy, magazine advertising copy, radio advertising copy, TV advertising copy, Internet Advertising copy, outdoor advertising copy, other media advertising copy.

2) According to style: narrative advertising copy, argumentative advertising copy, explanatory advertising copy, and literary and artistic advertising copy.

3) According to content: consumer goods advertising copy, production materials advertising copy, service and entertainment advertising copy, information industry advertising copy, corporate image advertising copy, social welfare advertising copy.

4) According to appeal, it can be divided into: rational appeal type advertising copy, emotional appeal type advertising copy, and emotional appeal type advertising copy.

Advertising Plan

After analyzing and evaluating each part of the operation process and formulating a corresponding implementation plan, the advertising plan will finally form a programmatic summary document , we usually call it an advertising plan.

The advertising plan is written based on the results of the advertising planning. It is a strategic guidance document for the advertising campaign that is provided to advertisers for review and approval.

There are two forms of advertising plan, one is table format. This form of advertising plan lists the advertiser's current sales volume or sales amount, advertising goals, advertising appeal focus, advertising time limit, advertising appeal objects, advertising area, advertising content, advertising performance strategy, advertising media strategy, and other promotions Strategies and other columns. The advertising target column is divided into small columns such as awareness, understanding, love, and purchase willingness. Specific sales volume or sales are generally not used as advertising goals. Because sales volume or sales volume is only a reference value for measuring advertising results, they will also be affected by factors such as packaging, price, quality, and service of goods (services). This kind of advertising plan is relatively simple and is not widely used. The other is an advertising plan narrated in written language, which is widely used. This kind of advertising plan that puts the advertising planning opinions into written form is also called an advertising plan. What people usually call an advertising plan and an advertising plan are actually the same thing, and there is no big difference.

A complete advertising plan should at least include the following contents:

1. Foreword;

2. Market analysis;

3. Advertising strategy or advertising focus;

4. Advertising target or advertising appeal;

5. Advertising area or appeal area;

6. Advertising strategy;

7. Advertising budget and allocation;