A useful study-technique.

"Constructed Response Questions" or popularly called simply "Constructed Questions" are thematically connected short questions grouped together as one question. e.g.

'' What was the total wheat production in India in 2007? How does it compare with the record production figures for the decade? Interpret the data in comparison with the trends for other developing nations of Asia taken together.''

Compare this question with a typical descriptive question like "Discuss the wheat production scenario for developing nations in Asia (with special emphasis on India)."

Constructed response questions are designed for eliciting precise responses and also to to test higher level cognitive abilities. The marking or scoring is done as per a pre-determined schedule or rubric corresponding to the abilities being tested. Refer this page for a broad idea of how a marking schedule is prepared.

Answers to Constructed Questions help compare and contrast various points of view, find and link causes and effects, interpret changes in trends, identify patterns or classify and draw conclusions from the data. This also makes plotting graphs or tabulations easier. Answers may also successfully explain or predict the events.

This is the reason why we find such questions drafted for University level question papers. While preparing notes on study topics, it is therefore useful to tackle various small questions as and when they get posed and club the questions and answers together in plausible permutations and combinations as the exams approach nearer.

What is the purpose?

Advertisements are categorised in a number of ways. This categorisation* may be based on the the specific advertising objectives or it may also depend on the stylistic features of the ads or again on the type of target readership.

Based on the purpose of the ad, the classical approach divided ads into 10 types:

1. Hard selling ads:  The purpose of these ads is to achieve immediate results. These ads are variously known as 'functional ads' (following primary ad functions), the 'persuasive ads' or the 'reason why' ads.

Some of the writers propose four of the primary functions (AIDA) whereas some others, particularly those with a classical approach are proponents of a five function formula:

Attract Attention: There are various non-verbal devices that help attraction - the colour, the illustration, position of the ad, size, etc. The copywriter adds her own device viz. the headline. The headline should be in tune with the layout, display , illustration and the body copy and / or the base line.

Interest: It must retain attention once captured by arousing interest. Sub-headlines and body copy are expected to perform this function.

Desire: The reader who is attracted and whose interest is aroused should be made to desire the product. This is achieved by employing psychological appeals in the copy along with the other attractive devices discussed above. Other ad techniques like bargain advantage, bandwagon or testimonials are also applied for this purpose.

Inspire: The total effect of the ad should achieve this. The ad must exude the confidence of the advertiser that the product advertised is the best. If the ad message is timid it will not inspire the reader (Crudities and too much exaggeration should be avoided. It can repel and prove counter-productive). If puffery is used, the claim should be substantiated by citing a trustworthy source, e.g., a survey.  

Action: The message to enthuse the reader to ACT should be interwoven in the ad. It can use pressure technique use command in headline and say "Do this NOW." There are other devices like "coupons" which prompt action.

2. Reminder Ads: Reminder advertising is employed to maintain sales. This is achieved by constantly hammering the product name of brand. Poster advertising is mostly reminding advertising. Slogan + Product name forms most of the display. The technique employs publication or broadcasting of ads with considerable frequency. Small and medium sized staple goods manufacturers generally resort to reminder ads. These are the ads that promote habit formation and exploit slogans to that effect.

3.Informative ads: Informative ads attempt to mould public opinion about a product or class of products. They are also called educative ads. These ads do not attempt to aid the sales conclusion immediately. They educate the public by disseminating information about the product and cultivate buyers over time. Once in a life-time purchases or expensive products rely more on informative / educative ads.

4. Prestige ads : This type of ad is sometimes referred to as "Image Ad" These ads not only get published in prestigious places and publications, their intent is to enhance the prestige or the image of the brand or to attract up-market clients. This instils confidence in the minds of stake-holders, assists the PR function for the brand and ultimately aims at adding value to goodwill.  

5. Distributor ads: Also called as 'Trade' ads these ads target wholesalers of retailers rather than the end users. These ads are written  to emphasize the benefits the traders will derive by stocking and selling the product. These magazines appear in trade journals and publications of traders' associations.

6. Co-operative ads:  Co-operative ads are so called because many manufacturers or service providers from a particular industry co-operatively publish these ads. Though the techniques employed by other types of ads do get employed here, the main characteristic difference is that a common theme is sought to be advanced by numerous individual advertisers on cost-sharing or subscription basis. Associations of Banks, POL products, Merchants' Associations of specific foodstuffs like eggs and plantation products like tea, coffee or coir etc advertise co-operatively to further their common themes.

7. Technical ads: These ads get published in technical magazines and are addressed to technicians or professionals. Mostly they advertise speciality products and the target customers are people from that particular trade, proficiency or practice.

8. Mail order catalogues: Mail ordering is not advertising but in fact, a mode of sale. Mail order traders use press ads and sales letters or direct mail appeals for persuading customers to buy through post. However writing catalogues is a craft in itself as it has to substitute direct handling or experiencing the products. The desire to buy normally traverses the route of 'Sight - Touch - Possession'. The catalogues therefore need to crafted to entice similar feelings. In the contemporary scenario, offer brochures accompanying credit card bills or mobile phone bills fall in this category.

9. Direct Mail letters: Direct mail should not be confused with mail order. It is not necessarily an offer to sell through post but is in essence, a direct communication from the advertiser to the target customer. It requires that the names and the addresses of the customers be known. Mostly these are in the form of a personal letter skilfully written to appeal the customer and plant a desire to buy some product. The selling point can be anything from a local store to a mail order-delivery system.

10. Retail advertising: This type of advertising is more for the store of the retailer than a particular product. Departmental stores, malls, supply chain outlets, advertise their quality retailing services through these ads. They employ some or all of the techniques used by other types of ads mentioned above, but their focus is on the qualitative and beneficial aspects of their sales rather than the products they sell. The conveniences can include one-stop shopping, lifestyle purchasing experience or novel ambience.

*References

Reference Material for Copywriting

For writing my pieces and preparing for lectures about copywriting I have been referring to various books and articles by great experts in the field . I mention these below and I would urge every serious student of copywriting to have his own copies and build a decent library.

1. Advertising in India - by Jiban Mukerjee

2. Copywriting and its presentation - by F. W. Jefkins

3. Introduction to Advertising Principles and Practice - by Thomas E. Maytham 

4. Ogilvy on Advertising by David Ogilvy

5. Hearing Voices - Producing Great Radio Commercials - by Alan Barzman

6. The Craft of Copywriting - by June A. Valladares 

7. Making Money from Copywriting - by Jason Deign

8. Writing Marketing Copy to Get Results - by James Essinger

9. More Words that Sell - by Richard Bayan

10. Behind the Scenes in Advertising - by Jeremy Bullmore

11.Advertising Management - by Jaishri Jethwaney and Shruti Jain

Directness and simplicity

Directness and simplicity are the two most desirable qualities of an advertising copy that intends to fulfil its purpose successfully.

Instead, too much modern advertising is of "super-clever" category. One wonders whether the aim is to impress the "smart" folks of advertising industry or the people it is intended to reach. The copy should not expect the reader to invest too much voluntary effort or initiative.

The object of the copy should be to create the much valued familiarity about the product or service so as to ease the work of the salesman and the resistance to sale.

Advertising copy that is simple or direct need not be classified as bash or crude. The unusual may attract the reader towards the novelty of the ad rather than the product or the aesthetic appeal may not be sought after by many a target audience.

The objective of the ad copy is to publicize to help sell. The persuasive and the informative character of the copy should not be compromised to meet the demands of visualisation. No doubt the presentation is important to attract attention, stimulate interest; but to help absorption of the message should be its prime function. Everything else is trying to sell the ad rather than the product.

A road which is direct, honest and simple leads to success.

Copywriting

Copywriting uses words to promote a person, business, opinion, or idea. It may be used as plain text, as a radio or television advertisement, or in a variety of other media. The main purpose of writing this marketing copy, or promotional text, is to persuade the listener or reader to act — to buy a product or subscribe to a certain viewpoint, for instance। Alternatively, copy might also be intended to dissuade a reader from a particular belief or action. (Wikipedia)

Strictly speaking a "copy" meant for publication also includes graphics. In advertising parlance however, it generally means the textual or the verbal content. The art, craft or the practice of writing such "copies" is copywriting. Considering the motivational intent of the advertising copy, and the professional practice of writing such copies, I am tempted to define copywriting as "writing a strategic resume for a product, service or idea."

Advertising copies are created based on the brief of a product or service as supplied by the advertiser ('client') and drafted in keeping with the marketing objectives of the client. The advertising objectives set up by the ad agency also shape the copies in a particular fashion। The copy also gets modified according to type of advertising task and type.

A press copy typically includes a headline, a body copy, a visual and a concluding line or baseline। The structure is flexible and its main purpose is to attract and arrest the attention of the prospective consumer (target). The strategic theme or conceptual design employed in the press ad also gets expressed in the form of storylines or storyboards for audio-visual media and as snippets or catch-lines in outdoor advertising. The copy is suitably modified or altered to suit these forms.

To be attractive and arresting, the copy needs to be simple and relevant and should stand out employing wordplay and/or some psychological techniques। This demands that the copywriter has command over his language and general knowledge across various disciplines and subjects. Knowledge of social trends and practices in vogue, of fashions and happenings also helps. I remember having read a centre-piece in Times of India proclaiming in a lighter vein, "The copywriter needs to have superficial knowledge of deep things and deep knowledge of superficial things."

Copywriting is frequently confused with Copyright, making copies of written text, translations etc. Copywriting is obviously different from all these activities though it may involve some or all of them.