Hopkins on Advertising

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Submitted By Aki04
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Hopkins Guide To Advertising
Guidelines for Copywriting, Design, Ad Campaigns, Appeals, Effective Advertising Communication, Branding and Research.

Submitted To:-
Prof. Sanjay Wadwalkar

Submitted By:-
Aakanksha Magan

Hopkins Copy Writing Principles And Guidelines * Talk to people, to whom you are advertising for, in print as if you are talking to them in person. The copy should be in a conversational tone. Only then will the prospects recognize you as one of their own and accept your advertisement. * Never commit the advertising crime of judging people while writing any copy. Let ordinary people judge themselves. * An educated person serves as a handicap in the field of advertising communication and copy writing. Also use of any literary styles handicaps your advertisement. * Unique style of writing invariably makes the prospect, i.e. the readers suspect you and consequently not accept your advertisement. * Any apparent effort to sell, visible in the copy writing, creates customer resistance. * Relying on language or a good creative ability to express an idea in your copy leads to a failed advertising. * Use of strange words, phrases or things in the copy again leads to customer rejection and not acceptance. * Appearing to be flattering yourself in your copy is a sure failure because people recognize it immediately and reject it. * Never let a style of writing overpower the substance of the copy or the form suppress the content of you copy. * Any copy - writer who uses dignified phrases in the copy should be retired from advertising the first time he does it. * Your copy should always center itself on the desires of the prospects. Emphasize on what they need and want in your copy. * Use of phrases like “Buy my brand”; “Be sure to get original” are big no – no in advertising copy. * Platitudes and…...

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