An advertising copy is a term used to describe the main text used in the advertisement. The text could be a dialogue, a catchy punch line or a company’s dictum. It is a print, radio or TV advertising message that aims at developing and retaining an interest of the target customer and prompting him to purchase the product within a couple of seconds.

2. TYPES OF ADVERTISEMENT COPY
A) Institutional copy
1. Sells not the product or services but the the name of the
business houses are advertiser.
2. Build Goodwill around its philosophies, policies,
objectives, towards customer it is called institutional copy.
Example
A) Showing harmful effects of smoking
B) ITC donating every 1 rupee note for the education of village
children.

3. EXAMPLE OF INSTITITIONAL COPY

4. Continuation...
B) Expository copy
If a copy tells openly and directly all the features of a
Using a suitable product or service in addition picture to
impress a customer it is called expository copy
EXAMPLE
MC DONALD’S

5. Example of expository copy

6. COMIC OR HUMOUR COPY
C) COMIC OR HUMOUR COPY
Some Humour may also be introduced into advertising copies
to effectively exploit the Predicament of a product. Then it is said to be
comic or humorous copy.
EXAMPLE
Oasis

7. Example for comic or humorous copy

8. EDUCATIVE COPY
D) EDUCATIVE COPY
Sometimes when a particular class of buyers is to be
approached, the advertiser may include valuable scientific are
technological information of interest to the class is called educated copy.
Example
Samsung

9. Example of educator copy

10. NARRATIVE OR STORY COPY
E) NARRATIVE OR STORY COPY
This kind of advertisement narrates a story or an incident it
with the help of the product presented . Then it is called narrative copy.
Example
Life boy

11. Example of narrative story copy

12. STRAIGHT – SELLING COPY
F) STRAIGHT - SELLING COPY
A copy which tells us why a particular brand of a certain
product should be used it is known as a straight - selling copy or a
reason why-copy.
Example
Sensodyne

13. Example of straight selling copy