2. AGE
ABOUT „IKLAN‟ OR ADVERTISING
BASIC COPYWRITING
THE SCOPE
DIGITAL COPYWRITING
HOW TO DO IT/THE TIPS
NDA
3. RESP
GET A CLUE OF WHAT IS COPYWRITING
WHO IS BEHIND ALL OF THAT
WILL HAVE PASSION IN ADVERTISING
HOPEFULLY, CAN CREATE CONTENT/COPY
ONSE
4. IKLANAdvertising [1][2] in business is a form of marketing communi-
cation used to encourage, persuade, or manipulate an audience
(viewers, readers or listeners; sometimes a specific group) to take or
continue to take some action (wikipedia).
Advertising is simply the communication of a sales or persuasive
message designed to affect attitudes or behaviors toward the
advertised product." - Don E. Schultz from Essentials of
Advertising Strategy.
5.
6.
7. Advertising Agency: Leagas Delaney, Hamburg, Germany
EXP: One good thing about all followfish products: with
the aid of a unique tracking code on each package,
every single ingredient is trackable right to its exact
source. This means full transparency – and true taste for
the customer.
28. DEMOGRAPHIC by AGE
Source: : APJII, Indonesia Internet Profile, Des 2012
DIGITAL IMMIGRANT
This older generation knew
internet when they were an
adult. Need to learn and adapt
DIGITAL NATIVE
This younger generation born
and living in the internet era.
They tend to make trends in
cyber
9,9 %
11,6 %
10,9 %
9,1 %
14,2 %
11,8 %
10,9 %
10,1 %
6%
3,1 %
15 - 19
20 - 24
12 - 15
30 - 34
25 - 29
50 - 54
45 - 49
40- 44
35 - 39
55 - 59
29. DEMOGRAPHIC by AGE
Source: : APJII, Indonesia Internet Profile, Des 2012
INTERNET USER IS DOMINATED
By YOUNGER GENERATION
12 – 34 years old (58,4 %)
9,9 %
11,6 %
10,9 %
9,1 %
14,2 %
11,8 %
10,9 %
10,1 %
6%
3,1 %
15 - 19
20 - 24
12 - 15
30 - 34
25 - 29
50 - 54
45 - 49
40- 44
35 - 39
55 - 59
33. 65,7 %
52 %
45%
1,9 %
HP TABLETLAPTOPPC
DEVICES USED
Source: : APJII, Indonesia Internet Profile, Des 2012
34. SPEND TIME W/ FAMILY
WHAT DO THEY
WHEN THEY‟RE ONLINE
87,8
68,3
62,1
57,9
22,4
18,5
5,9
68,9
11,6
SOCIAL MEDIA
DL/UL VIDEO
NEWS
EMAIL
CHATTING
ONLINE GAME
VIDEO CALL
OTHERS
BROWSING
Source: : APJII, Indonesia Internet Profile, Des 2012
35. 69
35
29
17
14
6
6
IN BED
WAITING
WATCHING TV
SPEND TIME W/ FAMILY
COMMUTER LINE
MEETING/CLASS
BATHROOM
Source: InMobi, Mobile Media Consumption
WHERE THEY ONLINE?THEIR ONLINE BEHAVIOUR
In INDONESIA,
PEOPLE
LIKE TO USE
MOBILE PHONE
when
THEY‟RE
ALONE
38. INFORMATION ARCHITECTURE
Structural design of shared information
environments.
Organizing and labeling websites, intranets,
etc. Activities that require explicit details of
complex information systems. Include library
systems and database development.
Three main types of user interfaces:
(1) Command language: the user must know the
machine and program-specific instructions
(2) Menus: user chooses the commands from lists
displayed on the screen
(3) Graphical user interface (GUI): user gives
commands by selecting and clicking on icons
displayed on the screen
49. FIVE COMPONENTS OF USABILITY
Learnability:
How easy is it for users to accomplish basic tasks the first time they
encounter the design?
Efficiency: Once users have learned the design, how quickly can
they perform tasks?
Memorability:
When users return to the design after a period of not using it, how
easily can they reestablish proficiency?
Errors:
How many errors do users make, how severe are these errors, and
how easily can they recover from the errors?
Satisfaction:
How pleasant is it to use the design?
50. HOW TO CREATE CONTENT/COPY
KISSKeep It Simple, Stup*d
Lewis Raven, Associate
Creative Director, glue Isobar,
―...It's so, so easy for
readers to get distracted
online‖...
―Make your point with
precision...‖
―Follow your instruction to
'click here', 'roll over', or
'buy now!' ...‖
―...People read copy
differently online than they
do offline, so advises
"writing visually―
"Online users view text
rather than read it. They
scan, skim and scroll.
Normally at high speed...‖
Eloise Smith, Creative Director at
Euro RSCG London
―....Online text
behaves differently
from print –
it's clickable,
scrollable,
copyable
and
searchable..‖
51. HOW TO CREATE CONTENT/COPY
It's a cliche, but knowledge is power.
Or in the case of a digital copywriter — fuel.
In order to be successful,
YOU NEED TO KNOW
THE PRODUCT,YOUR AUDIENCE
AND THE SPACE WHICH YOU'RE
WRITING FOR, INTIMATELY.
52. "GOOD WRITERS KNOW THINGS.
THEY FIND OUT INTERESTING THINGS OUT ABOUT
PRODUCTS OR SERVICES. George Tannenbaum, Executive Creative Director at R/Ga
55. TWEETS ARE LIMITED TO 140 CHARACTERS SO THEY CAN BE
CONSUMED EASILY ANYWHERE, EVEN VIA MOBILE TEXT MESSAGES.
THERE’S NO MAGICAL LENGTH FOR A TWEET,
BUT TWEETS SHORTER THAN 100
CHARACTERS,
GET A 17% HIGHER
ENGAGEMENT RATE.- BUDDY MEDIA
56.
57. THE IDEAL LENGTH OF A FACEBOOK POST IS LESS THAN
40 CHARACTERSWILL RECEIVED 86 PERCENT HIGHER ENGAGEMENT THAN OTHERS.
58.
59.
60. TIPS FOR ONLINE CONTENT LENGTH:
- TWEET < 100 CHARACTERS
- FACEBOOK < 40 CHARACTERS
- GOOGLE+ < 60 CHARACTERS
- HEADLINE <= 6 WORDS
- BLOG POST <= 1,600 WORDS
- EMAIL SUBJECT = 28-39 CHARACTERS