Text of a print, radio, or television advertising message
that aims at catching and holding the interest
of the prospective buyer
, and at persuading him or her to make a purchase
all within a few short seconds. The headline of an advertising copy
is said to be the most important part, and quite often a small change
in its wording brings disproportionate results. Although a short advertising copy is more common
in consumer-product advertising, according to the UK advertising guru David Ogilvy (1911-1999) people do read (and listen or attend to) lengthy advertisements if they are skillfully written.
Most advertising copy is based on advertising/consumer research
and is composed by professional
copywriters hired by advertising agencies. Also called advertisement copy
, ad copy, or just copy.