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What Is Advertising Copywriting?

Advertising copywriters use the written word to help sell goods and services. From catchy headlines to compelling copy to the call to action, copywriters can be the key to turning viewers and listeners into buyers. Read on to find out more about the field of advertising copywriting.

Field Overview

Advertising copywriting is essentially the art of creating written content that accompanies the visual portion of an advertising campaign. Advertising copywriting is based on the idea of marketing a particular product to a specific consumer audience. Written advertising copy can be found in many different media types, including:

  • Posters
  • Television commercials
  • Radio advertisements
  • Websites
  • Brochures

Important Facts About This Occupation

Median Salary (2019)* $49,869 (copywriters)
Job Outlook (2016-2026)** 8% growth (all writers and authors)
Required Education Bachelor's degree in such fields as journalism, English and media communications is common
Key Skills Creativity, writing skills, persuasiveness, critical-thinking skills

Sources: *PayScale.com, **U.S. Bureau of Labor Statistics

Strategy

In order for advertising copy to be successful, it must work well with the visual portion of the campaign. Copywriters need a working knowledge of the product, including its strengths and weaknesses, in order to most effectively write copy for a campaign. This also includes using knowledge of consumer behavior and market segmentation to properly target the advertising copy to a specific audience.

Execution

The execution of the message is successful only when the advertising copy is styled appropriately to the particular medium in which it is being used. For example, the copy for a radio advertisement would be different from a television commercial because the television copy is accompanied by visual images

Creativity

Because we live in an over-stimulated world, those in advertising copywriting must employ both creativity and uniqueness in order to successfully draw in the consumer. The challenge is to produce creative copy while also remaining factual. Creative advertising copy that is based on client or market research and works well with the visual portion of a campaign can be invaluable to the marketing of a particular product.