To properly shape the processes of writing ad texts and scenarios and to achieve success, a thorough knowledge of the language used is required. Experts also state that the target audience—readers, viewers, and listeners—must be intimately understood, and that the text's ability to achieve its purpose is determined by a concept, strategy, approach, medium, format, and size appropriate for that audience. Assoc. Prof. Dr. Özgül Dağlı states that an advertising campaign consists of stages such as situation analysis, strategic planning, creative strategy, media planning, and budgeting.
Advertising Campaigns Consist of 5 Stages…
Üsküdar Üniversitesi Faculty of Communication Department of Advertising Head Assoc. Prof. Dr. Özgül Dağlı shared information about the processes of creating ad scenarios and ad texts.
Writing Effective Text Depends on Grammar
Emphasizing that a thorough knowledge of language is essential to properly shape the processes of writing ad texts and scenarios and to achieve success, Assoc. Prof. Dr. Özgül Dağlı said, “Regardless of the type of text written in the media, knowing the rules of language is a fundamental condition for good writing. The comprehensibility of a written text depends on its adherence to common rules. When it comes to copywriting, regardless of the medium for which it is written, the most important points include mastering the subject, the writer's ability to use language, and their skill in conveying what they have learned.”
The Target Audience Must Be Intimately Known
Stating that the target audience—readers, viewers, and listeners—that the advertising scenario aims to address and influence must be intimately known, Assoc. Prof. Dr. Özgül Dağlı said, “One must be equipped enough about the subject, which is the reason for creating the text, to allow for detailed processing and the formation of opinions. Every text has a purpose and a function. The text's ability to achieve its purpose is determined by a concept, strategy, approach, medium, format, and size appropriate for its target audience. While the main outlines of a text can be summarized in a few sentences, it is important to remember that each text possesses different characteristics depending on the medium in which it will be published.”
Visual Elements Keep Attention Engaged
Assoc. Prof. Dr. Özgül Dağlı stated that in television texts where visual elements come to the forefront, the text is written with visuality in mind, and she continued her words as follows:
“Visual elements allow viewers' attention to be kept engaged. Thus, the text, supported by the visuals, shapes viewer perception in the desired direction. Looking specifically at an advertising scenario, we can say that an advertisement has 5 main objectives. These objectives are listed as attracting attention, arousing interest, creating desire, influencing, and persuading. It is the written document that shows the roles, tasks, and how the advertisement will be done before an advertisement is made. A scenario, on the other hand, is a technical term. It means a film story. A scenario is a creative product with a dramatic structure, written not to be read but to be performed and watched. In dramatic arts, the goal is not to create an exact reality in every detail. Reality in cinema, theater, radio, and television plays transforms into an artistic reality that resembles the truth, using dramatic narrative tools.”
Scenario Should Be Prepared According to Advertising Budget
Stating that the advertising scenario is prepared in line with the brief received from the advertiser, Assoc. Prof. Dr. Özgül Dağlı said, “The scenario should be prepared according to the given advertising budget, because the cost of a 20-second film differs from that of a 40-second film. Several different scenarios are written for an advertising film, and the advertiser chooses among them. In the scenario format, visual and audio elements must be specified, and the design should be structured accordingly. The duration, title, content of the advertising films, and the name of the brand and campaign must always be at the beginning of the scenario.”
Important Elements Are Found in Design
Stating that elements such as slogan, headline, main ad text, and packshot are included in the advertising scenario design, Assoc. Prof. Dr. Özgül Dağlı said, “An ad text, first and foremost, is the expression of the 'advertising idea' determined as a result of meticulous and arduous work, through words, visuals, or both. Creating an effective ad text requires knowing and utilizing knowledge and skills related to the technical and creative process. On the other hand, it is not possible to write an effective advertising scenario without knowing the product or service to be advertised, the target consumer, and the advertising tools and their features that will convey the advertising message to the relevant audience.”
Directly Result-Oriented
Stating that because an advertising scenario is a directly result-oriented commercial communication, every element of the text originates from the product or service being advertised, Assoc. Prof. Dr. Özgül Dağlı said, “An ad text blended with a creative strategy consists of a correct headline, slogan, and main body copy. Creating creative content is among the most important factors influencing copywriting. While striving to generate great efficiency and impact in a short time or small space to keep advertising campaign costs at a minimum, it is extremely important to write an effective and persuasive ad text and to determine an appropriate media strategy for its publication in the right medium. This situation fulfills the advertisement's function of targeting short-term or long-term sales and impact.”
Every Medium Has Positive and Negative Effects
Stating that every medium where a TV advertisement is published should be planned considering its unique characteristics and that its long-term effects should be measured, Assoc. Prof. Dr. Özgül Dağlı said, “Alongside mass communication tools, the internet and social media also offer new opportunities to advertisers. Just as every medium has positive and negative characteristics for advertising, the situation is no different for the internet. Therefore, advertisements published on all social media and digital platforms also need to be shaped with medium-specific characteristics in terms of content and structure.”
Ethical Rules Must Be Taken into Account
Assoc. Prof. Dr. Özgül Dağlı stated that an advertising campaign consists of stages such as situation analysis, strategic planning, creative strategy, media planning, and budgeting. Dağlı said, “All these stages should be planned and strategically thought out step by step, taking into account the essence, content, and ethical rules of the advertising campaign.”