advertising copy

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advertising copy

the specific wording of an ADVERTISEMENT of a BRAND of good or service, which highlights the ‘theme’ or ‘message’ the advertisement is intended to convey to prospective BUYERS or users of that product. Advertising copy may be pitched to appeal to consumers in general or targeted to attract the attention of a particular type of buyer (see MARKET SEGMENTATION).

Advertising copy can take a variety of forms, but ADVERTISING AGENCIES and other writers and producers of advertising material must be mindful that an advertisement should not be misleading, untruthful or in bad taste. See ADVERTISING STANDARDS AUTHORITY, ADVERTISING EFFECTIVENESS TEST, MOTIVATIONAL RESEARCH.