Copywriting Formats


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Classified Advertisement

Classified advertising is a form of advertising which is particularly common in newspapers, online and other periodicals which may be sold or distributed free of charge. Classified advertisements are much cheaper than larger display advertisements used by businesses, although display advertising is more widespread.

Advertisements in a newspaper are typically short, as they are charged for by the line or word, and are one newspaper column wide.

Publications printing news or other information often have sections of classified advertisements; there are also publications that contain only advertisements. The advertisements are grouped into categories or classes such as “for sale—telephones”, “wanted—kitchen appliances”, and “services—plumbing”, hence the term “classified”. Classified ads generally fall into two types: individuals advertising sales of their personal goods, and advertisements by local businesses. Some businesses use classified ads to hire new employees.

One issue with newspaper classified advertising is that it doesn’t allow images, even though display ads, which do allow images, can be found in the classified section.


The three parts of a great classified ad are:

  1. The Headline
  2. The Body
  3. The Call to Action

Here’s what you need to know.

  • The purpose of the headline is to sell the ad.
  • The purpose of the body copy is to set up the call to action.
  • The purpose of the call to action is to sell the click.


Tips for Classified Ads and few apply for others as well

  • Your Ad should be written well, it is a powerful mean to send across a message and sell a product.
  • A Classified Advertisements should be shorter in length.
  • The Heading of the Classified Ad should grab the attention of the reader.
  • You have a limit of 50 Words / Three to Four Lines.
  • Words should be carefully and wisely used.
  • The Ad, the words used, the style, all should compel the reader to buy it.
  • Ad should not be offensive to anyone.
  • You will have very little space, make the best use out of it
  • Highlight the Important Information
  • Mention the Key Aspects
  • Your Ad should leave the reader with an interest in the product, and not questions
  • Your Ad, its Headline, its Content should stand out from the numerous ads on the page.
  • Pick your Words carefully. Think from the reader’s perspective. What words will make him want to read, or connect with you.
  • Grab the reader’s attention.
  • Have a call to action or contact information
  • Your Ad should create a desire and interest in the reader’s mind
  • If the Ad is for Missing, make sure you make that word Noticeable. If someone is needed/wanted, then make sure he is WANTED
  • Read the Ad
  • Will you yourself buy the product reading it?
  • Is it worth to be posted on your Instagram Story? I bet you totally understand how it is supposed to be now.




Prepare 30 Secs Storyboard

The format was sent by a friend of mine. I have just edited it and made into what it looks down, below.

A storyboard is a graphic organizer in the form of illustrations or images displayed in sequence for the purpose of pre-visualizing a motion picture, animation, motion graphic or interactive media sequence. The storyboarding process, in the form it is known today, was developed at Walt Disney Productions during the early 1930s, after several years of similar processes being in use at Walt Disney and other animation studios.



The Format

Each Frame = 5 Seconds

  • It is useful in films, advertising, etc.
  • It is a series of panels that will be filmed.
  • It can be vertical or horizontal
  • It is a Sequential Outline
  • It is a visual guide with time review
  • Do not forget the “Story” part of a storyboard
  • Mention the time/seconds of each scene or frame
  • Rough Figure or Detailed Figures
  • Script can be dialogues, song, etc.
  • Mention the Description properly
  • If possible, mention the angles.


Prepare Creative Brief


The creative brief is the foundation of any advertising or marketing campaign. It’s the treasure map that creatives follow that tells them where to start digging for those golden ideas—or at least it should if it’s any good.

A good creative brief can be hard to come by. A combination of lack of preparation, increasingly tighter deadlines, bad habits, laziness, poor account management, bad creative direction, and ineffective training all contribute to this document becoming something of a necessary evil. But done right, everyone benefits.



Now that you have the raw material, it’s time to start organizing it into something useful. Every creative brief is different, but they share similar traits. There may be few things which are needed for your creative brief, and few things which won’t be. Based on the format given above, I have written the points below, along with few additional points which are not always necessary, but can be used based upon the right time.

Here are the most common sections of a creative brief:

  • Background
  • Target audience
  • Objectives
  • Tone of voice
  • Creative Strategy Statement
  • Key Benefits and Selling Idea
  • Key benefits
  • Supporting Information and Requirement
  • Execution Requirements or Mandatories
  • Reasons to believe
  • Audience takeaway
  • Deliverables (Outdoor, Print, TV, etc.)
  • Budget
  • Schedule



Suggest Ad Strategy

For Ad Strategy you have to select which appeal/s you will be using for your Ad Strategy, and why/what the focus is on.

Buyers expects four types of rewards from a product:

  • Rational
  • Sensory
  • Social
  • Ego Satisfaction.

Write about the Message Execution Style/s you will use from these

Buyers might visualize these rewards from:

  • Results-of-use Experience
  • Product-in-use Experience
  • Incidental-to-use Experience

Here is an explanatory diagram, if you can understand then good, if you can’t then no problem. The extract is taken from proposition by John Meloney, few sites, and the book Advertising Management by Arun Kumar and C.L. Tyagi


Types of Potentially Rewarding Experience with a productResult of Use ExperienceProduct in use ExperienceIncidental to use Experience
RationalGet clothes cleanerThe flour that needs no siftingThe plastic pack keeps the cigarette fresh
Sensory Settles Stomach upset completelyReal gusto in great light beerThe portable television that’s lighter in weight, easier to lift
Social When you care enough to serve the bestA Deodorant to guarantee social acceptanceThe furniture that identifies the home of modern people
EgoFor the skin you deserve to haveThe shoe for the young executiveStereo for the man with discriminating taste

Write Radio Script

I found this format. Below are few instructions written in the format. A Horizontal Line will divide the multiple Scripts. Reading the two scripts will give you an idea on how to write it properly.

  • The Second Script is based on an Advertisement I made for one of my Projects. I have linked it in another of Answer Banks as well.
  • The first Advertisement is just a Structure, and has nothing about any product.
  • The Advertisements should contain everything a brand wants to tell the listener.
  • The listener cannot hear you, try to add as much SFX or Sound Effects as possible
  • Usually you do not mention other brands except your own
  • Make it so that when you hear it, you feel you are in the scene
  • I read that it should have minimum characters [two people]. I am not sure about this rule.But it will be better if its limited to two people.

ADVERTISER :  The Name of the Company

PRODUCT OR SERVICE : Drink, Tyre Service, Notes!, etc.




MVO1: Hello my name is Epsit. Name is written on the left side. Whatever I say or do is written on this side. I need to call my daughter. (Fading off)


FVO1: I am another character with a random name. Presumably the Future Daughter. The same format for writing applies over here. Sound Effects of my Room are written below


FVO1: Huh ?!


FV01: Hello?

MVO1: Hi Elisa. I am going to say something which guarantees satisfaction/sadness/loneliness/ something which is positively moving the audience towards the product / talking about a problem or some product which is in market indirectly and so you are subtly hinted to get my product.

ANNOUNCER: I am the announcer. Typically the spokesperson for the product. Information, Things which are highlighted, contact details, etc.

Advertiser: NESTLE MILO


Script in English:


MVO1: Bro give me something energetic to drink

MVO2: Here Bro, have Milo

MVO1: No Bro, give me something tasty


MVO2: Bro, Milo has now changed

MVO1: Wait let me try


MVO1: Yes Bro, you are right

ANNOUNCER: Milo Now Available in a New Taste




Radio Jingle

I am making one with the format. I bet you will understand how to do it based on this example. Pretty Similar to Radio Scipt


Product/Service: MASALAS

Script in English:







SFX: Signature tune of the brand



Script in English:


FVO1 (Singing):

MVO1 (Singing):

FVO1 (Singing):

FVO1 (Singing):



SFX: Signature tune of the brand

Make Email Copy

Copywriting is the act of writing text for the purpose of advertising or other forms of marketing. The product, called copy, is written content that aims to increase brand awareness and ultimately persuade a person or group to take a particular action.

The ability to create an effective copy for email is crucial for boosting your business in any industry. An email copy can speak volumes, especially, if you are an online retailer.

Good copy can help to give life to your brand and differentiate it from your competitors.


Make a Direct Mailer

Direct Mail Marketing means you are sending a physical piece of mail to someone

Direct mail continues to be a popular and versatile marketing strategy. Even in the age of technology, direct mail still comprises a critical component of any cohesive marketing campaign. With the numerous forms of direct mail available, a company can tailor each direct mail campaign specifically for each purpose and audience.



  • It can be insanely profitable: It’s still pretty much the highest-converting form of marketing in history.
  • You can send actual “stuff”: Because it’s physical mail you can send actual “stuff” and not just information.
  • Less people “spying” on your tactics: It’s easier to fly below the radar with direct mail.
  • You can get creative on your delivery: You can make “lumpy mail”
  • You get to “enter” the customer’s home: It’s a direct line between you and the customers inside their house.
  • While the internet is an efficient way of marketing, direct marketing is an effective way of marketing (when done correctly).


  • It’s complex: Transporting, printing, and sending physical mail involves a lot of moving parts.
  • It’s expensive: It costs money to send each and every piece of mail.
  • It’s not editable: If you want to change one thing in your direct mail campaign it’s very hard.
  • It’s hard to track: You don’t get analytics or instant feedback like on the internet.


Make Press Release

Make SMS Copy

You dont need to make Bubbles, just a Box is enough.

Prepare slogans for Various Brands

Branding slogans instantly bring to consumers minds the product and company that the slogan belongs to. Just think of some of the great branding slogans such as “Got Milk?” or the famous Maxwell House Coffee slogan “Good to the last drop.” These branding slogans are instantly recognized by people across the world.

A branding slogan is a small set of words or a short phrase that a business uses to make its company and products stick in consumers memories. An effective branding slogan not only sticks in a customers mind, but also invokes a mood and creates a bond with the consumer. Branding slogans are used in both advertising and promotional materials used by a business.

Length of a Branding Slogan

Some of the most effective branding slogans are are short and sweet. According to, the most memorable slogans are those that are only four to five words long. With only three words, the famous Wendy’s branding slogan “Where’s the Beef?” was used in the 1980s and became an instant household and political saying. Nike’s branding slogan “Just Do It” is another example of a short instantly recognizable branding slogan.

Creating a Branding Slogan

Branding slogans can be funny, sweet, romantic or even sarcastic if it is done right. Think of four to five keywords that describe your business, your product and your companies attitude. Try rearranging the words in different sequences to see what you come up with. Test your branding slogan out on friends, customers and work associates to get feedback before committing to the slogan.

Branding Your Business

To brand a business you must use all three elements of your brand. Those three elements are the name of your company, the logo and the branding slogan, placed in that order. Print your branding slogan on every piece of advertising or company literature that you make available to the public. To be effective, the branding slogan must be used consistently in the same spot in every ad. Branding slogans are commonly located underneath or next to a company’s logo.

Slogan vs. Tagline

Although both “slogan” and “tagline” tend to be used interchangeably, they actually serve two different purposes.

As we mentioned in’s definition above, a slogan identifies a product or company. So does a tagline, for that matter. Where these terms differ is in how they position a company in its industry.

  • A slogan encompasses a company’s mission, what it stands for, and even how it’s helping customers in the individual campaigns the company might run. Slogans can therefore be longer than taglines, as you’ll see in the list below.
  • A tagline is a catchy quip that evokes an image of your brand in the minds of your customers. Taglines enable people to make lighthearted associations with your business: “When I see [tagline], I think [company].”

Taglines are more often next to the company’s logo on official advertisements, and are dedicated more specifically to brand awareness than slogans. Slogans carry a brand’s values and promises as the company grows and evolves, and can be promoted under an overarching company tagline.

Your organization doesn’t have to develop both a slogan and a tagline — it might succeed with just a solid, recognizable tagline. But as you develop new products and identify new types of customers, you might find your brand launching a campaign that is primed for its own slogan.

Major Indian + International Brand Slogans


  1. Pepsi  : Yehi hai Right Choice Baby / Nothing official about it / Yeh Dil Maange More / yeh pyaas hai badi
  2. Thums Up  : Taste The Thunder
  3. Rasna   : I love you Rasna                   
  4. Frooti   : Fresh N Juicy / Why Grow Up
  5. Coca Cola   : Thanda Matlab Coca Cola
  6. Cadbury  : Kuch Meetha Ho Jaaye
  7. Boost   : Boost is the secret of our energy
  8. sipe : Simple and Perfect xD
  9. Dairy Milk   : Swad Zindagi Ka
  10. Amul   : Utterly Butterly Delicious / The Taste of India
  11. Alpenliebe  : Jee Lalchaye Raha NA jaye
  12. Polo   : The mint with a hole
  13. Kit Kat   : Have a break, have a kit kat
  14. Melody   : Ye Melody itni chocolaty kyun hai, Melody khao, khud jaan jao
  15. Chloromint  : Dobara mat puchna
  16. Sprite   : Bujhaye pyaas, baki all bakwas
  17. Mentos   : Dimag ki batti jala de
  18. Lays  : No one can eat just one
  19. Mcdonalds : i m lovin it
  20. Maggi   : Taste Bhi, Health Bhi
  21. Ketchup : It’s Different
  22. Perk  : Thodi si pet puja
  23. Priyagold biscuits  : hak se maango
  24. PARLE-G  : G for Genius
  25. Taj Mahal Chai  : Wah Taj!
  26. Kurkure  :Tedha Hai Par Mera Hai
  27. Slice  : Aam Sutra.
  28. Britannia  : Eat healthy, think better
  29. Bru coffee : Bru instant with aroma lock
  30. Bingo   : No Confusion, Great Combination
  31. Complan  : I am a Complan boy / A complete planned food.
  32. MDH  : Asli Masale Sach sach MDH MDH
  33. Kayam Churan  : Jee haan, Bhavnagar wale Seth Brothers Ka Kayam Churna
  34. Laxmi Toor Dal  : Dana Dana Swad Ka Khazana
  35. Tata salt  : Desh ka namak
  36. Snicker  : Jab hunger machaye 4 snickers khol yaar
  37. Parle krack jack : The original sweet and salty biscuit
  38. Britannia  : Eat healthy, think better:
  39. ICICI Bank  : Khayaal Aapka / No chinta only money
  40. Bank of Baroda  : India’s International Bank
  41. HDFC Std Life : Jiyo sar utha ke
  42. LIC  : Zindagi ke sath bhe Zindagi ke baad bhi
  43. Bajaj Allianz  : Jiyo befikar
  44. Union Bank of India  : Good People to Bank with
  45. Tata Safari  : Reclaim Your Life
  46. Bajaj Pulsar : Definitely Male
  47. Hero Honda : Desh ki dhadkan /  Fill it,Shut it and forget it.
  48. Hero Honda Karizma  : Jet, Set, Go!
  49. Fiat Linea  : Admiration guaranteed
  50. Tata Indica : More car per car
  51. Bajaj   : Hamara Bajaj
  52. Max Newyork Life  : Karo Zyada ka Irada
  53. Aditya Birla Groups :Taking India to the World
  54. Nokia  : Connecting People
  55. BSNL  : Connecting India
  56. Idea   : An Idea can Change your life
  57. Hutch   : Wherever you go , our network follows
  58. Airtel   : Express Yourself
  59. Videocon   : The Indian Multinational
  60. Onida   : Neighbor’s Envy , Owner’s Pride
  61. Voltas   : India ka Dil. India ka AC.
  62. Surf   : Daag Acche hain
  63. Asian Paints  : Har Ghar Kuch Kehta hai
  64. Air Deccan  : Simplify
  65. Dhara Oil   : Dhara Dhara Shuddh Dhara
  66. Dettol  : BE 100% Sure
  67. Navratna Oil  : Thanda Thanda Cool Cool
  68. Superia   : Pehle Aap
  69. Lux  : Beauty soap of film stars
  70. Gillette  : The best a man can get
  71. Tata Sky  : Isko laga dala to life jingalala
  72. Surf Excel  : Surf Excel hai na
  73. Babool   : Subhe babool ki to din tumhara / Babool Babool, paise wasool
  74. Rotomac   : Likhte likhte love ho jaaye
  75. Adidas   : Impossible is nothing
  76. Nike   : Just do it
  77. Raymond’s  : The Complete Man
  78. Peter England  : The Honest Shirt
  79. Lifebuoy   : Tandurusti hai wahan
  80. Ceat   : Born Tough
  81. De coeur   : Art from the HeArt
  82. Nirma  : Sabki Pasand Nirma
  83. Fevicol  : Pakde rehna / Fevicol ka mazboot jod hai, tootega nahi
  84. Big Bazaar  : Is se sasta aur Achcha kahee nahee milenga
  85. Dinesh Suitings  : Duniya aap ke Kadmo mein
  86. Bajaj Tube Lights  : Jab mein chota bacha tha, badi shararat karta tha (Jingles)
  87. Glade Air Freshener : The welcoming scent of home
  88. Kingfisher Airlines  : Fly the good times
  89. British Airways  : The world’s favourite airline Citra – Citra, Super Cooler..
  90. Emirates   : Fly Emirates
  91. Kingfisher   : The King of Good Times
  92. The Economic Times  : The Power of Knowledge
  93. The Indian Express  : Journalism of Courage
  94. MRF   : Tyres With Muscle
  95. Malayala Manorama : Nobody delivers Kerala better.
  96. Havells RCB  : Shock Laga Kya
  97. Goldspot  : The zing thing and Citra: Super cooler
  98. Indian Army : Do you have it in you.
  99. Wills  : Made for each other
  100. INC  : Congress Ki Haath Aam Admi Ke Saath
  101. Red FM   : Bajate raho
  102. Debeers  : A diamond is forever
  103. Yahoo   : Yahoooooouuuooonnn! (used as jingle)
  104. IBM   : Toong toong tang tang (used as jingle)
  105. Sundaram books : Books for success
  106. Dollar Shave Club: “Shave Time. Shave Money.”
  107. Red Bull – “It Gives You Wiiiings!”
  108. Carlsberg – “Probably the Best Beer in the World”
  109. Maybelline – “Maybe She’s Born With It, Maybe It’s Maybelline”
  110. L’Oreal – “Because You’re Worth It”
  111. Nike – “Just Do It”
  112. HSBC – “The World’s Local Bank”
  113. KFC – “Finger Lickin’ Good”
  114. Subway – “Eat Fresh”
  115. Kit Kat – “Have a Break, Have a Kit Kat”
  116. Heinz – “Beanz Meanz Heinz”
  117. Skittles – “Taste the Rainbow”
  118. Rice Krispies – “Snap! Crackle! Pop!”
  119. Dr Pepper – “What’s the Worst That Could Happen?”
  120. Audi – “Vorsprung durch Technik”

Audi’s infamous slogan – roughly translated as “advancement through technology”

  1. Panasonic – “Ideas for Life”
  2. Google – “Don’t be Evil”
  3. Apple – “Think Different”
  4. Reebok – I am what I am
  5. MasterCard: “There are some things money can’t buy. For everything else, there’s MasterCard.”
  6. M&M: “Melts in Your Mouth, Not in Your Hands”
  7. De Beers: “A Diamond Is Forever”
  8. Meow Mix: “Tastes So Good, Cats Ask for It By Name”
  9. Verizon: “Can You Hear Me Now? Good.”
  10. The U.S. Marine Corps: “Semper Fi”
  11. Ronseal: “It Does Exactly What It Says on the Tin.”
  12. The Mosaic Company: “We Help the World Grow the Food It Needs”
  13. Pitney Bowes: “We Power Transactions That Drive Commerce”
  14. Nike: “There Is No Finish Line”
  15. Nike: “Just Do It.”
  16. Apple: “Think Different.”
  17. L’Oréal Paris: “Because You’re Worth It.”
  18. California Milk Processor Board: “Got Milk?”
  19. BMW: “Designed for Driving Pleasure.”
  20. Tesco: “Every Little Helps”
  21. Bounty: “The Quicker Picker Upper”
  22. Lay’s: “Betcha Can’t Eat Just One.”
  23. Audi: “Advancement Through Technology”
  24. Dunkin’ Donuts: “America Runs on Dunkin'”
  25. McDonald’s: “I’m Lovin’ It”
  26. The New York Times: “All the News That’s Fit to Print”
  27. General Electric: “Imagination at Work.”
  28. State Farm: “Like a Good Neighbor, State Farm is There”
  29. Maybelline: “Maybe she’s born with it. Maybe it’s Maybelline.”
  30. The U.S. Marine Corps: “The Few. The Proud. The Marines”

I have not added formats for Outdoor Poster and Analysis


There are better formats, examples and notes by Professor Hanif Lakdawala

You can use this links to refer to them


They are outside the Folder.

I am not able to make notes for copywriting properly, so I urge you to refer to them


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