Attention should be paid to the misunderstanding and risk prevention of copywriting communication: all aspects are covered, and the key points are difficult to highlight; Exaggerate false propaganda and violate laws and regulations; Value-oriented risk and its prevention; Risk of channel failure; The risk of improper expression and its prevention. Copywriting can be divided into sales copy and communication copy according to the purpose of enterprise advertising. According to the length of the copy, it is divided into long copy and short copy.
According to the way of advertising, it can be divided into soft advertising and hard advertising. According to the different channels of copywriting, it can be divided into WeChat official account soft text, circle of friends marketing copywriting, Weibo copywriting and APP copywriting. According to the different forms of expression, it can be divided into pure text copy, advertising picture copy, video copy and so on.
Official documents and letters
Copywriting, originally refers to the table where books are placed, and later refers to the person who writes on the table. Now it refers to the writing position in a company or enterprise, that is, to express the established creative strategy in words. In China, the concept of "copywriting" is often misquoted and understood because of the relatively immature development of various industries and uneven quality of personnel.
Copywriting is different from designers' expression through pictures or other means, and it is a process of performance, development and deepening in turn with advertising creativity, which mostly exists in advertising companies, corporate propaganda, news planning and so on.