DEFINING COPYWRITING WITHIN THE FRAMEWORK OF INTEGRATED MARKETING COMMUNICATIONS
DEFINING COPYWRITING WITHIN THE FRAMEWORK OF INTEGRATED MARKETING COMMUNICATIONS

Author(s): Yordan Karapenchev
Subject(s): Social Sciences, Media studies, Communication studies, Theory of Communication
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: copywriting; brand journalism; public relations; advertising; text
Summary/Abstract: The theoretical review, conducted for the purpose of examining the copywriting texts and their functioning in media environment, makes it possible to clarify the basic concepts and settings related to copywriting as an activity within IMC. Reviewing the existing definitions and the scientific discussions exposes the fact that most of them attempt to limit the scope of copywriting. Researchers and professionals in the marketing sphere often examine copywriting only in the context of their own work – be it in advertising, public relations, digital media etc.Extrapolating a definition for copywriting necessitates a complex interdisciplinary approach that places the copywriting process in the context of integrated marketing communications(IMC). This paper proposes the following brief definition: Copywriting is a technique for strategic creation of written or oral texts for the purposes of IMC. The copywriting text on the other hand is a text that performs a certain function in these communications.

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