Advertising Creative Copywriting

Institute of Professional Education And Knowledge
Hong Kong, China

Course Format: Classroom | E-learning | Virtual Class | Online | On-site | Blended | Self-paced

Course Description:

'' By completing this module students should be able to:
i. Develop the advertising strategy
ii. Acquire skills in creating and writing effective advertising copy for promotion of products and services
iii. Develop creativity and inspiration



Content

1. Creating an Advertising Strategy: Strategy vs Execution, study the product & competition, translate features into benefits
2. Understand Consumer Behavior: Maslow’s Hierarchy of needs, market segmentation
3. Write the Strategy Statement: Set the objective, Product-oriented v consumer-oriented strategies, strategies continuum
4. Headlines & Visuals: Thinking in Words & Pictures, parallelism as a headline tactic, creating slogans & theme lines
5. Body Copy I: Voice, ethos, persona, voice, freshman composition |
6. Body Copy II: Writing Well, detail, thesis, organization & structure, style
7. Graphic Design: Typography, layout
8. Fundamentals of TV advertising: Storyboard making, TV vocabulary, how to present TV ads
9. Radio: Constraints of radio ads, virtues of radio ads, how to create radio advertising
10. Other Advertising Genres: Direct-response advertising, Retail / Newspaper advertising, Outdoor, B2B
11. How to be Creative: Toolbox, techniques
12. The Power of Fact: Techniques for expressing facts, demonstrations & torture tests, Testimonials, The Power of Personality
13. “Two-Fers� Comparisons / Before and After / and Other Dualities, their variety, stay on strategy, visual ads, sequential ads
14. Reversal: How to think in reverse
15. Metaphor Making: how to use metaphor, pure metaphors vs. fused metaphors, The Metamorphoses
16. Verbal Metaphor: Verbal metaphor abounds, how to think about verbal metaphor, exploit language systems and clichés


...''

Elements of this syllabus are subject to change.

Phone:2836 1922

School Address:

9/F, VTC Tower, 27 Wood Road, Wanchai, Hong Kong.

Jobs & Resumes: Hong Kong
Houses & Roommates: Hong Kong
Travel Agencies: Hong Kong

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