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The Introduction to Copywriting Course will equip you with the skills needed to generate big ideas and communicate them effectively
In this course, you'll learn how to generate focused ideas, develop your writing skills to become an effective communicator, understand your target audience. You will write in a way that connects with customers and develop advertising communication that makes a direct impact on sales or business opportunities.
Course Details:
Modules: 7 Modules
Duration: 9 Months
Course Fee: R3795
Start date: At any time; applications all year round
Student will: Complete 7 assignments for assessment and feedback ranging from Print ads, copy and campaigns.
Admission Requirements:
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Basic writing skills are essential
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Computer skills, E-mail and Internet access required
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No previous tertiary qualification required
Tutor:
 Mandy Speechly has been working as a copywriter in the advertising industry for over fifteen years. She has worked full-time and as a freelancer for leading international advertising agencies in Johannesburg and Cape Town, on a range of different media including television, print, radio, brochures, promotions and websites.
Mandy is now Head of Copy at the AAA School of Advertising in Cape Town where she works as the Graduate Copywriting Lecturer. She also runs part-time copywriting courses in the evenings and continues to work for different advertising agencies and clients on a freelance basis.
Course Curriculum
Module 1: Introduction to copywriting and a brief history
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What is copywriting?
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How does copywriting differ from other writing?
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Role of the copywriter in the advertising industry
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Role of the copywriter in general business
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A brief history of advertising and copywriting
Exercise 1: Create a print ad with a focus on a specific target market.
Module 2: Before the writing begins
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WHERE will the advertising appear?
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Understanding different media applications.
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WHY is the advertising being done?
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The Objective - what is the opportunity or problem that needs a solution.
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WHAT should the advertising be communicating?
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The Strategy or selling message
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WHO is the advertising talking to?
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The target market - understanding consumer insights and human truths
Exercise 2: Create a poster that demonstrates an understanding of the advertising objective and a relevant consumer insight.
Module 3: The importance of Big Ideas and how to get them
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What is a Big Idea - and why does all good advertising need one?
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General techniques for developing ideas
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Some ideas on how to get good advertising ideas
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The use of metaphors in advertising
Exercise 3: Create a print ad that makes use of a metaphor.
Module 4: Print Advertising - Writing effective headlines
Exercise 4: Create a print ad that features a headline and visual working together in synergy.
Module 5: Print Advertising - Writing body copy
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How writing copy is (and isn't) like other kinds of writing
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The role of body copy in a print ad
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The structure of good body copy
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The voice of your copy
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Avoiding clichés and other practical tips on writing copy
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Writing effective copy for brochures and sales letters
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Payoff lines and slogans
Exercise 5: Create a print ad featuring a headline and body copy.
Module 6: Writing for Radio
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Understanding the medium of radio
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Tips on developing ideas for radio
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Techniques on writing radio scripts
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The role of music and sound effects in creating radio commercials.
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The role of the voice artist
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Basic introduction to radio production
Exercise 6: Write a script for a radio commercial.
Module 7:Introduction to Integrated Advertising
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New trends in advertising
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Tips on developing alternative media ideas
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How to integrate an idea across all media channels
Exercise 7: Create a mini advertising campaign featuring three different media executions.
How does the course work?
Detailed class notes covering the content of each module are e-mailed to students. At the end of each module, students will be required to complete an assignment.
Once the writing assignment has been completed and e-mailed to the tutor, an assessment and feedback will be sent to the student, and the module will be considered complete. The next module will then be e-mailed to the student.
Students can also participate in ongoing online discussions by posting comments about the materials covered in the course, as well as give feedback to students who have posted comments in the college blog.
Conditions of Certification:
Students will receive an SA Writers' College Certificate upon successful completion of the course, provided they meet the following conditions:
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Students must have completed all seven assignments (six individual media projects and one mini-campaign involving a minimum of three different media)
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The course must have been completed within nine months of registration.
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Students are expected to attain a minimum average of 50% for the course
Minimum Estimated Time Commitment:
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