Course details
Businesses are often faced with the challenge of crafting succinct yet effective messages that communicate effectively to their audiences. The spark always seems to elude them, lost either in a chunk of words or simply lost in translation.
This unit examines the process of producing effective copy for print. Participants will learn to assess a creative brief, break it down and sift out the noise from the really important messages. They will then develop a sound advertising message through necessary research and understanding of the product/service. The process of multiplying creativity with language will culminate in the crafting of a compelling and powerful copy.
LEARNING OUTCOMES
- Understand the different types of creative brief and their purposes
- Identify what are the objectives and deliverables of the advertisement
- Create a unique selling proposition to generate advertising ideas and write effective copy
- Conduct simple market research to understand the product or service and its target audience
- Understand how to apply the AIDA formula to the advertisement copy
- Craft an effective headline for print advertisements
- Acquire tips on how to highlight features and benefits of the product or service in the advertisement copy
- Learn how to write copy that is understandable to the target audience
- Develop a call to action within the advertisement
WHO SHOULD ATTEND
Editorial Assistants, Copywriters, Advertising Professionals, Marketing Professionals, New Media Professionals, Sales Professionals
Updated on 08 November, 2015Course Location
About Singapore Media Academy
At Singapore Media Academy, we aim to create a lifelong learning culture that continuously seek new innovation and challenges to the methods and ways of doing things: to cultivate our participants’ ability for lateral thinking in a conducive environment for fruitful exchange of ideas and applications, to provide opportunities for critical studies that will prepare participants with relevant applied knowledge in their engagement with their professional practice, and to instill in our participants with a global and multi-cultural perspective.
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