ADVT12-200: Copywriting for Advertising

Description

This subject introduces the craft of writing copy for advertising and related areas of promotional communication.  You will develop and apply skills across various media – from headlines and slogans to content marketing and social media posts.  At its core, copywriting is about creating, maintaining, and deepening connections with the target audience to influence decision-making, engagement, and action.  You will focus on writing that is not only clear and compelling but is underpinned by insights about the drivers of consumer behaviour – in short, making things happen with words. The principles of copywriting – messages that are clear, relevant, and inspiring – can be applied more broadly to multiple disciplines, making you a more successful communicator overall.

Subject details

Learning outcomes

1. Identify and evaluate communication channels most suited to Direct Response Advertising.
2. Craft, critique and modify creative copy to engage consumers across a variety of media channels, cultural backgrounds and audiences.
3. Understand the importance of testing, retesting, split-testing, roll-out and evaluation in direct response, and how this has been affected by the digital space.
4. Evaluate the appropriateness of direct response advertising practices in relation to privacy, data collection, data storage and how these are dealt with differently across the world.

Enrolment requirements

Subject outlines

• May 2021 [Standard]
• May 2020 [Standard]
• May 2019 [Standard]
• May 2018 [Standard]
• May 2017 [Standard]

Subject dates