Advertising Copywriting

Curriculum

A 12-lesson programme. Every lesson combines theory with practice.

1. 01Advertising and the Copywriter; a Copywriter’s Responsibilities in an Agency — Project: Finding and Assessing the Most Creative Ads
2. 02The Most Effective Ad Types and Media; Advertising Terms from A to Z — Project: Analysing Creative Ads by Medium
3. 03The Brief and How to Analyse It; Stages of Finding and Writing a Creative Idea; Free Thinking and Idea Flow — Project: A Creative Idea for Brand X’s New Product
4. 04Target Audiences and Consumer Behaviour; Writing a Brief — Examples, Analysis and Practice — Project: Writing Briefs in Given Formats
5. 05Advertising Campaigns and How to Build One; Campaign Examples and Analysis — Project: A Launch Campaign for Brand X
6. 06Time and Budget Management in Campaigns; Creating Campaigns That Sell — Project: A Viral Campaign for Brand X on a Special Day
7. 07New Media and the Copywriter; Social Media Content and Sample Content Plans — Project: A Weekly Social Media Plan for Brand X
8. 08The Most Effective Ways to Pitch and Sell an Idea — Project: Persuading with a One-Paragraph Pitch
9. 09Building Brand Voice and Strategy; Analysing Slogans and Mottos (Outdoor, Social, Print) — Project: Creating a Brand from Scratch, with Name and Slogan
10. 10Creating TV Commercials; Writing Video Production Scripts for Every Medium — Project: Writing a Sample Commercial Script
11. 11Turning an Idea into a Story; How Novels, Short Stories, Essays, Columns and Blog Posts Are Produced — Project: Writing a Short Story
12. 12Review and Summary; Jobs and Freelance Opportunities in the Industry; Preparing for and Practising Job Interviews