Course Title: Write persuasive copy
Part B: Course Detail
Teaching Period: Term2 2013
Course Code: MKTG6045C
Course Title: Write persuasive copy
School: 650T TAFE Business
Campus: City Campus
Program: C5226 - Diploma of Advertising
Course Contact : Sally Parrott
Course Contact Phone: +61 3 9925 5175
Course Contact Email:firstname.lastname@example.org
Name and Contact Details of All Other Relevant Staff
Mobile: 0412 715 222
Nominal Hours: 50
Regardless of the mode of delivery, represent a guide to the relative teaching time and student effort required to successfully achieve a particular competency/module. This may include not only scheduled classes or workplace visits but also the amount of effort required to undertake, evaluate and complete all assessment requirements, including any non-classroom activities.
Pre-requisites and Co-requisites
This unit applies to individuals who are responsible for writing persuasive copy to communicate messages in a wide range of contexts. These contexts may include television, radio, other advertising media, public relations or marketing. The unit is generally undertaken by those working in a supervisory, management or freelancing role who are primarily responsible for the development of persuasive copy. They may develop the copy individually or coordinate a team of writers.
National Codes, Titles, Elements and Performance Criteria
National Element Code & Title:
BSBWRT501A Write persuasive copy
1. Analyse and interpret a creative brief
1.1. Analyse and confirm the technique/s for expressing the central idea or creative concept
2. Evaluate creative options
2.1. Evaluate design and copy options against the requirements of the creative brief
3. Prepare persuasive copy
3.1. Create original copy with impact which sets the product, service or idea being communicated apart from the competition and competitor's promotional material
This unit describes the performance outcomes, skills and knowledge required to interpret a creative brief and evaluate a range of creative options to write persuasive copy.
Details of Learning Activities
Lectures, tutorials and Work Integrated Learning Projects
Course Overview, Assignments overview, Elements and Performabce Criteria Overview
Administration requirements RMIT
The Advertising Spiral and how it affects writing for advertising. Introduction to assignment 1.
How to be Creative. Brainstorming.
Writing headlines and their synergy with visuals
Voice and the Rehetorical Triangle
Writing body copy for print advertisements
Writing when FACT is the message direction
Writing when TESTIMONIALS is the message direction
Writing when ’TWO-FERS is tthe message direction
MID SEMESTER BREAK
Writing when REVERSAL is the message direction
Writing when VERBAL METAPHORS and MIXED METAPHORS are the message direction
How to prepare a winning presentation
In class presentations
Reviews and resits
Reviews and resits
No prescribed text. Lecture notes Internet searches
Overview of Assessment
Students must demonstrate an understanding of all elements of a particular competency to be deemed competent. Assessment methods have been designed to measure achievement of each competency in a flexible manner over a range of assessment tasks.
Assessment will incorporate a variety of methods including assignments, journals, presentation and written or test. Students are advised that they are likely to be asked to personally demonstrate their assessment work to their teacher to ensure that the relevant competency standards are being met.
MKTG 6045 Write Persuasive Copy (BSBWRT501A)
COMM 5928C Make a Presentation (BSBCMM401A)
These courses are co-delivered and co-assessed in a 'clustered' delivery with each other and are timetabled together as well.
Students are required to complete 3 tasks. All tasks must successfully be completed to be deemed competent in this unit.
FOLIO: ADVERTISING CYCLE STAGES
Students will collect newspaper and/or magazine advertisement samples that reflect three stages of the advertising cycle and a fourth stage representing a retail advertisement and a fifth stage representing an institutional advertisement.
For each stage students will write a 100 word descriptive on the copy style and its relevance to the product, service, offer or organisation advertised for each of the advertisements chosen for each category above.
The folio will completed and handed in in hard copy by week 6 of the teaching program.
FOLIO: COPYWRITING DIRECTIONAL TECHNIQUES
Six copywriting directional techniques will be covered by lectures throughout the semester.
• Verbal metaphors
• Mixed metaphors
Further to this four other lectures will cover:
• How to be creative
• Headlines and visuals
• Voice and the Rhetorical Triangle
• Body copy
All ten areas will be covered by student folios that will consist of student developed advertisements/commercials that will demonstrate your learning in these areas by producing at least one example of the six copywriting directional techniques with a:
• Print advertisement (magazine or newspaper)
• Television commercial script
• Radio commercial script
• Outdoor sign
• Web banner advertisement
• Web viral script
The folio is due in week 12 of the teaching program.
PRESENTATION: 15 MINUTE PPT PRESENTATION
Students will research and select a well known advertising writer and do a 15 minute PPT presentation on this person and how he/she rose to prominence in the advertising business.
The presentation performance will be judged on:
• Verbal presentation
• Visual presentation
• Techniques teamed with PPT
• Overall presentation impact
Presentations will occur in week 14 of the teaching program.
More detailed assessment sheets for each assessment task will be disseminated throughout course delivery.
Submission Requirements: All assessment tasks need to be submitted via Blackboard.
• Ensure that you submit assessments on or before the due date. If your performance in the assessment is affected by unexpected circumstances, you should consider applying for Special Consideration. Information on the process and application forms is available at http://rmit.edu.au/browse;ID=ls0ydfokry9rz website.
• Always retain a copy of your assessment tasks. (hard copy and soft copy)
• When you submit work for assessment at RMIT University you need to use a cover sheet that includes a declaration and statement of authorship. You must complete, sign and submit a cover sheet with all work you submit for assessment, whether individual or group work. On the cover sheet you declare that the work you are presenting for assessment is your own work. An assignment cover sheet for submission of work for assessment is available from the Student forms website.
• Each page of your assessment should include footer with your name, student number, the title of the assessment, unit code and title and page numbers. For example, Julie Macpherson, 324567, Task 2, OHS2345C Ensure safe workplace, Page 1 of 10.
Full details on how this course is assessed against the Unit elements and performance criteria plus critical aspects of evidence can be found in the Learning and Assessment Tool available from your course teacher.
Course Overview: Access Course Overview