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

Name and Contact Details of All Other Relevant Staff

Tony Lorkin

Office: 99255486

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


Course Description

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

Performance Criteria:

1.1. Analyse and confirm the technique/s for expressing the central idea or creative concept
1.2. Identify and check the content and supporting information for accuracy and completeness
1.3. Confirm the time schedule and budgetary requirements for creating copy
1.4. Identify legal and ethical constraints impacting on copy to be developed


2. Evaluate creative options

Performance Criteria:

2.1. Evaluate design and copy options against the requirements of the creative brief
2.2. Select option/s which enable the required information and image to be communicated within time and budgetary requirements


3. Prepare persuasive copy

Performance Criteria:

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
3.2. Create copy which communicates the required image, features/benefits of the product, service or idea
3.3. Create copy which meets the requirements of the creative brief in terms of information, format, language, writing style, and level of detail
3.4. Produce copy on time and within budget
3.5. Produce copy which complies with legal and ethical requirements

Learning Outcomes

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

Teaching Schedule

Week 1:

Course Overview, Assignments overview, Elements and Performabce Criteria Overview

Administration requirements RMIT

Week 2:

The Advertising Spiral and how it affects writing for advertising. Introduction to assignment 1.


How to be Creative. Brainstorming.

Week 4:

Writing headlines and their synergy with visuals

Voice and the Rehetorical Triangle

Week 5:

Writing body copy for print advertisements

Week 6:

Writing when FACT is the message direction

Week 7:

Writing when TESTIMONIALS is the message direction

Week 8:

Writing when ’TWO-FERS is tthe message direction

Week 9:


Week 10:

Writing when REVERSAL is the message direction

Week 11:

Writing when VERBAL METAPHORS and MIXED METAPHORS are the message direction

Week 12:

Presentation techniques

Week 13:

How to prepare a winning presentation

Week 14:

In class presentations

Week 15:

Reviews and resits

Week 16:

Reviews and resits

Learning Resources

Prescribed Texts

No prescribed text. Lecture notes Internet searches


Other Resources


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.

Assessment Tasks

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.

Assignment 1


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.

• Pioneering
• Competitive
• Retentive
• Retail
• Institutional

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.

Assignment 2


Six copywriting directional techniques will be covered by lectures throughout the semester.

• Fact
• Testimonials
• Two-fers
• Reversal
• 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.

Assignment 3


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:

• Content
• Verbal presentation
• Visual presentation
• Techniques teamed with PPT
• Choreography
• 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.
You should:
• 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;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.


Assessment Matrix

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