Introduction to Copywriting

Saturdays
9:00 am to 5:00 pm

Copywriting may be overwhelming for aspiring and rookie advertisers and marketers, but it is one of the most essential components of a campaign - whether in tri-media or online. The way you strategically craft the words that will simply carry your brand and ultimately create the connection with your audience is both an art and science for copywriters.

Discover the best practices of copywriting and gain insights on how to masterfully create compelling headlines and stories that will elicit attention, response, and action the way you want.

12th Marketing Diploma Program
March 7 - June 16

After the course, you will:

1. Learn the basics of copywriting, mainly for print;

2. Get an appreciation of conceptualizing for television and radio; and

3. Appreciate the role of advertising and what it brings to the marketing mix.

For aspiring and new copywriters, managers dealing with copywriters on the client or agency side, marketing and sales professionals, and even online writers and bloggers. This course is designed to give valuable knowledge and insights at an introductory level.

I. Introduction to advertising
   • Good versus bad ads
   • Good versus great ads

II. Everything starts from insight
   • Keep the strategy tight and simple
   • Brand = adjective – Coming up with that one word adjective you want to associate with your brand.

III. Copywriting for print
   • Basic copywriting rules
   • Tips on writing headlines
   • Tips on writing body copy
   • Tips on design

IV. Tips on making a TV and radio commercial

V. Tips on translating the copy on web