"Advertising: Concepts, Campaigns and Copy" is your ultimate guide to mastering the art and science of advertising. This comprehensive course delves into the strategic elements of creating impactful advertising campaigns and the craft of writing compelling copy. From identifying market opportunities and setting clear objectives to budgeting, account planning, and evaluating effectiveness, you’ll gain a holistic understanding of what it takes to drive successful campaigns. The course also hones your skills in copywriting across various media platforms, including print, radio, television, in-store materials, catalogues, and digital media. Whether you're looking to sharpen your strategic thinking or elevate your copywriting, this course equips you with the tools to create advertisements that resonate and convert. Unlock the potential of your advertising efforts—enrol today and start crafting campaigns that make a difference!

What you will learn:

At the end of this course, the learner should be able to:

• Summarise the phases in the advertising campaign design process.
• Set attainable and sound objectives for an advertising campaign.
• Apply key media concepts in media planning.
• Create a budget for an advertising campaign using various strategies.
• Explain the concept of account planning and its impact on campaign effectiveness.
• Produce an effective client brief for an advertising campaign.
• Identify the value and methods of evaluating an advertising campaign’s effectiveness.
• Summarise the process of writing effective copy for advertising.
• Write effective headlines, display, and body copy for print advertisements.
• Apply guidelines for writing a radio script and describe the radio advertisement production process.
• Analyse the role of television advertising and produce television copywriting.
• Plan and evaluate in-store advertising to influence consumer purchasing decisions.
• Produce well-structured copy for a catalogue.
• Differentiate between traditional media copy and Internet-based copy, and produce web content.

Course Content:

Part 1: Campaign Considerations

Unit 1: Identifying opportunities

Unit 2: Setting objectives

Unit 3: Reach and frequency

Unit 4: Budgeting

Unit 5: Account planning

Unit 6: The client brief

Unit 7: Evaluating effectiveness

Part 2: Copywriting

Unit 8: Copywriting for advertising: An introduction

Unit 9: Copywriting for print

Unit 10: Copywriting for radio

Unit 11: Copywriting for television

Unit 12: Copywriting for in-store advertising material

Unit 13: Copywriting for catalogues

Unit 14: Copywriting for internet-based advertising

Note: The e-course book for this course is “Advertising: Concepts, Campaigns and Copy” published by Edge Learning Media, 978-1-4327-0151-2.

Who Should Attend:

• Marketing professionals and advertising executives.
• Aspiring copywriters and creative directors.
• Business owners and entrepreneurs seeking to enhance their advertising strategies.

Entry Requirements:

There are no entry requirements for this course.

Course Structure:

This course is only available in an online learning format. The course includes learning activities, videos and quizzes.

Assessments:

Learners will need to complete the online quiz for this course.

Accreditation:

This course is not accredited. This course is pitched at NQF Level 7.

Certification:

 A Certificate of Successful Completion will be issued upon completion of the course.

Duration:

Total Duration: 48 hours / 1 - 2 weeks per unit
Course Access: 28 weeks in total / 7 months