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Cross-cutting

Advertising Copywriting

Communication 75 hours

Introduction

This training on Advertising Copywriting focuses on developing skills and knowledge essential in the field of advertising and copywriting. Participants will learn how to tackle communication problems, use creative techniques to boost their imagination and creativity, and master persuasive writing to create effective texts that generate sales.

The training programme also covers copywriting for the media offline and online, including the press and advertising external communications, leaflets, television, radio, direct mail, press releases and internal communications. The course will cover strategies for adapting language digital environments, writing for online media, social media content management and search engine optimisation.

Objectives

  • Improve skills advertising communications.

  • To encourage the creativity in advertising.

  • Mastering r techniquesPersuasive writing.

  • Applying copywriting to the media offline and online.

  • Manage content across various channels.

  • Use tools for measurement and analysis.

Table of Contents

TEACHING UNIT 1. INTRODUCTION.

  1. Solutions to communication problems.
  2. The copy in the concept decision.

TEACHING UNIT 2. CREATIVITY.

  1. Creative strategies and communication channels.
  2. Techniques for enhancing imagination and creativity.

TEACHING UNIT 3. WRITING.

  1. Copy that sells.
  2. Copywriting and concept development.

TEACHING UNIT 4. COPYWRITING IN OFFLINE MEDIA.

  1. Press.
  2. Outside.
  3. Leaflets and POS displays.
  4. Television.
  5. Radio.
  6. Mailing
  7. Press releases.
  8. Internal communication.

TEACHING UNIT 5. THE ROLE OF COPYWRITING IN ONLINE MEDIA.

  1. Language 3.0.
  2. Copywriting for online media.
  3. Social Media Copywriting.
  4. Create and optimise content for search engines.

TEACHING UNIT 6. CONTENT.

  1. Use and management of channels.
  2. Content management.

TEACHING UNIT 7. MEASUREMENT.

  1. Measuring tools.
  2. Statistics monitoring.
  3. Use and management of channels.
  4. Analysis of results.

TEACHING UNIT 8. LEGISLATION

  1. Copyright.
  2. Advertising legislation.
  3. Legislation on the internet.
  4. Self-control.

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