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Advertising: Concepts, Campaigns and Copy
R6,900.00
This Skill Set covers the art of crafting impactful ads across diverse platforms, emphasizing essential groundwork, authentic consumer relationship building, and utilization of various formats. Key strategic elements include identifying opportunities, setting objectives, budgeting, and evaluating campaigns. The Skill Set also delves into writing for specific platforms such as print, radio, TV, in-store materials, catalogues, and digital media. Hone your research, planning, and writing skills to adeptly tackle client briefs and succeed in the dynamic world of advertising.
As an institution that is responsive to changing student requirements in certain sectors of the market, we have introduced an online option offering shorter courses. These courses provide quick wins for busy professionals and can fast-track careers in a matter of weeks or months. Professionals can stay at the cutting edge of industry-relevant skills development, as they compete in the dynamic 4IR (fourth industrial revolution) job market. Like our distance courses, our online courses allow you to register at any time. Studying is flexible and can be scheduled according to your needs.
COURSE DURATION:
12 Months
COURSE START DATES:
You can start studying this course at any time of the year as soon as you have completed your registration, you can get started. There are no specific registration dates!
COURSE INFORMATION:
This course contains a CourseBookTM, which is an innovative fusion of the traditional textbook and online course, combining quality educational content with an interactive, social learning experience to promote success. The course has been broken into three Study Phases:
- Study Phase 1 Quiz:
- Identifying opportunities
- Setting objectives
- Reach and frequency
- Budgeting
- Study Phase 2 Quiz:
- Account Planning
- The client brief
- Evaluating effectiveness
- Study Phase 3 Quiz:
- Copywriting for advertising: An introduction
- Copywriting for print
- Copywriting for radio
- Copywriting for television
- Copywriting for in-store advertising material
- Copywriting for catalogues
- Copywriting for Internet-based advertising
ASSESSMENT:
Work through the workbook. At the end of each Study Phase, there is a quiz to complete. You need to complete and pass each of the quizzes with a minimum of 70% to get a certificate. No restrictions on your attempts.
COURSE EXIT OUTCOMES:
After completing this course, you should be able to:
- Understand the advertising campaign design process, including analysis and role identification, to master campaign planning and management.
- Articulate the critical role of clear advertising objectives, distinguishing between marketing and advertising goals to guide campaign direction.
- Combine media planning strategies with budgeting techniques to optimize reach, frequency, and campaign effectiveness within financial constraints.
- Integrate account planning insights and craft compelling client briefs, emphasizing strategic thinking and budget considerations.
- Develop skills to evaluate advertising effectiveness using pre-testing, concurrent testing, post-testing, and addressing evaluation challenges.
- Explore copywriting fundamentals, focusing on language, formats, and persuasive content creation for various media platforms.
- Dive into print and radio advertising, mastering interactive print methods and compelling radio scriptwriting with effective use of audio elements.
- Analyze TV advertising’s unique aspects and plan effective in-store advertising, understanding consumer interaction and journey within retail environments.
- Produce engaging catalogue and Internet-based advertising content, with a focus on structure, SEO optimization, and web content effectiveness.
- Strategize content creation across platforms, including digital, print, radio, and TV, focusing on audience engagement, brand awareness, and campaign success metrics.
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