https://padlet.com/wangsimiao869/dqd5jao4m4jpz436 This is my weekly learning log for ADV61704 Strategic Copywriting in the March 2023 semester. en-us 2023-05-25 09:03:43 UTC 2023-06-04 13:57:12 UTC hello@padlet.com wangsimiao869 https://padlet.com/wangsimiao869/dqd5jao4m4jpz436/wish/2604996967 What I learnt in week four was that there are many aspects to consider when thinking about and creating a strategic copy
For example, the theme, the product information, the competition and the target user group.
In order to create a successful copy that appeals to our customers we need to consider: what is our target market, what are the preferences of our target market, and how do we need to express ourselves in a way that will appeal to our target market. Then we need to consider how to reflect the product's features and strengths in order to show our strengths, i.e. our selling points. Then we also need to study the benchmark products in order to compete reasonably. We also need to consider what user groups to target in order to maximise the impact.
This includes the wording of headlines, subheads and body copy.
These are the key to creating a copy that appeals to the customer.]]> 2023-05-25 15:07:34 UTC https://padlet.com/wangsimiao869/dqd5jao4m4jpz436/wish/2604996967 wangsimiao869 https://padlet.com/wangsimiao869/dqd5jao4m4jpz436/wish/2605273412 This week's talk is about the importance of creativity in advertising and how to create a good idea.
Creativity in advertising is the core strength of copywriting and planning in an ad and applies to products of all selling points. Getting creative requires not only brainstorming and thinking, but also a good understanding of client needs, product features and user groups' aspirations.
A great way to get big ideas is the Ogilvy method. It is a great way to integrate and plan the style and creative ideas of an entire campaign.]]> 2023-05-25 20:02:06 UTC https://padlet.com/wangsimiao869/dqd5jao4m4jpz436/wish/2605273412 wangsimiao869 https://padlet.com/wangsimiao869/dqd5jao4m4jpz436/wish/2605278606 The content of this week's lecture is aimed at user groups.
When writing copy we need to understand the needs of the user group and the needs of the market. To ensure that we get the most out of our advertising, we need to focus on user and market perceptions and preferences and use different copywriting styles and techniques to target different markets and groups. For example, we are familiar with slogan-based advertising, jingle advertising and repetitive advertising, all of which are different techniques that bring different feelings (when we are the audience).
The second thing to focus on is how to retain customers just like how to increase user stickiness.
As well as learning about the different types of copywriting styles.]]> 2023-05-25 20:10:14 UTC https://padlet.com/wangsimiao869/dqd5jao4m4jpz436/wish/2605278606 wangsimiao869 https://padlet.com/wangsimiao869/dqd5jao4m4jpz436/wish/2605281761 This week's content is about body copy.
Body copy is surely the most important part of an advertisement, not only as a further development of the theme and sub-title, but also as a major part of attracting and retaining consumers.
An effective body copy is a powerful weapon in presenting the advantages of a company and its products and in convincing consumers.
We also watched representative examples in class. We learned about the different ways and techniques they work.
We were taught how to successfully write a competent body copy.]]> 2023-05-25 20:15:41 UTC https://padlet.com/wangsimiao869/dqd5jao4m4jpz436/wish/2605281761 wangsimiao869 https://padlet.com/wangsimiao869/dqd5jao4m4jpz436/wish/2606128749 This week was an independent study week where we reviewed the subject sub-title and text of advertising copy and how to apply different styles of slogans through online tests and completed an individual assignment, completing an advertising copy on my own, which was incredible for me as it was the first individual assignment I had done in my first term at this school and I learnt a lot from the process. It was a difficult but effective learning process as I went from not being able to submit assignments to completing an entire assignment on my own, which was a very important exercise for me regardless of the grade.]]> 2023-05-26 12:01:16 UTC https://padlet.com/wangsimiao869/dqd5jao4m4jpz436/wish/2606128749 wangsimiao869 https://padlet.com/wangsimiao869/dqd5jao4m4jpz436/wish/2613932475 This week's tutorial session was delivered by Ms SUHAILA SUKRI, Creative Manager - Copywriter at Telekom Malaysia (TM) Berhad, who has extensive experience in strategic copywriting. During the session, she showed us a number of classic and unique advertising videos and taught us about creative copywriting, how to have a compelling theme and title, as well as some group activities to try out different elements to organise a piece of copy. I learnt to brainstorm different elements in the writing process and to make the copy more unique from different angles. And to build persuasive content that will attract the interest of the audience to read it. Engage with your audience more effectively.]]> 2023-06-04 13:57:02 UTC https://padlet.com/wangsimiao869/dqd5jao4m4jpz436/wish/2613932475