ADV61704 Learning Log – Chan Yun Jie by Chan Yun Jie https://padlet.com/yunjiechan/rui5zed9xae7hy74 This is my weekly learning log for ADV61704 Strategic Copywriting in the March 2023 semester. en-us 2022-09-11 06:12:30 UTC 2023-05-21 07:43:04 UTC hello@padlet.com W4 - Reflection yunjiechan https://padlet.com/yunjiechan/rui5zed9xae7hy74/wish/2578517389 In this lecture, I learned about the 3 Ps which are prospect, product and pugilist. In comparison to the 4 Ps of marketing, it is an entirely different concept. 

  1. Prospect: This refers to the target audience. As a copywriter, it is important to identify the target audience and understand their needs and wants to produce copy that is appealing and connects with the target audience. Market segmentation can be done in four different ways:  which are demographic, psychographic, behavioral, and geographic.
  2. Product: This refers to the specific product or service being advertised. It's important for copywriter to emphasize the service's or product's unique selling points and explain how they might deliver benefits and values to customers.
  3. Pugilist: This is about understanding inter-industry competitiveness.

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]]> 2023-05-04 16:09:51 UTC https://padlet.com/yunjiechan/rui5zed9xae7hy74/wish/2578517389 W5 - Reflection yunjiechan https://padlet.com/yunjiechan/rui5zed9xae7hy74/wish/2579273456 We had public holidays in week 5. Therefore, I decided to start working on my assignment . I first conduct research on each client before deciding which one I want to choose. Finally, I decided on ASICS as my client. After deciding on my client, I started by brainstorming what the advertising would promote, who my client's target audience would be in the fitness challenge event, and what the event's outcome would be. Along with that, I also considered my client's support, the tone of the advertisement, and my client's character. Later, I began to come up with ideas for this event's taglines, which is the hardest part. This is because I need to keep the tagline short and attractive. I completed the taglines before moving on to step 2's final part, the profile deck information.
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]]> 2023-05-05 08:40:29 UTC https://padlet.com/yunjiechan/rui5zed9xae7hy74/wish/2579273456 W6 - Reflection yunjiechan https://padlet.com/yunjiechan/rui5zed9xae7hy74/wish/2590569434 In this lecture, we first reviewed the creative brief. A creative brief is basically a report outlining the major goals, requirements, and expectations for a creative project. It acts as a medium for communication between the client and the creative team, offering a clear and concise description of the project's objectives, target audience, messaging, tone, and other key details. 

Later, we studied about research for copywriting in advertising. Advertising research for copywriting is the process of conducting market research and analysis to gather insights and data that can inform and improve the effectiveness of advertising copy. This study aims to develop a thorough understanding of the target market, including needs, motivations, and behaviours, as well as the competitive environment and market trends. 

Lastly, we learned about the big idea in advertising. The big idea refers to a creative concept or strategy that communicates a brand's key message in a memorable and impactful way. The term "big idea" refers to a creative concept or strategy that effectively and impactfully conveys a brand's primary message. It is the concept that has a strong connection with the target audience. One of Yasmin Ahmad's films was viewed in class. She engages the audience by making a family connection. As a result, I learned that the big idea had to be distinctive, relevant, and meaningful to the target audience in order to set the brand apart from rivals. Big ideas in advertising may also be seen in Nike's "Just Do It," Apple's "Think Different," and Coca-Cola's "Taste the Feeling."

(254 words)]]> 2023-05-15 02:54:52 UTC https://padlet.com/yunjiechan/rui5zed9xae7hy74/wish/2590569434 W7 - Reflection yunjiechan https://padlet.com/yunjiechan/rui5zed9xae7hy74/wish/2598665172 In this lecture, I learn about the writing style for advertising especially for the body copy. I learn about the types and techniques of body copy. The types of body copy include emotive, narrative​, factual hard selling, factual educational, monologue or dialogue, back selling, quotation and picture and caption. Factual hard selling is usually an ad that is competitive, persuasive and actively promoting the brand/product. Back selling is used to tell readers about a material, ingredient or component which is contained in a finished product, the object being to encourage its continued usage.​ 

Some of the techniques are straight-line copy, dialogue, testimonial, narrative, and direct response copy. Straight-line copy is the body copy text immediately explains or develops the headline and visual in a straightforward attempt to sell the product. Testimonial uses a statement or authentic reviews from a customer about how a product or service has benefitted them and often includes them recommending it. Direct response copy is the body copy text intended to prompt an action such as calling a phone number or visiting a website. 
(178 words)]]> 2023-05-21 07:12:41 UTC https://padlet.com/yunjiechan/rui5zed9xae7hy74/wish/2598665172 W8 - Reflection yunjiechan https://padlet.com/yunjiechan/rui5zed9xae7hy74/wish/2598672994 Since this week was Independent Learning Week, there were no lectures or tutorials.

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