https://padlet.com/tasneemkhair21/va588t1zhkxo4y54 This is my weekly learning log for ADV61704 Strategic Copywriting in the August 2023 semester. en-us 2023-09-21 16:50:48 UTC 2023-10-25 15:07:25 UTC hello@padlet.com tasneemkhair21 https://padlet.com/tasneemkhair21/va588t1zhkxo4y54/wish/2714983886 During this week's lecture, there were a couple of main topics that were covered which included the three critical variables of creating copy, why is copywriting important, and the difference between a tagline and a slogan. 

First, I learned about three critical variables for creating a copy:  product, prospect, and pugilist. These aspects highlighted the importance of knowing your product, and your target audience, and as well as understanding your competitor in order to write an effective copy. By understanding the product your marketing (features, USP, advantages ) and understanding the target audience allows copywriters to personalize the words based on the audience. Moreover, knowing the competitors in the market will help copywriters to highlight their own product USP and benefits and properly distinguish their goods from competitors. 

Furthermore, I also learned about the importance of copywriting and its impact. Copywriting emphasizes its ability to engage and persuade an audience through well-crafted and strategic copywriting and good copywriting can affect an audience's behavior and perspective on a product or brand. 

Additionally, I've also learned to differentiate between a tagline and a slogan: a tagline is a succinct, memorable phrase that represents a brand, whereas a slogan is more detailed and specific to the product and marketing message. I thought at first that tagline and slogan are relatively the same, but now I know there is a difference and that is important to know when creating a print ad or considering the creative brief. 

Overall, I've learned valuable knowledge regarding copywriting and what makes an effective copywrite.

(255 words)
 ]]> 2023-09-21 16:58:21 UTC https://padlet.com/tasneemkhair21/va588t1zhkxo4y54/wish/2714983886 tasneemkhair21 https://padlet.com/tasneemkhair21/va588t1zhkxo4y54/wish/2733151577 * This day of the week was a public holiday, and no lectures or tutorial was given * 

- worked on the process log for assignment 1

For this week, I worked on assignment 1 which required me to select a brand that has ineffective copywriting and assess and reposition the selected print advertisement. While working on the first few steps on the process log, I learned to analyze the print ad thoroughly and identify and analyze why the print ad has ineffective copywriting and how it failed to successfully communicate its message. From analyzing the print ad, I was to develop a creative brief and a preposition plan for the specific product. I learned that creative briefs act as a blueprint to develop effective advertising campaigns. That said, I learned how to write a creative brief by communicating the objective, target audience, repositioning strategy, and copywriting tone. Moreover, I had to come up with a tagline that fit the creative brief. Furthermore,  I also did background research on Nivea and the product used in the print ad for the completion of the profile deck.

(158 words)


]]> 2023-10-05 03:11:26 UTC https://padlet.com/tasneemkhair21/va588t1zhkxo4y54/wish/2733151577 tasneemkhair21 https://padlet.com/tasneemkhair21/va588t1zhkxo4y54/wish/2733321195 This week's tutorial lesson focused on analyzing copywriting in two different advertisements. I learned the different tones and characteristics seen in commercials and examined how they might be effective for conveying certain messages to the audience. 

The first advertisement, on a Thai Life insurance commercial, made a lasting emotional impact. It was thoughtfully developed, generating strong emotions while underlining the significance of life insurance. The emotional connection of the ad was strong,  demonstrating the power of storytelling in advertising,

The second ad about a quirky Japanese gum advertisement, took a more comical and light-hearted tone. Its goal was to amuse and entertain the audience while  indirectly marketing the product, demonstrating the adaptability of comedy as a persuasive weapon

Hence, the tutorial session emphasized the significance of selecting the appropriate tone and characteristics in order to effectively reach the targeted target audience. It demonstrated how depending on the message and product being advertised, different strategies may be equally effective.

Furthermore, for assignment 1, I received constructive feedback to improve the content. I learned that a tagline is better compromised than just two words as it can provide greater clarity, offer storytelling, and convey the brand value more. Other than that, there were minor changes that needed to be done with the syntax.

(211 words)]]> 2023-10-05 05:37:22 UTC https://padlet.com/tasneemkhair21/va588t1zhkxo4y54/wish/2733321195 tasneemkhair21 https://padlet.com/tasneemkhair21/va588t1zhkxo4y54/wish/2743035125 In this week lecture I learned about what are headline and body copy and how to write an effective headline and body copy. I learned that in order to attract the viewer's interest and engage them with the body copy, it must be engaging from the beginning. 

Moreover, in the lecture, I learned the difference between copywriting and content writing. While both require specific goals, copywriting is largely associated with marketing a concept, product, or service typically through slogans,  ad, and sites. It persuades the reader to act and is a long-term approach in general. On the other hand for content writing, it focuses on engaging, teaching, and establishing authority through channels like articles, emails, newsletters, and social media. It is typically a short-term technique aimed at distributing information and trying to enlighten the reader on a topic. Other than that, I also learned the difference between Key opinion leaders (KOL) and influencers roles. Influencers are audience-dependent, relying on likes and shares, but KOLs are trusted experts in a certain subject, providing expertise on the topic. This new information has helped me better comprehend the complexities of copywriting and content creation as well as the principles of influence and authority in the Digital era. It emphasizes the need for effective strategy in a constantly evolving landscape.

(216 words)

]]> 2023-10-12 05:37:01 UTC https://padlet.com/tasneemkhair21/va588t1zhkxo4y54/wish/2743035125 tasneemkhair21 https://padlet.com/tasneemkhair21/va588t1zhkxo4y54/wish/2750374848 Independent learning week ( work on assignment and review next chapter)

For this week, I continued working on assignment 1 and focused on the copywriting for the body copy and headline for my print ad as well as the profile deck.  First in order to create a print ad, I had to learn the components of the print ad: visual, body copy, headline, etc.  Then when creating the body content and headline for the print ad, I had to have a thorough understanding of the brand's identity, as well as the creative brief I developed to clearly communicate the message to the audience. 

Moreover, in this week's chapter on Radio Commercials, I learned more about radio advertising and what is needed in order to create a compelling ad that attracts the listener. From the chapter, I learned about the five radio advertising styles, ranging from simple announcements to dramatic ads, which give flexibility in message delivery. Furthermore, I understood that as copywriters, they must thoroughly understand the target audience and their needs, choose the appropriate format, and create an engaging script that captures the attention of the audience while making sure the message is clear. Additionally, the voice-over artist, call to action, sound and music are important components that need to be considered when creating the radio commercial. Lastly, testing and refining are needed to ensure the radio commercial is successful. 

Overall, the main important parts of creating a successful radio commercial are to understand the target audience, craft the script ( grab audience attention, present benefit, make an irresistible offer,  have a call to action ), and lastly test to verify if it has met the requirements.

(276 words)

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