https://padlet.com/kerryanekaiyantan/xrp2gwgd684p5pfb This is my weekly learning log for ADV61704 Strategic Copywriting in the August 2022 semester. en-us 2022-09-17 08:35:16 UTC 2023-10-26 08:19:25 UTC hello@padlet.com kerryanekaiyantan https://padlet.com/kerryanekaiyantan/xrp2gwgd684p5pfb/wish/2310161239 Week 4.
I have learnt about creating an engaging headline and body copy. After the tutorial lesson, students gain ideas on ways to interpret whether the headlines can bring a positive or negative outcome after the copy is published. For instance, writing a headline with an overly fancy vocabulary or with grammatical errors will confusion when reading over a particular copy. Which may straight cause the viewers to misinterpret what the copywriter is trying to advertise. 

While writing a headline, there is a must to always take into consideration the visuals used. The most common mistake among students during the tutorial session is that they wrote a headline that is unrelated to the visual provided. For example, if the product is clothes, the visual for the copy is just a paradise scene without a single human. If the headline written is more related to a human's appearance, the headline will not be applicable as there is no human in the visual. Thus, taking into consideration of the target audience's interest when writing the headline and body copy is the best way to engage who we are targeting. 

Other than headlines, I have learnt about body copy during a lecture class. I started to learn how to apply the knowledge learnt in the previous chapters to write the copy. For instance, using the laddering technique as guidance to prevent writing out of topic.

However, it still depends on the writing experiences and practices for students to create a better body copy. This is the fundamental technique to develop good copywriting skills.

(258 words)]]> 2022-09-23 08:32:42 UTC https://padlet.com/kerryanekaiyantan/xrp2gwgd684p5pfb/wish/2310161239 kerryanekaiyantan https://padlet.com/kerryanekaiyantan/xrp2gwgd684p5pfb/wish/2321861224 Week 5.
This week, it was mostly focused on the crit session for our assignment 1. An inaccurate statement written in the advertising objective will direct the advertisement to a wrong direction. For example, the workshop on the advertisement's purpose is to encourage signing up instead of selling services. The creative brief should be more focused on the workshop itself instead of the client.  

Students are suggested to be more alert as this wording will cause some confusion. As for the target audience, when using the word "middle class". The word "class" is not specified on income or lifestyle. The reason because a person can live a lifestyle that is considered the "high class" lifestyle but have a middle-class income. It will be suggested to put the income classification like M40 compared to writing "middle-class". Thus, understanding the wrong statement written in the advertising objective will directly make a false statement in writing for a creative brief. 

Next, is to take note that the creative brief has to always include the features and benefits of the advertising to show the USP of the workshop. Students are guided to use the laddering style to measure the benefit and features of the workshop when writing the creative brief. In writing for the tone, students were advised to not use the word "simple", as mentioned this wording is not accurate and will cause confusion. "Simple" can come in different aspects, thus, it may cause the workshop content to be too general.
The tagline used for assignment 1, is not approved as it is too general. The students were suggested to make the tagline more specific. It would be best to refer to and include the product feature and benefit when thinking about the tagline.

(287 words)]]> 2022-10-01 08:19:55 UTC https://padlet.com/kerryanekaiyantan/xrp2gwgd684p5pfb/wish/2321861224 kerryanekaiyantan https://padlet.com/kerryanekaiyantan/xrp2gwgd684p5pfb/wish/2331716454 Week 6.
This week is Crit 2 after the improvement done after Crit 1. Based on this week's tutorial, students understood the housing style when it comes to writing a copy. It is highlighted to be more alert towards the housing styles or have their own fixed housing style when they go into the industry. This is because a housing style can ensure the consistency of the copy. For instance, writing the numbers, students should decide rather spell them out or just state the Arabic numbers.

Other than that, ethical issues are raised during the tutorial. Students should always be concerned about the originality of their work. The reason that plagiarism is an unethical practice that shall never occur among students as it directly affects the credibility and image of the copywriter.

While writing the copy, students are suggested to avoid using words twice or more in a certain paragraph. The high repetition of words like 'besides that', will just make the readers feel bored. Repetitive words will make the readers choose to stop reading the copy after seeing the same wording again and again. Another is to avoid the repeat of the content mentioned before. This will cause the content to be lengthy and does not contribute any extra support to the existing content.

(219 words)]]> 2022-10-08 05:35:58 UTC https://padlet.com/kerryanekaiyantan/xrp2gwgd684p5pfb/wish/2331716454 kerryanekaiyantan https://padlet.com/kerryanekaiyantan/xrp2gwgd684p5pfb/wish/2338070248 Week 7
This week there is a sharing session by Mr. Selva sharing copywriting topics and industrial experiences. His sharings regarding thefiled that catches most of the people's attention was when he told us that every minute is worth money, and each blunder caused during the process will directly put impact the company earnings on the project. During the session, the speaker shared the importance of making a brief. He explained the usage terms in the field. For instance, the phrase "print ad" refers to any key visuals applied for advertising. 

While constructing a copy, grammar always comes first. Students are encouraged to do more reading and writing. This way we can develop our writing styles and polish our grammar. It is significant for copywriters to develop their style enabling them to be distinct from other copywriters. Thus, when writing it is better to be aware of the wording used. The best way of copywriting is to use short words having long meanings. Another alternative when writing is to jot down all of the points on a piece of paper. Next, highlight the key message of the content and restructure it into a sentence. By practicing this, students wiill be able to polish their writing styles and construct better writing ideas.]]> 2022-10-13 03:50:02 UTC https://padlet.com/kerryanekaiyantan/xrp2gwgd684p5pfb/wish/2338070248 kerryanekaiyantan https://padlet.com/kerryanekaiyantan/xrp2gwgd684p5pfb/wish/2345072380 Week 8.
This week is an independent learning week. Students will have access to the content on MyTimes. I have studied the chapter about direct promotional media, an effective tool to use when organisations are hoping to target a specific audience. This type of advertising tool highly depends on the budget. If the budget is sufficient, extra deliverables like 3D animation and designs can be fully utilised. However, when the budget is insufficient the clients cannot make it fancier like making it into a Chinese New Year Ang Pow. Other than that, copywriters play a dominant role in direct mail as it's hard to grab the audience's attention as people may not focus on the content.

While writing direct mail copywriting, it is great to treat the copy as if you are writing to them personally. People are more aware of the contents that emotionally appeal to them. Due to the reason that it is response-oriented, when advertisers write the copy, the best result to analyse the success of the ads is to see if the customers' attention is grabbed, interaction occurs and they choose to purchase.

Moreover, while writing the direct mail we will have to organise the content in a straightforward and logical flow. The organised content allows the viewers to follow the flow that the advertisers want. Hence, interacts correctly with the customers. For example, we would like to make it the lure for customers to read the direct mail instead of putting the CTA first.

(247words)]]> 2022-10-18 13:08:08 UTC https://padlet.com/kerryanekaiyantan/xrp2gwgd684p5pfb/wish/2345072380