Course Syllabus: Advertising Copywriter


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Course Description

By definition, copywriting is the writing of advertisements or publicity materials.   Copywriters write such advertisements and materials with the purpose of generating leads, sales, or creating brand awareness.   This course was designed to give you the knowledge and basic skills to start out as an entry level copywriter.  

Over the duration of this course, you will learn the strategies for writing effective advertisements, as well as learn to create different types of advertising and marketing copy.  This course will also give you the information you need to start pursuing a career as a copywriter. 

You will learn:

ü  The skills and qualifications needed to become a copywriter

ü  How to find employment as a copywriter

ü  The anatomy of advertisements

ü  The elements of advertisements

ü  The different types of headlines

ü  How to write attention-grabbing, powerful headlines

ü  The psychology of a buyer – and how to compel them to buy using your words

ü  The words that sell – and those that don't

ü  How to write print advertisements, including direct mail sales letters

ü  How to write for the web

ü  The art of email marketing and crafting emails that actually get opened

ü  How to write scripts for TV and radio

ü  And more!

The basic strategies and skills needed to work as an advertising copywriter are contained right within this course.  By time you're finished, you will have the knowledge needed to create an impressive portfolio, find an employer or clients, and get to work.   

Course Requirements

This course will not require you to have previous experience in any particular area but you should have a high school reading level. No books will be required.

Course Topics

Lesson 1: Introduction to Copywriting

Lesson 2: How to Write Advertisements that Grab Attention

Lesson 3: Writing Clearly

Lesson 4: Using Words to Sell

Lesson 5: Things to Do Before You Write

Lesson 6: Introduction to Direct Mail

Lesson 7: Continuing with Direct Mail

Lesson 8: Direct Mail Strategies

Lesson 9: Print Advertisements

Lesson 10: Writing Copy for the Web

Lesson 11: Email Marketing

Lesson 12: Writing Feature Articles and White Papers

Lesson 13: Writing for TV Commercials, Radio, and Multimedia Presentations

Lesson 14: How to Work as a Copywriter

Lesson 15: What a Copywriter Needs to Know About Graphic Design

Course Materials

This course will not require you to have previous experience in any particular area but you should have a high school reading level. No books will be required.

Grading Policy

Several lessons will be accompanied by a written assignment and a brief quiz  . Students will successfully complete this course by mastering all learning outcomes with 70% or higher overall grade.

Learning Outcomes

By successfully completing this course, students will be able to:
  • Describe what an advertising copywriter is.
  • Demonstrate how to write advertisements that grab attention.
  • Describe techniques to write clearly and concisely.
  • Describe preparation procedures before you begin writing.
  • Describe direct mail advertising.
  • Recognize direct mail writing strategies.
  • Describe writing for print advertisements.
  • Describe writing copy for the web.
  • Describe writing for email marketing and demonstrate how to do it.
  • Know writing feature articles and white papers.
  • Describe writing for tv commercials, radio, and multimedia presentations, and
  • Demonstrate mastery of lesson content at levels of 70% or higher.
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Assessment Guide

Assignment 11
Exam 110
Assignment 21
Exam 210
Assignment 31
Exam 310
Assignment 41
Exam 410
Assignment 51
Exam 510
Assignment 61
Exam 610
Assignment 71
Exam 710
Assignment 81
Exam 810
Assignment 91
Exam 910
Assignment 101
Exam 1010
Assignment 111
Exam 1110
Assignment 121
Exam 1210
Assignment 131
Exam 1310
Assignment 141
Exam 1410
Assignment 151
Exam 1510
The Final Exam75
Total Points:240
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