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Advertising, Marketing and Sales Writing

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Course Description

There you are, cold-calling yet another sales prospect. Your verbal pitch is pure gold; your prospect is attentive--interested--and seems ready to buy. But just as you're about to close the deal, you hear that eternal refrain:

  "Send me something in writing!"  And the line goes dead. 
 
What do you do now?

 Oh, we're so glad you asked…

 This SALES, MARKETING & ADVERTISING WRITING course will demonstrate that virtually every sale depends on the written word…ranging from a three-word caption in a movie poster, to a multi-page booklet that covers every conceivable aspect of a product. It will also demonstrate that when used properly, the written word can be your least expensive yet hardest-working employee, willing to work in any number of formats to bring in millions in revenue. When used improperly…or not used at all…the written word can cost you millions. The ability to write all three subjects effectively is crucial to success in any business…and, in fact, life itself…for what is a resume if not an ‘advertisement' for oneself? While Sales, Marketing, and Advertising are often considered separate entities within the business world, they do in fact influence each other, and are dependent on each other.    Without properly written Marketing materials, crucial time and resources are lost as a product or service is presented to the wrong consumers….or the right consumers in the wrong manner.

Without effective Advertising copy, consumers are oblivious to the product or service's existence…or, worse, notice it in a negative light.  A savvy sales professional may be able to initiate a sale through mere spoken words, but without well-written sales materials to back them up, such sales will be few, and the company ‘dies on the vine' for lack of income.

Proper business writing can, and should, combine these three elements. But since these three crucial business elements tend to flow sequentially--a product or service is marketed, then advertised, then sold--the course will duplicate this ‘flow', with examples of marketing writing, advertising copy, and sales materials. We will define each element and its influence and dependence on the others, then demonstrate its place in the business cycle. We will show you the words to use, and as many formats as possible. 

Mastery of these three elements of business writing will ensure you're a creative employee that your company can't afford to lose, or will ensure that your own business soars to the top. It can also enhance your life in other ways--the properly written ‘personal ad' might just catch the attention of ‘Mr. or Ms. Right'!
  • Completely Online
  • Self-Paced
  • Instructor Feedback
  • 6 Months to Complete
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  • Start Anytime
  • PC & Mac Compatible
  • Android & iOS Friendly
  • Accredited CEUs
Universal Class is an IACET Accredited Provider
 
 
 

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Course Lessons

Average Lesson Rating: (1143 votes)
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"Extraordinarily Helpful"
6/27/2017 11:15:19 AM

Lesson 1: An Overview Of Marketing, Advertising, and Sales Writing

Press releases. Business Cards. Newletters. Brochures. Websites. Promotional kits. Speeches. Video scripts. So many formats are crucial to the survival and growth of any business. All of them depend on the written word. 35 Total Points
  • Lesson 1 Video
  • Review Article: MarcommWise Marketing Articles
  • Complete Assignment: An Introduction
  • Complete: Lesson 1 Assignment: Determining the Importance of this Type of Writing
  • Complete Exam: Lesson 1 : An Overview Of Marketing, Advertising and Sales Writing

Lesson 2 : Marketing: What NOT to Write

Before we examine what you can write to promote yourself or your business, let's examine what you can't (or shouldn't) write, if your business is to survive. 30 Total Points
  • Lesson 2 Video
  • Review 2 Articles: U.S. Trademark Office; Environmentally Friendly
  • Complete: Lesson 2 Assignment: Detecting Infringement and Deception
  • Complete Exam: Lesson 2 : Marketing: What NOT to write

Lesson 3: Marketing Writing: The Most Important Thing to Write

The most important thing to write from a marketing standpoint is a plan. 30 Total Points
  • Lesson 3 Video
  • Review 3 Articles: Entrepreneur.com - article on marketing; Web Writing and Marketing Tips; How to Write a Market Plan
  • Complete: Lesson 3 Assignment: The Importance of a Marketing Plan
  • Complete Exam: Lesson 3 : Marketing Writing: The Most Important Thing To Write

Lesson 4: Marketing Writing: Low-Cost Strategies

For independent business owners -- especially those just starting out -- it will be imperative to market or promote your product or service as inexpensively as possible. 30 Total Points
  • Lesson 4 Video
  • Review 3 Articles: Sample Press Release; Sample Sales Letter; Flyer Templates
  • Complete: Lesson 4 Assignment: Using the Reverse Pyramid Style
  • Complete Exam: Lesson 4 : Marketing Writing: Low Cost Strategies

Lesson 5: Marketing Writing: Internet Strategies

It has already been mentioned that every marketing document you create should be saved as a Microsoft Word or PDF File, to be included with your Internet Marketing. 30 Total Points
  • Lesson 5 Video
  • Review Article: Rules for designing a Website
  • Complete: Lesson 5 Assignment: Importance of Having Website
  • Complete Exam: Lesson 5 : Marketing Writing: Internet Strategies

Lesson 6: Advertising: Print Media

The writing involved in advertisements is called "Copy" -- a short, convenient business term. Not everyone agrees on what it is, but everyone agrees on what it must do: Sell. 30 Total Points
  • Lesson 6 Video
  • Review 2 Articles: Tips on Writing Copy; Advertising Media Planning
  • Complete: Lesson 6 Assignment: Practicing Writing Copy for Print
  • Complete Exam: Lesson 6 : Advertising: Print Media

Lesson 7: Advertising Writing: Radio

"Radio is on its way out," doomsayers have proclaimed for years now, even as far back as the beginning of television advertising. Indeed, new formats and technologies are changing the face of radio, yet here it still is. 30 Total Points
  • Lesson 7 Video
  • Review 3 Articles: Sample radio scripts; Creating Great.Radio Ads; 4 Keys to Radio Advertising
  • Complete: Lesson 7 Assignment: Writing Radio Scripts
  • Complete Exam: Lesson 7 : Advertising Writing: Radio

Lesson 8: Advertising Writing: Television

If you're writing for a company that requires copy for television ads, or if your own company is ready to put an ad on television, pat yourself on the back for getting this far. You're in the big leagues now. 30 Total Points
  • Lesson 8 Video
  • Review 3 Articles: 10 Essentials to an Effective TV Commercial; Television Commercial Examples; Television Advertising Pros and Cons
  • Complete: Lesson 8 Assignment: Studying Television Advertisements
  • Complete Exam: Lesson 8 : Advertising Writing: Television

Lesson 9: Advertising Writing: Miscellaneous Mediums

Thus far, we have discussed the most common forms of marketing and advertising writing: print, Internet, radio, and television. 30 Total Points
  • Lesson 9 Video
  • Review 3 Articles: More information about telemarketing; Yahoo writing tips group; Newspaper Advertising
  • Complete: Lesson 9 Assignment: Additional Advertising Avenues
  • Complete Exam: Lesson 9: Advertising Writing: Miscellaneous Mediums

Lesson 10: Sales Writing: Materials For Sales Professionals

While many people feel that salesmen are perfect self-starters that can fearlessly sell ham to rabbis and refrigerators to Eskimos, it's simply not true. 29 Total Points
  • Lesson 10 Video
  • Review 3 Articles: Sales Copy Writing Services; Recruitment Ads; Choose Your Words Carefully
  • Complete: Lesson 10 Assignment: Identifying Sales Classified Ads
  • Complete Exam: Lesson 10: Sales Writing: Materials For Sales Professionals

Lesson 11: Sales Writing: Speeches & Demonstrations

Virtually no one has ever made a speech without the overall goal of selling something from it; not necessarily a product, but perhaps a candidacy, or a point of view. 30 Total Points
  • Lesson 11 Video
  • Review 2 Articles: Presentation Tips from Steve Jobs; Speech Writing Tips
  • Complete: Lesson 11 Assignment: Writing for the Audience
  • Complete Exam: Lesson 11: Sales Writing: Speeches & Demonstrations

Lesson 12: Sales Writing: The Guarantee

You've no doubt seen this, or variations thereof, on most every product you've purchased. There are two primary reasons for the guarantee. 30 Total Points
  • Lesson 12 Video
  • Review 3 Articles: How to Use Guarantees to Increase Sales; 10 Secrets for Effective Brochures; Powerpoint: Presentation Tips
  • Complete: Lesson 12 Assignment: Researching Guarantees
  • Complete Exam: Lesson 12: Sales Writing: The Guarantee

Lesson 13: Overview II: What You've Learned & Where to Learn More

The amount of additional information available on Marketing, Advertising, and Sales is already enough to fill a bookstore, and the subjects continue to grow, expand, and evolve. 92 Total Points
  • Lesson 13 Video
  • Review 3 Articles: National Mail Order Association; Public Relations Society of America; Score More Sales
  • Take Poll: Course Completion Poll: Your Thoughts
  • Take Survey: Program Evaluation Follow-up Survey (End of Course)
  • Complete: Lesson 13 Assignment: Putting it all Together
  • Complete Exam: Lesson 13: Overview II: What you’ve learned & Where to learn more
  • Complete: The Final Exam
456
Total Course Points

Additional Course Information

Online CEU Certificate
  • Document Your Lifelong Learning Achievements
  • Earn an Official Certificate Documenting Course Hours and CEUs
  • Verify Your Certificate with a Unique Serial Number Online
  • View and Share Your Certificate Online or Download/Print as PDF
  • Display Your Certificate on Your Resume and Promote Your Achievements Using Social Media
Document Your CEUs on Your Resume
 
Course Title: Advertising, Marketing and Sales Writing
Course Number: 7550287
Languages: English - United States, Canada and other English speaking countries
Course Type: General Education
CEU Value: 1.2 IACET CEUs (Continuing Education Units)
CE Accreditation: Universal Class, Inc. has been accredited as an Authorized Provider by the International Association for Continuing Education and Training (IACET).
Grading Policy: Earn a final grade of 70% or higher to receive an online/downloadable CEU Certification documenting CEUs earned.
Assessment Method: Lesson assignments and review exams
Instructor: Melissa Behrend
Syllabus: View Syllabus
Duration: Continuous: Enroll anytime!
Course Fee: $65.00 (no CEU Certification) || with CEU Certification: $90.00

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Learning Outcomes

By successfully completing this course, students will be able to:
  • Identify the differences between marketing, advertising and sales writing.
  • Identify what not to write when creating marketing materials.
  • Identify the most important elements to write when creating marketing materials.
  • Write effectively for different mediums: print media, television, radio, and Internet, and
  • Demonstrate mastery of lesson content at levels of 70% or higher.
 
 

Student Testimonials

  • "Marketing Writing and low cost strategies is practical and good advice in working with a tight budget, and when starting a business. Although I did enjoy print media, and sales. Also, the essays are the best part of the course. They required research, (and research is very accessible on the internet), and it takes effort. Also, essays are the best way to put in your own words, which helps to get a better grasp on the material (Much more effective than multiple choice). I had fun comparing and contrasting the effectiveness of two commercials for the course. It also got me to think critically of content and timing. I also liked how the instructor recommended reading at end of course. She was also very prompt in getting my grades back on course and essay assignments. I also liked the additional links to the web that pertained to each topic." -- Charles F.
  • "Really enjoyed working with the instructor." -- Maurice K.
  • "All of the course was most helpful to me because of what I do. The instructor was great! I don't recall ever a time I had a question and she wasn't there." -- Quanda G.
  • "I enjoyed the experience." -- Jane R.
  • "It was all very helpful." -- Julie R.
  • "Loved the course as I have all of my UniversalClass courses...EXCELLENT instructor!" -- Donna N.
  • "This was such a great class. It was thorough. I highly recommend this for any marketing professional. I feel so blessed to have taken this awesome course." -- Cynthia B.
  • View More Testimonials...

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