The Advertising Campaign

Name: The Advertising Campaign
Author: Rhonda Tenenbaum

Learn how to write for different mediums

Preview the first lesson free — get full access to all 6 lessons.

Course: On-Demand

As a copywriter, you'll probably end up working on an entire advertising campaign at some point. So what will it look like? Here, we'll talk about writing for print, radio, television, websites, emails and social media. When a copywriter is tasked with writing for print, they're creating copy for printed material like a brochure, a magazine or newspaper ad, direct mail letters and postcards. A headline in a print ad tends to grab a reader's attention. The headline is a word or short sentence designed in bold, large type that's usually placed at the top third of a page and not only captures attention but it compels the audience to continue reading. A great headline lures you in causing you to stop and think. Why is that important? Well, while people tend to look at the headline, they may not read the rest. The headline can be the most important piece of a print ad and the toughest to get right. To get it right, you need to create copy that will get the reader to stop what they're doing and pay attention to the ad. Not only should the copy be compelling but it also must be persuasive. It could say something like Beware, Mother's Day is Approaching, You Should Not Ignore These Three Health Problems, Click Here to Learn How to Save Money on Your Taxes. These types of messages tend to influence the reader to react. Persuasive, influential copy is at the heart of successful advertising which is why copywriters spend so much time crafting the headline. Headlines can be a one word question or five word statement because they need to be concise and to the point. They have to be valuable and specific to the reader convincing them that they need to act quickly to obtain whatever special benefit the product will give them. Because advertising is the most expensive promotional element of product, price, promotion and place, the basic components of marketing, it's important to test copy and headlines to learn how the target audience will respond and if revisions are needed. This process is called concept testing also known as pretesting. Market researchers will organize focus groups and present campaign headlines and content to the participants. The average size focus group consists of no more than 25 people. The company may solicit participants who are loyal customers of a particular brand or an unbiased group from the general public. Focus group participants are paid for their time typically three to four hours and also receive a meal and beverage. Marketing researchers ask the group multiple questions such as what are your thoughts about the headline and copy, should anything be changed, how much would you pay for the product? Since the process is to determine if a headline tests well and is effective, this method is called qualitative research. Qualitative research is a helpful technique using focus groups, observations and interviews to gather consumer opinions. This research is valuable for helping you come up with quality content.

Beginner Provider : Rhonda Tenenbaum 6 Lessons · 23m in Arabic, German, English, Spanish, French, Portuguese, Chinese

Course Description

In this course, you’ll concentrate on the elements of writing an advertising campaign. You’ll explore the different ways of writing for print, for radio, for television, for the web, in emails, and for social media.

What You'll Learn

Write and test headlines, including print headlines
Develop the other elements of a print advertisement
Create a television advertisement and develop a radio commercial
Write advertising copy for websites and email
Write advertising content for social media
Apply keyword research and SEO to advertising writing

Key Takeaways

The course concentrates on the elements of writing an advertising campaign across multiple media.
It covers writing for print, radio, television, the web, email, and social media.
Learners practice writing and testing headlines, including print headlines.
The course addresses creating a television advertisement and developing a radio commercial.
It includes keyword research and SEO as part of advertising writing.

Frequently Asked Questions

What does this course cover?

It concentrates on the elements of writing an advertising campaign, exploring different ways of writing for print, radio, television, the web, emails, and social media.

What skills will I gain from this course?

You'll learn to write and test headlines, write print headlines, create a television advertisement, and develop a radio commercial.

Which lessons are included?

Lessons cover Writing the Print Headline, The Other Elements of a Print Ad, Writing for Radio and Television, Writing for Websites and Email, Writing for Social Media, and Keyword Research and SEO.

Does the course address online and social media advertising?

Yes. It includes writing for websites and email, writing for social media, and keyword research and SEO.