Content of the course

• The copywriter as communicator - above the line, through the line, below the line
• Honouring the brand and its personality -
• The unique selling proposition - your ad must perform a valid function - it's not just about pretty pictures
• Do you really know your target audience? Do you know how they talk? How they think? Their needs?
• Good creatives are responsible - they work within budgets, they read briefs, they stick to deadlines, they think about the consumer, the product and the competition
• The art of writing attention-grabbing headlines
• The role of the payoff line - how to devise one that works for the brand
• Writing body copy that draws the reader in and persuades them of the benefits of the product
• How to write a radio script, choose voice overs, sound effects and music
• How to write a TV commercial - brief directors, select cast, location, music. Ensure good production values
• Exploring your unique writer's voice and style - the story teller
• Preparing yourself for an industry in flux - where is advertising going? What opportunities are out there?
• Great long copy and how to write it
• Industries that influence advertising and writing
• Billboard rules
• How to tell a good ad from a mediocre or bad one

Venue

Date: 02 September 2008 to 06 November 2008
Location: Vega. The Brand Communications School, Johannesburg
Cost: R7500
More info: 444 Jan Smuts Avenue, Bordeaux

Contact: Bonita Lee-Shew
Company name: Vega the brand communications school
Telephone number: 0113263486
Email address bonita@vegaschool.com