Lead Point Africa
COPYWRITING COURSE
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Course sections

Section 1
Module 1: An Introduction to Copywriting
1
What is copywriting?
2
The role of the copywriter in the advertising and communication industries
3
Project 1: Analyses a piece of existing advertising as an introduction to conceptual thinking
Section 2
Module 2: Before the Writing Begins
1
Brand strategy and target market
2
Understanding different media applications
3
• Project 2: Write a creative brief which applies the logical thinking behind the creative writing
Section 3
Module 3 The Importance of Big Ideas and How to Get Them
1
What is a Big Idea? Why does all good advertising need one?
2
Understanding the conceptual process and the techniques for developing ideas
3
Project 3: Develop different single-minded propositions and related advertising ideas
Section 4
Module 4: Print Advertising – Writing Effective Headlines
1
The principles of print advertising and conceptual communication
2
Tips on writing headlines and understanding visuals
3
Project 4: Create a print ad focusing on the role of the headline in the communication
Section 5
Module 5: Print Advertising – Writing Body Copy
1
The structure and hierarchy of effective body copy
2
The voice and tone of good copy
3
Project 5: Create a print advert that requires long body copy
Section 6
Module 6 : Elective A – Writing Advertising for Radio
1
Understanding how to write for an audio medium
2
tips on developing ideas for radio commercials
3
Techniques for writing radio scripts
4
Project: Develop concepts and write scripts for a radio campaign
Section 7
Module 7 Elective B – Alternative Media and Ambient Advertising
1
The role of alternative and ambient media in advertising communication
2
Tips on developing and writing for non-traditional or ‘guerrilla’ advertising ideas
3
Project: Create an advertising idea using non-traditional media
Section 8
Module 8 Elective C –Writing Copy for Websites
1
Understanding the way people read websites
2
Writing, structuring, and formatting content for websites
3
How to write effective home and about us pages
4
Project: Develop the content and basic navigation for a website
Section 9
Module 9 Elective D –Online Banner Display Advertising
1
The role of paid online advertising in the communication plan
2
The characteristics of online display banner advertising
3
Creative tips on how to create and write effective web banners
4
Project: Create the concept and content for an online display banner
Section 10
Module 10 Integrated Advertising
1
The principles of an integrated advertising campaign
2
Techniques for transferring an idea to different media
3
Understanding the role of each media channel in the campaign communication
4
Project 10: Create an advertising campaign that develops one idea across different media channels

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