The definitive guide to persuasive writing

Transcription

1 The definitive guide to persuasive writing

2 DURATION 4 months, 14 Lessons DATES 13 November March 2018 TIME VENUE Mondays 7.30 PM PM Level 10, Block 2, PJ City Centre, Jalan Utara, COURSE FEE* RM 2,550 Early Bird Rate (before 30 Oct 17) RM 2,800 Normal rate Notes: a) *Prices are exclusive of a RM200 registration fee and 6% GST b) TAP reserves the right to amend the dates of this course c) This course is fully HRDF-claimable INTRODUCTION Real copywriting projects are the heart of this class learning from actual Malaysian and international case studies. Students are encouraged to write for real brands and figure out the insight & the strategy for themselves, and then to write copy for an entire campaign as part of their coursework in the language they are most fluent in: BM, English, Cantonese etc. If you are diligent and resourceful enough, you can learn to how to get paid for doing your copywriting homework. (Think of it as a way to legitimize freelance copywriting jobs as class assignments) WHO SHOULD ATTEND Suitable for individuals who want to learn to write copy for whatever brands they want to promote. Also suitable for junior copywriters. LEARNING OUTCOMES Upon completion of this course, participants will: Develop an understanding of the Creative Brief and the Creative Process Learn how to write copy for the brands they chose Understand the principles of writing for advertising including the different styles, techniques and mediums Generate creative concepts for an ad campaign

3 ABOUT THE TRAINER Jovian Lee Creative Group Head at Leo Burnett It was After his final exams at University Malaya s Jabatan Pengajian Melayu, Jovian applied to be a copywriter to earn some pocket money during his holidays before postgraduate studies. Suddenly it s 2017, and he s still in advertising. (Time flies when you re having fun apparently). He has worked in KHK Needham, Ogilvy & Mather, Union 45, Naga DDB and Leo Burnett on brands like Shell, Petronas, Maxis, DiGi, Celcom, Standard Chartered, CIMB, OCBC, Wyeth, J&J, P&G, Canon, Sony, Thai Tourism, Tourism Malaysia, YTL, Dutch Lady, Amex and Visa cards and Shangri-La Hotel. Awards won: Effie Awards Dutch Lady (Silver) Lurzer s Archive Wonderbra TVC DDB Worldwide Pinnacle Award - Montfort Sabah Campus One Show New York P.Lal Store s Winkle Picker & Lunar New Year Naga DDB corporate Truly Chinese Leo Burnett Black Pencil (highest accolade in the Leo Burnett network) Wyeth corporate press campaign Adfest Wyeth (Gold & Silver) D&AD Kinokuniya Kancil Awards Islamic Outreach ABIM (Silver) Leo Burnett s Star Reacher Award (2015)

4 PROGRAMME SCHEDULE # Date Topic 1 13 November 2017 Introduction to Advertising Copy - Principles of a good ad & how to apply them across all mediums including social media - How would you improve on an ad & discover your aptitude 2 20 November 2017 Branding: Identity and Image Strategy 3 27 November 2017 Creative Strategy 4 4 December 2017 The Big Idea 5 18 December 2017 Executional Techniques 6 8 January 2018 Copywriting for Print - Choose a brand you are excited about & start researching it as a possibility for your final assignment - Case studies of brands local and worldwide - Writing a brief on the brand/product for yourself & your client - The Target Consumer - Discovering the other fundamental components of a Creative Strategy - The process of ideation - Uncovering insights: the basis for effective creative work - Tips & techniques to execute an idea - Introduction to headlines & copy - Practical Assignment: Copywriting for Print 7 15 January 2018 Copywriting for Print WORKSHOP - Individual workshop assignment

5 # Date Topic 8 22 January 2018 Copywriting for Radio - Understanding the medium - Types of radio commercials - How to write effective radio commercials - How to write a Jingle and the Production Process - Practical Assignment: Writing a Radio Commercial Copywriting for Social Media 9 29 January 2018 Copywriting for Radio & Digital Social Media- Workshop 10 5 February 2018 Copywriting for Television - Assignment to be done individually in class - Understanding the medium - Writing effective TV commercials - Writing a TV commercial using executional techniques - The Production Process - Practical Assignment: Copywriting for TV February 2018 Copywriting for Television - Workshop - Assignment to be done individually in class 19 February 2018 NO CLASS Chinese New Year February 2018 Final Assignment - Develop an advertising campaign utilizing print, radio and television and social media / digital (choice of personal or group project) 13 5 March 2018 Review of creative strategy and ideas for Final Assignment With expert feedback from trainer March 2018 FINAL ASSIGNMENT PRESENTATION ASSESSMENTS In class exercises and assignments will be given throughout the course. Certain graded assignments will contribute to your final grade. Upon successfully passing the final grade, participants will receive a Certificate of Achievement. Otherwise, a certificate of attendance will be given if the participant attends more than 75% of the course.

6 TESTIMONIALS Hear what others have to say about the course. I m excited to learn something new. This course and the trainer inspire me to explore this industry even though I m not in it. Kishen Alex Raj, Sub Editor at The Sun I was introduced to this course by my manager who had previously attended it. The trainer had in-depth knowledge and was very generous in sharing knowledge and expertise. The class was fun with interesting assignments. It was a joy to be in the class and I looked forward to attending it weekly. I have and will continue to recommend your courses to my acquaintances. Asha Devi, Writer at Public Mutual Berhad The trainer's in-depth knowledge and experience as a copywriter is the most valuable aspect of the whole course. Mohd Hatta, Assistant Product Manager at Tohtonku Malaysia This course helped me form a better idea of where and how to start when it comes to my job. I get tips on how to write better scripts. Kimberly Monterio, Associate Producer at Astro

7 HOW TO REGISTER Register via our online form here: A tax invoice will be sent to the registered participant or HR officer within 5 business days of the registration. REGISTRATION POLICY 1. Kindly note that all registrations are considered confirmed bookings. 2. In the event that a participant is unable to attend, a replacement delegate can be sent or the seat can be deferred upon appeal. 3. Deferment to the next intake will only be allowed under special circumstances, subject to the discretion of the management of TAP. 4. A deferment to the next intake of a given course will be accompanied by an administration fee of RM200. Any given seat can only be deferred to a maximum duration of 12 months from the initial course starting date. 5. No refunds will be issued for no-shows or cancellations. 6. TAP reserves the right to change or cancel this course due to unforeseen circumstances, in which case payment received will either be refunded or credited into future courses. PAYMENT DETAILS Full payment must be received upon receipt of tax invoice. The seat will be released to other participants if payment is not made by the start date of the course. Payment can be made via: 1. Online transfer or direct bank-in to KOLEJ IACT SDN. BHD. [Public Bank Berhad account no.: ] (Upon payment, please a copy of the payment receipt to tapleaders@tap.iact.my) 2. Cheque made payable to KOLEJ IACT SDN. BHD. 3. Credit card at our office

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