Course commences on 15 July 2009

The IAS Portfolio School - Copywriting

What this course is about

The IAS Copywriting course has been designed to impart skills in creative writing for effective communications. This course will be an effective blend of theory and practical work and has been structured to provide a solid foundation in writing for the various media. The course also focuses on the creative strategy development for advertising and sales promotion.

Course participants will learn to develop positioning statements, campaign themes and "Big Ideas" and prepare sample messages for promoting variety of brands for various media.

Who should attend and why

The IAS Copywriting programme is for people who wish to learn how to improve their communication skills through effective writing. The course covers communication objectives and message strategy through writing techniques to suit the various medium. It is often said that Copywriting is salesmanship in print, a Craft as much as an Art. The course teaches the ‘tricks’ of writing the type of copy which brings your client’s product to life before your customers’ eyes.

As Advertising is all about persuading people, it requires the skills of selling to be translated to the appropriate medium, be it paper or celluloid. Here, you will learn how to weave words in a way that seduces and sustains interest among your target audience, with the ultimate objective to translating product features into customer benefits, thus motivating the reader into action.

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