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Understand key issues relating to producing copy for use in marketing communications (advertising)

Unit 10: Producing Copy for Use in Marketing Communications (Advertising)

Unit code: M/504/3087
QCF level: 4
Credit value: 6
Guided learning hours: 30

Unit aim

The aim of this unit is to give learners the skills and knowledge that will be useful whether entering employment in the creative media sector, or progressing to higher education. Learners will discover how to identify and agree the requirements for advertising copy, and how to develop persuasive copy that meets clients’ promotional needs.

Competency unit assessment guidance

This unit should be assessed predominantly in the workplace. Please see Annexe E. Observation, witness testimony, questioning, professional discussion, written and product evidence are all sources of evidence which can be used.

Unit introduction

Writing advertising copy is not just a matter of putting words together to fill the space available. Often the space available will be limited — so every word used must earn its place. Every word must be chosen carefully to work effectively within the context of the overall advertising objective. The words may be used for persuading the reader to acquiesce to the advertiser’s aims, to spur the reader into action, to buy something or do something – whatever the aim, the words must communicate effectively.

In this unit, learners will be introduced to some of the key issues that will need to be taken into account so that they can produce copy that is legal, decent, honest and truthful, and does not cause offence to any sections of society. In addition, the copy produced will need to be suitable for the product, the medium and the target audience, correct in all aspects of spelling, grammar and punctuation, and still manage to meet the client’s needs for effective advertising.

Learning outcomes and assessment criteria

In order to pass this unit, the evidence that the learner presents for assessment needs to demonstrate that they can meet all the learning outcomes for the unit. The assessment criteria determine the standard required to achieve the unit.

On completion of this unit a learner should:

Learning outcomes

Assessment criteria

1    Understand key issues relating to producing copy for use in marketing communications (advertising)

1.1    Explain the implications of intellectual property rights and copyright when developing copy

1.2    Identify production techniques which can be used across different platforms

1.3    Assess the benefits and limitations of principle types of style, written tone of voice and format when used for different channels and platforms

1.4      Explain cultural issues that can arise from localisation and internalisation of content

2    Be able to identify and agree the requirements for copy for use in marketing communications (advertising)

2.1    Confirm own understanding of the content of a creative brief

2.2    Confirm own roles and responsibilities within a creative brief

2.3    Obtain any feedback and clarification needed to produce copy to the required quality


Learning outcomes

Assessment criteria

3        Be able to develop persuasive copy for clients for use in marketing communications (advertising)

3.1    Involve all appropriate parties in the development of copy

3.2    Create all aspects of copy identified in a client’s brief

3.3    Produce work in an appropriate tone of voice

3.4    Write in a style that is:

       suitable for the target audience and purpose of the marketing communications

    consistent between texts and related texts

3.5    Structure content so that it is easy to understand and navigate

3.6    Identify search engine optimisation techniques as appropriate

3.7    Provide clear, consistent and accessible hyperlinks

3.8    Follow writing conventions, style guides and policies

3.9    Check own copy to confirm that:

   there are no spelling, grammatical, punctuation or typographical errors

   any facts and figures quoted are accurate

the content:

   complies with related legislation

   complies with word limits

   meets the brief

   will engage the target audience

3.10 Produce and embed metadata


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