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:
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Learning outcomes
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Assessment criteria
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1 Understand key issues relating to producing copy for use
in marketing communications (advertising)
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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
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2 Be able
to identify and agree
the requirements for copy
for use in marketing communications (advertising)
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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
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Learning outcomes
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Assessment criteria
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3 Be
able to develop persuasive copy
for clients for use
in marketing communications
(advertising)
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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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