The definitive guide to persuasive writing2 7 November 2019 Branding: Identity and Image Strategy - Choose a brand you are excited about & start researching it as a possibility for

The definitive guide to persuasive writing

For further enquiries

Call us : 03 7931 1833

Email us : [email protected]

Or drop by to see us: Monday – Friday, 9.30 AM – 6.30 PM

Our office address:

Unit 01, Level 13A, Block 2, VSQ @ PJ City Centre, Jalan Utara,

Section 14, 46200 Petaling Jaya

DURATION 4 months, 14 Lessons

DATES 31 October 2019 – 27 February 2020

TIME Thursdays

7.30 PM – 10.00 PM

VENUE Level 10, Block 2, VSQ @ PJ City Centre,

Jalan Utara, Section 14, 46200 Petaling Jaya

COURSE FEE* RM 2,900 Normal Rate

RM 2,680 Early Bird Rate (before 7 Oct)

Notes:

a) *Prices are exclusive of 6% SST

b) TAP reserves the right to amend the dates of this course

b) 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


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ABOUT THE TRAINER

Zaulin Kartini Bakhtiar

Born 1968 in Kampung Chinchin, Jasin, this Melaka lass went to the United States to pursue a degree in linguistics. She joined advertising by accident in 1993 when her aunt secretly sent her resume to a local ad agency. The rest, they say, is history. She has been in advertising for 26 years.

During that time, she has worked in almost all (with a few exceptions) top 10 international agencies in Kuala Lumpur, cutting her teeth into a wide variety of accounts ranging from corporate to FMCG to Retail to Banking to Telco. She held the position of ECD in DnaComm handling Petronas Group. Her career highlight was Leo Burnett, where she was the Senior Writer tasked to create and write for Petronas Corporate including the much-lauded festive web films. She is now involved in various freelance projects. In 2018, she served as a Kancil Award’s judge in the Student’s Special Category. She is also the author of 2 non-fiction books titled Cerita2 Chinchin and Cerita2 Makan – one curating the family life and personalities and the other being stories about family and comfort food of Melaka. She is also a writing workshop trainer. In the past, she has won numerous industry awards in the category of craft (copywriting). Her Petronas #tanahairku street art campaign can still be seen on the walls of KL. She believes a brilliant and effective idea transcends all forms of media. She does own a twitter account but has yet to figure out her forgotten password.

She is also the Founder of Tokobuku, a homegrown publishing house that aims to strike a balance between mass and indie publications.


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PROGRAMME SCHEDULE

# Date Topic

1 31 October 2019 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 7 November 2019 Branding: Identity and Image Strategy

- Choose a brand you are excited about & start researching it as a possibility for your final assignment

- Case studies of brands local and worldwide

3 14 November 2019 Creative Strategy

- Writing a brief on the brand/product for yourself & your client

- The Target Consumer - Discovering the other fundamental components of a

Creative Strategy

4 21 November 2019 The Big Idea

- The process of ideation - Uncovering insights: the basis for effective creative

work

5 28 November 2019 Executional Techniques

- Tips & techniques to execute an idea

6 5 December 2019 Copywriting for Print

- Introduction to headlines & copy - Practical Assignment: Copywriting for Print

7 12 December 2019 Copywriting for Print – WORKSHOP

- Individual workshop assignment


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# Date Topic

8 19 December 2019 Copywriting for Radio

- Understanding the medium - Types of radio commercials - How to write effective radio commercials - The production process - Practical Assignment: Writing a Radio Commercial

Copywriting for Social Media

26 December 2019 – 2 January 2020

Christmas & New Year Break – NO CLASS

9 9 January 2020 Copywriting for ATL, BTL and Digital Social Media

- Understanding the medium - Assignment to be done individually in class

10 16 January 2020 Copywriting for Television

- Understanding the medium - Writing effective TV commercials - Writing a TV commercial using executional techniques - The Production Process - Practical Assignment: Copywriting for TV

23 January - 30 January 2020

Chinese New Year Break – NO CLASS

11 6 February 2020 Copywriting for Television - Workshop

Assignment to be done individually in class

12 13 February 2020 Final Assignment

- Develop an advertising campaign utilizing print, radio and television, below-the line and social media / digital (choice of personal or group project)

13 20 February 2020 Review of creative strategy and ideas for Final Assignment

With expert feedback from trainer

14 27 February 2020 FINAL ASSIGNMENT PRESENTATION


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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.


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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


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Our office address:



HOW TO REGISTER

Register via our online form here: https://www.tap.iact.my/ept-registration/

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.”

2. [Maybank Berhad account no.: 512334325500]

3. (Upon payment, please email a copy of the payment receipt to

[email protected])

4. Cheque made payable to “KOLEJ IACT SDN. BHD.”

5. Credit card at our office

https://www.tap.iact.my/ept-registration/


Call us : 03 7931 1833



Our office address:



WHERE TO FIND US

For more information on our courses and training, visit our website:

https://www.tap.iact.my/

https://www.tap.iact.my/

Documents

The definitive guide to persuasive writing2 7 November 2019 Branding: Identity and Image Strategy - Choose a brand you are excited about & start researching it as a possibility for