BSBWRT501 Write Persuasive Copy
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Assessment Information
Welcome to your Student Assessment Workbook for BSBWRT501 Write Persuasive Copy.
This Workbook is where you will write all your responses for the knowledge questions and simulation tasks. Please refer to the Student Assessment Guide for more information.
This assessment has the following two events:
Assessment Event 1 – Knowledge Questions |
There are five questions that will provide us with the evidence of your general knowledge of concepts relevant to persuasive copywriting. |
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Assessment Event 2 – Simulation: Crystal Cosmetics |
You will complete a number of tasks in preparing and producing a creative copy based on the requirements provided in a client brief. These tasks will be based on your role of a Copywriter for a simulated organisation named Crystal Cosmetics, an Australian green beauty brand selling organic cosmetics products. |
To complete the Simulation, you will need to refer to the following resources:
Please note that your responses for both assessment events can (where appropriate) use dot point format. See below for an example of a dot point response and a full sentence response:
Dot point format |
Presentation Plan includes the following: · outcomes · needs of the audience · context. |
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Full sentence format |
When you are preparing for a Presentation, there are a number of tasks that must be carried out. These are; listing the outcomes that you want to achieve, followed by the identification of the needs of your audience. Etc. |
To Achieve Competence
To be deemed competent for this unit, you will need to meet the following requirements:
· complete all of the questions and tasks listed in this Student Assessment Workbook
· meet all the requirements listed in the Student Assessment Guide
· your responses to the questions and tasks must be relevant, accurate and specific
· submit your completed Student Assessment Workbook to your Assessor within the set timeframes
· your work must be in your own words
· where you use an external source of information, you must provide citation.
Pre-assessment Checklist
Your assessor will go through the assessment for this unit, BSBWRT501 Write Persuasive Copy. It is important that you understand this assessment before taking on the questions and tasks. To confirm that you have been given this overview, we ask you to complete the following Pre-Assessment Checklist.
You are required to carefully read each checklist item provided below and tick either ‘Y’ to confirm your understanding or ‘N’ if you disagree. In case you disagree with an item, please provide your reason under the ‘Comments’ column.
When you have done this, we ask you to sign this Pre-Assessment Checklist. This acknowledges that your Trainer/Assessor has discussed all of the information with you prior to undertaking this assessment.
Pre – assessment Checklist |
Comments |
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I, the student, understand the purpose of the assessment. |
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I understand when and where the assessment will occur, who will assess and in what format the assessment will be submitted. |
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I understand the methods of assessment. |
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I understand what resources are required to complete this assessment. |
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I understand the performance level required for each assessment event. |
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I understand that it must be my own work. I have been explained and understand the serious consequences in case this work is found plagiarised. |
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I understand the process if I am deemed not yet competent. |
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I understand the feedback process and the appeals process. |
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The assessor has discussed with me if I have any special needs and if so what arrangements have been made. |
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Student Full Name |
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Student ID |
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Student Signature |
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Date |
Assessment Event 1 – Knowledge Questions
The information contained in this assessment event lists the questions that you will need to develop a written response. These questions are theoretical and provide evidence of your understanding of concepts relevant to persuasive copywriting.
Note you must answer these questions in your own words. Remember, you must get a satisfactory result with each question to be deemed satisfactory for the whole of Assessment Event 1.
Question 1
Using the table below, discuss ethical requirements which may impact production and delivery of creative copy.
Insert your responses into the table below:
Ethical Requirement |
Rationale |
Honesty |
The copy should be accurate and truthful when describing the B5 Pro’s and benfits. |
Appropiate language |
The copy should not incorporate insulting and disrespectful language the cause anyone to feel resentful or humiliated. |
Decent content |
The copy aims to promote a skincare product which is more inclined for use. |
Advocacy |
The copy should only provide information that is objective and neutral raim proffery. |
Subliminal promotion |
The copy should not have hidden messages that will push consumed irrationally. |
Question 2
Using the tables below, explain relevant legislation, standards and codes of practice affecting production and delivery of copy.
Insert your responses into the tables below:
Codes of practice |
Key Provisions |
AANA Code of Ethics |
Copywriters must ensure that their company and copywriting practices are: legal, decent and ethical, they have been undertaken with a sense of obligation to the consumer and society, show fairness and responsibility to competitors, avoid strong or obscene language.
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AANA Code of Advertising and Marketing Communications to Children |
Copywriters must ensure that their copy must: not mislead or deceive children, be clear for the children to understand, accurately represented, not be discriminatory, not employ sexual appeal. |
FreeTv Commercial Television Industry Code of Practice |
Copywriters can not include any content in their broadcast copy that: cannot be classified MA15+ or any lower television classification, provoke intense dislike, serious contempt or severe ridicule in society based on age, colour, gender, national or ethnic origin,disanility, race, religion or sexual preference. |
The Weigth Management Indusry Code of Practice |
The code enforces that copywriters must ensure that their copy represent only truthful and accurate information without misleading consumers or having any direct or indirect ill-intent, particularly about the price and the benefits of the value offer (the weight management products or services). |
Commercial Radio Australia- Commercial Radio Code of Practice |
Copywriters cannot include any content in their radio copy that: encourages violence, are misleading, support misusing alcoholic beverages, support using illegal drugs, narcotics or Tabaco, is not in good faith, will violate social norms, among others. |
Question 3
Using the table below, outline constraints to be considered during preparation, analysis, and evaluation of copy.
Insert your responses into the table below:
Phases |
Constraints |
Impacts |
Way to Overcome |
Preparation |
1. Unclarity in clients requirements |
Possible project failure |
Setting standard operating procedures for gathering client requirements such as using a client brief to define the project scope and implementing a stakeholder communication plan. |
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2. No thoroughly understanding competitor’s copy |
Developing a similar copy to a competitor’s will limit the brands ability to stand out in the market.
Copy may not reach high impact and surpass the competitor’s promotional material.
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Prior to the design process, conduct comprehensive market research and engage with external agencies (if required) to develop a sound understanding on competitor’s copy strategy. |
Analysis |
1. Analysis of copy is subjective and non-measurable |
People will differ in views on the copy making it difficult to accurately analyse its strengths or weaknesses.
May lead to invalid and unreliable evaluation. |
Ensure the analysis process is objective, data-driven, fact-based, measurable, and observable to facilitate in informed evaluation. |
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2. Setting inaccurate metrics for performance measurement |
Cannot measure whether the copy is reaching out to the right audience.
Induce ineffectual and unproductive results for decision making. |
Ensure makings are closely aligned with the copy objectives and success scenarios, and defined at the very early stage of the copy preparation process. |
Evaluation |
1. Copy evaluation process does not involve target audience insights |
Without listening what the actual audience thinks, it’s difficult to make accurate decisions on future strategies.
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Incorporate target consumer’s perspective into the evaluation process as independent input rather than solely relying on the marketing communications team’s assessment. |
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2. Evaluation is not backed with data |
Evaluation without data will yield judgement-based outcomes which may be dubious.
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Implement data collection and processing mechanisms to mine data on the copy’s performances and make data-driven decisions, e.g. surveys and market intelligence gadgets. |
Question 4
Using the table below, describe persuasive writing techniques used in copywriting.
Insert your responses into the table below:
Techniques |
Reason |
Emotive Appeals |
This persuasive writing technique is based on talking directly to the consumer by using words such as “you” or appealing to their emotional need and desires. |
Colloquial language |
It’s important that the language displayed in copy in simply to understand. |
Testimonials |
Testimonials are perceived as “live” evidences that establish brand confidence in the eye of recipients. |
Repetition of words |
It is known as “attention economy” that means people will only pay attention to creative copy for a certain amount of time. |
Storytelling |
This technique has the ability to distract recipient from the key message of “buying something” and automatically shift their attention to the unique selling preposition (USP) of the value offer.
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Question 5
Using the table below, explain the structure of a persuasive copy.
Insert your responses into the table below:
Element |
Motivation |
Unique Selling proposition (USP) |
This element is where the copy will state the unique selling point of the product, service or brand. |
Evidence |
The proof aims to back up the USP with evidence to make it credible and reliable. This can come in the form of a scientific finding, expert opinion, statistical evidence, testimonials, etc. |
Call to action |
The call to action aims to get the consumer to respond to the copy by “doing something” such as buying the product, subscribing to an email list, sharing the copy with others to increase awareness, etc. |
Brand logo |
The brand logo is vital as it increases brand recognition and recall. It is the visual manifestation of a company’s brand with its target consumers. |
Assessment Event 2: Crystal Cosmetics Simulation
In this simulation, you will undertake a number of tasks associated with creating a persuasive copy for a cosmetics company, Crystal Cosmetics. The focus is on producing a website ad copy that will help the organisation to effectively communicate its brand message as required.
Task 1: Analyse and Interpret Creative Brief
In this task, you will review the Client Brief, then conceptualise the creative context and lay the groundwork for copy production.
1.1 Analyse and confirm techniques for expressing central idea
Analysing the Assignment: Often assignment sheets contain key words that offer clues about what your instructor is looking for. This is always a good place to start in deciding what you should focus on in a final draft. Re-read the assignment sheet or your notes about the assignment, looking for words like "compare/contrast," "discuss," "analyze," "define," "synthesize," etc. These words tell you what kind of assignment the teacher is looking for. Then, look for other key terms relating to subject matter. For example, if the assignment asks you to "Contrast Freud's and Erikson's stage theories of personality," your main idea needs to include Freud, Erikson, and "stage theories of personality."
Backwards Outline: Once you've determined that you're meeting the requirements of the assignment, you'll want to get even more specific about what your essay says exactly. One way to do this is to create a "backwards outline." (It's "backwards" because it is written after rather than before the draft itself.) To do this, simply read your essay paragraph by paragraph. After each paragraph, determine the main idea of that section, and write the main idea in the margin of your draft. If you find more than one significant idea in a paragraph, write them both down. When you're finished, read over your marginal notes (or "outline") and look for connections - is there one central idea that each paragraph supports? If so, that's your main idea. If not, you'll probably want to look for an idea that most of the paragraphs support and consider dropping or rewriting paragraphs that don't support your focus.
1.2 Identify and check content and supporting information for accuracy and completeness
The client brief requires the copy to appeal to emotion, however, it does not specify which emotions in particular. Also it does not provide direct or indirect influences explicitly. These are crucial to select the right key words or phrases to create and emphasis on consumers perception of the product. This copy will primarily focus on exclusivity and need for a healthy skin.
1.3 Confirm schedule and budgetary requirements for creating copy
Attach the screenshot of your timesheet here:
Date: |
1/8/2019 |
Task: |
activity undertaken throughout the copywriting process |
Hourly Rate: |
hourly rate agreed |
Estimated Duration: |
time estimated to complete a task |
Estimated Cost: |
cost estimated to complete a task |
Actual Duration: |
actual time taken to complete a task |
Actual Cost: |
actual cost to complete a task |
Variance: |
the difference between the estimated and actual cost |
1.4 Identify legal and ethical constraints impacting copy to be developed
Task 2: Evaluate Creative Options
In this task, you will overview the design and copy options provided in the Client Brief, and then select suitable elements for designing and developing the website copy ad.
Evaluate creative options and select suitable design and copy elements accordingly
Insert your response here:
Task 3: Prepare Persuasive Copy
In this task, you will create the website ad copy in accordance to the client and organisational requirements, surpassing the competitor’s promotional material. This will require you to submit the draft to the Creative Director (your Assessor) for review and gain feedback on the necessary refinements to finalise the copywriting process.
3.1 Create the website ad copy
Create your draft website copy and attach to your Student Assessment Workbook.
See your Student Assessment Guide for detailed instructions.
3.2 Confirm schedule and budgetary requirements for creating copy
Attach the screenshot of your final timesheet here:
3.3 Revise and finalise the website ad copy
Revise your draft copy in accordance to the feedback received.
Attach the final version to your Student Assessment Workbook.
Attach the email exchange with your Assessor including their comments to your Student Assessment Workbook.
Appendix: Crystal Cosmetics Simulation
Simulation Background
DigiGeek is an innovative full-service marketing agency specialises in strategic thinking, marketing, branding, interactive solutions, and visual communication across a whole spectrum of media. Its team manages marketing projects from start to finish, beginning with ideation and digital strategy, all the way through to UX, website design and development.
In this simulation, DigiGeek has been approached by a client, Crystal Cosmetics, an Australian green beauty brand and one of the nation’s largest seller of organic cosmetics products including colour cosmetics, skincare, towelettes, fragrance, bodycare, and haircare items. The motivation is to create a website ad copy in order to maximise a particular product’s return on investment.
The student will be the copywriter of DigiGeek, responsible for designing and producing the creative copy in accordance to the client, legal, ethical, and DigiGeek’s requirements. For detailed information on the simulation, refer to the ‘Client Brief’ document provided.
Simulation Phases
This simulation is divided into the following phases:
the student will lay the necessary groundwork for the design and production of the creative copy. |
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Phase 2: |
the student will design and produce the creative copy within the given time and budget. |
Phase 1:
Phase 1 occurs from Tasks 1.1 to Task 2. In Phase 1, the student performs the following:
· review the Client Brief and understand client’s requirements
· determine techniques to reflect the central idea
· create a timesheet to monitor time and budget
· identify legal and ethical requirements for copy production
· select appropriate creative options to create an effective copy.
Phase 2:
Phase 2 occurs in Task 3. In Phase 2, the student performs the following:
· using appropriate desktop publishing and graphics software, create a website ad copy that:
· is in line with the requirements stipulated in the Client Brief
· surpasses competitor’s copy
· conforms to the organisation’s copywriting policy and procedures
· meets time and budget requirements
· proofread and finalise the copy.
Note that in Task 3.1, the student will email their draft copy to you for your review as their Creative Director. You will review their draft and email back to the student providing them with your feedback on their work. Your feedback must be high-level giving sufficient guidance to the student on what to improve, however, it must not be too specific instructing them how to make the necessary changes in a step-by-step manner.
For Assessor Use Only |
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Appendix B: Creative Copy Check Sheet
The criteria below are the performance requirements that the student must demonstrate in their copy. Assessors, tick ‘S’ if the student demonstrates a particular performance requirement to a satisfactory level and ‘NYS’ if the student does not meet these performance requirements. Also, you are required to write comments on the quality of this evidence under the ‘Comments’ column. For the student’s overall performance in this task, tick ‘Satisfactory’ if the student satisfies all the criteria in the Creative Copy Check Sheet and ‘Not-Yet-Satisfactory’ if they do not.
It is important that you keep accurate records of the student’s work. In particular, you must keep the original of the completed Creative Copy Check Sheet and give a copy to the student to attach to the ‘Student Assessment Workbook’. This is essential as some students may lose the completed version of this check sheet, which means there will be no records of this assessment evidence.
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For Assessor Use Only |
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Task Outcome Sheets
The Outcome Sheet below is the assessment questions and tasks for each of the assessment events that the student is required to complete. Assessors, tick ‘S’ if the student achieved a satisfactory outcome for an assessment task and ‘NYS’ if the student does not meet these requirements. Also, you are required to write comments on the quality of this evidence under the ‘Comments’ column. For your judgement on the student’s overall performance, tick ‘Satisfactory’ if the student achieves a satisfactory outcome for all of the tasks or ‘Not-Yet-Satisfactory’.
Assessment Event 1 – Knowledge Questions
Assessment Event 1 Knowledge Questions |
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NYS |
Comments |
Question 1 |
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Question 2 |
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Question 3 |
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Question 4 |
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Question 5 |
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The student’s performance for Assessment Event 1 is |
Satisfactory |
Not-Yet-Satisfactory |
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Assessor Signature: |
Date: |
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Assessment Event 2 – Simulation
Assessment Event 2 |
S |
NYS |
Comments |
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Task 1: Analyse and Interpret Creative Brief |
Sub Task 1.1 |
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Sub Task 1.2 |
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Sub Task 1.3 |
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Sub Task 1.4 |
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Task 2: Evaluate Creative Options |
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Task 3: Prepare Persuasive Copy |
Sub Task 3.1 |
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Sub Task 3.2 |
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Sub Task 3.3 |
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The student’s overall performance is |
Satisfactory |
Not-Yet-Satisfactory |
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Assessor Signature: |
Date: |
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BSBWRT501 Student Assessment Workbook | Student ID: Page 15