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 he
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Student Assessment Guide |
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BSBWRT501 Write Persuasive Copy |
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Version 4.0 |
July 2017 |
Address: [insert address] Phone: [insert phone] Email: [insert email] Web: [insert website] |
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Student Assessment Guide
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Assessment Information 1
Assessment Event 1 – Knowledge Questions 3
Question 1 3
Question 2 3
Question 3 6
Question 4 7
Question 5 7
Assessment Event 2: Crystal Cosmetics Simulation 9
Task 1: Analyse and Interpret Creative Brief 9
1.1 Analyse and confirm techniques for expressing central idea 9
1.2 Identify and check content and supporting information for accuracy and completeness 10
1.3 Confirm schedule and budgetary requirements for creating copy 10
1.4 Identify legal and ethical constraints impacting copy to be developed 10
Task 2: Evaluate Creative Options 11
Task 3: Prepare Persuasive Copy 12
3.1 Create the website ad copy 12
3.2 Confirm schedule and budgetary requirements for creating copy 12
3.3 Revise and finalise the website ad copy 12
Appendix A: Crystal Cosmetics Simulation 13
Simulation Background 13
Simulation Phases 13
Phase 1: 13
Phase 2: 13
Simulation Setup 14
Assessment Conditions for the Observation 16
Appendix B: Creative Copy Check Sheet 17
Welcome to your Student Assessment Guide for BSBWRT501 Write Persuasive Copy. This Guide provides you with information on the assessment particularly what you have to do and to what level of performance.
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. This assessment is completed in your own time and by a submission date provided by your assessor. You may use support material in the development of your answers, but you must indicate the source. In addition, you must not cut and paste answers from your source, rather, use your own words, unless it is a direct quote. |
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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:
Client Brief | Provides you with the requirements of the website ad copy. You will use this document throughout Assessment Event 2 to create the website ad copy in alignment with these specifications such as organisational goals, techniques, language, writing style, timelines, budget, etc. |
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Competitor Copy | The competitor’s persuasive copy. You will refer to this document in Task 3 when creating your website ad copy to surpass the competitor’s promotional activity. |
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Artwork Folder | Contains the creative work that are essential to develop the website ad copy including the product image, brand logo, and product symbol. You will use the files when creating your website ad copy in Task 3. |
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Copywriting Policy and Procedures | Organisational policies and procedures relating to process of copywriting. You will abide by these organisational requirements during the lifecycle of your copywriting task. |
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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:
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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. When you have completed these two tasks you then check on the room that you will be conducting the simulation in etc. |
Performance required
complete all of the questions and tasks listed in the Student Assessment Workbook
meet all the requirements listed in this 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.
Please be aware that your Assessor is here to provide you with the necessary support throughout the assessment process. If you have questions, then contact them for guidance.
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. Each question includes the requirements which indicate what you have to do and the depth of your response to achieve a satisfactory result.
Question 1Using the table below, discuss ethical requirements which may impact production and delivery of creative copy.
list five ethical requirements
provide rationale for each requirement
word count is approximately 50 words per requirement.
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. |
Using the tables below, explain relevant legislation, standards and codes of practice affecting production and delivery of copy.
explain legal requirements:
list five legislations
list five codes of practice
correctly write the name and date of each instrument
these names and dates must be current
for each legal instrument, explain their key provisions on the copywriting process
word count is approximately 50 words per explanation.
Legislation/Standards | Key Provisions |
Privacy Act 1988 | A copywriter should never: - Collect sensitive information from a client - Never disclose a client’s information without having their written consent - Provide access about a client’s information to an external party. |
Copyright Act 1968 | An asset in a copy may refer to certain creative works including text, artistic work, databases, journals, music, computer programs, media broadcasts, etc. |
Competition and Consumer Act 1968 | A copywriter should not engage in unfair commercial practices when communicating the brand message. |
- Age discrimination act 2004 - Disability discrimination Act 1992 - Racial discrimination act 1975 - Sex discrimination act 1984 - Australian Human Rigths Commission Act 1986 | A copywriter should not include any information in their copy that may encourage discrimination amongst social groups on the grounds of: age, disability, race, colour,nation, descent, ethnic origin, inmigrants status, re,igion, beliefs, cultural backround, gender, sexual orientation, intersex status, marital or relationship status. |
Broadcasting Services Act 1992 (linked with Children’s Television Standards 2009) | Some of the primary objectives of this Act include: - Protecting for children from exposure to unsuitable internet content - Broadcasting content that is harmful to children by any media channel. |
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. |
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. |
Using the table below, outline constraints to be considered during preparation, analysis, and evaluation of copy.
list two constrains for each phase in the copywriting process:
preparation
analysis
evaluation
for each constraint:
list two possible impacts on the copywriting process
provide a way to overcome the constraint
word count is approximately 50 words per constraint.
Phases | Constraints | Impacts | Way to Overcome |
Preparation |
| 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. |
| 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. | 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 |
| 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. |
| 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 |
| Without listening what the actual audience thinks, it’s difficult to make accurate decisions on future strategies. | Incorporate target consumer’s perspective into the evaluation process as independent input rather than solely relying on the marketing communications team’s assessment. |
| Evaluation without data will yield judgement-based outcomes which may be dubious. | 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. |
Using the table below, describe persuasive writing techniques used in copywriting.
list five persuasive writing techniques
explain the reason of use for each technique
word count is approximately 50 words per explanation.
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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Using the table below, explain the structure of a persuasive copy.
list four elements
explain the motivation of each element
word count is approximately 50 words per explanation.
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. |
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. This entails you to carry out the following actions:
review the Client Brief and understand client’s requirements
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.
Please ensure that you familiarise yourself with this set of requirements that underpin this simulation. This includes understanding the background of the simulation and the criteria you will be assessed on. These are located in the Appendix of this document.
Task 1: Analyse and Interpret Creative BriefIn 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 ideaSummarise the central idea
Shortlist minimum two techniques to express the central idea
Provide a rationale for each technique
Word count is approximately 150 words in total.
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.
summarise the accuracy and completeness of the Client Brief:
list two issues with its content and supporting information
explain how these issues may impact your copy production
explain how each of these issues would be addressed in your copy production
word count is approximately 50 words per issue.
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 copyusing an appropriate tool, create a timesheet including the following fields:
Date:
day a task to be executed
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
populate the timesheet:
fill date, task, hourly rate, estimated cost, and estimated duration fields
list a minimum of three parent tasks each with a minimum of three subtasks
data must be in accordance to the Client Brief requirements
work breakdown structure must be coherent
attach a screenshot of your timesheet to your Student Assessment Workbook.
review the organisation’s policy and conduct a desk research:
list five legal constraints referencing corresponding legislation, standards or codes
list five ethical constraints
explain how each will have an impact on the copy to be developed
word count is approximately 25 words per constraint.
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
evaluate copy options and made appropriate selections:
list seven copy options
these options must be appropriate to communicate the brand message
these options must be suitable for the copy design and production
these options must be achievable within time and budgetary requirements
list two possible uses for each chosen option
word count is not critical.
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 copycreate the draft copy in accordance to:
the requirements of the Client Brief
Copywriting Policy and Procedures
legal and ethical requirements
time and budget constraints
the performance criteria listed in the ‘Creative Copy Check Sheet’ in Appendix B
attach your draft copy to your Student Assessment Workbook
email the draft copy to the Creative Director for review.
update the timesheet:
populate ‘Actual Duration’ and ‘Actual Cost’
calculate ‘Variance’
calculate total actual cost
summarise variances:
list the tasks with variances
explain the reasons for each variance
provide a way to improve in future projects.
word count is not critical
attach a screenshot of your final timesheet to your Student Assessment Workbook.
refine your copy in accordance to the Creative Director’s feedback
copy must meet all the criteria listed in the ‘Creative Copy Check Sheet’
attach your final copy to your Student Assessment Workbook
attach the email exchange including the feedback to your Student Assessment Workbook.
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.
You 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 PhasesThis simulation is divided into the following phases:
Phase 1: | you will lay the necessary groundwork for the design and production of the creative copy. |
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Phase 2: | you will design and produce the creative copy within the given time and budget. |
Phase 1 occurs from Tasks 1.1 to Task 2. In Phase 1, your main duties in the organisation are as the Copywriter are as follows:
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 occurs in Task 3. In Phase 2, you will perform 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 the copy
send the copy to the Creative Director (the Assessor) for their review
refine the copy in accordance to the feedback provided by the Creative Director.
The simulation chosen is to give you the opportunity to provide evidence that demonstrates your ability to undertake data mining activities within a marketing context. We have tried to make this simulation as real as possible within a classroom setting through providing templates and additional support documents used for data mining in real-workplaces as well as bringing an actor to interact with you. To carry out their role in this simulation will require you to follow these steps:
| At the commencement of the unit, your Assessor will overview the assessment with you. You will then sign the declaration of your understanding located in the Student Assessment Workbook (Pre-Assessment Checklist). |
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| Prior to the commencement of this assessment:
You will confirm your understanding with your Assessor before you undertake your assessment. |
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| As soon as you confirm your understanding with the Assessor, you will be given the deadlines for the submission of your first draft copy and your final assessment. |
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| Before you commence on your copy production, your Assessor will arrange the equipment and facility needs required for you to undertake the simulation. This will include the following:
In case you have other requirements, you must communicate these with your Assessor prior to undertaking the simulation activities. |
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| You will complete all the simulation tasks within the deadline specified by your Assessor. Note that in Task 3.1, you will design and produce the creative copy, then send your draft to your Assessor (as the Creative Director) for review. Your Assessor will respond to you providing their feedback which then you will make the necessary refinements and finalise your copy (Task 3.3). Once you submit your final copy to your Assessor, your copy will be assessed on its quality based on the requirements set out in the ‘Creative Copy Check Sheet’ provided to you in Appendix B. You must familiarise yourself with these requirements prior to undertaking Task 3. |
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| You will document and attach all your findings to your Student Assessment Workbook. |
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| You will submit your Student Assessment Workbook to your Assessor by the deadline. |
The information in this section outlines the assessment conditions for the simulation.
Before the simulation:
you must ensure that you understand all the resources required to undertake the simulation tasks
your Assessor will provide you the resources required to undertake the simulation tasks
you must ensure that you have read and understood all performance requirements listed under each task
where you are unclear with the points above, you must clarify these with your Assessor
your Assessor will inform you of the deadline for your first draft of copy and final submission of your assessments prior undertaking each simulation phase.
During the simulation:
you will type your responses to the simulation tasks in your ‘Student Assessment Workbook’
where you are unclear with a simulation task, you must clarify these with your Assessor
you will be undertaking each task individually, by yourself, without giving or receiving assistance from your peers
you must satisfactorily demonstrate all the requirements under each task to achieve a satisfactory result for this assessment.
After the simulation:
if you are successful, your Assessor will summarise your performance during the simulation
if you are unsuccessful, your Assessor will:
provide written feedback on Task Outcome Sheets explaining their justification in detail
communicate this feedback to you
arrange another suitable time to assess your second attempt.
We have provided the Creative Copy Check Sheet for you to prepare for your assessment with the Assessor. We recommend you use this as a planning tool so that you are fully prepared for the production of your copy.Note that you must demonstrate all the criteria listed in the following check sheet to be deemed satisfactory.
Performance Requirements: |
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