Assessment Task 1: Knowledge questions

Provide answers to all of the questions below:

1. Review the table below and explain each section of a creative brief.

Key feature Creative brief section description

Communication purpose and The important objective/purpose of

objective communication is to maintain a good image in
society. A good relationship of enterprise with
outside stakeholders especially with customers,
creditors, and the public at large is a must.
Communication is one of the indispensable
means of developing favorable relations with
the public
Positioning strategy A positioning statement is a description of your
product and target audience and explains how it fills
a market need. Marketing and sales teams use this
statement to guide their messaging and make sure
all communication is consistent.

Customer profile and positioning A customer profile is a document that contains key
information about your ideal customer. You can use
it as a strategy guide to creating personalized
experiences. Each profile should contain customer
pain points, interests, buying patterns, demographic
data, motivations, interaction history, and more.

Key messages Key messages are the main points of information

you want your audience to hear, understand, and
remember. They are bite-sized summations that
articulate what you do, why you do it, how you are
different, and what value you bring to stakeholders

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 Key feature Creative brief section description

Communication tool Communication tool may be described as mass,

visual and electronic media such as social media,
radio, internet, journal, web sites, which provide
informing of participants about agenda and news.

Call to action Key Takeaways. A call to action (CTA) is a

marketing term that refers to the next step or the
action that the marketer wants the consumer to
take. Calls to action can be as direct, such as a
button that says "Buy Now," or a softer CTA such
as "Read More."

Budget A business budget is a spending plan for your

business based on your income and expenses. It
identifies your available capital, estimates your
spending, and helps you predict revenue.

Timeframe A time frame is defined as a span of seconds,

minutes, days, hours, weeks, months, or years
during which something might happen or occur. For
example, a project with a two-week deadline
illustrates a time frame.

2. Give an example of each item in the able that might apply to developing persuasive copy.

Language Language is a critical element in developing persuasive

copy as it can impact the audience's perception of the
message and their willingness to take action. Some
examples of how language can be used to develop
persuasive copy are: Power words: Using strong, action-
oriented language can help to grab the audience's attention
and encourage them to take action. For example, using
words like "amazing," "incredible," "proven," or
"unbelievable" can help to create a sense of urgency and
excitement around the message. Emotional appeals:
Using language that appeals to the audience's emotions
can be an effective way to persuade them to take action.
For example, using language that creates a sense of fear,
excitement, or joy can help to evoke an emotional response

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 and encourage the audience to take action.

Writing style Writing style is an important element in developing

persuasive copy, as it can impact the audience's perception
of the message and their willingness to take action. Some
examples of how writing style can be used to develop
persuasive copy are:

 Active voice: Using the active voice in writing can

help to create a sense of urgency and encourage
the audience to take action. For example, instead
of writing "The product was designed to be easy to
use," writing "We designed the product to be easy
to use" can help to make the message more
engaging and persuasive.

 Storytelling: Using storytelling techniques in writing

can be an effective way to engage the audience
and make the message more memorable. For
example, using anecdotes or case studies can help
to illustrate the benefits of a product or service and
create an emotional connection with the audience.

Level of detail The level of detail is an important consideration when

developing persuasive copy, as it can impact the audience's
understanding of the message and their willingness to take
action. Some examples of how level of detail can be used
to develop persuasive copy are:

 Providing specific details: Including specific details

about a product or service, such as features or
benefits, can help to make the message more
persuasive. For example, including information
about the size, weight, or color of a product can
help to make it more tangible and appealing to the
audience.

 Avoiding unnecessary details: Providing too much

information or irrelevant details can be
overwhelming for the audience and can detract
from the persuasive message. It is important to
focus on the key details that will be most
persuasive to the audience and avoid including
unnecessary information.

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3. Complete the table below and list an example of a legislation, standard and code of practice. For
each one, explain how it is relevant to the production and/or delivery of persuasive copy.

Legislation Legislation is an important consideration when developing

persuasive copy, particularly in regulated industries or when
promoting products or services that are subject to legal
restrictions. Some examples of how legislation can impact
the development of persuasive copy are:

 Compliance with regulations: In many industries,

there are regulations that govern the marketing and
promotion of products or services. It is important to
ensure that persuasive copy is compliant with these
regulations to avoid legal issues or penalties. For
example, pharmaceutical companies must comply
with regulations from the FDA that govern the
marketing and promotion of prescription drugs.

 Disclosures and disclaimers: When promoting

products or services that have potential risks or
limitations, it is important to include appropriate
disclosures and disclaimers in the persuasive copy.
For example, when promoting dietary supplements,
it is important to include a disclaimer that the
product has not been evaluated by the FDA and is
not intended to diagnose, treat, cure, or prevent
any disease.

 Avoiding deceptive or misleading claims:

Persuasive copy should not include claims that are
deceptive or misleading, as this can result in legal
issues or damage to the brand's reputation. It is
important to ensure that all claims made in
persuasive copy are accurate and supported by
evidence.

 Intellectual property considerations: Persuasive

copy should not infringe on the intellectual property
rights of others, such as trademarks or copyrights.
It is important to ensure that any intellectual
property used in persuasive copy is properly
licensed or used under fair use provisions.

Standard In the context of developing persuasive copy, a standard

refers to a set of guidelines or principles that are commonly

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 accepted or recognized in the industry. Some examples of
standards that might apply to developing persuasive copy
are:

 Ethical standards: Ethical standards outline the

principles and values that should guide the
development of persuasive copy. These standards
might include requirements to be honest,
transparent, and respectful of the audience.
Adhering to ethical standards can help to build trust
with the audience and maintain the reputation of
the brand.

 Industry standards: Industry standards might

include guidelines for the use of language, imagery,
or other elements of persuasive copy. These
standards might be developed by professional
associations or other industry groups to ensure that
persuasive copy is effective and consistent across
the industry.

 Accessibility standards: Accessibility standards

ensure that persuasive copy is accessible to
individuals with disabilities. These standards might
include guidelines for the use of alternative text for
images, providing captions for videos, or ensuring
that content is navigable using a keyboard.

 Formatting standards: Formatting standards ensure

that persuasive copy is presented in a consistent
and easy-to-read format. These standards might
include guidelines for font size, color contrast, and
line spacing to ensure that the copy is readable and
engaging to the audience. Adhering to standards
can help to ensure that persuasive copy is
effective, ethical, and accessible to a wide
audience.

Code of practice A code of practice is a set of guidelines or principles that

outline the standards and expectations for behavior in a
particular industry or profession. In the context of
developing persuasive copy, a code of practice might
include guidelines for ethical conduct, legal
compliance, and effective communication. Some examples

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 of how a code of practice might impact the development of
persuasive copy are:

 Ethical conduct: A code of practice might include

guidelines for ethical conduct in the development of
persuasive copy. This might include requirements
to be honest, transparent, and respectful of the
audience. Adhering to ethical guidelines can help to
build trust with the audience and maintain the
reputation of the brand.

 Legal compliance: A code of practice might include

guidelines for legal compliance in the development
of persuasive copy. This might include
requirements to comply with regulations governing
the marketing and promotion of products or
services, such as the FTC's guidelines for
advertising and marketing on social media

4. Give three examples of constraints that a persuasive copy writer has to consider while analysing,
evaluating and preparing persuasive copy.

1.Time: A persuasive copywriter may have a limited amount of time to prepare the copy, whether
due to deadlines, turnaround times, or other factors. This constraint can impact the depth and
scope of research that can be conducted, as well as the level of detail that can be included in the
copy.

2.Audience: The intended audience for the persuasive copy can also be a constraint. A
persuasive copywriter must consider the characteristics, preferences, and values of the audience
to ensure that the copy is engaging and persuasive. This can require tailoring the copy to specific
demographics or adjusting the tone and language to resonate with the audience.

3.Legal and ethical considerations: A persuasive copywriter must also consider legal and ethical
constraints when developing persuasive copy. This can include regulations governing the
marketing and promotion of products or services, as well as ethical considerations around
honesty, transparency, and respect for the audience. Adhering to these constraints can help to
ensure that the persuasive copy is effective, legal, and ethical.

5. Give three examples of persuasive writing techniques.

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 1. Emotional appeals: One effective persuasive writing technique is to appeal to the reader's
emotions. This can be achieved by using language and imagery that evokes strong emotions,
such as fear, joy, anger, or sadness. For example, a writer might use a heartwarming story to
illustrate the benefits of a product or service, or use statistics to highlight the dangers of a
particular behavior or issue.

2. Logical appeals: Another persuasive writing technique is to appeal to the reader's sense of
logic and reason. This can be achieved by presenting a clear and logical argument, providing
evidence to support the argument, and anticipating and addressing potential counterarguments.
For example, a writer might use statistics or expert opinions to support their argument, or use
logical reasoning to demonstrate the benefits of a particular course of action.

3.Credibility and authority: A persuasive writing technique that can be particularly effective is
establishing the writer's credibility and authority on the subject. This can be achieved by using
evidence of the writer's expertise or experience in the field, or by citing reputable sources to
support the argument. For example, a writer might use quotes from industry experts or include
case studies to demonstrate the effectiveness of a product or service.

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