Copywriting: Mastering Ad Writing

WHEN 8 weeks, Tuesdays, July 7 - August 25, 6:45-9:45 pm LEVEL Intro WHERE New York (Midtown East) WHO Aspiring copywriters or graphic designers who want to build a portfolio PRICE $499 ($475 for ) more info

Course Details

Learn how to craft sparkling ad copy as you take part in creative exercises and practical, hands-on learning. Once you master the basic concepts and structures of writing a print ad, your copywriting will easily translate into various media. Add creative inspiration and a love for trends and brand identity, and you're on your way to forging breakthrough ads.

This course is open to anyone with an interest in advertising, including students, professionals, writers, and designers. No previous advertising experience is required. If you're already working as a writer or copywriter, you'll learn from a new perspective while you complete creative assignments to expand your portfolio.

In this class you will learn:

• The varying skills needed to write brief, punchy ads and long copy (brochures, web) 
• How copywriting works with graphics and photos to make a complete ad
• How to write benefit-driven headlines and body copy for a range of industries
  How to write for various advertising media: print, collateral, web, outdoor, and direct mail
• How to write and work from a creative brief
• Ways to jumpstart your ad portfolio and start looking for jobs

This class will mimic working in an ad agency and will focus on building a varied, impressive portfolio. Each week you will be required to write ads according to the creative brief and share your work for feedback. Class time will consist of work review, instruction, and brainstorming exercises. Assignments also include reading magazines and journals. You can expect 3-5 hours of homework each week.

Students who have taken this class have gotten jobs at:
Allebach, Saatchi and Saatchi, LyonHeart, IconNicholson, Euro RSCG 4D, Artisan Talent, and more.

Course Syllabus

Copywriting: Mastering Ad Writing (PDF) View a sample syllabus for this class here.

Related Courses

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Design & Photo

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Advertising & Marketing

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New York, NY

Instructor Bio

Robyn Sands and Sandra Scher's Courses

Robyn Sands is an award-winning copywriter with more than a decade of advertising experience on global brands including American Express, Hershey's Foods, Miller Lite, Macy's, and General Motors. Her work spans across digital, direct, and general. She previously worked at Ogilvy & Mather and McCann Erickson and has consulted for JWT, MTV Networks, Hill Holiday, Wolff Olins, Organic, Agent 16, G2, DDB and TV Guide.

Sandra Scher has more than a decade of experience as an advertising art director in New York City. She has worked on-staff and freelance for top agencies including Cramer-Krasselt, Deutsch, DiMassimo, JWT, Kirshenbaum Bond & Partners, Lowe, Mad Dogs & Englishmen, and Ogilvy & Mather. She is an adjunct professor at NYU in the Marketing and Advertising department. Sandra's work has received recognition at award shows and her ads are included in advertising, design, and illustration annuals. She has also judged The Art Directors Club Young Guns exhibition and the ADDY awards.

Testimonials

Sandra is a wonderful teacher. She is patient and pensive and always gives constructive criticism. Robyn is very real and will give you her honest opinion, but in a positive way. -- Amanda Marchetti

"Thank you Robyn and Sandra for all of your help. I enjoyed the class very much and loved being forced to think in ad mode. It certainly benefited my work." -- Courtney Clarkson