Designing Breakthrough Advertisements: Basics to Begin

Designing Breakthrough Advertisements: Basics to Begin

This course is part of Designing Breakthrough Advertisements and Commercials Specialization

Instructor: Dan Ligon

Access provided by Rhenus Assets & Service GmbH & Co. KG

5 modules

Gain insight into a topic and learn the fundamentals.

Beginner level

Recommended experience

3 weeks to complete

at 10 hours a week

Flexible schedule

Learn at your own pace

5 modules

Gain insight into a topic and learn the fundamentals.

Beginner level

Recommended experience

3 weeks to complete

at 10 hours a week

Flexible schedule

Learn at your own pace

What you'll learn

Create more attention-getting advertisements to break through the clutter and stand out from the competition.
Master the techniques to become a better copywriter to craft more impactful headlines, body copy, and video scripts.
Design and think like an art director by applying and influencing typefaces, visuals, and the layouts of advertisements.
Appeal to customers by understanding their needs and tailoring the messages in advertisements.

Skills you'll gain

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

17 assignments

Taught in English

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logos of Petrobras, TATA, Danone, Capgemini, P&G and L'Oreal

Build your subject-matter expertise

This course is part of the Designing Breakthrough Advertisements and Commercials Specialization

When you enroll in this course, you'll also be enrolled in this Specialization.

Learn new concepts from industry experts
Gain a foundational understanding of a subject or tool
Develop job-relevant skills with hands-on projects
Earn a shareable career certificate

There are 5 modules in this course

Designing Breakthrough Advertisements: Basics to Begin will teach you the skills to make breakthrough advertisements. In this course you will learn how to approach writing headlines and commercial scripts. We'll explore how to direct art and conquer page layouts. And we'll cover typefaces and visuals, so that you know how and when to employ them. All with the singular goal of crafting pieces of communication that will get your potential customers engaged and more likely to respond to your message.

So if you're ready to do some advertising and make that investment in your business, then this is course for you. We’ll show you the best practices to make sure you're making the most effective advertisements you can make. After all, if you're taking the time to develop a marketing plan and a media placement strategy, shouldn't you also take the time to learn how to make an advertisement that won't get immediately ignored?

You can think of advertising as the world’s 8th oldest profession, give or take. Humans have been creating advertisements since before we could read and write. How can something so old still be effective? We’ll look at the characterizes of effective advertisements and ineffective ones. We’ll look at the different kinds of advertisements and learn the strategies to make the right choice for communication you want to create. Most importantly, we’ll get you looking at advertisements not through the eyes of a consumer, but rather, through the eyes of designer. You don’t have to start from scratch, you can stand on the shoulders of techniques and practices that have worked in the past to make your advertisements work harder for you.

What's included

10 videos4 readings4 assignments

10 videosTotal 34 minutes

Specialization Introduction1 minute
Meet Your Instructor4 minutes
Course Introduction2 minutes
Copywrite Versus Copyright4 minutes
Who Put the "Copy" into "Copywrite"?4 minutes
What is Art Direction?5 minutes
What is Art Direction Part 23 minutes
Clients and Logos3 minutes
Keeping Clients Happy4 minutes
The Customer's Champion3 minutes

4 readingsTotal 121 minutes

Course Updates and Accessibility Support1 minute
Portfolio Practice: Copy Writing45 minutes
Portfolio Practice: Art Direction60 minutes
Portfolio Practice: Clients15 minutes

4 assignmentsTotal 105 minutes

End of Module 1 Wrap Up60 minutes
Copywrite versus Copyright15 minutes
Introduction to Art Direction15 minutes
Clients and Logos15 minutes

What is Copywriting? What do copywriters do? What makes a good headline? What makes good body copy? What’s involved with writing a script? Even if you never written that much before, you can be sure that you’ll be improved after this module. You'll get specific tips to make your advertising copy more readable, muscular and memorable.

What's included

11 videos5 readings5 assignments1 discussion prompt

11 videosTotal 55 minutes

Some Basics to Begin5 minutes
Looking at Great Headlines6 minutes
Headlines. How Do I Get There?4 minutes
Body Copy Basics to Begin6 minutes
How to Write Body Copy6 minutes
Meet the Scripts6 minutes
Theater of the Mind4 minutes
Time to Practice6 minutes
Kill Your Babies4 minutes
Read Out Loud2 minutes
Kitty Wasn't Eating6 minutes

5 readingsTotal 210 minutes

Portfolio Practice: Headlines30 minutes
Read Some Long Body Copy15 minutes
Portfolio Practice: Scripts45 minutes
Portfolio Practice: Thinking about Scripts from Beginning to End30 minutes
Portfolio Practice: Writing and Reading Copy90 minutes

5 assignmentsTotal 165 minutes

End of Module 2 Wrap Up60 minutes
Thinking About Great Headlines60 minutes
Understanding Body Copy15 minutes
How to think about Scripts15 minutes
Getting Better at Copywriting15 minutes

1 discussion promptTotal 25 minutes

Discuss the Timberland Long Body Copy Advertisement25 minutes

The partner and companion to copywriting is art direction. After all, the majority of advertisements and commercials are works of communication designed to be seen. How does one approach the visual design of an advertisement? What are things to think about? What are the watch-outs to avoid? . If want to get more visually creative with the look of your advertisements, this is the module for you.

What's included

10 videos4 readings4 assignments2 discussion prompts

10 videosTotal 61 minutes

Introduction to Layout7 minutes
It's the Rule of Thirds6 minutes
Meet the Grid6 minutes
Typeface Vs. Font5 minutes
Uppercase Lowercase WTF7 minutes
What is the Role of Type?3 minutes
Typeface Tone of Voice Practice11 minutes
Display versus Text Type5 minutes
Choosing Type to Use6 minutes
A Lucky Strike Extra5 minutes

4 readingsTotal 150 minutes

Watch the Ending to "Finding the Fablemans"10 minutes
Portfolio Practice: Design Your First Layout60 minutes
Portfolio Practice: Typefaces and Fonts60 minutes
Portfolio Practice: The Ampersand20 minutes

4 assignmentsTotal 85 minutes

End of Module 3 Wrap Up20 minutes
Laying out the Layout20 minutes
The Shapes of Letters15 minutes
Using Display and Text Type30 minutes

2 discussion promptsTotal 90 minutes

The Eyes of a Designer75 minutes
Try handwriting different typefaces15 minutes

Visuals appear in the majority of advertisements. How do you find them? What can you use? How should you think about them? It's everything you wanted to know about find, using, and improving the visuals you use in your advertisements.