16 Aug Assessment Event 2: Crystal Cosmetics Simulation

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. 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 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

R 1.  Summarise the central idea

R 2. Shortlist minimum two techniques to express the central idea

R 3.  Provide a rationale for each technique

R 4.  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.

1.2 Identify and check content and supporting information for accuracy and completeness

R 1.  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

R 2. 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 copy

R 1. using 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

R 2. 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

R 3. attach a screenshot of your timesheet to your Student Assessment Workbook.

1.4 Identify legal and ethical constraints impacting copy to be developed

R 1. 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

R 2. word count is approximately 25 words per constraint.

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

R 1. 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

R 2. list two possible uses for each chosen option

R 3. word count is not critical.

Task 3: Prepare Persuasive Copy