Bsbwrt 501 Assessment Task 2 PDF

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BSBWRT501 Write persuasive copy Assessment Task 2

SALISBURY COLLEGE AUSTRALIA L3, L4 & L5, 14 Railway Parade,BURWOOD, NSW 2134SCA 45062 | CRICOS 03565E Version 20200618

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BSBWRT501 Write persuasive copy | SALISBURY COLLEGE AUSTRALIA 2020 | SCA No.:45062 | CRICOS:03565E | Page 1 of 17 L3, L4 & L5, 14 Railway Parade, BURWOOD, NSW 2134

Assessment Instructions Each assessment task in this booklet consists of the following:

Assessment Task Cover Sheet This must be filled out, signed and submitted together with your assessment responses. If you are submitting hardcopy, the Cover Sheet should be the first page of each task’s submission. If you are submitting electronically through eLearning platform or email (exceptional cases), SCA will assume you agree with the following statement:

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I declare that this task is all my own work and I have not cheated or plagiarised the work or colluded with any other student(s).

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I understand that if I am found to have plagiarised, cheated or colluded, action will be taken against me according to the process explained to me.

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I have correctly referenced all resources throughout these assessment tasks.

and

reference

texts

Your SCA’s re-assessment policy. Depending on the task, this may include    

resubmitting incorrect answers to questions (such as short answer questions and case studies) resubmitting part or all of a project, depending on how the error impacts on the total outcome of the task redoing a role play after being provided with appropriate feedback about your performance being observed a second (or third time) undertaking any tasks/activities that were not satisfactorily completed the first time, after being provided with appropriate feedback.

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Assessment Task Information This gives you:    

a summary of the assessment task information on the resources to be used submission requirements re-submission opportunities if required

Assessment Task Instructions These give questions to answer or tasks which are to be completed. Your answers need to be typed up using software as indicated in the Assessment Task Instructions. Copy and paste each task’s instructions into a new document and use this as the basis for your assessment task submission. Include this document’s header and footer. If you are submitting electronically, give the document a file name that includes the unit identification number, the task number, your name and the date.

Checklist This will be used by your assessor to mark your assessment. Read through this as part of your preparation before beginning the assessment task. It will give you a good idea of what your assessor will be looking for when marking your responses.

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Assessment Task 2: Plan and write a persuasive text Task summary In this assessment task, you are required to plan for, and create copy for, a magazine article for a case study company. This assessment is to be completed in the simulated work environment in the SCA.

Naming electronic documents It is important that you name the documents that you create for this Assessment Task in a logical manner. Each should include: Course identification code Assessment Task number Student name

  

For example, if the student name is John smith submitting the task 2 of the unit BSBWRT501 should save the file in following manner unless it states otherwise: BSBWRT501_Task 2_John smith Required • • • • • • • •

Access to textbooks and other learning materials Computer with Microsoft Office and internet access Style Guide Marketing Policy and Procedures Company Information Creative Brief Document Plan Template Document Evaluation Form

Timing Your assessor will advise you of the due date of these submissions.

Submit • •

Email with document plan attached Email with Magazine Article and Copy Evaluation Form attached

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Assessment criteria For your performance to be deemed satisfactory in this assessment task, you must satisfactorily address all of the assessment criteria. If part of this task is not satisfactorily completed, you will be asked to complete further assessment to demonstrate competence.

Re-submission opportunities You will be provided feedback on their performance by the Assessor. The feedback will indicate if you have satisfactorily addressed the requirements of each part of this task. If any parts of the task are not satisfactorily completed, the assessor will explain why, and provide you written feedback along with guidance on what you must undertake to demonstrate satisfactory performance. Re-assessment attempt(s) will be arranged at a later time and date. You have the right to appeal the outcome of assessment decisions if you feel that you have been dealt with unfairly or have other appropriate grounds for an appeal. You are encouraged to consult with the assessor prior to attempting this task if you do not understand any part of this task or if you have any learning issues or needs that may hinder you when attempting any part of the assessment.  

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Assessment Task 2 Instructions Carefully read the following:

NatureCare Products is a business based in Brisbane, Australia. The company manufactures and retails eco-friendly, high-quality beauty skin care products. The business was established in 2011 to cater for a perceived demand for skin products that contain eco-friendly and natural ingredients. The company also has an emphasis on eco-friendly packaging. The business was only selling its products through a limited number of health stores in Brisbane and their online store but after last year’s marketing campaigns they have successfully had their products placed on the shelves of a major department store. Management has decided to place a paid article in a popular women’s magazine to boost brand awareness before Christmas. The copy used in the article should have an impact on the reader, setting the products apart from the competition. It should communicate the required image of the company, as well as the features and benefits of the products You are working as a freelance copywriter and have been contracted to write the copy for the article. Complete the following activities:

1.

Write a document plan

Prior to beginning the document, you are required to identify how you will write it. Your plan will have to be approved by NatureCare’s Marketing Manager before you write the document. Begin by reviewing the following NatureCare documents: •

Creative Brief

•

Style Guide

•

Marketing Policy and Procedures

•

Company Information

Your plan will have to include the following:

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• • • • • • •

An assessment of how accurate and complete the supporting information is, and whether any further information is required. The budget for the job, and an estimate of how many hours it should take to complete it. The technique/s you will use for expressing the Creative Brief’s central idea. The schedule for creating the required copy. The legal and ethical considerations for the copy. Design and copy options that would fulfil the Creative Brief’s requirements. How the required information and images are to be communicated.

Use the Document Plan Template to guide your work.

NatureCare Products Document plan Supporting information The copywriter must:

 Take into account any legal or ethical constraints to be considered when producing the web ad copy;  Be aware of legislation and legislative instruments that are directly and indirectly related to the copywriting process;  Document these constraints, including their key provisions, prior to undertaking the design process;  Demonstrate good corporate citizenship throughout the lifecycle of the copywriting process.

Budget Date: Task: Hourly Rate: Estimated Duration: Estimated Cost: Actual Duration: Actual Cost: Variance:

01/07/2020 Copywriting process 50/hour One month $1000 1 week Around $1000 Around $250 (less or more)

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Schedule The deadline for the completion of this project is one week (including weekend days) from the receipt of this Brief. Hourly pay for the copywriter is $50 with no overrates and the total budget is $1,000 AUD.

Legal and ethical considerations Ethical Requirement

Rationale

Advocacy

The copy should only provide information that is objective and neutral

Subliminal promotion

The copy should not have hidden messages that will push consumed irrationally

Appropriate 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

Honesty

The copy should be accurate and truthful when describing the benefits

Legislation/Standards

Key Provisions

Copyright Act 1988

An asset in a copy may refer to certain creative works including text, artistic work, databases, journals, music, computer programs, media broadcasts, etc.

Broadcasting Services Act 1992 (linked Some of the primary objectives of this Act include: with Children’s Television Standards 2009) - Protecting for children from exposure to unsuitable internet content - Broadcasting content that is harmful to children by any media channel. - Age discrimination act 2004 - Disability discrimination Act 1992 - Racial discrimination act 1975 - Sex discrimination act 1984

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, immigrants status, religion, beliefs, cultural background, gender, sexual orientation, intersex status, marital or relationship status.

- Australian Human Rights Commission Act 1986

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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 Competition and Consumer Act 1968

A copywriter should not engage in unfair commercial practices when communicating the brand message.

Techniques NatureCare Products is an Australian green beauty brand and one of the nation’s largest seller of organic cosmetics products including colour cosmetics, skincare, fragrance, body care, and hair care items. The company prides itself for being the best natural organic beauty brand in the country and strongly believes in using only natural ingredients rather than mainstream or artificially engineered chemicals. The company is passionate and committed to the image of ethical green beauty. Crystal Cosmetics aims to portray this image to their consumers and other audiences in the beauty market emphasising the importance of natural ingredients to achieve a healthy standard of beauty. Techniques for Expressing the Central Idea The client wants the creative copy to utilise the following techniques:

               

celebrity endorsement analogy medical endorsement storytelling product description anecdotes visual advertising highlighting therapeutic benefits consumer testimonials association scientific evidence recipe breakdown illustrations medical information persuasive ad techniques realism and product demonstration (e.g. before and after shots)

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

any other suitable.

Design and copy Brand Image Overall, the copy needs to convey Crystal Cosmetics brand image as centred on natural healthy skin. The brand wants to be seen as reputable, premium quality product that is proven to work. Language and Information The language of the copy must be English. Although it can include medical jargon when giving evidence or medical support for the product’s benefits, these must be basic and not confusing for consumers. Language must be ‘engaging’ rather than ‘off-putting’ due to its level of complexity. The copy needs to include information on the product’s benefits to the consumer. It can include all benefits or select certain features that will best engage the target audience. The copy needs to give evidence for these benefits, to reassure the consumer that the product is high quality. It must have a unique selling proposition (USP) to differentiate B5 Pro from others available on the market. Writing Style The copy must be persuasively written ensuring the following:

   

engage consumers by directly addressing their needs or wants; provide information to highlight the quality and benefits of the product; lead the consumer to purchase the product through a call to action; encourage the consumer to learn more about the product through a call to action.

The copy must include emotional triggers that will provoke powerful response focusing on consumers’ need for a healthy skincare product and desire for premium quality. Level of Detail The website ad copy needs to be simplistic in the idea it portrays. It needs to highlight the key benefits of the product, yet use a minimal amount of text to do so, as the consumer will only engage with the copy for a small amount of time. This means that the main aspects of the copy should simplistically showcase the brand image, the product, its benefits to consumers, and a trigger to learn more about the product and where to purchase it. Word count is not limited, however, should be concise and to the point.

Communication The required information will be communicated via email.

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2.

Send an email to the Marketing Manager (your assessor).

•

The text of the email should be in grammatically correct English, written in an appropriate (polite, business-like) style. It should introduce and summarise the contents of the attachment and ask for their feedback and approval to write the document. This email is an opportunity to ask for any information that is not included in the brief. Attach your Document Plan to the email.

• • •

FROM: CONCETTA GALLO TO: MARKETING MANAGER SUBJECT: DOCUMENT PLAN Good morning Marketing Manager, Hope this email finds you well. I am writing to inform you that I managed to complete the document plan related to the paid article in a popular women’s magazine to boost brand awareness before Christmas. The copy used in the article should have an impact on the reader, setting the products apart from the competition. It should communicate the required image of the company, as well as the features and benefits of the products. In the attachment I have outlined all requirements and budgets specification. I please you to confirm and approve the plan in order to move forward with the copy. Do not hesitate to contact me at any time if you have any further question or concern. Kind regards Concetta Gallo

3.

Write a persuasive document

When you have received approval for your document plan, write the persuasive copy as planned. Use the internet to research on the industry segment that NatureCare Products operates in. Take notes on the competitors, their products and sales techniques. BSBWRT501 Write persuasive copy | SALISBURY COLLEGE AUSTRALIA 2020 | SCA No.:45062 | CRICOS:03565E | Page 11 of 17 L3, L4 & L5, 14 Railway Parade, BURWOOD, NSW 2134

The copy you write should have an impact on the reader and set NatureCare’s products apart from the competition and their advertising material. Use any new and innovative ideas you have developed while doing the research. Write copy that effectively communicates the required image, features and benefits of the products

The document should meet the Creative Brief’s requirements in terms of the following: • • • •

The The The The

information it contains, including the level of detail format used language used writing style used

Make sure that all of the required information is included. You will be assessed on this. When you have completed the document, proofread it at least twice to ensure the accuracy of the spelling and the language used. Save this document as Magazine Article

NatureCare Products is seeking for an effective online ad copy to be placed on the Magazines’ landing page which will boost the sales for the B5 Pro product. While driving higher revenue and profits, the organization wants to achieve the following:    

distinguish B5 Pro Repair Moisturizer from its rival, MySkin Beauty, by portraying the product as a better option for healthy skincare create a greater awareness for the product by highlighting its unique features convey the brand values of natural beauty and ethical, environmentally friendly practices channel customers to learn more about the product and also store visit.

The client puts a strong focus on the product, rather than the brand as a whole. The copy needs to appeal to emotion by highlighting the effectiveness of the product in terms of its premium quality and ability to revitalize the skin.

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Are you looking for making your skin to shine? The formula with Pro-Vitamin B5 grooms and smoothens the skin for healthy looking & with a natural shine. Moreover, a selective 3-dimensional complex of ingredients brings out the best of the natural properties of your skin: Tightening, Nourishing and Caring. HOW TO APPLY: Apply daily and massage into skin to improve the appearance of recent scarring (after cauterization or removal of stitches). Apply twice daily to dry patches. After dermatological procedures follow your dermatologist's recommendations. Do not apply directly on wounded skin. Avoid the eye contour area. TEXTURE

Pleasant texture: invisible band aid, pro-massage gel, non sticky and easy spreading. KEY BENEFITS
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