product comprehension
The offered products, their functionalities, properties and legal and regulatory requirements.
Advertising copywriters are responsible for the written or verbal design of advertisements and commercials. They write slogans, catchphrases and work closely together with advertising artists.
Competences and skills
35 ESCO relationsEssential knowledge 3 competences
Occupation specific
0 competencesNo competences in this bucket.
Sector-specific
1 competenceCross-sector
2 competencesadvertising techniques
The communication strategies intended to persuade or encourage an audience, and the different media which are used to achieve this goal.
copyright legislation
Legislation describing the protection of the rights of original authors over their work, and how others can use it.
Essential skills and competences 9 competences
Occupation specific
0 competencesNo competences in this bucket.
Sector-specific
3 competencescreate advertisements
Use your creativity to draft advertiments. Keep in mind the costumer's requirements, target audience, media and marketing objectives.
identify customer's needs
Use appropriate questions and active listening in order to identify customer expectations, desires and requirements according to product and services.
write to a deadline
Schedule and respect tight deadlines, especially for theatre, screen and radio projects.
Cross-sector
6 competencesapply grammar and spelling rules
Apply the rules of spelling and grammar and ensure consistency throughout texts.
brainstorm ideas
Pitch your ideas and concepts to fellow members of the creative team in order to come up with alternatives, solutions and better versions.
develop creative ideas
Developing new artistic concepts and creative ideas.
develop digital content
Create and edit digital content in different formats, express oneself through digital means.
digCompdigital
follow a brief
Interpret and meet requirements and expectations, as discussed and agreed upon with the customers.
meet expectations of target audience
Research the needs and expectations of the target audience to ensure the program's theme meets both.
Optional knowledge 5 competences
Occupation specific
0 competencesNo competences in this bucket.
Sector-specific
0 competencesNo competences in this bucket.
Cross-sector
5 competencesdesktop publishing
The creation of documents using page layout skills on a computer. Desktop publishing software can generate layouts and produce typographic quality text and images.
digital
printing techniques
The techniques and processes to reproduce text and images using a master form or template such as letterpress printing, gravure, and laser printing.
social media marketing techniques
The marketing methods and strategies used to increase attention and website traffic through social media channels.
digital
types of media
The means of mass communication, such as television, journals, and radio, that reach and influence the majority of the public.
typography
The procedure of arranging written texts for printing processes.
Optional skills and competences 18 competences
Occupation specific
0 competencesNo competences in this bucket.
Sector-specific
3 competencescreate storyboards
Apply story development and plot lines and edit animations to create storyboards that render the flow of the animation. Map out key scenes and develop characters.
evaluate writings in response to feedback
Edit and adapt work in response to comments from peers and publishers.
practice humour
Share humourous expressions with audience, eliciting laughter, surprise, other emotions, or a combination thereof.
- Scope note
- Humourous expressions may take the form of jokes, oneliners, slapstick, stories, or other forms.
Cross-sector
15 competencesanalyse consumer buying trends
Analyse buying habits or currently prevalent customer behaviour.
analyse cultural trends
Keep up to date with popular cultural trends such as pop culture, cultural and social slang.
apply desktop publishing techniques
Apply desktop publishing techniques to create page layouts and typographic quality text.
digital
conduct search engine optimisation
Execute optimal marketing research and strategies on search engine processes, also known as search engine marketing (SEM), in order to increase online traffic and website exposure.
digital
coordinate advertising campaigns
Organise course of action to promote a product or service; oversee the production of TV advertisements, newspaper and magazine ads, suggest mail packs, email campaigns, websites, stands and other advertising channels
develop media strategy
Create the strategy on the type of content to be delivered to the target groups and which media to be used, taking into account the characteristics of the target audience and the media that will be used for content delivery.
draft press releases
Collect information and write press releases adjusting the register to the target audience and ensuring that the message is well conveyed.
evaluate advertising campaign
Assess the performance of the advertising campaign after implementation and conclusion. Check if objectives were met and if the campaign was successful.
give live presentation
Deliver a speech or talk in which a new product, service, idea, or piece of work is demonstrated and explained to an audience.
lay out digital written content
Lay out pages by selecting sizes, styles and entering text and graphics into computer systems.
digital
manage budgets
Plan, monitor, report on the budget and prepare set production budgets.
perform market research
Gather, assess and represent data about target market and customers in order to facilitate strategic development and feasibility studies. Identify market trends.
perform media outlets research
Research what will be the best and most effective way to reach the majority of consumers by defining the target audience and the type of media outlet that better fit with the purpose.
proofread text
Read a text thoroughly, search for, review and correct errors to ensure content is valid for publishing.
use word processing software
Use computer software applications for composition, editing, formatting, and printing of any sort of written material.
digital