Thinking about a career in copy0writing? Think you’ve got what it takes? If you’ve ever wondered what makes a good copywriter then this is a must read for you. Written by Vishal Khandelwal on copywriterinindia, here’s a comprehensive article on 5 habits of highly successful copywriters.

Habit #1: Successful Copywriters…Read a Lot

The first habit of highly successful copywriters is not related to writing! Instead, it is about ‘reading’. If you want to become a successful writer or copywriter, you must ‘read a lot’. It’s as simple as this – if you don’t have time to read, you don’t have the time (or the tools) to write. Reading creates an ease and intimacy with the process of writing. Regular reading will pull you into a place where you can write eagerly and without self-consciousness. Successful writers read with an eye for good writing.

Habit #2: Successful Copywriters…Write a Lot

For a copywriter, practicing the art of writing is extremely important. Successful copywriters are those who burn the midnight oil practicing this art to perfection. If you are trying to become a good copywriter yourself, try writing every day. Ideas will be hard to come by initially, but with patience and consistent hard work, your mind will become a repository of good ideas. And that is when you will realise the worth of your practice.

Habit #3: Successful Copywriters…Use the ‘Power of One’

Writing about one, and just one big idea is one of the best habits. Readers don’t (like to) hear everything a writer has to say on a particular topic. They are just looking for that single, useful suggestion or piece of information that could benefit them. Lincoln’s one big idea was ‘liberty’. Gandhi’s one big idea was ‘non-violence’. Martin Luther King’s one big idea was ‘equality’. History is replete with examples of how a person has focused on his one big idea to revolutionize an entire race or country.

Habit #4: Successful Copywriters…Understand Emotions

‘Emotions’ are the bed rock of great copywriting. If you don’t have them, you don’t understand them and you can’t trigger them. In order to become a successful copywriter, you must be able to engage your prospects emotionally. You should engage the reader so much that the product or service starts to seem like a solution to the problem the reader is facing.

Habit #5: Successful Copywriters…Tell Stories

Everyone loves stories! Stories create magic, especially because they take us to a different unreal world. All our problems cease to exist for those moments. In the same way, as a copywriter, you must write as if you are telling a story face to face to your listener (reader). Engage him in an informal conversation, as if you are talking to a good friend.

Like all storytellers…

• Use expressions.
• Use emotions.
• Offer help.
• Ask questions.
• Make promises.
• Make him debate, disagree with you.
• Given him a benefit (like the moral of the story

Amul – “The Taste of India,” has once again got it right with its Bhaag Milkha Bhaag campaign. While many of us wouldn’t know that one of the biggest ingredients of Milkha’s success was Milk, Amul has capitalized on this very well by associating with the movie in a unique way. BestMediaInfo has captured the essence of the collaboration in this article.

Speaking on the collaboration, Nitin Karkare, COO, Mumbai, Draftfcb Ulka said, “Association with the Bhaag Milkha Bhaag film seemed like a perfect next step for the brand after London Olympics, The Amazing Spiderman and Man of Steel. The objective is to reach our TG with the core message of milk as the original energy drink, but at the same time retaining the freshness, topicality and excitement.”

“This movie has a great fit with brand Amul, it stands for striving and winning to become the leader and we want the youth to follow this, to persevere with dedication, awakening the winner in us,” said GCMMF’s managing director RS Sodhi. He added, “Milk, the world’s original energy drink, will help provide nourishment and energy to reach their goals.”

Milkha Singh himself said, “This film will help inspire the youth to win in the Olympics, especially in athletics.”

Watch the Amul Milk TVC here.

With TY exams on the anvil and with the rush of finding that perfect PG course to pursue, we understand how hard-pressed for time students are. In our bid to help, we have shortlisted a few PG media courses with all the necessary details. Take a look and you can thank us later! 😀

Where: Jamia Millia’s A J Kidwai Mass Communication Research Centre (AJKMCRC)
What: M.A. in Mass Communication/M.A. in Convergent Journalism/M.A. in Development Communication/M.A. in Visual Effect and Animation/PG Diploma in Broadcast Technology/PG Diploma in Still Photography and PG Diploma in Acting
Last date of application: May 8, 2013

Where: Delhi School of Communication (DSC)
What: Post Graduate Programme in Communication (PGDPC)
Last date of application: For info, visit http://www.dsc.edu.in

Where: Times School of Journalism, New Delhi.
What: PGD (Journalism) – English and Hindi
Last date of application: April 30, 2013

Where: Indian Institute of Mass Communication (IIMC)
What: PG Diploma Course in Journalism (English)
Last date of application: April 22, 2013

Where: Asian College of Journalism, Chennai
What: Postgraduate Diploma programme
Last date of application: April 30, 2013

Where: Manipal Institute of Communication
What: MA in Communication
Last date of application: March 21, 2013

Where: ISB&M School of Communication
What: Post Graduate Media and Communication – Advertising, Public Relations, Print and Broadcast Journalism, Film & TV Production
Last date of application: For info, email at http://isbmmedia.edu.in

If you information on the entrance and admission details of any other media course, do share the information in the comments section. We will gladly add it to our list.

Sources:
http://www.mediahive.co.in/admission.html

Introduction

Swella Fernandes

My Name is:  Swella Fernandes
BMM College: Wilson College
BMM Specialisation: Advertising (Batch of 2009)
Currently Working at: Freelancing as an Events MC and a Party Planner

Swella’s Take
Q. Does being a BMMite give you an edge over others in the field of media?
A. Yes it does. BMM exposes you to a lot of possibilities and helps you test your potential to the core. Having faculty specific speakers also lends to the credibility of what you’re being taught and projects give you an almost on the job experience.

Q. Do the subjects in BMM help you know the reality of the job? Is there any place for theory in the creative world?
A. In my case, it honestly didn’t really make a difference. Projects that kept us on the run were much more enriching in knowledge than theoretical leaning.

Q. BMM or BMM from a particular college? Does it make a difference?
A. I’d say, definitely BMM from a credible college. I’d say Wilson BMM is where it is today, only because of one man – Mr. Sudhakar Soloman Raj. Credibility follows his very name.

Q. Internships during colleges – are they relevant in the long run?
A. I never interned at an office as I was freelancing during my college days as well. Though I’m sure, internships do give you some kind of a perspective.

Q. Work Experience or Higher Studies? What’s your pick? Why?
A. Work experience and then higher studies. This order helps you build a body of work that you’re capable of undertaking and carves the path for a better understanding of what you could possibly need to pursue on a long term basis.

Tips for BMMBoxers
BMM is… not just a course, it’s a way of life!! You’re either cut out for it or you’re not!
Your favourite subjects in BMM: Creative Writing

Must-Follow Tips for BMMites:

• Get used to long nights. Mostly staring at your laptop and then rushing through with preparations only the night before submission
• Keep a monthly budget for photocopies
• Invest in a good DSLR

Organization Name: MITI DESIGN LAB

Organization Description: Interdisciplinary Design Firm

Location: Mumbai, Juhu

Role Title:  Junior Client Service Manager

Role Description: Creative coordination with clients + administration within the office

Role Responsibilities: The role provides the bridge between the client and Miti Design Lab, representing the client to Miti Design Lab and vice versa. This role is integral in ensuring the delivery of projects, guiding strategic and creative development, and growing key accounts.

• The candidate has to be accountable for programme delivery and profitability
• Provide leadership within the studio via a full understanding of the process
• Must have the ability to co-ordinate, motivate, and inspire teams to deliver
• Must be the focal point of client relationships – consulting and developing, consolidating and farming, and ultimately becoming a strategic partner to their brand and business

Qualification Requirement: Graduate with excellent communication, organisational and managerial skills.

Skill Set Requirement:  Excellent communicator, administrator with an aesthetic sensibility.

Experience Requirement: At least one year experience preferable, but fresh graduates welcome!

Compensation/Stipend: Will depend on past experience.

Application Process: Email Resumes to miti@mitidesignlab.com

Selection Process: Interview

Key Dates: ASAP

Paper-I — ADVERTISING AND MARKETING RESEARCH

Marks: 100 (Theory:60, Internals: 40)

Objectives:

• ¾ To discuss the foundations of research and audience analysis that is imperative to successful advertising.

Topic of lectures

• Fundamental of marketing research
• Product Research
• Copy research
• Copy testing measures and methods
• Print pretesting
• Broadcast pretesting
• Projective techniques
• Physiological rating scales
• Challenges to pre-testing.  E.g. The halo effect
• Post testing.

Paper-II — LEGAL ENVIRONMENT AND ADVERTISING ETHICS

Marks: 100 (Theory:60, Internals: 40)

Objectives:

• ¾ To provide a perspective on the Legal Environment in India.
• ¾ To guide students of media through the various ethics connected to Advertising.
• ¾ Maharashtra state centric cases to be discussed in class as the situation demands.

Topic of lectures

• Legal Environment
• Self-Regulation, Ethics and the Law
• Laws that affect Advertising in India
• Ethics
• Unfair Trade Practices and the Competition Act
• Consumer Rights and Laws
• Advertising and Society
• Critique of Advertising

Paper-III — FINANCIAL MANAGEMENT FOR MARKETING AND ADVERTISING

Marks: 100 (Theory:60, Internals: 40)

Topic of lectures

• Introduction to Marketing and Advertising Finance
• Long Term Finance -Sources of Long Term Finance
• Short Term Finance
• Financial Statements
• Marketing Costs

Paper-IV — AGENCY MANAGEMENT

Marks: 100 (Theory:60, Internals: 40)

Objectives:

• ¾ To expose students to the business of advertising
• ¾ To familiarize students with the different aspects of running an ad agency

Topic of lectures

• Structure of an ad agency, functions of different departments, types of ad agency
• Client Servicing
• Marketing plan of the client
• Agency Finances
• Client’s evaluation of the agency
• Setting up an Agency
• Growing the Agency
• Sales Promotion Management

Paper-V — THE PRINCIPLES AND PRACTICE OF DIRECT MARKETING

Marks: 100 (Theory:60, Internals: 40)

Objectives:

To learn and understand :

• ¾ What Direct marketing is, including direct marketing terminology
• ¾ How direct marketing differs from “traditional marketing”
• ¾ Direct marketing techniques

Topic of lectures

• Definition and importance of direct marketing
• Economics of direct marketing
• Growing importance of Direct marketing in IMC mix
• Understanding the DM business
• Direct marketing strategies
• Direct marketing concepts
• Various direct marketing methods and media
• Future of direct marketing current and future Scenario
• Customer relationship management

Paper-VI — CONTEMPORARY ISSUES

Marks: 100 (Theory:60, Internals: 40)

Objectives:

• ¾ To sensitise students to the environment around them
• ¾ Developing a perspective towards issues related to the marginalized sections of the society

Topic of lectures

• Ecological system, services and Economics of Environmental Protection
• Concepts of human rights and civil liberties
• Regional issues – Economics, Social, Political
• Sugar Lobby, operation Flood, Terrorism, tribal Movement, etc.

Paper-I — ADVERTISING IN CONTEMPORARY SOCIETY

Max. Marks: 100 (Theory:50, Internals: 50)

Objectives:

• ¾ To recognize the roles of advertising in modern society
• ¾ To understand the current developments and problems concerning advertising as an economic and social force.
• ¾ Appreciate the increasingly international nature of advertising.
• ¾ To analyze the interdependent nature of advertising and popular culture.

Topic of lectures

• Advertising in the Indian economy
• Advertising and culture
• Advertising and the audience
• Global advertising
• Internet marketing
• Social marketing.

Paper-II — COPYWRITING

Marks: 100 (Theory:60, Internals: 40)

Objectives:

• ¾ To familiarize the students with the concept of copywriting as selling through writing
• ¾ To develop their inherent writing skills
• ¾ To train students to generate, develop and express ideas effectively
• ¾ To familiarize students with contemporary advertising techniques and
• ¾ Practices

Topic of lectures

• Copywriting, Introduction, Responsibility of Copy writer
• Creative Strategy:  Planning and Development
• Phases of campaign creation
• Brief
• The big idea
• Writing for print media
• Understanding the medium and writing for TV, Cinema, Radio, Innovative medium, Internet, SMS.
• Principles of writing press release copy 05 Writing copy for mail order, direct mail, yellow pages, trade directory, classified advertisement, B2B advertising.
• Different types of copy.

Paper-III — ADVERTISING DESIGN (Project Paper)

Marks: 100 (Internal:0, External, Viva: 50)

Objectives:

• ¾ To expose students to the creative and technical aspects of art direction

Topic of lectures

• Introduction to the Art department in ad agency
• What is Art Direction –Making of an Art Director
• Introduction to colour – colour harmonies
• Introduction to Illusion -Principles and elements of design
• Introduction to Photography
• Introduction to Typography/Calligraphy-Word expression ,  Layout designing Logo designing
• Introduction to desktop publishing
• Introduction to Print Production -stationary design
• Working with copy –partner
• Art direction in print media
• Art direction in outdoor Transit/Ambient
• Art direction in films /television
• Art direction in internet and new media
• Art direction in Direct Mailers
• Advertising campaign planning :Art -Radio ,T.V, Newspaper, magazine outdoor
• Corporate Identity systems – Packaging , Brochure,P.O.P ,etc.
• How to brief the art direction and get the best out of him.

Paper-IV — CONSUMER BEHAVIOUR

Marks: 100 (Theory:60, Internals: 40)

Objectives:

• ¾ To introduce the students to the complexities of consumer behavior.

Topic of lectures

• Introduction to Consumer Behaviour
• Communication
• Perception : Physical Psychological : Subliminal perception
• Cultural – Subculture (concepts and its impact on consumer behaviour)
• Learning –  Cognitive Theory, Conditioning Theory
• Attitude
• Motivation
• Personality
• Market Segmentation
• Social Class
• Groups
• Family
• The Consumer Decision making Process
• Adoption and Diffusion
• Indian Core Values

Paper-V — MEDIA PLANNING AND BUYING

Marks: 100 (Theory:60, Internals: 40)

Objectives:

• ¾ To develop knowledge of major media characteristics and buying advertising space in them to develop an understanding of procedures, requirements, and techniques of media planning.

Topic of lectures

• Media planning
• Sources of media research
• Selecting the suitable media options
• Criteria for selecting the media vehicles
• Media timing
• Comparing and Evaluating continuity ofmedia options/choices
• Deciding the ideal media mix
• The communications mix
• Media buying and negotiation
• Competitive media expenditure analysis
• The concept of aperture
• Scheduling and budgeting allocation
• Media plan evaluation
• Media presentations to the client
• Media audit

Paper-VI — BRAND BUILDING

Marks: 100 (Theory:60, Internals: 40)

Objectives:

• ¾ To provide an introduction to the concepts and practices of contemporary brand management.
• ¾ To understand the appropriate strategies and tactics to build, measure and manage Brand Equity.
• ¾ To learn to plan an effective advertising campaign

Topic of lectures

• The Brand
• Branding Strategies
• Introducing And Naming New Brands and Extensions
• Brand Positioning
• Brand Equity
• Brand Leveraging
• Managing Brands Over Time
• Building Brand On Internet
• Corporate Branding (Internal Assessment Only)
• Campaign Planning (Internal Assessment Only)

Introduction
My Name is: Suhrid Pawar
BMM College: SIES College, Sion
BMM Specialisation: Advertising (Batch of 2007)
Currently Working at: Senior Copywriter at Saatchi & Saatchi Focus

Suhrid’s Take
Does being a BMMite give you an edge over others?
Yes it does. Only if you are absolutely clear about what you want to do in life. Just a BMM qualification will not make you a media mogul overnight. The degree definitely gives you an edge as it exposes the workings of media in conjunction with society and consumers. The course opens up your mind to questioning, re-imagining, and demystifying the entire media industry and finding your own space in between all the chaos.

Do the subjects in BMM help you know the reality of the job? Is there any place for theory in the creative world?
The subjects give you an overall idea about how the industry runs. Realities have to be experienced on your own by doing internships, interacting with people from the industry, reading blogs and scouring media sites for trends and predictions. Theory is no doubt important. It makes one’s base firmer and allows one to be well-informed and open to change.

BMM or BMM from a particular college? Does it make a difference?
Makes a difference based upon the faculty. This is the biggest problem with the course as of now. The course is such that it needs people from the industry to come and share knowledge, which is difficult given the timings and commitments of professionals. Also, the right mindset towards running the course helps a lot. Almost every college in the city has BMM but not all of them are equipped with the right faculty or facilities, which is a shame.

Internships during colleges – are they relevant in the long run?
Yes they are. An internship gives you the chance to interact with professionals, get a taste of the life in media and also helps you to build contacts.

Career Queries
Work Experience or Higher Studies? What’s your pick? Why?
I would suggest a couple of years of work experience and then going for higher studies. If you want to go in for design or any specific line of the media, then a Masters helps. Otherwise, work is the best university.

How did you start your career?
I was part of a freelance ad agency started with my colleagues in BMM. We worked really hard during the second and third year, but had to discontinue as most of us left for further studies, including me. I wanted to pursue a Masters for which I went to British Council, met consultants and finally decided to do an MA in Communication Design from Kingston University.

Were you clear about which field you wanted to get into right from the beginning?
I was clear I wanted to get into advertising, Copywriting more specifically as I had done a Diploma in Applied Arts before the BMM course. This gave me clarity about my professional aspirations.

Any particular incident that helped you decide on your career option?
My decision to join the Diploma came after a disastrous HSC result. I failed in Maths and subsequently took an aptitude test, the results of which stated that I wasted two years in Science, and anything related to Arts would be really good for me. That was the turning point in my life

Tips for BMMBoxers:

• Don’t fall into the trap of drugs, smoking and drinking and believing that all that is required for getting great ideas
• Look everywhere around you for inspiration
• Don’t expect the college to do things for you
• Ask questions about everything. Debate. Read anything and everything
• Stay on top of trends in the industry and get a good grip on English