Module 1 (3)

Question 1

A Cover letter for interviews Example:

Answer 1

Dear Mr. Wilson:
Your ADWEEK help-wanted ad says you’re looking for a copywriter with agency experience.
Why?
I’m a writer on the client side. The product managers I worked for aren’t interested in slick. pretty ads that win creative awards. They demand (and I give them) copy and concepts that generate leads, create awareness, and increase sales.
Rather than build a portfolio of splashy four-color advertisements, I’ve built campaigns that achieve marketing objectives within set budgets. Now, the average agency copywriter may write more ads than I do. But my book will show you that I do first-rate work.
And if that’s not enough, I challenge you to try me out on a few assignments and see if I don’t top every agency-experienced writer that applies for this job.
Sincerely.
Bob Bly”

Question 2

What is one of the most crucial “human resources” in advertising agencies?

Answer 2

The copywriter.

Question 3

What do copywriters write?

Answer 3

The words we hear and see in advertisements, commercials, and websites.

Question 4

How visible are copywriters in advertising or marketing?

Answer 4

Except for the art director, the copywriter is one of the most visible roles in advertising or marketing.

Question 5

What other roles contribute significantly to the advertising effort?

Answer 5

Account executives, market researchers, and media buyers provide equally significant contributions.

Question 6

What aspects of advertising are hidden from the general audience?

Answer 6

The development of advertising plans, consumer psychology research, and media buying are hidden aspects of advertising.

Question 7

How do copywriters benefit from their work’s visibility?

Answer 7

Copywriters can claim ownership of their work by presenting a book of advertising clippings or a film reel of TV advertisements.

Question 8

What are the three different varieties of copywriters?

Answer 8

Copywriters can work for an advertising agency, as a freelance copywriter, or directly for clients.

Question 9

What resources are available for copywriters working in an advertising agency?

Answer 9

Artists for sketching concepts, assignments and advice from creative directors, feedback from other writers’ work, and background data from account managers.

Question 10

What is one option for copywriters besides working at an agency?

Answer 10

Freelance copywriting allows copywriters to work independently and take on various projects from different clients.

Question 11

What is another option for copywriters besides working at an agency or freelancing?

Answer 11

Copywriters can work directly for clients, handling their copywriting needs internally within the organization.

Question 12

What is the typical remuneration situation for agency copywriters compared to freelancers?

Answer 12

Agency copywriters receive consistent and often generous compensation, while freelancers may experience delays in payment.

Question 13

What role does a creative director play in an advertising agency?

Answer 13

A creative director is responsible for overseeing all creative work, including copy, art, print, and broadcast production

Question 14

How many accounts do agency writers typically work on?

Answer 14

Agency writers usually work on one or two accounts for an extended period, contributing to ongoing advertising campaigns.

Question 15

How do agency writers typically access prestigious copywriting projects?

Answer 15

Prestigious copywriting projects are typically handled by agency staff writers who work for sizable agencies managing high-profile accounts.

Question 16

What is one benefit of working with an agency specializing in a particular business?

Answer 16

Specialized firms offer higher wages due to their industry-specific skills and expertise.

Question 17

What challenge might arise for a copywriter who specializes in a specific field?

Answer 17

Specialization may limit opportunities to work in different areas and branches of copywriting.

Question 18

Why might it be beneficial for a copywriter to work for a specialized company if they plan to freelance in the future?

Answer 18

Specialists in freelancing are in higher demand and can charge higher rates, making specialization advantageous for future freelancing endeavors.

Question 19

What factors should a copywriter consider when deciding to work with an agency?

Answer 19

Copywriters should consider the unique personality, character, and environment of each agency before making a decision.

Question 20

What are the two main categories of ad agencies?

Answer 20

The two main categories of ad agencies are vast and tiny.

Question 21

What are some benefits of working for a large ad agency?

Answer 21

Large agencies offer better chances for advancement, prestigious accounts, diverse job opportunities, and higher compensation.

Question 22

What distinguishes the work environment for copywriters at large agencies?

Answer 22

Copywriters at large agencies typically focus on writing while other tasks are delegated to experts, and they may have limited interaction with clients, vendors, and other agency departments.

Question 23

How does the work environment differ for copywriters at small agencies?

Answer 23

Copywriters at small agencies often work with a variety of clients, perform a broader scope of tasks, and have more interaction with clients, vendors, and other agency departments.

Question 24

What qualities should a copywriter look for when choosing an ad agency?

Answer 24

The ideal agency promotes innovative, creative work aligned with the client’s goals and provides a comfortable work environment that matches the copywriter’s conception of effective advertising.

Question 25

What does “the client side” refer to in the advertising industry?

Answer 25

“The client side” refers to the area of the business where individuals work directly for the company or brand being advertised.

Question 26

What are some benefits of gaining experience working on the client side?

Answer 26

Working on the client side allows copywriters to develop a portfolio of published writing, gain industry-specific knowledge, and understand the mindset of the client’s workforce.

Question 27

How does prior client-side experience benefit copywriters who transition to agency roles?

Answer 27

Copywriters with client-side experience often have a better understanding of client perspectives and how agency work is evaluated and accepted.

Question 28

What are some differences between working for an agency and working on the client side?

Answer 28

Agency life is typically more hectic, with tighter deadlines and long hours, while client-side writers become experts in specific products and industries, seeing the “big picture.”

Question 29

What are some departments within corporations that hire staff writers?

Answer 29

Departments hiring staff writers may include the Advertising Department, In-House Agency, Marketing Communications, Public Relations, Employee Communications, Audiovisual Communications, Corporate Communications, and Technical Publications.

Question 30

What are some tips for creating an effective resume?

Answer 30

1. Make a compelling case for your experience, aptitude, and expertise.
2. Organize your resume to showcase your skills and accomplishments effectively.
3. Include the employer’s name, type of work the company does, and copy you created for each job.
4. Clearly state what you hope to achieve by working for the company.
5. Highlight experience in selling, marketing, graphic design, web programming, digital marketing, etc.
6. Include freelance copywriting experience and various writing experiences.
7. Mention any creative accolades and sales statistics for your copy.
8. Link digital ads in your online CV and email.
9. Provide more background information in your CV than in a cover letter.

Question 31

What is the key to writing an effective cover letter?

Answer 31

1. Focus on persuading the reader to interview you rather than expressing passion for the industry.
2. Highlight relevant experience and skills that demonstrate your ability to meet the employer’s needs.
3. Address any potential shortcomings or lack of credentials proactively and turn them into strengths.
4. Provide specific examples of past achievements or successes that align with the job requirements.
5. Offer to demonstrate your capabilities through trial assignments or projects.
6. Keep the letter concise and to the point, avoiding unnecessary information or anecdotes.
7. Close with a strong statement of confidence and willingness to excel in the role.
8. Ensure proper formatting, grammar, and spelling to present a professional image.

Question 32

Why is a portfolio essential for anyone working in advertising?

Answer 32

A portfolio, also known as a “book,” is crucial for anyone working in advertising because interviewers often evaluate candidates based on its content. It showcases the individual’s written ads and other advertising materials, demonstrating their skills and capabilities in the field.

Question 33

What are the typical components of a portfolio in advertising?

Answer 33

A portfolio typically includes written ads and other advertising materials mounted on cardboard pages and protected with clear plastic. The exterior of the portfolio is usually made of leather, vinyl, plastic, or synthetic leather, with options in black or brown. It often features a handle and zipper for easy carrying.

Question 34

What is the recommended display approach for a portfolio in advertising?

Answer 34

The most straightforward display approach for a portfolio is to mount ads one per page. This allows for easy viewing and evaluation by interviewers or potential clients. Each page should be large enough to accommodate ads while remaining portable.

Question 35

What purpose does a portfolio serve in advertising?

Answer 35

A portfolio serves as a visual representation of an individual’s skills and capabilities in advertising. It allows interviewers or potential clients to assess the quality of the candidate’s work and determine if they are suitable for the job or project.

Question 36

What is a portfolio in advertising?

Answer 36

A portfolio, also called a “book,” is like a collection of a person’s work samples in advertising. It’s crucial for people working in advertising because it shows what they can do.

Question 37

What does a portfolio usually include?

Answer 37

A portfolio usually has ads and other stuff the person has made for advertising. These are put on thick pages and covered with clear plastic to protect them.

Question 38

How are things displayed in a portfolio?

Answer 38

Usually, each ad or piece of work goes on its page in the portfolio. This makes it easy for people to see and judge.

Question 39

Why is having a portfolio important?

Answer 39

Having a portfolio is important because it shows what a person can do in advertising. It helps people decide if they’re good for a job or project.

Question 40

What are tag identifiers used for in a copywriter’s portfolio?

Answer 40

Tag identifiers are labels or index cards placed below advertisements in a portfolio. They provide information about the ad’s creator, where it was used, the sales results, and any honors it received.

Question 41

How can a copywriter organize their portfolio?

Answer 41

A copywriter can organize their portfolio into sections based on the type of assignment, such as commercials, brochures, and sales letters, or by product categories like consumer electronics or healthcare items.

Question 42

How many samples are typically included in a portfolio?

Answer 42

There is no standard size for a portfolio, but it’s common to include between six and sixteen samples. It can contain both published work from real clients and spec ads created to showcase the copywriter’s abilities.

Question 43

What is the Before-and-After strategy in copywriting portfolios?

Answer 43

The Before-and-After strategy involves recreating existing advertisements to showcase improved copywriting skills. The updated ads are placed alongside the original ads in the portfolio to demonstrate the transformation.

Question 44

How can copywriters without published work create a portfolio?

Answer 44

Copywriters starting out can create a portfolio by selecting around a dozen existing ads from publications and rewriting them to improve the copy. These updated ads are then included in the portfolio alongside the original versions.

Question 45

Why is it a good idea to customize portfolios for one-on-one meetings?

Answer 45

Customizing portfolios for individual meetings allows copywriters to tailor their presentation to the specific interests and needs of the person they are meeting with, making a stronger impression.

Question 46

What are some suggestions for performing well in a job interview?

Answer 46

1. Be punctual and sharp.
2. Maintain a professional appearance.
3. Bring work samples.
4. Listen actively and respond appropriately.
5. Allow the interviewer to lead the conversation.
6. Present yourself confidently without exaggerating.
7. Avoid drawing attention to your weaknesses or apologizing for them.

Question 47

What is the effectiveness of copywriting?

Answer 47

Copywriting is a powerful tool of communication that can sway people’s behavior and decision-making, influencing loyalty and public opinion. It plays a central role in increasing revenue and offers an enticing career path for those who choose to pursue it.