Sk-etchbook

This seminar yesterday was excellent. The majority of the matter covered was already familiar to me from reading up on effective copywriting, communication and critical studies however I did learn a few new techniques and it was constructive to see a professional talking over existing ads saying specifically where they went wrong & how they could be improved. The seminar was presented by Mike Kingston, who is experienced in the field and talks about the subject with conviction. His arguments were well supported by research and statistics with an appropriate use of chosen advertisements which he also showed them updated.

Overall it was very useful as the seminar was a more general approach to marketing and sales than what I had previously covered. Rather than saying do this, this and this for a specific medium it started off about why people buy things, the underlying reasons which never change and can be applied to all advertisement. I learnt a few new formulas like AIDCA which is similar to the six copywriting steps. In terms of layout he also went over where is best to place the header (the 2nd quarter) and gave some info about attention times and titles/bullets/text.