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Advertising Copywriting and Creative Development

Advertising money is wasted when the message is confusing or forgettable, a common problem for organisations that write their own copy. This programme teaches marketing staff to write clear, persuasive advertising copy for print, radio, outdoor and digital, develop creative concepts that fit the brand, and brief designers and agencies so that campaigns land with African audiences.

What you will be able to do

  • Write advertising copy built on a single clear benefit.
  • Craft headlines and calls to action that prompt response.
  • Adapt copy for print, radio, outdoor and digital formats.
  • Develop creative concepts that fit brand and audience.
  • Write for local languages, tone and cultural context.
  • Brief and review designers and agencies effectively.

Course outline

  1. 01Principles of persuasive advertising copy
  2. 02Finding the single benefit and big idea
  3. 03Writing headlines and calls to action
  4. 04Copy for print, radio and outdoor
  5. 05Copy for digital and social formats
  6. 06Writing for local language and culture
  7. 07Developing creative concepts
  8. 08Briefing and reviewing creative work

Who should attend

Marketing officers, brand and communications staff and small business owners who write or commission advertising and promotional copy.

Dates, venues and fees

DatesVenueDaysFeeCalendar
17 to 18 Aug 2026Accra2US$1,100
24 to 25 Aug 2026Lusaka2US$1,100
31 Aug to 1 Sep 2026Kigali2US$1,100
7 to 8 Sep 2026Nairobi2US$1,100
14 to 15 Sep 2026Durban2R10,000
21 to 22 Sep 2026Johannesburg2R10,000
5 to 6 Oct 2026Mauritius2US$1,100
12 to 13 Oct 2026Dubai2US$1,100
19 to 20 Oct 2026Lagos2US$1,100
26 to 27 Oct 2026Harare2US$1,100
2 to 3 Nov 2026Kampala2US$1,100
9 to 10 Nov 2026Dar es Salaam2US$1,100
16 to 17 Nov 2026Pretoria2R10,000
23 to 24 Nov 2026Cape Town2R10,000
7 to 8 Dec 2026Online2US$900
14 to 15 Dec 2026Mozambique2US$1,100
21 to 22 Dec 2026Cairo2US$1,100

Fees are per delegate. South African venues are priced in rand; other locations and online in US dollars. Fees exclude 15% VAT where applicable. Group bookings of three or more delegates from the same organisation qualify for a reduced rate; contact us for a quotation.

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