The Power of Delivery - Custom Essay

Could you imagine these words being said by Martin Luther King Jr.?
Why do you believe he delivered the words so effectively?
2. Nominate another person in the public arena who you believe could
deliver this speech effectively?
3. How would it be different if it was a female delivering the words?
Would you change the copy? If so, how?
4. How would it be different if it was Barack Obama or Julia Gillard
speaking?
a. Consider their voices
b. Consider their cultures and backgrounds
5. Do you think the credibility of the speaker as well as the words and
the technique of delivery is important? Why/why not?
6. Read the words again aloud and underline key words for emphasis.
Can you see what the writer/Martin Luther King Jr wanted to achieve
with these emotive words?
7. Can you think of any great orators throughout our history (remember
‘villains’ can be great orators too, like Hitler).
a. Why were they considered to be good?
b. Could they capture the audience?
c. Did their voice hold the attention?
d. Did they have a presence on stage?
e. Could they deliver their words with meaning?

Session 1
• Name some communication barriers (think about our Titanic exercise)
• Give an example of verbal communication
• Give an example of non-verbal communication
Session 2
• What is a creative brief? What should it contain?
Session 4
• What is a central idea?
Session 5
• An advertising appeal is used to target audiences by creating an emotion
or feeling. For example fear, humour, sex. Can you name another two?
• If you were writing copy for insurance, which appeal might you use?
• In the latest Jenny Craig advertises, comedian/actress Magda Szubanski
endorses Jenny Craig. What type of advertising is this?
• What is Slice of Life advertising and what types of products are sold
using this technique?

Session 6
• What is an advantage of using outdoor (billboard) advertising?
• What are the challenges for copywriters with this type of advertising?
• Which type of media would you choose for delivering the central idea of
fantasy?
Session 7/8
 What must you consider if advertising to the children’s market?
 What other products have their own advertising codes (e.g. alcohol)?
 What is puffery and how does it differ from factual/straight sell
copywriting?
Session 9
 If we are evaluating our advertising copy, list four things we should
be checking.
 What is a Pulsing advertising schedule?
 When writing copy for online broadcast, you should think ‘forever’.
What else should you do?
Sessions 10/11
• Writing for radio is very different from writing for newspaper. How?
• What is the common length for televisions commercials?
• List two tips for writing persuasive copy for television
Session 12/13
 A copywriting formula is AIDA. What does this stand for?
• What is a subheading? How does it differ from body copy?
• Write a cliché and a buzzword and find two alternatives
• What is body copySession 14
• How does writing copy to appeal to women different from writing
persuasive copy for men?
• What is pester power (children)?
• What products might the greying tigers (65 years and upwards) be
interested in? What writing techniques would you use for this market?
Session 15
• There are two types of business communication in an organisation,
internal and external. Explain both.
• What is one of the dangers of e-communication?
Session 16
• What are some of the tools or communication channels for e-commerce
(e.g. MySpace)
Session 17/18
• List some of the steps involved in preparing a team presentation?
• Why are visuals so important?
• What is the ideal number of slides?
• How should you finish your presentation?
• What is good oration important especially to the copywriter?