Copywriting and Creative Evaluation

DESCRIPTION: Focus on the creative side of advertising. Analysis of on-the-job experiences of copywriters; planning, writing and evaluating advertising for print and broadcast media. RATIONALE: There is a need for advertising excellence. Good marketers should also be good writers. This course enables students to understand how creative teams in advertising agencies work. LEARNING OUTCOMES: 1. Create copy and skillful word-games, according to campaign objectives 2. Identify the right appeal in the created copy 3. Distinguish needs and appeals that trigger specific audiences 4. Analyze and apply methods of evaluating copy 5. Understand the different roles of creative teams in agencies METHOD OF TEACHING AND LEARNING: - Class Lectures - role-playing focus groups (each group forms a creative team - a copywriter, an art director, an account director) - Interactive Learning (class discussions, group work, creative sessions) - Briefings - Blueprints - Office Hours: Students are encouraged to make full use of the office hours of their instructor, where they can ask questions and go over lecture material - Use of a Blackboard site, where instructors post lecture notes, assignment instructions, timely announcements, as well as additional resources