Copywriting and Creative Evaluation

The American College of Greece

Course Description

  • Course Name

    Copywriting and Creative Evaluation

  • Host University

    The American College of Greece

  • Location

    Athens, Greece

  • Area of Study

    Advertising, Broadcasting

  • Language Level

    Taught In English

  • Prerequisites

    WP 1010 Introduction to Academic Writing
    WP 1111 Integrated Academic Writing & Ethics
    WP 1212 Academic Writing and Research
    CN 2202 Writing for Mass Communication
    CN 2301 Contemporary Mass Communication
    CN 3410 Communication in Advertising

  • Course Level Recommendations

    Upper

    ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.

    Hours & Credits

  • US Credits

    3
  • Recommended U.S. Semester Credits
    3
  • Recommended U.S. Quarter Units
    4
  • Overview

    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