Students will be able to understand the language of advertising effectively. And to equip the students with tools to write effective copy for advertising.
CO1: The students will be able to know the basics in advertising strategies and marketing
CO2: The students will learn about the target market and brand positioning in the market.
CO3: The typical layout for an advertisement is learned in relation with the typographical elements.
CO4: Types of advertisement copies with their advertisement appeals is understood by the students.
CO5: Students will understand the marketing techniques in the social media.
Unit 1: Advertising
Product mix-distribution channel- marketing communication channel- planning advertising, advertising collaboration, product positioning, creative blue print, advertising strategy, creative strategy, brain storming, Big idea, copy writer’s, Art director’s contribution & collaboration,
purpose of copy and Illustration.
Unit 2: The creative process
The anatomy of press ads, Agency brief, Advertising strategy-creative brief and creativestrategy.Target audience, tone of voice, brand image, theproposition-the brand positioning statement-brainstorming andthe Big Idea.
Unit 3: Visualization and layout
Visual and copy, advertisingcopy, long and short copy, headline – basics of writing,functions, essentials and different forms. Slogans – necessity,characteristics and different types.
Unit 4: Types of copy 12
Scientific, descriptive, narrative,colloquial, humorous, topical, endorsement, interrogative,
prestige, reason why, co-operative and intentional.
Unit 5: Copywriting for New and Social Media
SharingScience, Valuable Content, Emotional Triggers, Headlines&Hashtags, Adapting a Single Piece of Writing acrossPlatforms, Content Curation for Social Media, MeasuringSocial Media Success.