Creative Advertising(18BVC008) – Best Deemed University in Chennai
Apply Now Ph.D Jan'2023



Students will be able to understand the language of advertising effectively. And to  equip the students with tools to write effective copy for advertising.


Course Outcome:

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.


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Apply Now 2023-2024