Course Description
Advertising writing, layout, and art direction. Students learn
the basics of ad design and strategic messaging from tweets to
magazine ads, to viral-video scripts, to TV spots. Concepts
learned in Principles of Advertising or comparable courses are
applied to create targeted advertising.
Athena Title
Brand Storytelling
Equivalent Courses
Not open to students with credit in ADPR 3110
Non-Traditional Format
This course will be taught 95% or more online.
Prerequisite
ADPR 3515 and (ADPR 3400 or ADPR 3400E) and permission of major and permission of department
Grading System
A - F (Traditional)
Student Learning Outcomes
- Students will have a basic understanding of the primary drivers behind creating great advertising: consumer insight and a solid communication strategy.
- Students will focus on strategy and on clear and concise writing.
- Students will study the movement from strategy to concept to execution as you create your own ads.
- Students will learn and practice how to write creative messages for a variety of clients in a variety of media, understand how to criticize and evaluate creativity, and how to pitch your ideas successfully to the media and clients.
Topical Outline
- What Does It Take to Make Good Advertising?
- Objectives vs. Strategy vs. Execution
- What Makes Up a Strategy? Product, Consumer, Marketplace
- Researching Your Product; Knowing Your Brand
- Understanding the Consumer; Insight; Needs; Personality
- Evaluating the Marketplace; Segmentation
- Writing the Strategy Statement; Creative Briefs
- Kinds of Strategies, Using Strategies
- Headlines and Visuals
- Body Copy
- Graphic Design Elements; Layout Formats
- Writing for the Electronic Media-Television and Radio
- Writing for Direct Response, Outdoor and New Media
- Developing Successful Advertising Campaigns
