This course is designed, first, to give you a basic 
understanding of the primary drivers behind creating great 
advertising: consumer insight and a solid communication 
strategy. In addition to focusing on strategy and on clear and 
concise writing, we will study the movement from strategy to 
concept to execution as you create your own ads. You 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.

What Does It Take to Make Good Advertising?
Objectives vs Strategy vs Execution 		
What Makes Up a Strategy? Ð 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