Copywriting

8.00
Unit I: 

• Advertising insight
• Concept of the Big idea advertising
• 360° concept advertising: business context, consumer context, cultural context
• Creative Brief
• Message Approaches
• Message Execution Styles
• Creative Strategy
• Execution of creative strategy (Layout and Design)

8.00
Unit II: 

• Brainstorming techniques
• Effective Copywriting
• Copywriter & Out-of –the –Box Thinking
• Brand Positioning in copywriting
• Techniques for Copwriting(Thinking Hats)
• Packaging as a self-sufficient medium
• Teasing advertising
• Copywriting for print media (1)

8.00
Unit III: 

• Copywriting for print media (2)
• Creating TV storyboard
• TV commercial’s text during post-production: motion and text
• Copywriting for outdoor media(1)
• Copywriting for outdoor media (2)
• Radio script writing
• Radio Sound effects
• Copywriting for Direct marketing

8.00
Unit IV: 

• Copywriting for Web (1)
• Copywriting for Web (2)
• Copywriting for mobile marketing.
• Copywriting for the POPs
• Language of conversation – do not write, speak
• Guerilla marketing - interactive copywriting
• Online guerilla marketing
• Copywriting for social messages

8.00
Unit V: 

• Press release, memo & Business Proposal
• Business letters – official, yet creative
• Sales letters
• Repositioning Strategies (1)
• Repositioning Strategies (2)
• Persuasive Writing
• Advertising Ethics
• Legal aspects of advertising

References: 
  1. Jay Conrad Levinson: Guerilla Advertising
  2. Stephen King: On writing: A memoir of the Craft
  3. Nick Usborne: Net words. Creating high impact online copy
  4. Nick Usborne: Copywriting 2.0. Your complete guide to writing web copy that converts
  5. Joseph Sugarman: Triggers
  6. Robert Cialdini: Influence
  7. John Caples: Tested Advertising Methods
  8. Bob Bly: The copywriter’s Handbook
  9. Joe Sugarman: Advertising Secrets of the written word
  10. Roy H. Williams: Wizard of Ads
  11. Claude Hopkins: Scientific Advertising
  12. Drayton Bird: How to write sales letters that sell
  13. John Caples: Making Ads Pay
  14. Eugene M. Schwartz: Breakthrough advertising
  15. Michael Masterson: The architecture of  persuasion
  16. Gary Blake and Robbert Bly: The elements of  copywriting
  17. Dan Kennedy: The ultimate Sales Letter
  18. Moine and Lloyd: Unlimited Selling Power
  19. Karl Iglesias: Writing for emotional impact
  20. Richard Hodgson: The greatest Dm Sales letters of all times
  21.  Newman: Mr. Wipple, Squeeze it!
  22. William Wells, John Burnett & Sandra Moriarty: Advertising Principles & Practice
  23. S.A. Chunawala & K.C. Sehia: Foundations of Advertising Theory and Practice
Academic Year: 
2018-2019
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