This course aims to develop creative solutions to address advertising and marketing communications. The various facets of the content help the students to learn the art of copywriting for print, radio, and television.
Course Outcomes (COs):
Course |
Learning outcomes (at course level) |
Learning and teaching strategies |
Assessment Strategies |
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Paper Code |
Paper Title |
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ABM 501
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Creative Advertising – Planning and Development (Theory)
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The students will be able to –
CO56: Discuss the role of advertising strategic planning and apply various aspects of creative strategy. CO57: Understand message strategies, along with appeals and approaches CO58: Comprehend copywriting skills for various platforms. CO59: Understand the nitty-grity of advertising on Internet
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Approach in teaching: Interactive Lectures, Discussion, Tutorials, Reading assignments, Demonstration, Team teaching
Learning activities for the students: Self learning assignments, Effective questions, Giving tasks |
Continuous assessment test, Semester end examinations, Quiz, tutorials, Assignments, Presentation, Individual and group projects |
Situation analysis, Advertising Objectives, Means End Theory (Leverage Points), Target Audience, Product Image And Personality
The Big Idea, USP, Creativity & Creative Thinking (Free Association, Divergent Thinking, Analogies & Metaphors, Right Brain Thinking), Creative Process
Buying Motives, Types of Appeals , Rational, Emotional (positive and negative) and Moral appeals, Message Approaches, Message Execution, Concept of Copy & Copywriter, Main steps in copy development, Essentials of good copy
Types of print copy - Display Copy & Body Copy, Copy elements – Headline, Sub Headline, Body Copy, Caption, Slogan, Call outs, Tag line, logo - Signature, Call to Action
Copywriting for radio
Tools of Radio copy writing, Characteristics of Radio copy, Various techniques of Radio Copy writing
Copywriting for television
Tools of Television copy writing, Characteristics of Television copy, Scripts & Story Board
Search Engine marketing, Writing for the internet –banners, web ads, websites, Types of internet ads, Writing for Social Media- Instagram, LinkedIn and Facebook