Advertising Writing &Editing Skills

Description

The Intended Learning Outcomes of this course are categorized under the following four headings: 1. Knowledge and understanding 2. Intellectual skills 3. Professional and practical skills 4. General and transferable skills Throughout this course students should acquire the competencies listed under each heading as follows. On completion of this course, students will be able to: 1.1 Understand how brand communication takes place and what concepts are considered 1.2 Understand the difference between writing and editing for commercial purposes and writing and editing for other purposes 1.3 Understand the main objectives and strategy of writing and editing in the field of advertising 1.4 Gain knowledge and awareness of the techniques to generate ad ideas 1.5 Understand the importance of connecting with consumers 1.6 Understand the significance of identifying the target audience On completion of this course, students will be able to: 2.1 Analyze and interpret different ads 2.2 Compare and contrast various advertisements and their effectiveness 2.3 Identify advertising that properly executes an advertiser’s marketing strategy 2.4 Develop conceptual thinking for brand communication 2.5 Identify target audience 2.6 Develop the skills to successfully connect with targeted consumers On completion of this course, students will be able to: 3.1 Conduct industry, product, and target market research 3.2 Select a local business and write ads for it 3.3 Develop an advertising strategy and plan 3.4 Write advertisements for selected media that execute their strategy and plan 3.5 Create ad layouts, radio scripts, and TV storyboards and scripts 3.6 Perform copyediting and copy fitting tasks 3.7 Present advertising strategy, advertisements, and related materials 3.8 Develop the ability to write copy for various audiences On completion of this course, students will be able to: 4.1 Critique one’s own work and develop the ability to provide constructive feedback for other’s work based on critical evaluation 4.2 Demonstrate research and research planning abilities 4.3 Develop writing and editing skills 4.4 Develop critical thinking skills

Program

Media**

Objectives

• This course is aimed at getting students familiarized with the writing and editing skills of advertisements. Focusing on the creative aspect of advertising, this course will teach students how to develop a pan advertising plan and advertising executions. Through this process students will learn how to search for information on both the product and the consumer, applying such information to developing campaign strategy. Students will learn to write and edit advertising messages for print and broadcast, design print ad layouts, and plan and prepare broadcast storyboards. Internet advertising will also be studied.