| Course Aims | The module aims to:
Develop students’ understanding of the copywriting process, including communication and advertising design theories and their impact on delivering a successful campaign.
Provide students with skills enabling them to write copy.
Equip students with a tool kit necessary to analyse and evaluate copy.
Develop students’ abilities to manage a copywriting process and evaluate copy |
| Reading Recommended | AITCHISON J. (1999), Cutting-edge advertising, 2nd Ed., FT Prentice Hall.
BIRD D. (2002), How to write sales letters that sell, Kogan Page.
BLY R.W. (2002), The Copywriter’s Handbook, Owl Books.
CAPLES J. (1998), Tested Advertising Methods, 5th Ed., FT Prentice Hall.
LEWIS H.G. (2004), On the Art of Writing Copy: The Best of Print, Broadcast, Internet and Direct Mail, Verulam Publishing.
OGILVY D. (2004), Confessions of an advertising man, Southbank Publishing.
OGILVY D. (1995), Ogilvy on Advertising, Prion Books Ltd.
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| Weekly Schedule | An introduction to managing the creative process – the importance of copy and design in marketing communications
Theories of communication – how the process works, AIDCA, encoding and decoding, making your brand message understood, problems with communicating to a global audience
Coming up with ideas, understanding your audience, tone of voice, branding, getting attention, writing to sell, writing to communicate
Writing for direct mail / inserts
Writing for the internet
Writing for TV
Writing sales letters
Writing press releases
Writing for charities
Managing the copywriting process
Theories of design in advertising and direct marketing (e.g. Vogele’s Eye Track Management research)
Evaluation/Planning/Control – the role of testing, how to conduct effective test, an introduction to statistics for marketing effectiveness measurement
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