Course

Unit I

Introduction to Copywriting Principles

Overview of the role of copywriting in advertising- Understanding the target audience and brand positioning- Crafting effective headlines and taglines

Unit II

Writing for Different Advertising Mediums

Writing for print advertisements: brochures, flyers, and posters- Crafting radio and TV scripts- Writing effective digital and social media copy

Unit III

Storytelling in Advertising Copy

Understanding the power of storytelling in advertising- Narrative techniques and structures- Incorporating storytelling into advertising copywriting

Unit IV

Audience Analysis and Persuasive Messaging

Conducting audience research and persona development- Tailoring messaging to specific demographics- Using persuasive language and psychological triggers in advertising copy

Unit V

Campaign Development and Portfolio Building

Collaborative project: developing a comprehensive advertising campaign- Building a portfolio of advertising copywriting samples- Presentation skills and pitching advertising concepts

Course Objectives:

This course offers a comprehensive exploration of copywriting principles and techniques specifically tailored for the advertising industry. Through a combination of theoretical study, practical exercises, and

real-world examples, students will learn how to craft persuasive and engaging copy for various advertising mediums, including print, digital, and social media.

Students will gain insight into the principles of effective advertising copywriting, including attention- grabbing headlines, persuasive language, and clear calls to action. Explore different advertising mediums and their unique requirements for copywriting, such as print ads, radio scripts, and social media posts. Develop their writing skills through a series of exercises focused on crafting headlines, taglines, body copy, and slogans. Learn how to conduct audience research and use consumer insights to inform copywriting decisions, ensuring messaging resonates with target demographics. Engage in collaborative projects to create comprehensive advertising campaigns, incorporating both copywriting and visual elements.

Course Outcomes (CO):

Upon completion of this course, students will be able to:

CO1– Outline the role and importance of copywriting in advertising.

CO2- Understand target audiences and tailor messaging to effectively communicate with specific demographics.

CO3- Apply storytelling techniques to create engaging narratives in advertising copy.

CO4- Demonstrate proficiency in writing compelling and persuasive advertising copy.

CO5- Critique and evaluate advertising copy to identify strengths and areas for improvement.

CO6- Develop a portfolio of advertising copywriting samples showcasing diverse styles and formats.

CO-PO Mapping:

Suggested References:

1. “The Copywriter’s Handbook: A Step-by-Step Guide to Writing Copy That Sells” by Robert Bly
2. “Hey, Whipple, Squeeze This: The Classic Guide to Creating Great Ads” by Luke Sullivan
3. “The Idea Writers: Copywriting in a New Media and Marketing Era” by Teressa Iezzi
4. “The Copywriter’s Cheat Sheet: 1500 Persuasive Words and Phrases for Writing Smart Copy That Sells” by Kira Henschel
5. “The Story Factor: Inspiration, Influence, and Persuasion through the Art of Storytelling” by Annette Simmons
6. “Building a StoryBrand: Clarify Your Message So Customers Will Listen” by Donald Miller
7. “Made to Stick: Why Some Ideas Survive and Others Die” by Chip Heath and Dan Heath
8. “Words that Sell: More than 6000 Entries to Help You Promote Your Products, Services, and Ideas” by Richard Bayan
9. “The Advertising Concept Book: Think Now, Design Later” by Pete Barry
10. “The Portfolio Handbook: A Guide for Designers, Artists, and Photographers” by Steve Heller and Lita Talarico