Creative Strategy/Copywriting

Catalog description

Creative Strategy/Copywriting (3-1) Strategic research, problem definition, planning creativity, and ethics in advertising and public service announcements. Applying the techniques of research and the principles of communication and persuasion to the development of objectives, strategy and creative concepts. The theory and practice of developing appropriate messages to reach and influence target audiences. Integrating research, strategy and audio/visual methodology into the creation of concepts and copy for the primary ad media. Includes consumer and business media and direct advertising. Prerequisites: COMM 2330 and COMM 3332 each with a grade of "C" or better and Junior standing. Course fee required.