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ADVERTISING CREATIVEMEJO 371.3
Instructor: CobbCARROLL HALL Rm. 021
TR 5:30 – 6:45 AM
Syllabus/Course Information
Advertising CreativeMEJO 371.3Carroll Hall Rm. 033TR 5:30 – 6:45 PM
Instructor: Jamie CobbContact Info: [email protected] Phone: 919-995-0259 (mobile)Office Hours: MW 11:00 AM – 12:00 PM by appointmentOffice Location: Carroll Hall 021
What you should expectIn the time we have together each week, the pace will be quick. There will be lectures, interactive exercises, guest speakers and occasional video presentations. These will cover a variety of topics designed to show you what it takes to develop and write effective content for advertising across all media. This is an introductory course in copywriting. It is intended to give you a broad understanding of the concepts and practices of helping brands become differentiated and remembered in the marketplace.
You will not get bored.
In this course you will:
Gain a firm understanding of the role of a copywriter within the overall business environment, extending beyond communication to include concepting, visual storytelling, and research and testing
Examine how copywriting works to both create and deliver brand value to customers through a variety of channels.
Learn the importance of branding, and sustaining brand relationships with customers based on value
Analyze the positive and negative social impacts of advertising, and the responsibility of writers and advertisers in specific categories
Collaborate and critique creative solutions through the formation of teams
We’ll Start in The Present.At the beginning of each class, we will share something from Advertising Age, Wired Magazine, The Wall Street Journal, or from a number of Social Media outlets that relates to our content. An ad that caught our attention. A video that is trending. Hopefully this will give illustration and depth to what can sometimes be fairly dry and exhaustive topic.
We will blog.As part of your class participation grade, you will be expected to post interesting examples of creative and strategic advertising on our class blog, called The Campfire (https://campfires.web.unc.edu). This should be completely operational by the second class period. We will discuss the guidelines for posting content and cases on it. I would like to know what you might find interesting.
Working in TeamsDuring the first few weeks of class, I will give out a self-assessment form for each of you to complete. This will help me determine how to divide the 4 agencies. This will establish the organization for many of our in-class workshops and for the Team Campaign Pitch assignment later in the semester. You will also use this group to collaborate on Case Study assignments and research tasks that may come up in the semester.
Required MaterialsHey Whipple, Squeeze This (5th edition) by Luke Sullivan & Edward Boches.
Index cards & Sharpies – this is writing class, but I will ask you to create sketches and “thumbnails” of your ideas from time to time. One package of 4”x6” white unruled cards would be ideal.
Also, when you find interesting articles, please share them with your classmates by posting them on the discussion board or class blog.
SAKAII will use Sakai for additional readings not found in the required text. I will call your attention to these materials in class and/or via email. You can also check the calendar for assignment dates and upcoming class projects and activities. I will also be using Sakai for grade postings, once I update the site with that capability.
Course RequirementsTo successfully complete this course, you are required to:
Attend all classes Complete all required reading (and associate quizzes) Complete three reading exams Complete three copywriting assignments Compete to win Team Agency Pitch
Subjectivity NoticeAdvertising is a subjective business. My creative judgment is, without a doubt, subjective. That is the nature of evaluation in advertising and cannot be changed without compromising the realism of the course.
Creativity NoticeCreative gifts vary from student to student. While a genuine standard of excellence will be required to receive an “A” grade, no student will fail because of a lack of inherent creative ability. Sincere effort to master course material will result in a passing grade.
Grading SystemYour grade will result from the following evaluations:
Exam 1 10%Exam 2 10%Exam 3 10%Copywriting Assignments (3) 25%Agency Pitch Process (Final) 35%Class Participation/Blog/Quizzes 10%
Grades will be mathematically calculated on the following values:
A 4.0 (93-100) C+ 2.3 (78-80) F 0.0 (Below 60)A- 3.7 (90-92) C 2.0 (73-77)B+ 3.3 (88-90) C- 1.7 (70-72)B 3.0 (83-87) D+ 1.3 (68-70)B- 2.7 (80-82) D 1.0 (60-68)
All assignments must be typed and neat (except for ad layouts and index cards). Late assignments will be penalized one full grade point. Projects more than a week late will automatically be given a failing grade. That means you have only one week to make up the work.
Class ParticipationYour active participation in class is expected. And worth 5% of your final grade. Since lectures and planned exercises will be designed to engage students, your participation will be necessary to get the most out of the course. On several occasions, your agency team will be working together in class toward your final project. If you spend your time in class behind a laptop screen, I will assume you are distracted, and your grade may reflect poor participation. All lectures and assignments will usually be uploaded to Sakai within one week of class
DATE TOPIC ACTIVITY READING
AUGUST 22 Creativity & Why You’re In This Class
Don’t Tell Me, Sell MeSpeed Dating
Whipple 1
AUGUST 24 The Creative Process Right Brain/Left BrainAssignment 1 Brief
Whipple 2
AUGUST 29 The Creative Process Movie: Art & Copy
AUGUST 31 Insight The Insight Wheel Whipple 3
SEPTEMBER 5 Insight Persona Development
Reading Quiz 1
Whipple 4
SEPTEMBER 7 Storytelling Building The Arc Assignment 1 Due
Whipple 5
SEPTEMBER 12 Storytelling Say It in Six Whipple 8
SEPTEMBER 14 Strategy The Creative BriefSelf-Assessments Given
SEPTEMBER 19 Brand Top 100 BrandsAssignment 2 Brief
Interbrand Top Brands
2016
SEPTEMBER 21 Brand Brand Voice
Brand Voice
SEPTEMBER 26 The Agency Build an AgencyChoose Product/Service
Self-Assessments Due
Whipple 11
SEPTEMBER 28 The Agency Episode: The PitchReading Quiz 2
Whipple 6
OCTOBER 3 The Movement “Start a Revolution”(agency teams)
Assignment 2 Due
Ad Age Top 10 Slogans
OCTOBER 5 Social Media Best SM of 2016 Whipple 12
OCTOBER 10 Social Media The Big Event(agency teams)
Whipple 13
OCTOBER 12 Presentation Big Event Presentations
Assignment 3 Brief
Whipple 18
OCTOBER 17 Ideation Thought Bubbles(agency teams)
OCTOBER 19 Fall Break No Classes
OCTOBER 24 Life Science Marketing
Using Evidence to Influence
Speaker: Joseph Daley, President
Addison Whitney
OCTOBER 31 Radio The Life & Death of RadioTheatre of the Mind Assignment 3 Due
NOVEMBER 2 Agency Studio* Individual Team Meetings
Times TBD
NOVEMBER 7 Engagement “Nodes & Edges”Team Planning Workshop
NOVEMBER 9 Ambient/Outdoor Experience Equals BrandDiscuss Award Winners
Whipple 16
NOVEMBER 14 Measurement What’s the True Measure of Our Creativity?
Reading Quiz 3
NOVEMBER 16 Speaker Forum TBD
NOVEMBER 21 Agency Studio* Brand Planning & Experience
NOVEMBER 23 Thanksgiving Holiday
No Classes
NOVEMBER 28 Presenting Great Work
Presenter Drills Outline for Presentation
NOVEMBER 30 Agency Studio* Team Preview
Production and Graphics Review
DECEMBER 5 The Pitch Episode 4 – Pop Chips
DECEMBER 12 Agency Pitches Final Exam7PM
MEJO271 Speed Dating Get to Know Your Classmates Like Never Before.
Question 1If someone were going to make a movie about your life, would it be a comedy, drama, action, or horror film? Explain why. Who would play you in the starring role?
Question 2If you had the opportunity to change one of your features, which would it be? Explain why.
Question 3Name a song that would be the theme song of your life. Explain why.
Question 4You’re suffering from a rare form of amnesia, and the only thing that may bring you back is eating your favorite meal. What does it consist of (give details)?
MEJO371 Sell Me Change the way you write about products
PurposeThis exercise helps us determine what we are really selling to people. It is likely not just the product itself or its inherent consumer benefits.
DescriptionAsk small groups to finish a sentence and report back with possible endings. An example is “Don’t sell me soda…sell me ______.” Groups might come back with endings such as Refreshment, Youth, Vitality, Energy, etc. Repeat the exercise using several types of products and services.
ComputerGasolineWaterSneakersiPadCar ServiceApp
Supplies: 4 x 6 index cards; black Sharpies
MEJO271 WORKSHOP Right Brain A lateral thinking exercise.
PurposeThis exercise helps us determine what we are really communicating to people when we sell or deliver the messages for our brands. It is likely not just the product itself or its data. Many times there is a much bigger, right-brained opportunity to connect that can get us closer to our goals.
DescriptionAsk small groups to translate a series of rational, left-brained ideas into it matching right-brained concepts. When the group has completed the words in the table, try to find a few more that are relevant to your everyday conversations with customers. After 10 minutes, each group will present its thinking to the room.
Left Brain Information Right Brain Concept
Checking Account ex. Freedom & FlexibilityVisa Card ex. AcceptanceSnapple ex. Healthy refreshment
iPad ProOcculus Rift GogglesGoogle Search EngineUber Car ServiceStarbucks Coffee ShopHead & Shoulders ShampooTrojan CondomsUnder Armor HeatwearToms ShoesKrispy Kreme DonutsUSA Today Newspaper
JOMC271 Video Presentations Grab a chair. Grab some popcorn. Absorb.
The Pitch (AMC) - as available, this TV series will be shown in conjunction with
class lectures on notable print and TV campaigns. Depending on running time, this
could be shown during the first or last half of the class period.
Art & Copy – Is a powerful new film about advertising and inspiration. Directed by
Doug Pray (SURFWISE, SCRATCH, HYPE!), it reveals the work and wisdom of some
of the most influential advertising creatives of our time -- people who've profoundly
impacted our culture, yet are virtually unknown outside their industry. Exploding forth
from advertising's "creative revolution" of the 1960s, these artists and writers all brought
a surprisingly rebellious spirit to their work in a business more often associated with
mediocrity or manipulation: George Lois, Mary Wells, Dan Wieden, Lee Clow, Hal Riney and others featured in ART & COPY were responsible for "Just Do It," "I Love
NY," "Where's the Beef?," "Got Milk," "Think Different," and brilliant campaigns for
everything from cars to presidents. They managed to grab the attention of millions and
truly move them. Visually interwoven with their stories, TV satellites are launched,
billboards are erected, and the social and cultural impact of their ads are brought to light
in this dynamic exploration of art, commerce, and human emotion.
MEJO271 WORKSHOPS Exercise your creative muscles. Practice.
Thought Bubbles (ideation) – using Post-it Notes, we will break the class into agency
groups. Each group will spend 10 minutes with a strategy or communication platform,
and try to think of as many words, images and phrases as possible in the 10 minutes.
They will be asked to write each thought on a Post-it Note, which will be placed around
the strategies on the wall. After 10 minutes, the groups will rotate. This rotation will
occur until each group has brainstormed each of the three creative platforms, forming
Post-it Note thought bubbles around the ideas. The purpose of the exercise is to teach
students how to dump ideas from their head in any form, with the intent to piece them
together later. Some people are more visual, while others tend to think analytically
about the problem. After stepping back to see the collective thinking of the group,
students will identify the pieces of big, executional ideas from the bubbles.
Start A Revolution (tagline, social media) – in this exercise, we’ll work in our groups to
write protest movement signs and slogans for a specific cause. The exercise teaches
you to think emotionally, and to locate powerful levers that invite customers to “join” a
movement for the product.
1000 Words (concept visualization, headline relationships)– from a box of assorted
imagery, the students will select several images (photos, illustrations, symbols) and
write headlines to create a concept. This highly interactive exercise teaches us to
understand the importance of thinking visually to support a product. We will use this
exercise in support of the lecture material on thinking visually and art direction.
The Big Event (brand entertainment, concepting) – to get students thinking across all
media, this exercise asks the groups to create a Big Event that will support the creative
strategy. It can be on-line, in a stadium, viral, and must be promoted and named. This
gets students thinking outside of the traditional Ad Box, and causes them to select an
economy of words to hype and sell the event. At the end of the session, each group will
be asked to present three Big Ticket events to the rest of the class, using a pre-
designed (no art direction required) 11 x 17 poster template.
MEJO271 Cheat SheetCopywriting Rules to Live By.
Know your audience.
Trust the brand promise.
The Aha moment is your compass.
Say it straight.
Find your voice.
Tell stories.
Avoid clown shoes.
Think visually.
Become a champion.
Surprise yourself.
Always make it better.
(that’s eleven)
AGENCYPITCH Scoring Sheet
Targeting (20)Market OverviewCompetitive AnalysisCustomer Segmentation
Strategy (20)SWOT AnalysisBrand Strategy
Communication (20)Key MessagingTactical Plan (channels/rationale)Advertising Idea
Goals & Measurement (20)Short-Term and Long-Term Goals Metrics
Presentation (20)Multimedia/Graphics Final ProposalTeam participation
Total Possible Score 100
MandatoriesTalent-to-Task Report (assignments of duties for team)Charts & Graphs (be creative and illustrate the information)Advertising Execution (Show that your promotion can differentiate & resonate)Team Presentation (Everyone has a part in the show)Bound Report (Written form of your PowerPoint presentation)
“You can’t use up creativity. The more you use,
the more you have.”
- Maya Angelou