Copywriting & Creative Strategy EN.660/661.357 (1) Fall 2013 T, Th 1:30 p.m.-2:45 p.m. Location: Gilman 219 Keith A. Quesenberry Lecturer, Center for Leadership Education 104 Whitehead Hall Office Hours: T, W, Th 12:00 p.m. - 1:00 p.m. & by appointment Kquesenberry@jhu.edu This is a course in the Center for Leadership Education and is required for the Entrepreneurship & Management Minor. Pre-requisite: 660.250 Principles of Marketing. No audits. Follow for daily marketing news DESCRIPTION In this course you will uncover the process of creative thinking and strategy for innovation and conceiving "big ideas" in marketing and advertising. You will be exposed to creative theory and practice as you select a consumer product and determine strategic market positioning, target demographics, media vehicles and creative guidelines. Then you will learn the craft of advertising copywriting for print, broadcast and digital media as you develop finished creative executions for an organization of your choosing. Assignments build upon one another to a complete integrated marketing campaign. OUTCOMES Upon successful completion of Copywriting & Creative Strategy, you will be able to: Utilize a five-step formula for producing creative marketing ideas or any innovation Research and use critical thinking skills to formulate and write a brand situation analysis Identify a target market, plan an effective creative strategy and write a creative brief Find the big idea that makes brands, motivates people and moves sales Write and execute print, radio, television and online/social media advertisements Complete an integrated marketing campaign with finished ads to show perspective employers Use presentations strategies, consider ethical issues and learn how to work in teams READING Creative Strategy In Advertising, 11th Ed. (Required) Drewniany & Jewler (2014) Boston, MA. Wadsworth ISBN: 978-1-133-30726-6. Available at campus bookstore or online as print or ebook from the publisher Cengage. A Technique for Producing Ideas. (Required) James Young, William Bernbach (Foreword by) (2003) McGraw-Hill. ISBN: 9780071410946. Available at the campus bookstore or online at amazon.com Page 1-660/661.357 Fall 2013 Keith A. Quesenberry
Additional important readings and articles will be distributed in Blackboard under the Readings course link. Page 2-660/661.357 Fall 2013 Keith A. Quesenberry
ASSIGNMENTS 1. Brand Summary, Target Market & Situation Analysis (30 pts.) Choose a product or service that is currently advertising in any or all media, traditional and/or nontraditional, that you believe is in need of brand revitalization. You will prepare the situation analysis and target market sections from a marketing plan. The situation analysis evaluates the environmental factors affecting the marketing program including the market, product, competitive, distribution and macroenvironmental situations. From this information you will identify and describe the group of people most likely to purchase your client s products or services. Descriptions and insights will come from both demographic (age, gender, race, income) and psychographic (lifestyle, interests, attitudes) information. The client you choose will be the brand you will work on for the rest of the assignments. 2. Strategy Statement & Creative Brief (30 pts.) For this assignment you will work on the next step leading to a creative campaign: the creative statement and creative brief. Using the information gathered so far in the brand summary, situation analysis and target market definition, you will develop a strategy statement and a creative brief for your client and their product or service. The real challenge in this assignment is keeping the creative brief, brief. You must boil down all relevant information into a single page of smart, focused, insightful information that will set up and inspire great creative ideas and executions. 3. Print Advertisements (30 pts.) This assignment has two parts. First you will adjust your creative brief specifically for a print campaign. The media specific section will change and, based on research, your strategy may need to adapt to the specific media. Then you will write two print ads (two magazine, newspaper, etc.) for your client s product or service. You can create awareness generating brand ads and/or include coupons or other sales promotions. You can provide a full design and layout of the ads, or the body copy, a description of the visual elements and a thumbnail sketch of the layouts. 4. Radio Commercial (30 pts.) This assignment also has two parts. You will first update your creative brief for recorded radio scripts and live read event scripts. Start with your original creative brief and develop a new brief specific for the radio broadcast phase of your bigger campaign keeping in mind that this radio will tie in with a public relations live event to promote your brand s product or service. You will write a 60-second radio spot for your client using the provided format as a guide. You will also write 10-second live read audio tags for a live event that the radio DJ or announcer can read. 5. Television Commercial (30 pts.) Again, this assignment has two parts. First you will adjust your campaign creative brief for a television script. The only areas that should change will be your strategy section and media specifics. Then, write both a 15-second and a 30-second television spot for your client s product or service using the provided format as a guide. Even if radio or television advertising doesn't fit with your strategy for your client, you will still complete these assignments to gain experience in creating broadcast/video scripts. 6. Final Creative Strategy Plan & Presentation (100 pts.) In your final assignment you will create two non-traditional media executions and include it as part of your final creative strategy plan. Using your original strategy statement and your creative briefs from print, radio, and television executions, you will adapt your brief and create two campaign-consistent executions of non-traditional media including guerilla marketing or online/social media. In addition to thoroughly describing your executions in this format, you will demonstrate a knowledge of the capabilities and track record of your chosen non-traditional marketing vehicles and explain how they will extend the impact of your campaign. You will complete your final plan including all sections and then develop and deliver a final 15-minute presentation of your creative campaign to the class. Page 3-660/661.357 Fall 2013 Keith A. Quesenberry
Assignment drafts are brought to in-class workshops for ungraded feedback. It is your responsibility to ensure you have drafts completed to take advantage of this opportunity. Final assignments should be uploaded in Blackboard by due date. GUIDELINES Participation & Attendance I encourage you to pose questions, think aloud, and challenge what we are learning. But I also challenge you to be active in this interactive environment and participate fully in the in-class application exercises and case study/video discussions. Important additional information is given in class and lecture notes are not provided - so it benefits you to attend class. Please be respectful by exhibiting professional behavior in the form of punctuality, vocal participation and focus (avoid texting/emailing) - the same standards expected in a business setting. It is also your responsibility to make sure your name appears on the attendance sheet every class. If you miss class and are looking for notes, please contact a fellow student. Like in business you will receive two free absences (The vacation policy is very generous as long as you take it between semesters). Consider these your sick or personal days. You should save these in case you become ill, have a family emergency or job interview. Attendance starts the first day of class and is based on 26 classes/13weeks (choosing to join late means you ve already missed classes). Exceptions are made for documented religious holidays or written medical excuses received from Dr. Susan Boswell, Dean of Student Life, but as in a job all work must still be completed. Special Needs and Learning Disabilities If you need an accommodation due to a documented disability, please visit me and/or contact be the first week of class or at your earliest convenience. I am fully committed to helping you succeed in this class. If you have no documentation, please register first with the Director for Disability Services. More information can be found here: http://jhuaa.org/dss/index.html Email Communication Email is a great way to contact me. I am happy to answer any course-related questions you might have. I will respond to most emails within 24-48 hours. Please follow the standards of professional communication. I may communicate with you directly or make general course announcements via your JHU student email plan on checking your email account frequently. Blackboard Blackboard is a significant part of this course. Check Blackboard for course announcements, syllabus, assignments, readings, quizzes and grades. Grades are updated and uploaded with feedback as assignments, exams and quizzes are completed. Be proactive by checking Grade Center throughout the semester to avoid discrepancies with the final course grade. Assignments Written assignments give you the opportunity to apply concepts learned in class. Make sure they are well crafted, professional and written in a clear, concise and correct manner. Proof your work. Use outside sources to strengthen and support arguments and cite them properly in APA style. Don t simply answer requirements in a numbered format. Make an independent report with an appropriate introduction and conclusion that anyone could pick up and understand. Focus on completing these assignments to the best of your abilities, extra credit assignments will not be offered. Use in text citations such as (Quesenberry, 2010). Then list full references at the end of reports such as: References: Quesenberry, Keith (2010, August 30). Writing a blog post. The New York Times. Retrieved September 1, 2010 from www.newyorktimes.com/writingablogpost Quesenberry, Keith (2010) The Blog Post Book: The complete guide. Mason, OH: South-Western Educational Publishing. Page 4-660/661.357 Fall 2013 Keith A. Quesenberry
Under Armour Corporate Website. (2010). Retrieved September 1, 2010 from http://www.uabiz.com/company/about.cfm The JHU Library provides good APA Style format resources here (http://guides.library.jhu.edu/content.php?pid=24792&sid=179617). Just keep in mind that in practice your papers (reports) will have more visuals (charts, graphs, photos) than you may see in the more academic samples provided. Mainly I want to ensure you are providing accurate in-text citations, full end of paper references, subheadings, figure numbers/titles and page numbers. Upload assignments in Blackboard through the upload assignment link (click on the bold assignment title, then click Browse My Computer to attach and hit Submit ). Upload Microsoft Word documents under the assignment on or before the due date. Please name your file by last name, course and assignment number: Lastname_660.250_A1.doc. On group assignments each member should upload a copy of the final team document. Grade comments will be given as a revised document returned through Blackboard Grade Center. Assignments will have a draft/planning stage where you will have class time devoted to receiving direct ungraded feedback from me and other students. To take advantage of this opportunity it is your responsibility to have the draft completed on time. Further input and/or clarification can be obtained by seeing me during office hours before the final deadline of an assignment. Quizzes Online quizzes gauge understanding of and ability to apply important concepts, highlighted in the text, and readings consisting of multiple-choice and true/false questions. They also provide motivation to keep up with reading, which helps make our in-class discussion more insightful and productive leading to deeper learning. The Quizzes will appear in the Blackboard Assignment course link when scheduled. They are timed once started they must be completed. Online quizzes are graded immediately, please check to make sure your quiz was submitted correctly and registered in Grade Center. Exams The final exam will consist of multiple-choice and true/false questions and will be given in class according to the course schedule. To be fair seniors must take the final - no senior option. I also encourage you to check the final schedule before making end of term travel arrangements. Deadlines As in a business environment deadlines should be taken seriously. In my career we lost multi-million dollar contracts over missed deadlines. In that view, assignments/quizzes must be completed before the deadline for full credit. The midterm and final must be completed on the scheduled day. But sometimes important life developments happen. Exceptions will be made for documented religious holidays or written medical excuses received from Dr. Susan Boswell, Dean of Student Life. Academic Integrity and Plagiarism The strength of the university depends on academic and personal integrity. Ethical violations include cheating on exams, plagiarizing material, reusing other people s assignments, using the internet and electronic devices in an improper way, collaborating in an unauthorized or deceitful way, altering graded assignments, forging or falsifying, lying, facilitating academic dishonesty, and competing unfairly against your colleagues. For further clarification on the definitions of plagiarism and cheating, I would direct your attention to the Ethics Board website: http://ethics.jhu.edu. The university will punish cheaters with failure on an assignment, failure in a course, permanent transcript notation, suspension, and/or expulsion. Offenses may be reported to professional or graduate schools when a cheater applies. In this course, you have the responsibility to document the following in individual and group papers: (1) Quotations - the exact words/data from another person (2) Paraphrase - the rewording of another Page 5-660/661.357 Fall 2013 Keith A. Quesenberry
person s ideas/data (3) Combination of quotation and paraphrase. This applies to all sources of information, including company brochures, phone or in-person interviews and Internet information. All outside sources of information should be clearly acknowledged. If there is any doubt or question regarding the use and documentation of outside sources for academic assignments, the APA stylebook should be consulted. You may collaborate with other students in this course only for the group project, but not on any individual assignments. Please report any violations. If you see something, say something. Evaluation We must all be evaluated. In this course there are a total of 500 points and are divided among the following grading opportunities and scale: Points Percent Assignments 150 pts. 30% (5 Assignments 30 pts. each) Attendance & Participation 52 pts. 10% (13 weeks, 26 classes) Online Quizzes 108 pts. 22% (6 online quizzes 18 pts. each) Exam 90 pts. 18% (In-class Final 90 pts.) Final Plan & Presentation 100 pts. 20% (Report 75 pts./presentation 25 pts.) Total 500 pts. 100% Grade Earned Minimum Points Maximum Points A+ 483 500 A 463 482 A- 448 462 B+ 433 447 B 413 432 B- 398 412 C+ 383 397 C 363 382 C- 348 362 D 298 347 F 0 299 SCHEDULE / DEADLINES This schedule is subject to change based on class needs, our progress through the assignments and unforeseen weather-related circumstances. Any changes made during class will override this schedule. You are responsible for staying up-to-date by coming to class and checking Blackboard for updates. Page 6-660/661.357 Fall 2013 Keith A. Quesenberry
When planning your study schedule please keep these two points in mind: READ below means you must have read the material before the class under which it appears. DUE below means the assignment must be completed on or before the date it appears. WEEK 1 09/03 T Mod. 1: Course Introduction Group Exercise: What Is Creativity? READ: Harvard Business Review, How to Kill Creativity 09/05 Th Mod 2: The Creative Process Group Exercise: A Process To Creativity? READ: Young, A Technique for Producing Ideas. (Ch. 1-9) DUE: Email Creative Ad Example by Monday 09/10 to Prof. Quesenberry WEEK 2 09/10 T Mod. 1: Creativity Is Group Review: Creative Advertising Examples READ: Drewniany & Jewler, Creative Strategy In Advertising. (Ch. 1) 09/12 Th Mod. 2: What is Copywriting? Assignment Intro: Team Interest Survey (email by Mon. 09/16) READ: BrandZ, 2011 Top100 Report READ: The Creative Group, Salary Guide 2013 Quiz #1 (Ch. 1-2, up in Blackboard complete by Tuesday) WEEK 3 09/17 T Mod. 1: Identity & Image In Branding Group Workshop: Team Assignments / Brand Brainstorm READ: Drewniany & Jewler, Creative Strategy In Advertising. (Ch. 2) DUE: Quiz #1 (Ch. 1-2, complete in Blackboard by 11:55 p.m.) DUE: Team Interest Survey email by Mon. 09/16 (bring print out to class) 09/19 Th Mod. 2: The Struggles Between Business Types & Creatives Group Review: The Pitch READ: Ad Age, Why Future of Industry Isn t About Making Ads WEEK 4 09/24 T Mod. 1: Marketing Strategy Group Exercise: SWOT Anyalysis READ: Harvard Business Review, Rethinking Marketing DUE: Brand Choice Memo (MSWord file Blackboard 11:55 p.m.) 09/26 Th Mod. 2: Diversity & Minority Marketing Assignment Intro: Brand Summary, Target Market & Situation Analysis READ: Drewniany & Jewler, Creative Strategy In Advertising. (Ch. 4) Quiz # 2 (Ch. 3-4, up in Blackboard complete by Tuesday) WEEK 5 10/01 T Mod. 1: Effective Creative Work Starts With Insights Group Workshop: Situation Analysis & Target Market Definition READ: Drewniany & Jewler, Creative Strategy In Advertising. (Ch. 3) DUE: Quiz # 2 (Ch. 3-4, complete in Blackboard by 11:55 p.m.) DUE: Brand Summary, Target Market, Situation Analysis (bring print out to Page 7-660/661.357 Fall 2013 Keith A. Quesenberry
class) 10/03 Th Mod 2: Observational Research for Creative Insight Group Exercise: Observational Research Around Campus READ: Marketing Research Review, Seven Rules for Observational Research DUE: Brand Summary, Target Market & Situation Analysis (MSWord file Blackboard 11:55 p.m.) Page 8-660/661.357 Fall 2013 Keith A. Quesenberry
WEEK 6 10/08 T Mod. 1: Creative Strategy Is A Roadmap For Creativity Assignment Intro: Strategy Statement & Creative Brief Case Study: Chick-Fil-A READ: Drewniany & Jewler, Creative Strategy In Advertising. (Ch. 5) READ: Advertising Age, What Are You Packing Into Your Creative Briefs? 10/10 Th Mod. 2: Ideas Drive 21 st Century Innovation Group Exercise: Brainstorming in Teams READ: Drewniany & Jewler, Creative Strategy In Advertising. (Ch. 6) Quiz # 3 (Ch. 5-6, up in Blackboard complete by Tuesday) WEEK 7 10/15 T No Class Fall Break Day (Monday Classes Meet on this Tuesday) DUE: Quiz # 3 (Ch. 5-6, complete in Blackboard by 11:55 p.m.) 10/17 Th Mod. 2: In Search of the Big Idea Group Workshop: Strategy Statement & Creative Brief READ: Young, A Technique for Producing Ideas. (Ch. 1-9) DUE: Draft of Strategy Statement & Creative Brief (bring print out to class) WEEK 8 10/22 T Mod. 1: Writing Copy to Connect Consumers Hearts & Minds Group Exercise: PSA Comparison READ: Drewniany & Jewler, Creative Strategy In Advertising. (Ch. 7) DUE: Strategy Statement & Creative Brief (MSWord file Blackboard 11:55 p.m.) 10/24 Th Mod. 2: Designing Layouts To Communicate Assignment Intro: Print Advertisements READ: Drewniany & Jewler, Creative Strategy In Advertising. (Ch. 8) DUE: Quiz # 4 (Ch. 7-8, up in Blackboard complete by Tuesday) WEEK 9 10/29 T Mod. 1: The Art of Copy Group Workshop: Print Advertisements READ: About.com, The Changing Face of Copywriting DUE: Quiz # 4 (Ch. 7-8, complete in Blackboard by 11:55 p.m.) DUE: Draft of Print Advertisement (bring print out to class) 10/31 Th Mod. 2: Using Sound To Sell Through Radio Assignment Intro: Radio Commercials READ: Drewniany & Jewler, Creative Strategy In Advertising. (Ch. 9) DUE: Print Advertisements (MSWord file Blackboard 11:55 p.m.) WEEK 10 11/05 T Mod. 1: Selling Through Direct Marketing Group Workshop: Radio Commercials READ: Drewniany & Jewler, Creative Strategy In Advertising. (Ch. 11) DUE: Draft of Radio Commercials (bring print out to class) 11/07 Th Mod. 2: Television & The Power of Sight, Sound & Motion Assignment Intro: Television Commercials READ: Drewniany & Jewler, Creative Strategy In Advertising. (Ch. 10) Quiz # 5 (Ch. 9-10-11, up in Blackboard complete by Tuesday) 9
DUE: Radio Commercials (MSWord file Blackboard 11:55 p.m.) WEEK 11 11/12 T Mod. 1: Social Media & Digital Word-of-Mouth Group Workshop: Television Commercials READ: Drewniany & Jewler, Creative Strategy In Advertising. (Ch. 12) READ: Mitra Top 10 Online Advertising Trends of the Decade DUE: Quiz # 5 (Ch. 9-10-11, complete in Blackboard by 11:55 p.m.) DUE: Draft of Television Commercials (bring print out to class) 11/14 Th Mod. 2: Integrated Marketing Communication Group Exercise: IMC Campaign READ: Drewniany & Jewler, Creative Strategy In Advertising. (Ch. 13) DUE: Television Commercials (MSWord file Blackboard 11:55 p.m.) WEEK 12 11/19 T Mod. 1: Selling Your Ideas In Client Pitches Assignment Intro: Final Creative Strategy Plan & Presentation READ: Drewniany & Jewler, Creative Strategy In Advertising. (Appendix 1) 11/21 Th Mod. 2: The Law & Creativity Group Workshop: Creative Strategy Plan (group work time) READ: Drewniany & Jewler, Creative Strategy In Advertising. (Ch. 14) Quiz # 6 (Ch. 12-13-14, up in Blackboard complete by Tuesday) WEEK 13 11/26 T Mod. 1: Marketing & Advertising Ethics Group Review: The Persuaders READ: Moore, Ethics in Advertising DUE: Quiz # 6 (Ch. 12-13-14, complete in Blackboard by 11:55 p.m.) 11/28 Th Thanksgiving Vacation WEEK 14 12/03 T Mod. 1: Final Creative Strategy Plan Presentations 12/05 Th Mod. 2: Final Creative Strategy Plan Presentations 12/06 F DUE: Final Creative Strategy Plan Report (MSWord file Blackboard 11:55 p.m.) DUE: Confidential Team Evaluation (MSWord file Blackboard 11:55 p.m.) WEEK 15 12/20 F Final Exam 2:00 p.m. - 5:00 p.m. Gilman 219 (Drewniany & Jewler Ch. 1-14) 10