Copywriting & Creative Strategy
EN.660/661.357 (1) Fall 2012
T, Th 12:00 p.m.-1:15 p.m.
Location: Gilman 219
Keith Quesenberry
104 Whitehead Hall
Office Hours: T, W 9:45 a -11:45 a and by appointment
Kquesenberry@jhu.edu
This is a course in the Center for Leadership Education cross-listed under Professional Communication
and Entrepreneurship & Management. Pre-requisite: 660.250 Principles of Marketing. No audits.
GOALS AND OBJECTIVES
In this course you will uncover the process of creative thinking and strategy for innovation and
conceiving "big ideas" in marketing. 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. This course teach you:
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A simple five-step formula for producing creative ideas.
How to write a brand situation analysis and identify a target market.
Formulate an effective creative strategy and write a creative brief.
Find the “big idea” that makes brands, motivates people and moves sales.
Creative strategy and writing for print, radio, television and online media.
How put together a complete integrated campaign for a brand.
REQUIRED BOOKS
Creative Strategy In Advertising, 3rd Ed.
Drewniany & Jewler (2011) Boston, MA. Wadsworth
ISBN: 978-1-4240-6907-1. Available at the campus bookstore or online at
amazon.com as a new paperback for about $143, used for a $100 or rent for $60.
A Technique for Producing Ideas
Young, James Webb (1960) West Valley City, UT. Waking Lion Press.
ISBN: 978-1-4341-2575-1. Available at the campus bookstore or online at
amazon.com as a paperback for about $7
Additional important readings and articles will be distributed in Blackboard
under the Readings course link.
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DESCRIPTION OF ASSIGNMENTS
Brand Summary (30 Pts.)
Your first assignment is to choose a product or service that is currently advertising in any or all media,
traditional and/or non-traditional, that you believe is in need of brand revitalization. You will research and
write a summary about the company and its primary target audience. This assignment lays the ground
work for your Situation Analysis. Questions you will consider include the client’s mission, demographics
and psychographics of their target audience, the types of marketing they currently utilize and any
struggles they are facing with messaging, environment, audience or competition. The client you choose
will be the brand you will work on for the rest of the assignments.
Situation Analysis & Target Market Definition (30 Pts.)
In this assignment 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.
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.
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.
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.
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.
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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.
Assignment drafts will be brought to class as hard copies for in-class workshops, but final
assignments should be uploaded in Blackboard by the due date. Make sure to give credit to all
outside sources of information to avoid plagiarism or copyright infringement.
COURSE POLICIES
Participation & Attendance
This is an interactive course where you will be asked to participate frequently, encouraged to think aloud
and expected to complete in-class exercises. Important additional information is also given in class. Your
participation/attendance grade is based on attendance, punctuality, vocal participation and focus (i.e.
avoid texting/emailing).
Each student will receive two “free” class absences. You should “save” your absences in case you
become ill, have a family emergency or job interview. Missing more than these two classes will start
reducing your grade. Exceptions to this policy will be made for documented religious holidays or written
medical excuses, but all work must still be completed.
Classroom Conduct
The University is designed to facilitate the active and open exchange of ideas in a supportive,
intellectually challenging and engaging environment. Once class begins, I ask that you focus on the class
discussion, discontinue any sideline conversations and turn off all electronic equipment. If you surf the
Internet, look at your email, or text message during class, you will be asked to leave class and marked
absent for the day.
Special Needs and Learning Disabilities
If you need an accommodation due to a documented disability, please come visit me during office hours
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 formal communication and
capitalize/spell out all appropriate words. If you are absent, please do not email me and ask for notes from
the class. Instead, contact a fellow student. I may communicate with you directly or make general course
announcements via your JHU student email – plan on checking your account frequently.
Blackboard
Blackboard is a significant part of this course. Check Blackboard for course announcements, syllabus,
assignments, assigned readings/articles and grades.
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Assignments
Written assignments give you the opportunity to apply concepts learned in class. Make sure they are well
crafted and written in a clear, concise and correct manner. Proof your work. Points will be deducted for
grammar/spelling errors. Use outside sources and cite them properly in APA style. Don’t simply answer
requirements in a numbered format. Make your assignment an independent report with an appropriate
introduction and conclusion that anyone could pick up and understand.
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_661.454_A1.doc.
Grade comments will be given as a revised document returned through Blackboard Grade Center.
Up-to-date grades can viewed in Grade Center as they are completed. If you wish to have further input
into drafts beyond the in-class workshops I encourage you to come see me during office hours before the
final deadline of an assignment.
APA Style
For citing your work use in text citations such as this (Quesenberry, 2010). Then list the full reference at
the end of the paper 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.
Under Armour Corporate Website. (2010). Retrieved September 1, 2010 from
http://www.uabiz.com/company/about.cfm
Quizzes & Exams
We will have six online quizzes (approximately one every other week) to gauge your understanding of
and ability to apply the important concepts, highlighted in the class texts, readings and lessons. They will
consist of multiple-choice and true/false questions. Quizzes appear in the Blackboard Assignment
course link when scheduled. They are timed, so make sure you have adequate time – once started they
must be completed. The final exam is given in-class according to the course schedule.
Deadlines
Assignments/quizzes must be completed before the deadline for full credit. The midterm and final must
be completed on the scheduled day or a zero will be given. Exceptions will be made only for documented
religious holidays or written medical excuses.
Academic Integrity and Plagiarism
The strength of the university depends on academic and personal integrity. In this course, you must be
honest and truthful. 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. There is a zero tolerance policy
toward plagiarism and ethical violations in this class. If you are caught plagiarizing or cheating, you will
immediately receive an automatic “F” as your final grade in the course. The incident will also be
reported to the Ethics Board, and you may be expelled from the university. For further clarification on the
definitions of plagiarism and cheating, I would direct your attention to the Ethics Board website:
http://ethics.jhu.edu. Please report any violations you witness to the instructor. You may also wish to
consult the associate dean of student affairs and/or the chair of the Ethics Board beforehand.
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Grading
There are a total of 500 points possible in this course. Grades will be based on the following:
Assignments
(6 Assignments 30 pts. each)
Attendance & Participation
(14 weeks/27 classes)
Online Quizzes
(6 online quizzes 15 pts. each)
Exam
(In-class Final 65 pts.)
Final Plan & Presentation
(Report 75 pts./Presentation 25 pts.)
Total
Points
180 pts.
Percent
36%
65 pts.
13%
90 pts.
18%
65 pts.
13%
100 pts.
21%
__________________
500 pts.
100%
Grading Scale
Grade Earned
Minimum Pts.
Maximum Pts.
A+
485
500
A
465
484
A-
450
464
B+
435
449
B
415
434
B-
400
414
C+
385
399
C
365
384
C-
350
364
D
300
349
F
0
299
(For course schedule see next page below)
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COURSE SCHEDULE/DUE DATES
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.
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
09/04 T
Mod. 1: Course Introduction
Group Exercise: What Is Creativity?
READ: Harvard Business Review, How to Kill Creativity
09/06 Th
Mod 2:
READ:
DUE:
The Creative Process
Group Exercise: A Process To Creativity?
Young, A Technique for Producing Ideas. (Ch. 1-9)
Email Creative Ad Example by Monday 09/10 to Prof. Quesenberry
WEEK 2
09/11 T
Mod. 1: Creativity Is …
Group Review: Creative Advertising Examples
READ: Drewniany & Jewler, Creative Strategy In Advertising. (Ch. 1)
09/13 Th
Mod. 2: What is Copywriting?
Assignment Intro: Brand Summary
READ: BrandZ, 2011 Top100 Report
DUE:
Quiz #1 (up in Blackboard complete by Tuesday)
WEEK 3
09/18 T
Mod. 1: Identity & Image In Branding
Group Workshop: Brand Summary
READ: Drewniany & Jewler, Creative Strategy In Advertising. (Ch. 2)
DUE:
Quiz #1 (complete in Blackboard by 11:55 p.m.)
DUE:
Draft of Brand Summary (bring print out to class)
09/20 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
DUE:
Brand Summary (MSWord file Blackboard 11:55 p.m.)
WEEK 4
09/25 T
Mod. 1: Marketing Strategy
Group Exercise: SWOT Anyalysis
READ: Harvard Business Review, Rethinking Marketing
09/27 Th
Mod. 2: Diversity & Minority Marketing
Assignment Intro: Situation Analysis & Target Market Definition
READ: Drewniany & Jewler, Creative Strategy In Advertising. (Ch. 3)
DUE:
Quiz # 2 (up in Blackboard complete by Tuesday)
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WEEK 5
10/02 T
Mod. 1: Effective Creative Work Starts With Insights
Group Workshop: Situation Analysis & Target Market Definition
READ: Drewniany & Jewler, Creative Strategy In Advertising. (Ch. 4)
DUE:
Quiz # 2 (complete in Blackboard by 11:55 p.m.)
DUE:
Draft of Situation Analysis & Target Market Definition (bring print out to class)
10/04 Th
Mod 2:
READ:
DUE:
Observational Research for Creative Insight
Group Exercise: Observational Research Around Campus
Marketing Research Review, Seven Rules for Observational Research
Situation Analysis & Target Market Definition (MSWord file Blackboard 11:55 p.m.)
WEEK 6
10/09 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?
10/11 Th
Mod. 2: Ideas Drive 21st Century Innovation
Group Workshop: Strategy Statement & Creative Brief
READ: Drewniany & Jewler, Creative Strategy In Advertising. (Ch. 6)
DUE:
Quiz # 3 (up in Blackboard complete by Tuesday)
WEEK 7
10/16 T
No Class – Monday Classes Meet on this Tuesday due to Fall Break Day
DUE:
Quiz # 3 (complete in Blackboard by 11:55 p.m.)
10/18 Th
Mod. 2: In Search of the Big Idea
Group Exercise: Brainstorming in Teams
READ: Young, A Technique for Producing Ideas. (Ch. 1-9)
DUE:
Draft of Strategy Statement & Creative Brief (bring print out to class)
WEEK 8
10/23 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.)
10/25 Th
Mod. 2: Designing Layouts To Communicate
Assignment Intro: Print Advertisements
READ: Drewniany & Jewler, Creative Strategy In Advertising. (Ch. 8)
WEEK 9
10/30 T
Mod. 1: The Art of Copy
Group Workshop: Print Advertisements
READ: About.com, The Changing Face of Copywriting
DUE:
Quiz # 4 (complete in Blackboard by 11:55 p.m.)
DUE:
Draft of Print Advertisement (bring print out to class)
11/01 Th
Mod. 2: Using Sound To Sell Through Radio
Assignment Intro: Radio Commercials
READ: Drewniany & Jewler, Creative Strategy In Advertising. (Ch. 9)
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DUE:
Print Advertisements (MSWord file Blackboard 11:55 p.m.)
WEEK 10
11/06 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)
11/08 Th
Mod. 2: Television & The Power of Sight, Sound & Motion
Assignment Intro: Television Commercials
READ: Drewniany & Jewler, Creative Strategy In Advertising. (Ch. 10)
DUE:
Quiz # 5 (up in Blackboard complete by Tuesday)
DUE:
Radio Commercials (MSWord file Blackboard 11:55 p.m.)
WEEK 11
11/13 T
Mod. 1: Advergaming & Online Video Ads
Group Workshop: Television Commercials
READ: Mitra – Top 10 Online Advertising Trends of the Decade
DUE:
Quiz # 5 (complete in Blackboard by 11:55 p.m.)
DUE:
Draft of Television Commercials (bring print out to class)
11/15 Th
Mod. 2: Integrated Marketing Communication
Group Exercise: IMC Campaign
READ: Drewniany & Jewler, Creative Strategy In Advertising. (Ch. 12)
DUE:
Television Commercials (MSWord file Blackboard 11:55 p.m.)
WEEK 12
11/20 T
Mod. 1: Selling Your Ideas In Client Pitches
Assignment Intro: Final Creative Strategy Plan & Presentation
READ: Drewniany & Jewler, Creative Strategy In Advertising. (Ch. 14)
11/22 Th
Thanksgiving Vacation
WEEK 13
11/27 T
Mod. 1: The Law & Creativity
Group Workshop: Creative Strategy Plan
READ: Drewniany & Jewler, Creative Strategy In Advertising. (Ch. 13)
DUE:
Quiz # 6 (complete in Blackboard by 11:55 p.m.)
DUE:
Draft of Creative Strategy Plan (bring print out to class)
11/29 Th
Mod. 2: Final Creative Strategy Plan Presentations
DUE:
Creative Strategy Plan (MSWord file Blackboard 11:55 p.m.)
WEEK 14
12/04 T
Mod. 1: Final Creative Strategy Plan Presentations
12/06 Th
Mod. 2: Final Creative Strategy Plan Presentations
WEEK 15
12/17 M
8
Final Exam 2-5 p.m.
(Drewniany & Jewler Ch. 1-14)