- Code
- IMC 201
- Name
- Writing Techniques in Integrated Communication
- Semester
- 3
- Lecture hours
- 4.00
- Seminar hours
- 0.00
- Laborator hours
- 0.00
- Credits
- 4.00
- ECTS
- 6.00
- Description
-
Kjo lëndë shumë praktike ndihmon studentët të kuptojnë se si të shkruajnë kopje profesionale dhe efektive duke ju përshtatur mënyrave të ndryshme të reklamimit, duke përfshirë mediat e shkruara, elektronike, dhe ato jo-tradicionale. Pjesëmarrësit fitojnë një kuptim të asaj që e bën një histori të mirë dhe teknikat kryesore për të shkruar kopje efektive dhe angazhuese, si dhe rëndësinë e redaktimit të suksesshëm.
- Objectives
-
Through this course, it is intended that students learn the basic principles and develop skills in writing techniques in integrated communication (copywriting) for advertising in the media with a special focus on the main print media, outdoor, television, radio, direct mail, online, etc. It is also intended that students develop an understanding of the advertising production process with a basic involvement in process management for print and electronic media.
- Java
- Tema
- 1
- "Course introduction, books to read, introduction to the course: how a marketing agency is structured, what a copywriter is and his/her role in an agency, copywriter as a freelancer; case presentations; Assignment: find 2-3 products that you buy most often"
- 2
- "Persuasion: Why words are needed to sell; the power of words; ethical concepts, advice; the AIDA sales funnel; what makes a successful campaign; understanding the budget; case studies; Part two assignment and discussion: from the products, find as many advertisements about it as possible, make a short presentation where you analyze the elements used. Save the presentation for the end of the course, so that we can make a comparison (hour 13)."
- 3
- "The basics of a creative's work: campaign brief, personas, USP, researching previous client and competitor campaigns, words that speak to buyers; case studies; Part 2 task and discussion: creating a message for a campaign depending on the brief"
- 4
- "Slogans: the difference between a message and a slogan, why they are needed, how they speak (slogan/sub-slogan/product features), 4 U's; call to action; tone of voice, case studies; Part 2 task and discussion: Creating a slogan"
- 5
- "Posters: dynamic text on a stationary medium, the relationship between text and image, types of posters, metaphors in posters, case studies; Part 2 task and discussion: Creating a poster"
- 6
- "Direct sales materials: what is BTL marketing, events, brochures, sales letters, direct marketing; case studies; Part 2 task and discussion: Creating a brochure, BTL ideas"
- 7
- "Public relations, how to sell with style, like advertising get news value; other uses of advertising other than direct sales; political marketing; case studies; Part Two assignment and discussion: PR Article"
- 8
- Semifinal Exam
- 9
- "Classic advertising: TVC and radio; scriptwriting schemes, telling a story in 30 seconds, in 15 seconds, in 6 seconds, bumper ads, storyboards, adapting the look to the sound; case studies; Part Two assignment and discussion: Creating TVC and radio"
- 10
- "Writing for the web, the science behind websites, how to avoid leaving the page and keep the reader until the end, emails case studies; Part Two assignment and discussion: Creating writing for the web, with words for SEO"
- 11
- "Social media: Facebook, Instagram, content vs. Copy, targeting, the Cambridge Analytica phenomenon; tools, how to turn followers into buyers; viral, case studies; Part Two Assignment and Discussion: Adapting a Campaign for Social Media"
- 12
- Guerrilla Marketing and Product Creation for a Specific Campaign: What It Is; Why It's Used; What Tools Are There; What Goals Does It Achieve; Buzz; Case Studies; Part Two Assignment and Discussion: Ideas for Guerrilla Marketing
- 13
- "Summary: Course Assignment Presentations, Portfolio Creation."
- 14
- "Course Assignment Presentations, Complete Campaign, Portfolio Creation"
- 15
- "Review: What We've Learned, What We've Achieved, Comparison to Lecture 2 Presentation"
- 16
- Final Exam
- Quantity Percentage Total percent
- Midterms
- 1 30% 30%
- Quizzes
- 0 0% 0%
- Projects
- 1 10% 10%
- Term projects
- 1 20% 20%
- Laboratories
- 0 0% 0%
- Class participation
- 1 10% 10%
- Total term evaluation percent
- 70%
- Final exam percent
- 30%
- Total percent
- 100%
- Quantity Duration (hours) Total (hours)
- Course duration (including exam weeks)
- 16 4 64
- Off class study hours
- 14 4 56
- Duties
- 2 10 20
- Midterms
- 1 10 10
- Final exam
- 1 10 10
- Other
- 0 0 0
- Total workLoad
- 160
- Total workload / 25 (hours)
- 6.40
- ECTS
- 6.00