- 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
-
This is a practical course that teaches students the techniques of writing effective copy according to different advertising mediums, including traditional and non traditional media. Participants learn how to evaluate a good story and the proper techniques how to write an engaging copy. They also learn tricks on how to be creative in the advertising field.
- Objectives
- Java
- Tema
- 1
- Introduction to the course: what is an advertising agency, what is a copywriter
- 2
- Persuasion, powerful words, ethical concepts, AIDA, understanding the budget, case studies
- 3
- Basic tools: brief, personas, USP, meaningful words, case studies
- 4
- Taglines, difference between a tagline and message, 4 Us, call to action; tone of voice, case studies
- 5
- Prints: headline/ sub headline, text and image, creative devices, case studies
- 6
- BTL, events, sale letters, direct marketing, case studies
- 7
- PR articles, political marketing, case studies
- 8
- Midterm exam
- 9
- Practical creative session: print, leaflet, social media campaign
- 10
- Classical advertising: TVC, writing scripts, telling a story in30, 15, 6 seconds, storyboards, case studies
- 11
- Radio, writing tools, image through VO, case studies
- 12
- Writing for web, keeping the reader interested, keywords SEO, case studies
- 13
- Social media postings and tools, case studies
- 14
- Practical creative session: full campaign
- 15
- Discussion on results and achievements
- 16
- Final Exam
- 1
- Students will understand the different styles and tones used for various marketing formats.
- 2
- Students will demonstrate basic skills in writing techniques for integrated communication across various media types and will create scripts and materials for print, radio, television, social media, etc.
- 3
- Students will become proficient in evaluating and critiquing advertising campaigns.
- Quantity Percentage Total percent
- Midterms
- 1 30% 30%
- Quizzes
- 0 0% 0%
- Projects
- 0 0% 0%
- Term projects
- 1 20% 20%
- Laboratories
- 0 0% 0%
- Class participation
- 1 10% 10%
- Total term evaluation percent
- 60%
- Final exam percent
- 40%
- Total percent
- 100%
- Quantity Duration (hours) Total (hours)
- Course duration (including exam weeks)
- 16 4 64
- Off class study hours
- 14 5 70
- Duties
- 1 8 8
- Midterms
- 1 2 2
- Final exam
- 1 3 3
- Other
- 1 3 3
- Total workLoad
- 150
- Total workload / 25 (hours)
- 6.00
- ECTS
- 6.00