JOUR 301 - Advertising Copy Writing and Layout

Institution:

Point Park University

Subject:

JOURNALISM

Description:

Provides students with basic planning, writing, design and production techniques for creating and enhancing persuasive communications. Students will use copywriting skills, desktop publishing and design programs, combined with solid theory in targeting and reaching audiences to complete advertising campaigns that include print ads, broadcast ads, direct mail pieces, Web advertising and a variety of other vehicles. The use of typography, color, graphics and other design tools will be used to target these creative messages. Upon completion of this class, each student will have an advertising campaign to add to his or her portfolio. Prerequisite: PRAD 206 Course Objectives (1) Apply management skills in advertising planning in a strategic manner to advertising situations, targeting demographics, geography, and lifestyles. (2) Develop strong, succinct advertising objectives with specific timeframes, outcomes and measurability. (3) Select, recommend and execute various creative approaches and styles that achieve advertising objectives. (4) Assemble media plans that reinforce and repeat advertising messages in a consistent manner. (5) Create and produce advertising campaign using copywriting, design, and production methods. (6) Present advertising campaigns using various media in client appropriate settings for consumer, public service, and business-to-business situations.

Credits:

3.00

Credit Hours:

Prerequisites:

Corequisites:

Exclusions:

Level:

Instructional Type:

Lecture

Notes:

Additional Information:

Historical Version(s):

Institution Website:

www.pointpark.edu

Phone Number:

(412) 391-4100

Regional Accreditation:

Middle States Association of Colleges and Schools

Calendar System:

Semester

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