Students take this course as the first professional course in advertising. Students learn to write national style print copy using theory and contemporary trends. This course explores the methodologies and tactics involved in planning advertising campaigns. Students study how direct response advertising is used to get an advertising message to the con sumer to produce an immediate action or response. The course covers direct mail, mail order and broadcast media techniques.
Students write and produce both print and broadcast media direct response packages.
Working as individuals and in groups, students learn to plan and write radio and television com mercials, as well as audio-visual scripts for promotional communications purposes. At least one script is produced. This course prepares students to undertake and complete an extensive, creative, effective professional advertising campaign. The course includes instruction on how to prepare the speech which is made when the campaign is pitched to the client, extensive marketing and advertising research, final polishing of copywriting skills and a well prepared final oral presentation. Students get considerable actual practice in media planning activities.