ADVERTISING CREATIVEMEJO 371.3

Instructor: CobbCARROLL HALL Rm. 021

TR 5:30 – 6:45 AM

Syllabus/Course Information

Advertising CreativeMEJO 371.3Carroll Hall Rm. 033TR 5:30 – 6:45 PM

Instructor: Jamie CobbContact Info: jvcobb@email.unc.edu Phone: 919-995-0259 (mobile)Office Hours: MW 11:00 AM – 12:00 PM by appointmentOffice Location: Carroll Hall 021

What you should expectIn the time we have together each week, the pace will be quick. There will be lectures, interactive exercises, guest speakers and occasional video presentations. These will cover a variety of topics designed to show you what it takes to develop and write effective content for advertising across all media. This is an introductory course in copywriting. It is intended to give you a broad understanding of the concepts and practices of helping brands become differentiated and remembered in the marketplace.

You will not get bored.

In this course you will:

Gain a firm understanding of the role of a copywriter within the overall business environment, extending beyond communication to include concepting, visual storytelling, and research and testing

Examine how copywriting works to both create and deliver brand value to customers through a variety of channels.

Learn the importance of branding, and sustaining brand relationships with customers based on value

Analyze the positive and negative social impacts of advertising, and the responsibility of writers and advertisers in specific categories

Collaborate and critique creative solutions through the formation of teams

We’ll Start in The Present.At the beginning of each class, we will share something from Advertising Age, Wired Magazine, The Wall Street Journal, or from a number of Social Media outlets that relates to our content. An ad that caught our attention. A video that is trending. Hopefully this will give illustration and depth to what can sometimes be fairly dry and exhaustive topic.

We will blog.As part of your class participation grade, you will be expected to post interesting examples of creative and strategic advertising on our class blog, called The Campfire (https://campfires.web.unc.edu). This should be completely operational by the second class period. We will discuss the guidelines for posting content and cases on it. I would like to know what you might find interesting.

Working in TeamsDuring the first few weeks of class, I will give out a self-assessment form for each of you to complete. This will help me determine how to divide the 4 agencies. This will establish the organization for many of our in-class workshops and for the Team Campaign Pitch assignment later in the semester. You will also use this group to collaborate on Case Study assignments and research tasks that may come up in the semester.

Required MaterialsHey Whipple, Squeeze This (5th edition) by Luke Sullivan & Edward Boches.

Index cards & Sharpies – this is writing class, but I will ask you to create sketches and “thumbnails” of your ideas from time to time. One package of 4”x6” white unruled cards would be ideal.

Also, when you find interesting articles, please share them with your classmates by posting them on the discussion board or class blog.

SAKAII will use Sakai for additional readings not found in the required text. I will call your attention to these materials in class and/or via email. You can also check the calendar for assignment dates and upcoming class projects and activities. I will also be using Sakai for grade postings, once I update the site with that capability.

Course RequirementsTo successfully complete this course, you are required to:

Attend all classes Complete all required reading (and associate quizzes) Complete three reading exams Complete three copywriting assignments Compete to win Team Agency Pitch

Subjectivity NoticeAdvertising is a subjective business. My creative judgment is, without a doubt, subjective. That is the nature of evaluation in advertising and cannot be changed without compromising the realism of the course.

Creativity NoticeCreative gifts vary from student to student. While a genuine standard of excellence will be required to receive an “A” grade, no student will fail because of a lack of inherent creative ability. Sincere effort to master course material will result in a passing grade.

Grading SystemYour grade will result from the following evaluations:

Exam 1 10%Exam 2 10%Exam 3 10%Copywriting Assignments (3) 25%Agency Pitch Process (Final) 35%Class Participation/Blog/Quizzes 10%

Grades will be mathematically calculated on the following values:

A 4.0 (93-100) C+ 2.3 (78-80) F 0.0 (Below 60)A- 3.7 (90-92) C 2.0 (73-77)B+ 3.3 (88-90) C- 1.7 (70-72)B 3.0 (83-87) D+ 1.3 (68-70)B- 2.7 (80-82) D 1.0 (60-68)

All assignments must be typed and neat (except for ad layouts and index cards). Late assignments will be penalized one full grade point. Projects more than a week late will automatically be given a failing grade. That means you have only one week to make up the work.

Class ParticipationYour active participation in class is expected. And worth 5% of your final grade. Since lectures and planned exercises will be designed to engage students, your participation will be necessary to get the most out of the course. On several occasions, your agency team will be working together in class toward your final project. If you spend your time in class behind a laptop screen, I will assume you are distracted, and your grade may reflect poor participation. All lectures and assignments will usually be uploaded to Sakai within one week of class

DATE TOPIC ACTIVITY READING

AUGUST 22 Creativity & Why You’re In This Class

Don’t Tell Me, Sell MeSpeed Dating

Whipple 1

AUGUST 24 The Creative Process Right Brain/Left BrainAssignment 1 Brief

Whipple 2

AUGUST 29 The Creative Process Movie: Art & Copy

AUGUST 31 Insight The Insight Wheel Whipple 3

SEPTEMBER 5 Insight Persona Development

Reading Quiz 1

Whipple 4

SEPTEMBER 7 Storytelling Building The Arc Assignment 1 Due

Whipple 5

SEPTEMBER 12 Storytelling Say It in Six Whipple 8

SEPTEMBER 14 Strategy The Creative BriefSelf-Assessments Given

SEPTEMBER 19 Brand Top 100 BrandsAssignment 2 Brief

Interbrand Top Brands

2016

SEPTEMBER 21 Brand Brand Voice

Brand Voice

SEPTEMBER 26 The Agency Build an AgencyChoose Product/Service

Self-Assessments Due

Whipple 11

SEPTEMBER 28 The Agency Episode: The PitchReading Quiz 2

Whipple 6

OCTOBER 3 The Movement “Start a Revolution”(agency teams)

Assignment 2 Due

Ad Age Top 10 Slogans

OCTOBER 5 Social Media Best SM of 2016 Whipple 12

OCTOBER 10 Social Media The Big Event(agency teams)

Whipple 13

OCTOBER 12 Presentation Big Event Presentations

Assignment 3 Brief

Whipple 18

OCTOBER 17 Ideation Thought Bubbles(agency teams)

OCTOBER 19 Fall Break No Classes

OCTOBER 24 Life Science Marketing

Using Evidence to Influence

Speaker: Joseph Daley, President

Addison Whitney

OCTOBER 31 Radio The Life & Death of RadioTheatre of the Mind Assignment 3 Due

NOVEMBER 2 Agency Studio* Individual Team Meetings

Times TBD

NOVEMBER 7 Engagement “Nodes & Edges”Team Planning Workshop

NOVEMBER 9 Ambient/Outdoor Experience Equals BrandDiscuss Award Winners

Whipple 16

NOVEMBER 14 Measurement What’s the True Measure of Our Creativity?

Reading Quiz 3

NOVEMBER 16 Speaker Forum TBD

NOVEMBER 21 Agency Studio* Brand Planning & Experience

NOVEMBER 23 Thanksgiving Holiday

No Classes

NOVEMBER 28 Presenting Great Work

Presenter Drills Outline for Presentation

NOVEMBER 30 Agency Studio* Team Preview

Production and Graphics Review

DECEMBER 5 The Pitch Episode 4 – Pop Chips

DECEMBER 12 Agency Pitches Final Exam7PM

MEJO271 Speed Dating Get to Know Your Classmates Like Never Before.

Question 1If someone were going to make a movie about your life, would it be a comedy, drama, action, or horror film? Explain why. Who would play you in the starring role?

Question 2If you had the opportunity to change one of your features, which would it be? Explain why.

Question 3Name a song that would be the theme song of your life. Explain why.

Question 4You’re suffering from a rare form of amnesia, and the only thing that may bring you back is eating your favorite meal. What does it consist of (give details)?

MEJO371 Sell Me Change the way you write about products

PurposeThis exercise helps us determine what we are really selling to people. It is likely not just the product itself or its inherent consumer benefits.

DescriptionAsk small groups to finish a sentence and report back with possible endings. An example is “Don’t sell me soda…sell me ______.” Groups might come back with endings such as Refreshment, Youth, Vitality, Energy, etc. Repeat the exercise using several types of products and services.

ComputerGasolineWaterSneakersiPadCar ServiceApp

Supplies: 4 x 6 index cards; black Sharpies

MEJO271 WORKSHOP Right Brain A lateral thinking exercise.

PurposeThis exercise helps us determine what we are really communicating to people when we sell or deliver the messages for our brands. It is likely not just the product itself or its data. Many times there is a much bigger, right-brained opportunity to connect that can get us closer to our goals.

DescriptionAsk small groups to translate a series of rational, left-brained ideas into it matching right-brained concepts. When the group has completed the words in the table, try to find a few more that are relevant to your everyday conversations with customers. After 10 minutes, each group will present its thinking to the room.

Left Brain Information Right Brain Concept

Checking Account ex. Freedom & FlexibilityVisa Card ex. AcceptanceSnapple ex. Healthy refreshment

iPad ProOcculus Rift GogglesGoogle Search EngineUber Car ServiceStarbucks Coffee ShopHead & Shoulders ShampooTrojan CondomsUnder Armor HeatwearToms ShoesKrispy Kreme DonutsUSA Today Newspaper

JOMC271 Video Presentations Grab a chair. Grab some popcorn. Absorb.

The Pitch (AMC) - as available, this TV series will be shown in conjunction with

class lectures on notable print and TV campaigns. Depending on running time, this

could be shown during the first or last half of the class period.

Art & Copy – Is a powerful new film about advertising and inspiration. Directed by

Doug Pray (SURFWISE, SCRATCH, HYPE!), it reveals the work and wisdom of some

of the most influential advertising creatives of our time -- people who've profoundly

impacted our culture, yet are virtually unknown outside their industry. Exploding forth

from advertising's "creative revolution" of the 1960s, these artists and writers all brought

a surprisingly rebellious spirit to their work in a business more often associated with

mediocrity or manipulation: George Lois, Mary Wells, Dan Wieden, Lee Clow, Hal Riney and others featured in ART & COPY were responsible for "Just Do It," "I Love

NY," "Where's the Beef?," "Got Milk," "Think Different," and brilliant campaigns for

everything from cars to presidents. They managed to grab the attention of millions and

truly move them. Visually interwoven with their stories, TV satellites are launched,

billboards are erected, and the social and cultural impact of their ads are brought to light

in this dynamic exploration of art, commerce, and human emotion.

MEJO271 WORKSHOPS Exercise your creative muscles. Practice.

Thought Bubbles (ideation) – using Post-it Notes, we will break the class into agency

groups. Each group will spend 10 minutes with a strategy or communication platform,

and try to think of as many words, images and phrases as possible in the 10 minutes.

They will be asked to write each thought on a Post-it Note, which will be placed around

the strategies on the wall. After 10 minutes, the groups will rotate. This rotation will

occur until each group has brainstormed each of the three creative platforms, forming

Post-it Note thought bubbles around the ideas. The purpose of the exercise is to teach

students how to dump ideas from their head in any form, with the intent to piece them

together later. Some people are more visual, while others tend to think analytically

about the problem. After stepping back to see the collective thinking of the group,

students will identify the pieces of big, executional ideas from the bubbles.

Start A Revolution (tagline, social media) – in this exercise, we’ll work in our groups to

write protest movement signs and slogans for a specific cause. The exercise teaches

you to think emotionally, and to locate powerful levers that invite customers to “join” a

movement for the product.

1000 Words (concept visualization, headline relationships)– from a box of assorted

imagery, the students will select several images (photos, illustrations, symbols) and

write headlines to create a concept. This highly interactive exercise teaches us to

understand the importance of thinking visually to support a product. We will use this

exercise in support of the lecture material on thinking visually and art direction.

The Big Event (brand entertainment, concepting) – to get students thinking across all

media, this exercise asks the groups to create a Big Event that will support the creative

strategy. It can be on-line, in a stadium, viral, and must be promoted and named. This

gets students thinking outside of the traditional Ad Box, and causes them to select an

economy of words to hype and sell the event. At the end of the session, each group will

be asked to present three Big Ticket events to the rest of the class, using a pre-

designed (no art direction required) 11 x 17 poster template.

MEJO271 Cheat SheetCopywriting Rules to Live By.

Know your audience.

Trust the brand promise.

The Aha moment is your compass.

Say it straight.

Find your voice.

Tell stories.

Avoid clown shoes.

Think visually.

Become a champion.

Surprise yourself.

Always make it better.

(that’s eleven)

AGENCYPITCH Scoring Sheet

Targeting (20)Market OverviewCompetitive AnalysisCustomer Segmentation

Strategy (20)SWOT AnalysisBrand Strategy

Communication (20)Key MessagingTactical Plan (channels/rationale)Advertising Idea

Goals & Measurement (20)Short-Term and Long-Term Goals Metrics

Presentation (20)Multimedia/Graphics Final ProposalTeam participation

Total Possible Score 100

MandatoriesTalent-to-Task Report (assignments of duties for team)Charts & Graphs (be creative and illustrate the information)Advertising Execution (Show that your promotion can differentiate & resonate)Team Presentation (Everyone has a part in the show)Bound Report (Written form of your PowerPoint presentation)

“You can’t use up creativity. The more you use,

the more you have.”

- Maya Angelou