ADVERTISING CREATIVEMEJO 371.1

Instructor: CobbCARROLL HALL Rm. 033

TR 9:30 – 10:45 AM

Syllabus/Course Information

Advertising CreativeMEJO 371.3Carroll Hall Rm. 033MW 9:30 – 10:45 PM

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

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 methodologies

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. Maybe an ad that caught your 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.

Sharpies & Sketchbook – this is writing class, but I will ask you to create sketches and “thumbnails” of your ideas from time to time. One small (5” X 81/4”), unruled Moleskine Notebook 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 quizzes) Complete three reading quizzes 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:

3 Reading Quizzes (Whipple) 15%3 Copywriting Assignments 35%Group Presentation (Final) 40%Class Participation/Blog Posts 10%

Grades will be mathematically calculated on the following values:

A 4.0 (94-100) C+ 2.3 (77-79) F 0.0 (Below 60)A- 3.7 (90-93) C 2.0 (73-76)B+ 3.3 (87-89) C- 1.7 (70-72)B 3.0 (84-86) D+ 1.3 (67-69)B- 2.7 (80-83) D 1.0 (60-67)

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 10% 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 group 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

JANUARY 10 Creativity & Why You’re In This Class

Don’t Tell Me, Sell MeSpeed Dating

Whipple 1

JANUARY 15 The Creative Process Right Brain/Left BrainAssignment 1 Brief

Whipple 2

JANUARY 17 The Creative Process Documentary: Art & Copy

JANUARY 22 Insight The Insight Wheel Whipple 3

JANUARY 24 Insight Persona Development

Reading Quiz 1 (1-4)

Whipple 4

JANUARY 29 Storytelling Building The Arc Assignment 1 Due

Whipple 5

JANUARY 31 Storytelling Say It in Six Whipple 6

FEBRUARY 5 Strategy The Creative BriefSelf-Assessments Given

FEBRUARY 7 Brand Top 100 BrandsAssignment 2 Brief

Interbrand Top Brands 2016

FEBRUARY 12 Brand Brand Voice Brand Voice

FEBRUARY 14 The Agency Build an AgencyChoose Product/Service

Self-Assessments Due

Whipple 8

FEBRUARY 19 The Agency Episode: The Pitch

Reading Quiz 2 (5,6,8,11)

Whipple 11

FEBRUARY 21 The Movement “Start a Revolution”(agency teams)

Assignment 2 Due

Ad Age Top 10 Slogans

FEBRUARY 26 Social Media Best SM of 2016 Whipple 12

FEBRUARY 28 Social Media The Big Event(agency teams)

Whipple 13

MARCH 5 Presentation Big Event Presentations

Assignment 3 Brief

Whipple 15

MARCH 7 Ideation Thought Bubbles(agency teams)

MARCH 12 Spring Break No Classes

MARCH 14 Spring Break No Classes

MARCH 19 Evidence-Based Writing

Using Evidence to Influence

Speaker TBD

MARCH 21 Radio The Life & Death of RadioTheatre of the Mind

Assignment 3 Due

MARCH 26 Agency Studio* Individual Team Meetings

Times TBD

Whipple 16

MARCH 28 Speaker TBD Impact of Media on Message

APRIL 2 Engagement “Nodes & Edges”Team Planning Workshop

APRIL 4 Ambient/Outdoor Experience Equals BrandDiscuss Award Winners

Whipple 18

APRIL 9 Measurement What’s the True Measure of Our Creativity?

Reading Quiz 3 (12,13,15,16,18)

APRIL 11 The Pitch - Video Episode 4 – Pop Chips

APRIL 16 Agency Studio* Brand Planning & Experience - Teams

APRIL 18 Writing Lab Tagline Bootcamp

APRIL 23 Presenting Great Work

Presenter Drills Presentation Outlines

APRIL 25 Agency Studio* Team Preview Production and Graphics Review

MAY 7 8:00 Agency Team Presentations

Honor CodeI expect that each student will conduct himself or herself within the guidelines ofthe University honor system (http://honor.unc.edu). All academic work should bedone with the high levels of honesty and integrity that this University demands.You are expected to produce your own work in this class. If you have anyquestions about your responsibility or your instructor’s responsibility as a facultymember under the Honor Code, please see the course instructor or SeniorAssociate Dean Charlie Tuggle, or you may speak with a representative of theStudent Attorney Office or the Office of the Dean of Students.

SEEKING HELPIf you need individual assistance, it’s your responsibility to meet with theinstructor. If you are serious about wanting to improve your performance in thecourse, the time to seek help is as soon as you are aware of the problem –whether the problem is difficulty with course material, a disability, or an illness.

DIVERSITYThe University’s policy on Prohibiting Harassment and Discrimination is outlinedin the 2011-2012 Undergraduate Bulletin http://www.unc.edu/ugradbulletin/. UNCis committed to providing an inclusive and welcoming environment for

allmembers of our community and does not discriminate in offering access to itseducational programs and activities on the basis of age, gender, race, color,national origin, religion, creed, disability, veteran’s status, sexual orientation,gender identity, or gender expression.

SPECIAL ACCOMODATIONSIf you require special accommodations to attend or participate in this course,please let the instructor know as soon as possible. If you need information aboutdisabilities visit the Accessibility Services website at https://accessibility.unc.edu/

ACCREDITATIONThe School of Journalism and Mass Communication’s accrediting body outlines anumber of values you should be aware of and competencies you should be ableto demonstrate by the time you graduate from our program. Learn more aboutthem here: http://www2.ku.edu/~acejmc/PROGRAM/PRINCIPLES.SHTML#vals&compsNo single course could possibly give you all of these values and competencies;but collectively, our classes are designed to build your abilities in each of theseareas. In this class, we will address a number of the values and competencies,with special emphasis on the last six bullet dots under "Professional values andcompetencies" in the link above.

MEJO371 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

MEJO371 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

JOMC371 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.

MEJO371 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.

MEJO371 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)

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

the more you have.”

- Maya Angelou