Copywriting & Creative Strategy

EN.660.357 (1) Fall 2014 (3 credits, EQ)

Writing Intensive

Meetings
Tuesday, Thursday, 12:001:15pm, Hodson 216

Instructor
Professor Keith A. Quesenberry
Lecturer, Center for Leadership Education
Office: 104 Whitehead Hall
Office Hours: Mondays, Wednesdays 11:00am-1:00pm & by appointment
Kquesenberry@jhu.edu Please email questions, seek clarification, feedback, or further explanation anytime!

Prerequisites
660.250 Principles of Marketing. This is a course in the Center for Leadership Education and is required for
the Entrepreneurship & Management Minor.

Description
Uncover the process of creative thinking for innovation and conceiving "big ideas" in marketing.
Students will be exposed to creative theory and practice as they select a consumer product and
determine strategic market positioning, target demographics, media vehicles and creative guidelines.
Then students will learn the craft of advertising copywriting for print, broadcast and digital media as
they develop finished creative executions for the chosen organization that all build to a complete
integrated marketing campaign. No audits.

Course Objectives
Upon successful completion of Copywriting & Creative Strategy, you will be able to:
Utilize a five-step formula for producing creative marketing ideas or any innovation
Research and use critical thinking skills to formulate and write a brand situation analysis
Identify a target market, plan an effective creative strategy and write a creative brief
Find the big idea that makes brands, motivates people and moves sales
Write and execute print, radio, television and online/social media advertisements
Complete an integrated marketing campaign with finished ads to show perspective employers
Use presentations strategies, consider ethical issues and learn how to work in teams

Course Topics
The creative process Writing copy
Copywriting Designing layouts
Brand identify & image The art of copy
Struggle between business & creative Radio ads
Marketing strategy Direct marketing
Diversity & minority marketing TV advertising
Insights in creativity Social media & digital
Observational research Integrated marketing communications
Creative strategy Campaign pitches (presentations)
Ideas drive innovation The law & creativity
Finding the big idea Marketing & advertising ethics

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Textbook
Required: Creative Strategy In Advertising, 11th Ed.
Drewniany & Jewler (2014) Boston, MA. Wadsworth ISBN: 978-1-133-30726-6.
Available at campus bookstore or online as print or ebook from the publisher Cengage.

Required: A Technique for Producing Ideas.

James Young, William Bernbach (Foreword by) (2003) McGraw-Hill.
ISBN: 9780071410946. Available at the campus bookstore or online at amazon.com

Readings
Additional important readings and articles are distributed in Blackboard under the
Readings Folder course link. To get the most out of our time together, you should
complete reading assignments before class so we can address questions, apply key
concepts and work through cases and examples in group exercises and discussion.

Online Resources
Please log in to Blackboard for all materials related to this course. Check Blackboard
weekly or more frequently for important class Announcements.

Assignments

A1. Brand Summary, Situation Analysis & Target Market & (25 pts.): Choose a product or
service that is currently advertising in any or all media, traditional and/or non-traditional, that you
believe is in need of brand revitalization. You will prepare a situation analysis and target market
section from a marketing plan. The brand you will work on for the rest of the assignments.

A2. Strategy Statement & Creative Brief (25 pts.): You will work on the next step leading to a
creative campaign: the creative statement and creative brief. The challenge is boiling down all
relevant information into a single page of smart, focused, insightful information that will set up and
inspire great creative ideas and executions.

A3. Print Advertisements (25 pts.): You will write two print ads (two magazine, newspaper, etc.)
for your clients product or service. You can create awareness generating brand ads and/or include
coupons or other sales promotions. You can provide a full design and layout of the ads, or the body
copy, a description of the visual elements and a thumbnail sketch of the layouts.

A4. Radio Commercial + PR (25 pts.): This begins the broadcast phase of your bigger campaign.
You will write a 60-second radio spot for your client using the provided format as a guide. This radio
will tie in with a public relations live event to promote your brands product or service. So you will
also write 10-second live read audio tags for a live event that the radio DJ or announcer can read.

A5. Television Commercial (25 pts.): Write a 15-second and a 30-second television spot for your
clients product or service using the provided format as a guide. Even if radio or television
advertising doesn't fit with your strategy for your client, you will still complete these assignments to
gain experience in creating broadcast/video scripts.

A6. Final Creative Strategy Plan & Presentation (75 pts.): In your final assignment you will
create two non-traditional media executions (guerilla marketing or online/social media) and include
them as part of your final creative strategy plan. In addition to describing your executions in this
format, you will explain how they will extend the impact of your campaign. You will complete your
final plan including all sections and then develop and deliver a final 15-minute presentation of your
creative campaign to the class.

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Helpful Hints
Final assignments are uploaded in Blackboard under the Assignment by the due date as an MS Word or
PDF file. In-text feedback, a rubric, final comments, and grades are returned through Blackboard
Grade Center as an attached document.

I encourage you to seek clarification of assignment requirements and expectations or ask general
questions before assignments are due. I am available to provide feedback and direction during office
hours or via email.

Be sure to give credit to outside sources of information to avoid plagiarism or copyright infringement.

For the team assignments plan ahead by dividing up responsibility and creating a timeline for
milestones leading up to the final project due date.

Each group member must upload a copy with their last name in the file name such as
Smith_A1_357.docx so individual grades/feedback can be returned.

Course Expectations
Participation & Attendance: I encourage you to pose questions, think aloud, and challenge what we are
learning. This is an interactive class. Important additional information is given in class and lecture notes are
not provided - so it benefits you to attend class. Please be respectful by exhibiting professional behavior in
the form of punctuality, vocal participation and focus (avoid texting/emailing) - the same standards expected
in a business setting. It is also your responsibility to make sure your name appears on the attendance sheet
every class. If you miss class and are looking for notes, please contact a fellow student.

Like in business you will receive two free absences (The vacation policy is very generous as long as you take
it between semesters). Consider these your sick or personal days. You should save these in case you
become ill, have a family emergency or job interview. Attendance starts the first day of class and is based on
26 classes (24 graded) joining late means youve already missed classes. Exceptions are made for
documented religious holidays or written medical excuses received from Student Life, but all work must still
be completed.

After the semester is over, your grade for General Class Participation will be determined by evaluating general
performance on the following class participation criteria (across the entire semester):
Offering relevant questions/insights/opinions
Demonstrating your knowledge and interest in the material
Displaying a respectful attitude toward your classmates and your professor
Answering questions asked in class
Participating in group exercise activities
Keeping up with any and all assigned readings
Email Communication: Email is a great way to contact me. I will respond to most within 24-48 hours.
Please follow the standards of professional communication. I may communicate with you directly or make
general course announcements via your JHU student email plan on checking your email account frequently.
Blackboard: Blackboard is a significant part of this course. Check Blackboard at least once a week for course
announcements, syllabus, assignments, readings, quizzes and grades. In fact, the weekly Blackboard
Announcements will give you important additional insights, guidance and important updates. Grades are
updated and uploaded with feedback as assignments, exams and quizzes are completed. Be proactive by
checking Grade Center throughout the semester to avoid discrepancies with the final course grade.
Assignments: Written assignments give you the opportunity to apply concepts learned in class. Make sure
they are well crafted, professional and written in a clear, concise and correct manner. Proof your work. Use
outside sources to strengthen and support arguments and cite them properly in APA style. Dont simply
answer requirements in a numbered format. Make an independent report with an appropriate introduction

Page 3 - 660.357 Fall 2014 Keith A. Quesenberry

and conclusion that anyone could pick up and understand. Focus on completing these assignments to the
best of your abilities, extra credit assignments will not be offered.

Use in text citations such as (Quesenberry, 2010). Then list full references at the end of reports such as:
References:
Quesenberry, Keith (2010, August 30). Writing a blog post. The New York Times. Retrieved September 1,
2010 from www.newyorktimes.com/writingablogpost
Quesenberry, Keith (2010) The Blog Post Book: The complete guide. Mason, OH: South-Western Educational
Publishing.
Under Armour Corporate Website. (2010). Retrieved September 1, 2010
from http://www.uabiz.com/company/about.cfm

APA Style: The JHU Library provides good APA Style format resources here
(http://guides.library.jhu.edu/content.php?pid=24792&sid=179617). In practice your reports should have
more visuals (charts, graphs, photos) than you see in the academic samples provided. Mainly I want to ensure
you are providing accurate in-text citations, full end of paper references, subheadings, and figure
numbers/titles.
Upload Assignments/File Naming: Upload assignments in Blackboard through the TurnItIn
view/complete link. To submit assignments go under Assignments in Blackboard. Look for the Assignment
title such as A2 Market Segmentation Assignment, Click View/Complete, enter the required information,
Click Browse to select your file and Upload. After it is uploaded make sure you click Submit and you
will get a confirmation message that it has been received. Upload Microsoft Word documents under the
assignment on or before the due date. Please name your file by last name, course and assignment number:
Lastname_357_A2.docx. On group assignments each member should upload a copy of the final team
document. Grade comments will be given as a revised document returned through Blackboard Grade Center.

Quizzes: Online quizzes gauge understanding of and ability to apply important concepts, highlighted in the
text, and readings consisting of multiple-choice and true/false questions. They also provide motivation to
keep up with reading, which helps make our in-class discussion more insightful and productive leading to
deeper learning. The Quizzes will appear in the Blackboard Assignment course link when scheduled. They are
timed once started they must be completed. Online quizzes are graded immediately, please check to make
sure your quiz was submitted correctly and registered in Grade Center.

Exams: The final exam gauges understanding and ability to apply concepts, in the text, readings and lessons.
They will consist of multiple-choice, true/false questions, or short answer and are given in class according to
the schedule. Note that questions are comprehension and application, so you must know the definition, but
also know how concepts are applied in real marketing situations. The text provides many application
examples after definitions. To be fair seniors must take the final - no senior option. Please check final exam
and presentation schedule before booking end of term travel reservations. Addition guidance on the exam
will be given as we get closer to the scheduled date.

Deadlines: As in a business environment deadlines should be taken seriously. In my career we lost multi-
million dollar contracts over missed deadlines. In that view, assignments/quizzes must be completed before
the deadline for full credit. The midterm and final must be completed on the scheduled day. But sometimes
important life developments happen. Exceptions will be made for documented religious holidays or written
medical excuses received from Student Life. Extra credit assignments are not offered.
Ethics
The strength of the university depends on academic and personal integrity. In this course, you must
be honest and truthful. Ethical violations include cheating on exams, plagiarism, reuse of
assignments, improper use of the Internet and electronic devices, unauthorized collaboration,
alteration of graded assignments, forgery and falsification, lying, facilitating academic dishonesty, and
unfair competition.
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In this course, you have the responsibility to document the following in individual and group papers:
(1) Quotations - the exact words/data from another person (2) Paraphrase - the rewording of
another persons ideas/data (3) Combination of quotation and paraphrase.
This applies to all sources of information. You may collaborate with other students in this course
only for the group project, but not on any individual assignments.

Report any violations you witness to the instructor.

You can find more information about university misconduct policies on the web at these sites:
For undergraduates: http://e-catalog.jhu.edu/undergrad-students/student-life-policies/
For graduate students: http://e-catalog.jhu.edu/grad-students/graduate-specific-policies/

Students with Disabilities

Any student with a disability who may need accommodations in this class must obtain an
accommodation letter from Student Disability Services, 385 Garland, (410) 516-
4720, studentdisabilityservices@jhu.edu .

Course Grading
We must all be evaluated. In this course there are a total of 400 points and are divided among the following
grading opportunities and scale (scale already includes rounding up of 0.5% or higher):

Points Percent
Assignments 125 pts. 31%
(5 Assignments 25 pts. each)
Attendance & Participation 36 pts. 09%
(26 classes 1.5 pts. each)
Online Quizzes 84 pts. 21%
(6 online quizzes 14 pts. each)
Exam 80 pts. 20%
(In-class Final 80 pts.)
Final Plan & Presentation 75 pts. 18%
(Report 50 pts./Presentation 25 pts.) __________________
Total 400 pts. 100%

Grade Earned Minimum Points Maximum Points

A+ 386 400
A 371 385
A- 358 370
B+ 346 357
B 330 345
B- 318 329
C+ 306 317
C 290 305
C- 278 289
D 238 277
F 0 236

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ABET Outcomes
Ability to function on multidisciplinary teams (d).
Ability to identify, formulate and solve engineering problems (e).
Understanding of professional and ethical responsibility (f).
Ability to communicate effectively (g).
The broad education necessary to understand the impact of engineering and/or
entrepreneurial solutions in a global and societal context (h).
Recognition of the need for and an ability to engage in life-long learning (i).
Knowledge of contemporary issues (j)
Writing Assistance: You will find a tutor to help you with a specific skill, a grammatical problem, or provide
a general reaction to your draft at the JHU Writing Center. Visit the website krieger.jhu.edu/writingcenter/
or contact them via email at writingcenter@jhu.edu.

The Harvard University Writing Center also has an online publication Harvard Guide to Using Sources
which I find to be helpful, especially the section on Integrating Sources: Summarizing, Paraphrasing, and
Quoting - http://usingsources.fas.harvard.edu/icb/icb.do

The Center for Leadership Education also offers free ESL tutoring sessions for non-native speakers of
English needing help with grammar, speaking skills, presentation skills, pronunciation or idiomatic phrases.
For more visit http://eng.jhu.edu/wse/cle/page/esl
Study Assistance: For help on improving study skills to improve performance, Virginia Tech University has
an excellent website that addresses time use, scheduling, effective concentration during studying and a study
skills checklist at http://www.ucc.vt.edu/academic_support_students/study_skills_information/

SCHEDULE / DEADLINES
Key Dates
This schedule is subject to change based on class needs, our progress through the assignments and
unforeseen weather-related circumstances. Any changes made in class will override this
schedule. You are responsible for staying up-to-date by coming to class & checking Blackboard for
updates.
READ below means you must have read the material before the class under which it appears.
DUE below means the it must be finished on or before the date it appears unless specified otherwise.

WEEK 1
08/28 Th Mod. 1: Course Introduction
Application Exercise: What Do You See?
Video Case Study: Sir Ken Robinson - Do Schools Kill Creativity?
READ: Robinson, How Schools Stifle Creativity
READ: Krakovsky, The Effort Effect

WEEK 2
09/02 T Mod 2: The Creative Process
Application Exercise: Pareto Theory and Evaluating Your Creativity
Video Case Study: John Cleese - How To Be Creative
READ: Young, A Technique for Producing Ideas. (Ch. 1-9)
READ: Harvard Business Review, How to Kill Creativity
09/04 Th Mod. 3: Creativity Is
Application Exercise: Creative Test
Video Case Study: Old Spice Gets New Advertising Life
Assignment Intro: Team Interest Survey
READ: Drewniany & Jewler, Creative Strategy In Advertising. (Ch. 1)
READ: Wieden+Kennedy, Old Spice Effie Awards Case
DUE: Email Creative Ad Example (by Wednesday 09/03)
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WEEK 3
09/09 T Mod. 4: What is Copywriting?
Application Exercise: Mike & Ike Ad Tactic Brainstorm
Video Case Study: IKEA Builds Business
READ: Mental Floss, 10 Creative Methods of Advertising
READ: BrandZ, 2011 Top100 Report
READ: The Creative Group, Salary Guide 2013
Quiz #1 (Ch. 1-2, up in Blackboard complete by Thursday)
DUE: Email Team Interest Survey (by Monday 09/08)

09/11 Th Mod. 5: Identity & Image In Branding

Application Exercise: Team Assignments / Brand Brainstorm
Video Case Study: C & G Partners Brand Identity Development
READ: Drewniany & Jewler, Creative Strategy In Advertising. (Ch. 2)
READ: Economist, What Is A Brand?
DUE: Quiz #1 (Ch. 1-2, complete in Blackboard by 11:55 p.m.)

WEEK 4
09/16 T Mod. 6: The Struggles Between Business Types & Creatives
Application Exercise: Day In The Life Of A Creative
Video Case Study: The Pitch
Assignment Intro: Brand Summary, Situation Analysis & Target Market
READ: Advertising Age, Why Future of Industry Isnt About Making Ads
READ: Kawaski, The Art Of Pitching
READ: MacMaster, How To Write Analyses
DUE: Email Brand Choice
09/18 Th Mod. 7: Marketing Strategy
Application Exercise: JHU SWOT Analysis
Video Case Study: ReGen Sports Recovery Beverage
READ: Harvard Business Review, Rethinking Marketing
READ: Quesenberry, Research Says Add New Media, But Dont Drop The Old
READ: MacMaster, How To Write Strategies

WEEK 5
09/23 T Mod. 8: Diversity & Minority Marketing
Application Exercise: Concept 55+ Ad for Boost
Video Case Study: Nike She Runs
READ: Drewniany & Jewler, Creative Strategy In Advertising. (Ch. 4)
READ: Advertising Age, Brands Prepare For A More Diverse General Market.
Quiz # 2 (Ch. 3-4, up in Blackboard complete by Thursday)

09/25 Th Mod. 9: Effective Creative Work Starts With Insights

Group Workshop: Situation Analysis & Target Market Definition
Video Case Study: Fabreze Breath Happy
READ: Drewniany & Jewler, Creative Strategy In Advertising. (Ch. 3)
READ: Quesenberry, 5 Ways To Spur Action For Your Social Media Tactics.
DUE: Quiz # 2 (Ch. 3-4, complete in Blackboard by 11:55 p.m.)
DUE: Brand Summary, Situation Analysis, Target Market (Word Blackboard 11:55 pm)

WEEK 6
09/30 T Mod 10: Observational Research for Creative Insight
Application Exercise: Observational Research Around Campus
Video Case Study: Ethnographic Research Practices

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 READ: Marketing Research Review, Seven Rules for Observational Research
READ: Skaggs, Observational Research Formalizing Curiosity

10/02 Th Mod. 11: Creative Strategy Is A Roadmap For Creativity

Application Exercise: Creative Brief for Chevy Volt
Video Case Study: McDonalds McCafe
Assignment Intro: Strategy Statement & Creative Brief
READ: Drewniany & Jewler, Creative Strategy In Advertising. (Ch. 5)
READ: Advertising Age, What Are You Packing Into Your Creative Briefs?

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WEEK 7
10/07T Mod. 12: Ideas Drive 21st Century Innovation
Application Exercise: Brainstorm A Hot Idea For Winter Heating
Video Case Study: Detroit Public Schools
READ: Drewniany & Jewler, Creative Strategy In Advertising. (Ch. 6)
READ: Advertising Age, New Technologies Have Stalled But New Ideas Havent.
Quiz # 3 (Ch. 5-6, up in Blackboard complete by Thursday)

10/09 Th Mod. 13: In Search of the Big Idea

Application Exercise: Big Idea For Insomnia Cookies
Video Case Study: Cape Times Selfies Campaign
Assignment Intro: Print Advertisements
READ: Young, A Technique for Producing Ideas. (Ch. 1-9)
READ: Baer, 6 Reasons To Make Your Big Ideas Small.
READ: Advertising Age, R/GAs Greenberg Puts Connectivity at Center of Marketing
DUE: Quiz # 3 (Ch. 5-6, complete in Blackboard by 11:55 p.m.)
DUE: Strategy Statement & Creative Brief (MSWord Blackboard 11:55 p.m.)

WEEK 8
10/14 T Mod. 14: Writing Copy to Connect Consumers Hearts & Minds
Application Exercise: PSA Comparison
Video Case Study: How To Create Your Best Work - MTV & Apple
READ: Drewniany & Jewler, Creative Strategy In Advertising. (Ch. 7)
READ: Hagen, David Oglivys 7 Tips For Writing Copy That Sells.

10/16 Th No Class Fall Break Day (Monday Classes Meet on this Thursday)

WEEK 9
10/21 T Mod. 15: Designing Layouts To Communicate
Application Exercise: Design A Layout For Hershey Gardens
Video Case Study: IBM Lets Build A Smarter Planet
READ: Drewniany & Jewler, Creative Strategy In Advertising. (Ch. 8)
READ: Nubloo, The 5X5 Secret Rules In Design And Advertising.
DUE: Quiz # 4 (Ch. 7-8, up in Blackboard complete by Thursday)

10/23 Th Mod. 16: The Art of Copy

Application Exercise: Write A Headline For Lays Potato Chips
Video Case Study: The Zimbabwean Trillion Dollar Campaign
READ: About.com, The Changing Face of Copywriting
READ: Iezzi, The Idea Writers Summary
DUE: Quiz # 4 (Ch. 7-8, complete in Blackboard by 11:55 p.m.)
DUE: Print Advertisements (MSWord Blackboard 11:55 p.m.)

WEEK 10
10/28 T Mod. 17: Using Sound To Sell Through Radio
Application Exercise: Big Radio Ideas For TOMS Shoes
Video Case Study: Heinz It has to be Heinz Radio Campaign
Assignment Intro: Radio Commercials + PR
READ: Drewniany & Jewler, Creative Strategy In Advertising. (Ch. 9)
READ: Julius, Great Radio Commercials Tell A Story.

10/30 Th Mod. 18: Selling Through Direct Marketing

Application Exercise: Direct Response For Skull Candy Ear Buds
Video Case Study: Keds Kids Custom Direct Mail + Digital

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 READ: Drewniany & Jewler, Creative Strategy In Advertising. (Ch. 11)
READ: HubSpot, Step By Step Guide To Inbound Marketing.
WEEK 11
11/04 T Mod. 19: Television & The Power of Sight, Sound & Motion
Application Exercise: Concept TV For Fresh Direct
Video Case Study: Old Spice Behind The Scenes TV Shoot
Assignment Intro: Television Commercials
READ: Drewniany & Jewler, Creative Strategy In Advertising. (Ch. 10)
READ: Harvard Business Review, The Irresistible Power Of Story Telling
Quiz # 5 (Ch. 9-10-11, up in Blackboard complete by Thursday)
DUE: Radio Commercials + PR (MSWord Blackboard 11:55 p.m.)

11/06 Th Mod. 20: Social Media & Digital Word-of-Mouth

Application Exercise: Concept Social Media For SouthWest Airlines
Video Case Study: VW In China - The Peoples Car Project
READ: Drewniany & Jewler, Creative Strategy In Advertising. (Ch. 12)
READ: Quesenberry, 8 Ways To Improve Customer Relationships With Social Media
DUE: Quiz # 5 (Ch. 9-10-11, complete in Blackboard by 11:55 p.m.)

WEEK 12
11/11 T Mod. 21: Integrated Marketing Communication
Application Exercise: Concept An IMC Current Event Campaign
Video Case Study: Double Tree CAREvan Tour
READ: Drewniany & Jewler, Creative Strategy In Advertising. (Ch. 13)
READ: McKee, Integrated Marketing If You Knew It Youd Do It .

11/13 Th Mod. 22: Selling Your Ideas In Client Pitches

Application Exercise: Plan A Pitch For TLC Laser Eye Centers
Video Case Study: BBDO/Proximity Paragon Pitch
Assignment Intro: Final Creative Strategy Plan & Presentation
READ: Drewniany & Jewler, Creative Strategy In Advertising. (Appendix 1)
READ: MacMaster, How To Write Presentations
READ: Godin, Really Bad PowerPoint And How To Avoid It.
DUE: Television Commercials (MSWord Blackboard 11:55 p.m.)

WEEK 13
11/18 T Mod. 23: The Law & Creativity
Application Exercise: Buds Hut Advertising Deception Or Not?
Video Case Study: Nutella Deceptive Advertising Lawsuit
READ: Drewniany & Jewler, Creative Strategy In Advertising. (Ch. 14)
READ: FTC, Advertising Practices FAQ.
Quiz # 6 (Ch. 12-13-14, up in Blackboard complete by Thursday

11/20 Th Mod. 24: Marketing & Advertising Ethics

Application Exercise: Discussion Of The Persuaders
Video Case Study: Frontlines The Persuaders Documentary
READ: Moore, Ethics in Advertising
READ: Harvard Business Review, Going Beyond Business Ethics-As-Caster Oil
READ: AAAAs, Standards Of Practice
DUE: Quiz # 6 (Ch. 12-13-14, complete in Blackboard by 11:55 p.m.)

WEEK 14
11/22-11/30 Thanksgiving Vacation

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WEEK 15
12/02 T Mod. 25: Final Creative Strategy Plan Presentations
Team 1
Team 2
Team 3
Team 4
Team 5

12/04 Th Mod. 26: Final Creative Strategy Plan Presentations

Team 6
Team 7
Team 8
Team 9
Team 10

12/05 F DUE: Final Creative Strategy Plan Report (MSWord Blackboard 11:55 p.m.)
DUE: Email Confidential Team Evaluation (11:55 p.m.)

WEEK 16
12/19 Friday Final Exam 9:00am12:00 noon Hodson 216 (Drewniany & Jewler Ch. 1-14)

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