COURSE DESCRIPTION
This course introduces the student to commercial and promotional copywriting for radio, television, newspapers, magazines, and direct mail. The basic creative and technical techniques of commercial copywriting are explained, clearly illustrated with actual scripts, and practiced by students. We will study the elements of effective ads; then we will write effective ads. We will also focus on building the skills needed to succeed at the student’s first entry-level position and get practical marketplace tips on landing your first copywriting or production job.

METHODS OF LEARNING
Each class will begin with students nominating a “Best Ad of the Week”. This can be a radio, television, print, billboard, or Internet ad. State why it captures the buyer’s attention and motivates – or fails to motivate – the audience to buy. Outstanding print, television, and print ads will be viewed and analyzed by the students.

The major activity of this class will be writing ads. The basic principles and techniques of each type of commercial or ad will then be practiced by writing in class and in assigned outside projects. The result will be a portfolio of the student’s work which demonstrates their already achieved ability to write copy in internships and entry-level jobs in the electronic media, advertising agencies, production houses, and corporate communications departments.

REQUIRED TEXTS
Note: These are workbooks and you will need them at every class. You will also need a dictionary and grammar guide.

Copywriting for the Electronic Media: A Practical Guide, Third Edition
Meeske, Milan D., Wadsworth Publishing Co. 1998.

Fundamentals of Copy and Layout, Third Edition
Book, Albert C and C. Dennis Schick, NTC Business Books, Lincolnwood, IL. 1997

GRADING

Attendance/ Active class participation	15points	8%
Homework assignments and Portfolio	20 @ 5 points ea 100 points	50%
Weekly quiz	13 @ 5 points ea. 65 Points	32%
Team Presentation	5 points	3%
Final Exam	15 points	7%
Total	200 points	100%

Point Correlation to Grade Averages:

A =  180-200 points  C = 149-158  points       F = 0-110 points
B =  169-179 points  D = 129-139 points

CLASS POLICIES
· Attendance. Attendance is absolutely necessary to the successful completion of the course. The instructor reserves the right to reduce your final grade by one letter for every absence beyond the second absence. Students with doctor’s excuses or other means of verifying legitimate absences may be excused from this policy.
· Participation. Participation includes active listening, answering questions, involvement in class discussions, and team projects. Lack of participation counts against the class participation portion of the grade.
· Assignments. All assignments must be turned in to the instructor at the beginning of the class at which they are due. Assignments handed in late will have the grade reduced by at least one full letter grade.
· Team Projects. Team project grades will consist of two equal parts: (1) a team grade, which will be the same for everyone, and (2) an individual
grade, which will reflect the unique contribution of each student to the verbal presentation and/or written submission of the team.
· Academic misconduct. Students are responsible for knowing and observing the College Policy on Cheating and Plagiarism section of the Undergraduate Catalog and the consequences of these and other forms of unethical behavior. The ads you submit as your creations must be your original work.
· Disability. Students with documented disabilities who are seeking academic accommodations should contact the coordinator of services to students with disabilities at 501 Culkin Hall.
· The instructor reserves the right to modify this tentative syllabus by adding, deleting, or otherwise changing it at any time.
 

Use of Production Facilities. Assignments both in and out of class may require the students to utilize Poucher Radio Lab, Lanigan television studios, Penfield Library, and Mahar Computer Laboratory 210. Students who are not familiar with standard recording procedures should get the free lab and training time at the various labs listed above.

Cost of supplies. Students will be required to purchase materials for producing copy. Students should plan for a minimum expenditure of $25.00 for materials and supplies.

Word Processing. Students will be required to learn how to utilize the basic word processing program installed in Mahar Computer lab 210. You will also need at least two high-density PC floppy disks for this course.

Graphic design. Students will be required to learn the basic drawing and color capabilities of the word processing program in Mahar Computer Lab 210.

Homework grading. On homework that is graded, the number of revisions you made prior to producing your final copy is important. Please place your final copy on top and mark it “Final copy”. Place the various versions you did before perfecting the copy behind the final copy