Concept Development and Copywriting
ADV201
Overview
Level of study: What does Undergraduate Level 2 mean?
Undergraduate Level 2
EFTSL: What does EFTSL mean?
0.125
Delivery Method: What does delivery method mean?
Fully Online
Prerequisites: What are the prerequisites?
Duration:
13 weeks
Domestic student fee:
$1,039.00 (AUD)
HECS student fee:
$1,006.00 (AUD)
International student fee:
$1,264.00 (AUD)
Description
The unit seeks to provide students with the knowledge, understanding and skills they need to both analyse and produce good and effective advertising copy for various media.
Creativity and the ability to express it in powerful copy, is central to effective advertising. This unit teaches students how to develop innovative advertising concepts and to apply them in writing for online, broadcast and print media. It aims to build both understanding and skills related to persuasive advertising development, taking into account not only what will work in reaching audiences but also relevant legal and ethical considerations. Underpinned by appropriate communication and persuasion theories, and structured by the use of systematic planning techniques, this unit equips students to produce advertising that cuts-through in crowded media markets.
Prerequisites
Recommended prerequisites
You are recommended to have completed the following unit(s) or have equivalent knowledge before starting this unit:
- ADV100 — Principles of Advertising
Assessment
- Assignment 1 — Client brief (20%-25%)
- Assignment 2 — Major assignment (45%-50%)
- Tutorial topics — Tutorial exercises (25%-30%)
Learning Outcomes
At the completion of this unit students will be able to:
- demonstrate strengthened writing skills with the ability to adapt and apply them to advertising copy
- demonstrate strengthened concept developmental skills with the ability to develop a diverse range of ideas
- demonstrate critical thinking developed via analysis of advertising concepts and writing examples
- apply appropriate communication and persuasion theories competently to advertising copywriting
- systematically and effectively plan advertising copy
- apply appropriate research methods, legal and ethical considerations to concepts and copywriting
- write for different media: radio, television, print and online
- develop ideas for new media: social media, facebook, mobiles, online gaming, applications, crowd sourcing and internet.
Topics
This unit addresses the following topics.
| Number | Topic |
|---|---|
| 1 | Creativity in advertising |
| 2 | Concept development |
| 3 | Tailoring concepts to different media |
| 4 | Production & design choices |
| 5 | How grammar, style and punctuation AFFECT advertising impact |
| 6 | Broadcast writing |
| 7 | Writing for online audiences |
| 8 | Editing and revising copy |
| 9 | Writing and culture, ethics and the law |
Study Resources
This unit is delivered using the following methods and materials:
Instructional Methods
- Discussion Forum/Discussion Board
- Embedded Multimedia
- Online assignment submission
- Podcasting/Lecture capture
- Web links
Textbook information for this unit is currently being updated and will be available soon. Please check back regularly for updates. Alternatively, visit the Unibooks website and enter the unit details to search for available textbooks.
Relevant Courses
This unit is part of a major, minor, stream or specialisation in the following courses:
This unit is an approved elective in the following courses:
This unit may be eligible for credit towards other courses:
- Many undergraduate courses on offer through OUA include 'open elective' where any OUA unit can be credited to the course. You need to check the Award Requirements on the course page for the number of allowed open electives and any level limitations.
- In other cases, the content of this unit might be relevant to a course on offer through OUA or elsewhere. In order to receive credit for this unit in the course you will need to supply the provider institution with a copy of the Unit Profile in the approved format, which you can download here. Note that the Unit Profile is set at the start of the year, and if textbooks change this may not match the Unibooks textbook list.
