MACO 380
Advertising Copy and Layout
Fall 2006
Dr. Rick Duet
Office: 101-A Talbot
Phone: 448-4228
EMAIL: rick.duet@nicholls.edu
BlackBoard Course site: http://www.nicholls.edu/BlackBoard/
1. Advertising Copy and Layout. 3-2-2
Advertising fundamentals, copy, layout and production.
2. Course Requirements
Prerequisite MACO 322.
3. Course Objectives
1. Students will learn to understand and apply the principles of copywriting for advertising.
2. Students will learn advertising design and layout techniques.
3. Students will learn presentation and production techniques for advertising copy and layout.
These goals will be met through lecture/demonstration in the Macintosh Lab. Students will generate a piece of advertising copy and layout for a newspaper, magazine, direct-mail, broadcast and poster or display.
Through these projects students will make decisions based on their new understanding of the principles of advertising copy and layout and the production techniques available or required.
4. Materials and Textbooks
1. Text - The Design of Advertising, 7th Edition by Roy Paul Nelson
2. 2 Flash/Thumb/USB drives (128MB).
3. Black posterboard or mounting board for presentation of final pieces.
5. Class Meetings, Attendance, Class Policies
1. You are allowed 3 absences by the University. Any absence beyond that will affect your grade.
2. Class participation in discussions and is mandatory and graded.
3. You are encouraged to take notes, and to get notes from a fellow student when absent.
4. Makeups for exams are given at the next class period the student is present. Late projects are due at the next class meeting the student attends.
5. Smoking, Eating, Drinking, and Chewing of anything are not allowed in class AT ANY TIME.
7. A portfolio is required of every Mass Communication student. The student's portfolio will be presented and graded in the capstone course of the student's emphasis. Further details on the portfolio requirements may be found in the MACO Student Handbook or from any MACO professor. All work in all MACO courses should be corrected and archived on disk and in hard copy for possible inclusion in the student's portfolio.
6. Procedure for Conducting Class
1. Lecture/demonstration
2. Assignment
3. Evaluation
***Discussion and taking of notes suggested
7. Grading Policy
All Grades carry equal weight( except exercises which are 10 points each and total into a full grade
Grading scale is:
A=100-93
B=92-84
C=83-75
D=74-70
F=69 or below
* Any assignment late for deadline will be docked 1 point per minute
up to 10 points.
7. Tests and Evaluations
1. There will be a Mid-Term Exam and Final Project.
2. Students will receive individual grades for ad copy/layout assignments.
3. Each assignment will be returned to the instructor corrected before the students receive their grades for that assignment. Failure to do so will result in the grade being lowered by 5 points.
4. Students should use these corrected publications to begin building a portfolio of their work.
5. There will be an oral critique in class following each assignment.
* Plagiarism and other forms of dishonesty will be dealt with severely, the minimum penalty being an F in the course.
8. Course Outline
Week 1 History of Advertising Chapter 1
Week 2 Current Events & Use of Women &
Minorities in Advertising
Week 3 Creative Process/How to Have an Idea Chapter 2
Ethical Use of Graphics and Copy
Week 4 How to Copywrite Chapter 7
Week 5 How to Copywrite/First Writing Assignment Chapter 7
Week 6 Presentation and Production Techniques Chapter 3 & 4
Week 7 Newspaper Advertising Chapter 11
Week 8 Newspaper Advertising/Newspaper Ad Due
Week 9 Magazine Advertising Chapter 12
Week 10 Magazine Advertising/Magazine Ad Due
Week 11 Broadcast Advertising/TV Chapter 13
Week 12 Broadcast Advertising/Radio Chapter 13
TV Storyboard and Radio Copy Due
Week 13 Direct-Mail/Specialty Advertising Chapter 14
Week 14 Direct-mail or Specialty Piece Due
Week 15 Advertising Poster Design Chapter 15
Final Assignment/Integrated Pieces for one Client
Week 16 Lab Work on Final Assignment
9. Bibliography
Creativity
Baker, Steven. Systematic Approach to Advertising Creativity. New York: Springer-Verlag, 1983.
Jewler, A. Jerome. Creative Strategy in Advertising. 2nd ed. Belmont, CA: Wadsworth, 1985.
Design and Layout
Bockus, Jr., William H. Advertising Graphics. 4th ed. New York: Macmillam, 1986.
Nelson, Roy P. The Design of Advertising. 6th ed. Dubuque, IA: William C. Brown, 1989.
Copywriting
Bayran, Richard. Words That Sell. Chicago: Contemporary Books, 1987
Burton, Philip Ward. Advertising Copywriting. 5th ed. Columbus, OH: Grid Publishing, 1983.
Weaver, J. Clark. Broadcast Copywriting as Process. New York: Longman, Inc., 1984.
Retail Advertising
Garcia, Mario, Bohle, Robert, and Fry, Don, eds. Color in American Newspapers. St. Petersburg, Fla.: The Poynter Institute for Media Studies, 1986.
Spitzer, Harry, and Schwartz, F. Richard. Inside Retail Sales Promotion and Advertising. New York: Harper & Row, 1982.
Broadcast Advertising
Bergendorff, Fred L., and others. Broadcast Advertising & Promotion. New York: Hastings House, 1983.
Murphy, Jonne. Handbook of Radio Advertising. Radnor, PA: Chilton Book Co., 1980.
Direct-Mail Advertising
Arnold, Edmund C. The Making of Flyers, Folders, and Brochures. Chicago: L. Ragan Communications, 1983.
Direct Marketing Creative Guild. Direct Marketing Design. Glen Cove, NY: PBC International, Inc., 1985
Trademarks and Logotypes
Carter, David. Designing Corporate Identity Programs for Small Corporations. New York: Art Direction Book Co., 1982
Jones, John Philip. WhatÕs in a name? Advertising and Concepts of Brands. Lexington, MA: Lexington Books, D.C. Heath, 1986.