COPIES ISSUED TO:

DOCUMENT: COURSE OUTLINE COURSE CODE: ABCOM15L College of Education, Arts and Sciences
Learning Resource Center
COPYWRITING Faculty
EFFECTIVITY: AY 2023-2024 COURSE TITLE: AND CREATIVE Students
MANAGEMENT

COURSE DESCRIPTION
This course is an introduction to the basic elements of writing for print advertising, focusing on headlines and
taglines. Advertising copywriting is a creative communication form based upon a sense of artistry. It's like music
that has rhythm, poetry with spareness, depth like film, and humor like in comedy sitcoms.

Copywriting is a skill for which there is a huge demand. It is also the activity of writing texts for advertisements or
other promotional materials. A component of content marketing, copywriting combines the art of the written word
with the science of advertising. The goal of copywriting is to evoke emotions in potential customers that compel
them to buy or learn about your product or service. It appears across a wide range of advertising and brand
assets. This includes ads (website banners, pop-ups, and social media ads) website content, email newsletters,
print ads, physical advertising spaces, and landing pages. It is also the backbone of scripted, auditory marketing
materials such as promotional content on radio, TV, and podcasts.

TIME ALLOTMENT
4 hours lecture every week, for 13.5 weeks.
COURSE CONTENT

WEEK TOPICS RESOURCES AND ASSESSMENT

Orientation: Introductory Speech Rubric

Speech Performance Checklist

 Course outline discussion
1  Levelling of Expectations Essay/Reflection Paper
 Negotiating classroom policies

Note: Please read the entire CIB and the

instructions for each of the activities.
Introduction to Copywriting and creative Oral Presentation
management Quiz
2 Recitation
The Headline
Audience analysis and writing technique Oral Presentation
3 Quiz
Print and online Ad Recitation
Writing in Public Relations Essay/Reflection Paper
4 Recitation
5 Materials Copy in Website Recitation
Oral Presentation rubric

COURSE CODE / TITLE: GEETH01X / ETHICS EFFECTIVE: AY 2023-2024 PREPARED BY: HUMANITIES CLUSTER, GENERAL EDUCATION DEPARTMENT

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 COPIES ISSUED TO:
DOCUMENT: COURSE OUTLINE COURSE CODE: ABCOM15L College of Education, Arts and Sciences
Learning Resource Center
COPYWRITING Faculty
EFFECTIVITY: AY 2023-2024 COURSE TITLE: AND CREATIVE Students
MANAGEMENT

Copywriting for social media

6 Preparation for midterm week Midterm exam

7 MIDTERM WEEK
Writing for content marketing Oral Presentation
8 Quiz
Writing for video Recitation
Writing TV and Radio Commercials
Promotional content in Podcasts Oral Presentation
9 Quiz
Recitation
Getting your copy written Oral Presentation
10
Recitation
Getting your copy designed and produced Oral Presentation
11 Essay/Reflection Paper
Recitation
12 Final Project Preparation Final Project Proposal:
BANAYAD LAUNDRY DETERGENT

For the FINAL project, the students are required to develop the
creative big idea for Banayad Laundry Detergent and propose a
3-month long integrated marketing plan that covers above-the-
line and below-the-line initiatives. Use the principles and
concepts learned in the multimedia materials planning and
design and copywriting and creative management courses to
design the products, including packaging, tagline, copy, and
advertisements. Ensure that your proposed campaign increases
awareness, establishes branding, and drives consumer
purchase behavior.

1. 3-month long integrated Marketing Plan:

A. Above-the-line initiatives:
 Television Advertisements: Create high-quality
commercials showcasing the banayad formula's
benefits and the transformation of clothes.
 Print Advertising: Place captivating ads in lifestyle and
fashion magazines, featuring before-and-after visuals
and persuasive copy.
 Outdoor Advertising: Utilize strategically located
billboards and digital screens in upscale areas
frequented by the target audience.

B. Below-the-line initiatives:
 Point of Purchase Displays: Design eye-catching

COURSE CODE / TITLE: GEETH01X / ETHICS EFFECTIVE: AY 2023-2024 PREPARED BY: HUMANITIES CLUSTER, GENERAL EDUCATION DEPARTMENT

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 COPIES ISSUED TO:
DOCUMENT: COURSE OUTLINE COURSE CODE: ABCOM15L College of Education, Arts and Sciences
Learning Resource Center
COPYWRITING Faculty
EFFECTIVITY: AY 2023-2024 COURSE TITLE: AND CREATIVE Students
MANAGEMENT

displays in supermarkets, emphasizing the premium

quality and benefits of Banayad Laundry Detergent.
 Social Media Campaign: Develop engaging content on
platforms popular among the target audience.
Collaborate with influencers to showcase the brand's
effectiveness and share testimonials.
 Sampling Activities: Organize product demonstrations in
high-end department stores, residential areas, and
corporate offices, providing consumers the chance to
experience the banayad formula firsthand.

13 FINALS WEEK

REFERENCES
Required Textbook/Manual:
[1] Bly, R. (2020) The copywriter’s handbook: a step-by-step guide to writing copy that sells. St. Martin’s Griffin.
[2] Fechter, J. (2018) The copywriting bible: 100+ viral outlines to build your brand. Peach Elephant Press.

Further Readings:
[1] Freberg, K. (2019) Social media for strategic communication: Creative strategies and research-based
applications. SAGE.
[2] Leach, W. (2021) Marketing to mind states: The practical guide to applying behavioral design to research and
marketing. Lioncrest Publishing.
[3] Maslen, A. (2019) Persuasive copywriting: cut through the noise and communicate with impact. Kogan Page.

COURSE CODE / TITLE: GEETH01X / ETHICS EFFECTIVE: AY 2023-2024 PREPARED BY: HUMANITIES CLUSTER, GENERAL EDUCATION DEPARTMENT

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