B.A. in Multimedia and Mass Communication Copywriting Syllabus - Mumbai University

This is the TY BAMMC Advertising syllabus under the CBCS scheme, revision R-2019-20. The University has not published an NEP 2020 syllabus for the third year of this degree, and still examines Semesters V and VI on this one, so check which scheme your exam form names before you revise.

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Syllabus for Copywriting

Major · Semester 5 · TY BAMMC Advertising · 4 credits · 100 marks

Module I

1 INTRODUCTION TO COPYWRITING
a Basics of copy writing
b Responsibility of Copy writer
2 CREATIVE THINKING
a How to inculcate a 'creative thinking attitude'.
b The idea incubation process
c What’s the Big Idea? - How to get to the ONE BIG IDEA that will inspire creative
d Crafting the reasons why consumers should believe your brand and act Idea generation techniques: eg. Brainstorming, Triggered brainwalking, Questioning assumptions, Picture prompts, Scamper, Observation, Referencing, Interaction, Imagination, Dreams, and Creative Aerobics
3 IDEA GENERATION TECHNIQUES
4 TRANSCREATIVITY
a Introduction
b Purpose

Module II: WRITING FOR ADVERTISING

1 BRIEFS
a Marketing Brief
b Creative Brief
2 WRITING PERSUASIVE COPY
a Tone of Voice
b What’s the Tone?
c Tonality and character matters,
d How to make your Writing, walk, Talk, and breathe
e Creating Breakthrough Writing
f How to Control the “Command Center” in Your
g Prospect’s Mind
h How to Change Perception
i Emotionality, Storytelling

Module III: CURRENT ADVERTISING CAMPAIGNS COPY WRITING STYLE OF CURRENT ADVERTISING CAMPAIGNS OF THE BEST ADVERTISING AGENCIES FOR THEIR CLIENTS

Two current campaigns for each of the following agencies including TVC, Print, Outdoor and digital should be studied, and analyzed in the class room.
a JWT
b Ogilvy
c Lowe Lintas
d FCB Ulka
e DDB Mudra
f Publicize Worldwide
At least three international awards winning previous year campaign (one or two year previous) should be analyzed and discussed in the class room.
Student to be taught the following when discussing the Campaigns:
a Copy writing style
b Idea and concept
c How copy is varied for differ media
d Copy for children, youth, women, Senior citizens, executives millianials, Baby Boomers, Gen X, Gen Y, Gen Z
e Advertising appeals
f Tone of Voice
g Story telling

Module IV: MEDIA AND AUDIENCES

1 WRITING COPY FOR VARIOUS MEDIA
a Print: Headlines, sub headlines, captions, body copy, and slogans
b Television: Storyboard, Storyboarding Techniques, Balance between words and visuals | Power of silence, formats of TVS’s
c Outdoor posters
d Radio
e Digital copy for social media like facebook,
Instagram etc
f Copy for web page
2 WRITING COPY FOR VARIOUS AUDIENCES
a Children,
b Youth,
c Women,
d Senior citizen and
e Executives
f Baby Boomers, Gen X, Gen Y (Millennials), Gen Z

Module V: WRITING COPIES, APPEALS, EXECUTION

STYLES AND EVALUATION
1 HOW TO WRITE COPY FOR
a Direct mailer,
b Classified,
c Press release,
d B2B,
e Email copy
f Advertorial,
g Infomercial
2 VARIOUS TYPES OF ADVERTISING APPEALS AND EXECUTION STYLES
a Rational appeals
b Emotional appeals: Humor, Fear, Sex appeal, Music
c Various advertising execution techniques
d The techniques Evaluation of an Ad Campaign
3 THE TECHNIQUES FOR EVALUATION OF AN AD CAMPAIGN
a Evaluate the ad in terms of its efficacy, that is, to what extent the campaign has achieved its set objectives;
b Learn to appreciate the aesthetic aspects of the ad – how the ad looks, its layout, colour scheme, typography, balance etc. Corruption issues faced by the common man Challenges faced by senior citizens and the physically/ mentally challenged.

Reference Book

1 Looking Away by Harsh Mandar
2 Copywriting By J.Jonathangabay Frsa
3 Copywriting: Successful Writing For Design, Advertising And Marketing Book By Mark Shaw
4 The Adweek Copywriting Handbook: The Ultimate Guide To Writing Powerful Advertising And Marketing Copy From One Of America′S Top Copywriters Paperback – By Joseph Sugarman
5 The Copywriter's Handbook: A Step-By-Step Guide To Writing Copy That Sells Book By Robert Bly
6 Hey, Whipple, Squeeze This: The Classic Guide To Creating Great Ads
7 By Luke Words That Sell: More Than 6000 Entries To Help You Promote Your Products, Services, And Ideas Paperback – By Richard Bayan Sullivan , Sam Bennett , Edward Boches

Reproduced from the University of Mumbai syllabus for B.A. in Multimedia and Mass Communication under NEP 2020. Wording is as printed in that syllabus. Module numbering is as printed there too.

The complete syllabus

This subject is cut from the University circular for its year. Open a document here if you want the whole thing rather than a single subject.

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