Advertising Copywriting For Digital Platforms

This course provides an introduction to advertising copy writing skills for Digital Media. Students examine advertising copy strategy and its role in creating advertising for digital platforms. Emphasis is placed on how communication objectives roll out of a strategy. Students will also study the various media involved in advertising and how writing for different media can differ. The goal of this course is to enable students to develop and write engaging copy using proven processes and techniques, to understand the fundamental differences between the traditional and digital world, to understand the nuances and demands of each of the major digital channels, and to write more compelling web, e-mail and social content.