Syllabus

Course Description

Methods and techniques of writing radio and television scripts (other than news) and some content for web sites. Emphasis on commercial continuity, promotional spot announcements and public service spots. Some attention to teleplay, screenplay and corporate video techniques.

Cognitive Objectives to be Mastered:

Upon the conclusion of this course, the student should:

* Be familiar with the terminologies associated with advertising and promotional copy writing

* Acquire a working knowledge of self-discipline required to be a succcessful copywriter

* Acquire a working knowledge of the skill and experience in writing the kinds of scripts needed frequently in the day-to-day world of radio/television/and cable advertising and promotion departments, audio and video production houses, and advertising agency creative departments

* Be familiar with the various ethical/legal concerns expressed by advertising critics and by consumer advocates.

* Understand the federal and state laws affecting broadcast copywriting

*Acquire the creativity necessary to be a successful copywriter

Performance Standards to be Met:

* Write a 7 - 10 page promotional plan for ASU-TV or KASU or a station of your choosing that follows the structure below:

Introduction

Situation Analysis

Objectives

Budget

Communication Strategy

Creative Strategy

Media Planning

Media Strategy

Campaign research and evaluation

Conclusion

Bibliography

Appendix

* Compile a portfolio of your best in-class advertising and promotional copies that includes the following:

2 60-second radio commercial script

2 30-second radio commercial script

2 30-second television commercial script

1 15 second television script

1 30-second television storyboard script

2 20-second television promotional script

2 Web page promotional copies

Instructional Method

Lecture, discussion, in-class writing assignments, homework, research assignments, and special projects

Textbook (Required):

Milan D. Meeske. (2006). Copywriting for the Electronic Media: A Practical Guide, Fifth Edition. Belmont, California: Thomson-Wadsworth.

Required material:

A jump disk (256K or more) for saving in-class work. Students will not be allowed to write unless they bring this disk to class each session.

Attendance

The university does not require mandatory attendance for upper class students. However, students will be responsible for all lecture materials, class reports, projects and handouts. Students missing any class material will be doing so at their own risk. Five absences will result in a ten point reduction in the student’s overall grade in the class.

Make up and extensions will not be permitted on assignments missed due to an absence. Any graded work missed due to an absence will earn a zero.

Students obligated to other activities that might preclude their regular attendance in this class should plan to take the class at another time when attendance can be assured.

All readings and other class assignments must be competed on schedule. Quizzes will be given each week on assigned chapters.

Makeup for Student Athletes:

Student athletes will have one-week from the date of their return to class, from a university related activity, to make up any work missed. Work not made up during this week period will receive a zero ("0"). It is the student's responsibility to make arrangements with the instructor regarding the completion of make up work, within the specified period.

Quizzes:

Periodic quizzes will be given over chapter and other course content. These will occur at the appropriate intervals during the semester. There will be no makeup on these quizzes.

Note: Final examination date to be announced later. Check the Registrar’s page on the ASU website for updates.

Term Projects

Promotional Plan:

Each student will write a 7-10 promotional plan for ASU TV, KASU or any station of your choice. The plan must address all elements stated in the “Performance standard to be met” section of the syllabus. It must derive from extensive research and interview with the selected station’s management team. It will be due on Week eight (midterm period) and presented in class. Additional information about the plan will be provided during the course of the class.

Portfolio

Each student will compile a portfolio of their best copies. The copies may be original or improved versions of in-class copies. Use you discretion in selecting your best work. All elements specified in the “Performance standard to be met” section of the syllabus must be included. The Portfolio will be due on the last day of class.

Evaluation:

Grades are not given in my classes; they are earned. Your earned grade will depend strictly on how much work you put into your assignments, readings and projects. To earn an "A" grade, consistently produce excellent work. For a "B" you must consistently produce good work. A "C" will be earned for satisfactory work, a "D" for poor but passing performance and an "F" for failure. Please note that professor's evaluative standards do vary according to background and expectations: mine are quite high.

Your final grade will be determined as the total of points accumulated against the following elements and expressed as a percentage:

Promotional Plan 500 points

Chapter quizzes 200 points

In-class copies 300 point

Portfolio 500 points

TOTAL 1,500 points

The grading scale is as follows: 90 - 100=A; 80 - 89=B; 70 - 79=C; 60 - 69=D; 59 AND BELOW=F

At the end of the term, a curve may be applied to the sum of all grades accumulated in the class. If applied, the curve will be determined by obtaining the difference between the average of the sum of scores of every student in the class and the theoretical mean of 75. Any positive difference will be added to the scores of each individual student. Individual test and assignment grades will not be curved separately.

Safety Statement:

"This course may require the use of hazardous chemicals or equipment that the University Safety Committee recognizes as potentially hazardous to a student's safety and health. Every instructor is required to provide instructional information and training on safe handling and usage procedures prior to engaging students in the use of hazardous chemicals or equipment. In addition, students are advised to notify the instructor or laboratory supervisor of any medications or conditions that may impair their mental alertness and/or their ability to safely engage in the use of any hazardous chemical or equipment. All students should participate in the use of hazardous chemicals and equipment only under the direct supervision of the instructor or by approval of the instructor, using recommended methods and procedures. Failure to adhere to the outlined safety precautions could result in disciplinary action."

Cell Phone/Pager Policy:

Cell phones, pagers and other personal communication devices that beeps must be turned off before class commences. There are no exceptions to this rule. Please advise anyone who may have the need to reach you by cell phone or pager to do so after class. It is your RTV responsibility to make your class schedule available to all prospective callers.

Disability Support Services:

It is the policy of Arkansas State University to accommodate students with disabilities, pursuant to federal law, state law, and the University's commitment to equal educational opportunities. Any student with a disability who needs accommodation, for example in seating placement or in arrangements for examinations, should inform the instructor at the beginning of the course. The chair of the department offering this course is also available to assist with accommodations. Students with disabilities are also encouraged to contact the Office of Disability Support Services.