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MAC332Social Sciences2 Unitsintermediate

Advertising Copy and Layout

This course introduces undergraduate Mass Communication students to the principles and practices of advertising copywriting and layout. It emphasizes the relevance, importance, and processes involved in producing effective advertising materials within the Nigerian context, while maintaining a global perspective. The course covers advertising principles, material preparation, practical production techniques, and media planning strategies, equipping students with the skills to create standard and professional advertising copies and layouts.

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40h
Study Time
13
Weeks
3h
Per Week
none
Math Level
Course Keywords
Advertising CopywritingAdvertising LayoutMedia PlanningAdvertising PrinciplesCreative Advertising

Course Overview

Everything you need to know about this course

Course Difficulty

Intermediate Level
Builds on foundational knowledge
65%
intermediate
📚
Math Level
No Math
🔬
Learning Type
Hands-on Practice

Course Topics

Key areas covered in this course

1

Advertising Principles

2

Advertising Copywriting

3

Advertising Layout

4

Media Planning

5

Advertising Research

6

Advertising Campaign Planning

7

Print Advertising

8

Broadcast Advertising

Total Topics8 topics

Requirements

Knowledge and skills recommended for success

Basic knowledge of mass communication principles

💡 Don't have all requirements? Don't worry! Many students successfully complete this course with basic preparation and dedication.

Assessment Methods

How your progress will be evaluated (3 methods)

assignments

Comprehensive evaluation of course material understanding

Written Assessment

tutor-marked assessments

Comprehensive evaluation of course material understanding

Written Assessment

final examination

Comprehensive evaluation of course material understanding

Written Assessment

Career Opportunities

Explore the career paths this course opens up for you

Copywriter

Apply your skills in this growing field

Advertising Layout Designer

Apply your skills in this growing field

Media Planner

Apply your skills in this growing field

Advertising Executive

Apply your skills in this growing field

Marketing Communication Specialist

Apply your skills in this growing field

Industry Applications

Real-world sectors where you can apply your knowledge

Advertising AgenciesMarketing DepartmentsPublic Relations FirmsMedia OrganizationsCorporate Communications

Study Schedule Beta

A structured 13-week journey through the course content

Week
1

MODULE 1 PRINCIPLES OF ADVERTISING

2h

Unit 1: Advertising: Meaning and Definitions

2 study hours
  • •Read Unit 1: Understanding the concept of advertising, its various definitions, and components.
  • •Identify the relationship between the human communication process and advertising.
  • •Complete Self-Assessment Exercise and Tutor-Marked Assignment.
Week
2

MODULE 1 PRINCIPLES OF ADVERTISING

2h

Unit 2: Types and Classification of Advertising

2 study hours
  • •Study Unit 2: Identify the functions of advertising such as marketing, information, education, persuasion, reminding, and cultural transmission.
  • •Note the types of advertisements based on target audience, media, and geographical area.
  • •Complete Self-Assessment Exercise and Tutor-Marked Assignment.
Week
3

MODULE 1 PRINCIPLES OF ADVERTISING

2h

Unit 3: Process of Advertising

2 study hours
  • •Read Unit 3: Examine the advertising process, including the roles of advertisers, advertising agencies, suppliers, and the media.
  • •Identify the different types of advertising agencies and their functions.
  • •Complete Self-Assessment Exercise and Tutor-Marked Assignment.
Week
4

MODULE 1 PRINCIPLES OF ADVERTISING

2h

Unit 4: Research in Advertising

2 study hours
  • •Study Unit 4: Understand the importance of research in advertising decision-making.
  • •Follow the steps in the research process and address important issues in advertising research.
  • •Complete Self-Assessment Exercise and Tutor-Marked Assignment.
Week
5

MODULE 2 PREPARING AND PRODUCING ADVERTISING MATERIALS

2h

Unit 1: Concept of Advertising Copy

2 study hours
  • •Read Unit 1: Explore the concept of advertising copy and its elements.
  • •Understand the vital questions to ask before displaying a copy.
  • •Complete Self-Assessment Exercise and Tutor-Marked Assignment.
Week
6

MODULE 2 PREPARING AND PRODUCING ADVERTISING MATERIALS

2h

Unit 2: Concept of Advertising Layout

2 study hours
  • •Study Unit 2: Understand the concept of advertising layout and its importance.
  • •List the layout formats and plans in professional advertising.
  • •Complete Self-Assessment Exercise and Tutor-Marked Assignment.
Week
7

MODULE 2 PREPARING AND PRODUCING ADVERTISING MATERIALS

2h

Unit 3: Stages of Preparing Advertising Materials

2 study hours
  • •Read Unit 3: Explain the steps involved in preparing and producing an effective advertising copy.
  • •Understand the procedures involved in copy preparation and production.
  • •Complete Self-Assessment Exercise and Tutor-Marked Assignment.
Week
8

MODULE 2 PREPARING AND PRODUCING ADVERTISING MATERIALS

2h

Unit 4: Advertising Campaign Planning

2 study hours
  • •Study Unit 4: Understand the importance of campaign planning in advertising.
  • •Discuss the objectives of advertising campaigns and factors to consider when planning.
  • •Complete Self-Assessment Exercise and Tutor-Marked Assignment.
Week
9

MODULE 2 PREPARING AND PRODUCING ADVERTISING MATERIALS

2h

Unit 5: Developing and Executing the Advertising Plan

2 study hours
  • •Read Unit 5: Develop a six-month and a one-month advertising plan.
  • •Discover how a special promotion is planned and executed.
  • •Complete Self-Assessment Exercise and Tutor-Marked Assignment.
Week
10

MODULE 3 PRACTICAL PRODUCTION OF ADVERTISING COPY

2h

Unit 1: Design and Illustration of copy in Advertising

2 study hours
  • •Read Unit 1: Defining advertising copy and copywriting.
  • •Explore the principles of a good copy, elements of a copy, and approaches to advertising copywriting.
  • •Complete Self-Assessment Exercise and Tutor-Marked Assignment.
Week
11

MODULE 3 PRACTICAL PRODUCTION OF ADVERTISING COPY

2h

Unit 2: Creative and production Tactics in Print Advertising

2 study hours
  • •Study Unit 2: Understand the planning and utilizing printed media.
  • •Recognize the characteristics of an effective printed advertisement and layout techniques.
  • •Complete Self-Assessment Exercise and Tutor-Marked Assignment.
Week
12

MODULE 3 PRACTICAL PRODUCTION OF ADVERTISING COPY

2h

Unit 3: Preparation and Production of Television commercials

2 study hours
  • •Read Unit 3: Preparation and Production of Television commercials
  • •Explore the tactics used in broadcast commercials
  • •Complete Self-Assessment Exercise and Tutor-Marked Assignment.
Week
13

MODULE 3 PRACTICAL PRODUCTION OF ADVERTISING COPY

2h

Unit 4: Guidelines for Evaluating copy outputs

2 study hours
  • •Study Unit 4: Guidelines for Evaluating copy outputs
  • •Identify the various guidelines enumerated for evaluating copy output.
  • •Complete Self-Assessment Exercise and Tutor-Marked Assignment.

This study schedule is in beta and may not be accurate. Please use it as a guide and consult the course outline for the most accurate information.

Course PDF Material

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Study Tips & Exam Preparation

Expert tips to help you succeed in this course

1

Review all Tutor-Marked Assignments (TMAs) and their solutions to reinforce understanding of key concepts.

2

Create concept maps linking advertising principles (Module 1) to practical production (Module 3).

3

Practice writing advertising copies for different products, focusing on target audience (Units in Module 2).

4

Study media planning strategies (Module 4) and their application in real-world scenarios.

5

Focus on the guidelines for evaluating copy outputs (Module 3, Unit 4) to critically assess advertising materials.

6

Allocate study time evenly across all modules, but prioritize areas of personal weakness.

7

Form study groups to discuss complex concepts and share insights.

8

Simulate exam conditions by practicing with past questions under time constraints.

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