J445: Developing Creative Messages for the Media
(Spring 2005)

Dr. Michelle R. Nelson
5148 Vilas Hall, 608-263-3397
mrnelson@wisc.edu


COURSE INTRODUCTION:

J445 will instruct you on how to prepare creative strategies and how to execute those strategies by preparing messages for various media and strategic communications. We will begin by exploring what is meant by creativity and persuasion. Then we will see how persuasion and creativity apply to strategic communication problem solving for various media. Most of the semester will be spent creating concepts for advertising and other media, developing ads, PR messages, and tactics for other stratcom media messages. This is a writing intensive course. By the end of the semester, you will have created numerous creative messages. You should leave the course with a good feel for the range of activities and issues that occupy a copywriter, public relations professional or strategic communications professional on a daily basis.
In addition, a component of the course is service learning. In a small group, you will be creating messages for a real client – the Morgridge Center for Public Serivce: http://www.morgridge.wisc.edu/. More info will be provided in the case.

COURSE OBJECTIVES:

• Enjoy creativity and appreciate it--even if you never write another word of copy or never create an advertisement, news release, or stratcom message again.
• Write smart, focused creative strategies...the kind of strategies that will lead to great creative work.
• Apply principles of persuasion, copy and design to the creation of ads for print, radio, and television.
• Apply principles of persuasion, strategy, copy and design to the creation of direct marketing pieces, public relations messages, interactive, and sales promotions/events communications.
• Learn how to pitch your ideas successfully to the media and clients.
• Learn that criticism CAN be constructive (both in what you give and what you receive).
• Be able to throw around such terms as "one-shot, "campaign," "on strategy," "creative concept,” “VNR,” “Guerilla marketing,” and others with the best of 'em.
• Learn to write well for various audiences and strategic communication tactics.

EVALUATION:

Attendance/Participation/In-Class Assignments: 5%
[Note that you may miss ONE class period without penalty. After that, you will lose points for every excused or unexcused absence. Several class periods will be devoted to in-class activities – these will count toward your participation grade.]
Assignments: 75% (33% individual; 42% group)
Exams: 20%
GRADING SCALE FOR THE COURSE:

94-100 = A	84-88   = B	70-76  = C	59 or lower   = F
89-93   = A/B	77-83= B/C	60-69 = D

There will be several opportunities for extra credit. Each one will be worth .25% added to your final grade. You may complete a total of TWO extra credit opportunities.

REQUIRED READINGS FROM ‘PACKET’ (AT BOB’S COPY SHOP, UNIV.SQUARE)

• Davis, Gary A. (1983,86), “The Creative Process: Steps and Stages and Perceptual Changes” Chapter 4 (pp. 59-80) in Creativity is Forever, 2nd Edition, Kendall Hunt Publishing Company.
• Lubow, (November 30, 2003), “Inspiration: Where Does it Come From?” New York Times Magazine, 69-77.
• Cialdini, Robert B. (1994),“Interpersonal Influence” Chapter 9 in Persuasion: Psychological Insights and Perspectives, Allyn & Bacon.
• Petty, Richard E., John T. Cacioppo, Alan J. Strathman, and Joseph R. Priester (1994), “To Think or Not to Think: Exploring Two Routes to Persuasion,” Chapter 6 in Persuasion: Psychological Insights and Perspectives, Allyn & Bacon.
• “Effective Writing” (Chapter 2) in Becoming a Public Relations Writer, Second Edition, Mahwah, NJ: Lawrence Erlbaum.
• “The Writing Process” (excerpts from Chapter 4) in Becoming a Public Relations Writer, Second Edition, Mahwah, NJ: Lawrence Erlbaum.
• Bendinger, Bruce (2002), “How to Write With Style,” (pp. 192-221), The Copy Workshop Workbook, 3rd Edition.
• “News Releases” (Chapter 6) in Becoming a Public Relations Writer, Second Edition, Mahwah, NJ: Lawrence Erlbaum.
• “Newsletters” (Chapter 9) in Public Relations Worktext: A Writing and Planning Resource, Second Edition, Mahwah, NJ: Lawrence Erlbaum.
• “Brochures, Fliers, and Posters” (Chapter 10) in Public Relations Worktext: A Writing and Planning Resource, Second Edition, Mahwah, NJ: Lawrence Erlbaum.
• “Events” (Chapter 13) in Public Relations Worktext: A Writing and Planning Resource, Second Edition, Mahwah, NJ: Lawrence Erlbaum.
• “Broadcast Media – excerpts – VNRS, PSAs in Public Relations Worktext: A Writing and Planning Resource, Second Edition, Mahwah, NJ: Lawrence Erlbaum.
• “Organizational Features” (Chapter 9) in Becoming a Public Relations Writer, Second Edition, Mahwah, NJ: Lawrence Erlbaum.

Jeweler & Dreniany (J&D), 2005, Creative Strategy in Advertising, 8th Edition. (Available at the University Bookstore)

RECOMMENDED READIING:

1. Sullivan, Hey Whipple, Squeeze This; A Guide To Creating Great Ads, 1st Edition

2. Paetro, Maxine (1998), How to Put Your Book Together and Get a Job in Advertising, The Copy Workshop.

3. Subscribe to FREE updates on Adweek: http://www.adweek.com/adweek/index.jsp. Advertising Age, Brandweek, PR Week, Stuart Elliott’s column in NY Times, www.mediapost.com

http://www.madadfed.com/ - Madison Advertising Federation

http://www.adforum.com/preview/wwd/search.asp - Directory of Ad Agencies

http://www.prsamadison.org/links.html - Madison Public Relations Society of America (PRSA)

http://www.odwyerpr.com/pr_firms_database/ - Directory of PR firms

Tentative Course Schedule:

(Note this is subject to change and you should watch your email for announcements or changes). It is your responsibility to stay informed and read your email.

Date	Course Content/Activity		Assignment Due
W 01/19/05	Course Introduction		Buy book and reading packet
M 01/24/05	Creativity in Advertising Screening of Award-Winning Ads
W 01/26/05	What is Creativity? “Creativity Exercises”		“Creative Process” - Packet   “Inspiration” – Packet
M 01/31/05	Creativity in Practice Client visit		J&D, Chapter 1 [Questions for Client]
W 02/02/05	Theory & Creativity		“Interpersonal Influence” – Packet “To Think or Not to Think” – Packet Assignment #1: good & bad due
W 02/02/05: Distinguished Lecture Series: Jean Kilbourne “Women and Advertising” Memorial Union; Wisconsin Union Theatre, 7.30 p.m. (Extra Credit opportunity)
Sun. 02/06/05 Superbowl – watch for the advertising
M 02/07/05	Superbowl Advertising discussion Creative Strategy (Research, first)		J&D, Chapter 3
W 02/09/05	In-Class Fact Finding & Strategy Exercise Or trip to Morgridge Center
R 02/10/05 “BUILDING THE UW-MADISON BRAND” (extra credit opportunity) 3-5 PM Fluno.
M 02/14/05©	Turning Strategy into Creative (Real-World Stuff) Guest Speaker: Andrew Courter (UW alum) Knupp & Watson http://www.knupp-watson.com/news/		J&D, Chapter 4
W 02/16/05	Writing		“Effective Writing” - Packet “The Writing Process”- Packet
M 02/21/05	Print Advertising Creative Concepts, Headlines		J&D, Chapter 5
W 02/23/05	Art Direction, Print Design, & Typefaces		Exam #1 J&D, Chapter 7 (on the exam)
Sat 02/26/05  -- Invasion of the ADDY Snatchers (Madison Advertising Federation Awards) – Monona Terrace (Extra Credit Opportunity)
M 02/28/05	Software Training or Group Work Day B207 Comp Sci (1210 West Dayton)	In-Design, Photoshop
W 03/02/05	Software Training or Group Work Day B203 Comp Sci (1210 West Dayton)	In-Design, Photoshop
M 03/07/05	Print Ads – Copy writing	J&D, Chapter 6 “How to Write With Style” –Packet Group Creative Concepts due
W 03/09/05	Printed Materials Direct Response, Brochures, Newsletters	J&D, Chapter 10 “Newsletters” - Packet “Brochures, Fliers, and Posters” – Packet Draft Assignment #2 due
M 03/14/05	News Releases	“News releases” – Packet
W 03/16/05	In Class Writing
SPRING BREAK (MARCH 19-27, 2005)
M 03/28/05	Feature Stories	“Organizational features”-Packet
W 03/30/05	In Class Writing	Assignment #2 due (Final)
M 04/04/05	Broadcast (TV)	Advertising: J&D, Chapter 9 VNRS, PSAs - Packet
W 04/06/05	Broadcast (Radio)	J&D, Chapter 8
M 04/11/05	Events/Sales Promotions IMC	“Events” – Packet J&D, Chapter 12
W 04/13/05	Jon Stern, Senior Vice President/Director Cramer-Krasselt Public Relations, Milwaukee http://www.ckpr.biz/ckpr.html	Assignment #3 due
M 04/18/05	Group Work Day (after exam)	Exam #2
W 04/20/05	“What I wish I would have learned in school” and Pitching to the Media Heidi Chuckel and Leslie Stachowiak UW-Alums, Cramer-Krasselt PR, Milwaukee	Group Drafts Due
M 04/25/05	Interactive Stratcom	J&D, Chapter 11 Assignment #4 Due
W 04/27/05	Group Meetings with Professor Nelson	“Pitching Your Ideas” J&D, Chapter 13
M 05/02/05	Final Client Presentations
W 05/04/05	Final Client Presentations	Final Group Project Due

J445 Graded Assignments (75%) - date due, percentage of grade
Individual (33% of final grade):

1. Find “Good & Bad Stratcom” -  02/02/05, 4%                  
2. Fact-finding/Strategy + 2 print ads
            a) fact-finding, strategy, thumbnails + drafts - 03/09/05, 4%
            b) final copies of all of above - 03/30/05, 9%
3. Strategy + new release or feature - 04/13/05, 8%
4. Strategy + direct response piece - 04/25/05, 8%
(can be poster, brochure, postcard, newsletter)
OR (your choice)
5. Strategy + broadcast (can be radio ad, TV ad or PSAs, VNRs)


Group (42% of final grade):
Creative concepts + Positioning Strategy (Drafts) - 03/07/05, 5%
Drafts (everything) - 04/20/05, 7%
Final Creative Presentation/Client Pitch - 05/02/05 or 05/04/05, 10%
Final Creative Plans - 05/04/05, 20%
- Targets (illuminated)
- Objectives (from client brief)
- Brand identity/Positioning/Creative Concept (Big Idea)
- Message Strategy (can use J449 strategies or create your own)
 - Budget (can get ideas for costs in J449 plansbooks)
- Strategic Communication Strategy/Tactics (Must select a minimum of 3 different tools, with 2 tactics each)
- Copy-testing Results + Evaluation Plan

NOTE: Your ‘deliverables’ for the Final Creative Plan are to provide: 2 hard copies of the plan – 1 can be in color (for the client) and 1 can be in black and white (for me). In addition, you must provide a CD, which contains your plan, including the artwork. This CD will go to the client.

J445 Individual Assignments (Spring 2005)

J445 Assignment #1 – GOOD & BAD STRATEGIC COMMUNICATIONS  (Due 02/02/05)
Evaluation (maximum 2 pages, double-spaced + attach stratcom pieces if possible).

• Pick two STRATCOM PIECES you LIKE. Explain why you like them.
• Pick two STRATCOM PIECES you HATE. Explain why you hate them.

Are the PIECES creative? Why/not? Is creativity related to liking? Who is the presumed target audience for each ad? What is ‘the big idea’ (for each)?

Recommended: Start a file of strategic communication pieces you like. Interesting people, interesting typefaces, interesting headlines, interesting layouts, visuals, etc.. Start looking at advertising, direct mail, television ads, fliers, etc. with a new purpose.

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J445 Assignment #2 – Fact Finding Assignment/Strategy/Print Ads
Draft of everything (Due 03/09/05)
Final copy of everything (Due 03/30/05)
Select a product or service category (e.g., shampoo, health care, travel, salty snacks, energy drinks, universities, ‘places’, perfume, beauty salons, health clubs, electronic games). When you’re choosing the category, make sure it’s able to sustain your interest – as you’ll select a brand from this category for your remaining individual assignments. 

• Using secondary research sources (see J&D Chapter 3 for some ideas), you should assemble as much info as you can about the product category (who uses it, industry trends, top brands – competitors, distribution, prices). Write this info (and the sources) down and organize in a logical way (approximately 2 pages, double-spaced).

• Using one or more primary research methods, you should gain consumer insight into product or service usage. Describe the methods you used in detail (1 page) and provide any relevant materials (photos, surveys, focus group observations, interview questions – summaries). Synthesize and summarize your findings from primary research and then combine it with findings from secondary research (about 2 pages).

The paper should be typed, double-spaced with any additional materials as appendices. Cite your sources within the text and include a bibliography page, too.
Select a brand from the product category you investigated. Describe that brand—do some more informal fact-finding.                 

• Then, complete a message strategy draft (using any format you wish)  
• Brainstorm ideas – create 10 thumbnail sketches (at least 1”)       
• Develop two of your sketches further into “rough” ads complete with copy and visual ideas (you should use two different ‘copywriting’ strategies)                     

Based on feedback and your own creative insight - hand in a revised copy of the fact-finding information, strategy document, and the final print ads. Note: the print ads must look professional. You may use any software or layout program you wish.
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J445 Assignment #3 - Public Relations Writing (Due 04/13/05)
For this assignment, you may select any brand, service, company, nonprofit, or idea – ideally, you will choose the same brand as in assignment #2.  You will create a strategy document, brainstorm ideas for your document (write a list of at least 10 possible topics & hooks. Choose the strongest idea – hand these in, too), and then write either a news release or an organizational feature story.  Include in the strategy document a discussion of your target media (type, vehicle) as well as the other parts of the strategy document, as usual. As always, make sure your strategy documents and your communications pieces are professional looking and free of grammatical and spelling errors.
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J445 Assignment #4 – Your Choice (Due 04/25/05)
This assignment allows some flexibility, depending on your own interests and skills and your thoughtful analysis of how the brand/product might best be promoted.
For this assignment, you may select any brand, service, company, nonprofit, or idea – ideally, you will choose the same brand as in assignments #2-3.  You will create a strategy document. Then, you may either complete:

• Direct response piece/package. This package is a physical – not virtual – package. It can be a letter/envelope/incentives – or it can be a creative ‘container’ or package with the messages found inside.  You could also create a series of postcards (as shown in class), a newsletter, or a brochure. These pieces should look professional.
• Broadcast message. In lieu of a printed piece, you could create an actual broadcast message (e.g., radio ad, TV commercial, PSA, VNR). A written script (in the format shown in reading materials) must also accompany the produced piece.