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MKTG 348 Advertising Copywriting, Design and Production

In advertising and marketing today, copywriting is more important than ever. Effective copy needs to cut through the clutter whether for digital or traditional media. This course focuses on learning how to write compelling copy incorporating positioning, audience research, creative briefs, features and benefits, creation of an advertising premise (USP) and copy organization. It also covers content development, design basics, working relationships and digital and traditional advertising production terminology/best practices

Special information

Prerequisite: Goal I: Communication - Part I Writing.
4 Undergraduate credits

Effective December 14, 2014 to present

Learning outcomes

General

  • Understand the principles behind positioning, results-oriented copywriting, and effective design.
  • Apply copywriting and design best practices to content strategy for digital and traditional media.
  • Analyze how working relationships between agency peers, internal and external clients and outside resources facilitate successful copywriting, design and production.
  • Evaluate audiences and product/service research and identify communication objectives.
  • Create compelling copy and design that fulfill communication objectives.

Spring 2026

Section Title Instructor books eservices
50 Advertising Copywriting, Design and Production Theisen, Michael Books for MKTG-348-50 Spring 2026 Course details for MKTG-348-50 Spring 2026