Advertising – Media Copywriting Program Standard

The approved program standard for two-semester Advertising – Media Copywriting Programs approved by the Ministry of Training, Colleges and Universities (MCU Code 72105) for delivery by Ontario Colleges of Applied Arts and Technology

© 1999, Ontario Ministry of Training, Colleges and Universities

ISBN 0-7778-8303-1

Acknowledgments

Table of Contents

1. Introduction
   
   
   • Development of System-Wide Program Standards
   • Program Standards
   • The Expression of Program Standards as Learning Outcomes
   • The Presentation of the Learning Outcomes
   • The Accreditation of Programs
   • The Development of a Program Standard
   • Updating the Program Standard


2. Vocational Standard
   
   
   • Preamble
   • Synopsis of the Vocational Learning Outcomes
   • The Vocational Learning Outcomes

Acknowledgments

The Ministry of Training, Colleges and Universities acknowledges with thanks the significant contribution of the many individuals and organizations who participated in the development of this program standard. In particular, the Ministry of Training, Colleges and Universities would like to acknowledge the important roles of

• Joanne Lehman, coordinator and the faculty of the Media Copywriting program at Humber College and the members of the Advertising Program Standards Committee: Brent Bernie, Harris Media Systems; Sunni Boot, Optimedia Canada; Harvie Brydon, Loyalist College; Jack Daley, BBDO Canada; Ian Fisher, Sheridan College; Paul Gilbert, La Cité collégiale; Cathy Kirkpatrick, Mediaplus Advertising; Nicole Loreto, Souris and Petitti; Elizabeth MacLennan, Seneca College; Joy Thorne-Enright, Centennial College; Coralee Young, Georgian College.
  
  
• The many individuals and organizations who participated in consultations with the pilot project; the writer/editor, Brian Provini, Conestoga College; and the secondees who led the development of the vocational standard: Michael Pimento, Centennial College and Mary Guerard, Durham College.

I. Introduction

This document is the Program Standard for Advertising – Media Copywriting Programs delivered by Ontario colleges of applied arts and technology. The program standard applies to all programs approved by the Ministry of Training, Colleges and Universities under MCU code 72105.

Development of System-Wide Program Standards

In 1993, the Government of Ontario initiated program standards development with the objectives of bringing a greater degree of consistency to college programming offered across the province, broadening the focus of college programs to ensure graduates have the skills to be flexible and to continue to learn and adapt, and providing public accountability for the quality and relevance of college programs.

The Colleges Branch of the Ministry of Training, Colleges and Universities has responsibility for the development and approval of system-wide standards for programs at colleges of applied arts and technology of Ontario.

Program Standards

Program standards apply to all similar programs offered by colleges across the province. The program standard for a post-diploma program is made up of the vocationally specific learning outcomes which apply to the program in question.

These outline the essential skills and knowledge that a student must reliably demonstrate in order to graduate from the program. It is assumed that students, upon entering a post- diploma program, will have achieved that necessary generic skills and general education by having completed a previous certificate, diploma, or other credential-granting program of study.

Individual colleges of applied arts and technology offering the program determine the specific program structure, delivery methods, and other curriculum matters to be used in assisting students to achieve the outcomes articulated in the standard. Individual colleges also determine whether additional local learning outcomes will be required to reflect specific local needs and/or interests.

The Expression of Program Standards as Learning Outcomes

Post-diploma program standards are expressed in terms of learning outcomes.

Learning outcomes represent culminating demonstrations of learning and achievement. They are not simply a listing of discrete skills, nor broad statements of knowledge and comprehension. In addition, learning outcomes are interrelated and cannot be viewed in isolation of one another. As such, they should be viewed as a comprehensive whole. They describe performances that demonstrate that significant integrated learning by graduates of the program has been achieved and verified.

Expressing standards as learning outcomes ensures consistency in the outcomes for program graduates, while leaving to the discretion of individual colleges curriculum matters such as the specific program structure and delivery methods.

The Presentation of the Learning Outcomes

The learning outcome statement sets out the culminating demonstration of learning and achievement that the student must reliably demonstrate before graduation.

The elements of performance for each outcome define and clarify the level and quality of performance necessary to meet the requirements of the learning outcome. However, it is the performance of the learning outcome itself on which students are evaluated. The elements are indicators of the means by which the student may proceed to satisfactory performance of the learning outcome. The elements do not stand alone but rather in reference to the learning outcome of which they form a part.

In some cases, in order to ensure clarity, an explanation of the outcome is also provided.

The Accreditation of Programs

The Ministry of Training, Colleges and Universities will establish a process to accredit college programs, with the objective of determining whether program graduates have achieved the learning outcomes and general education requirement established in a program standard.

The Development of a Program Standard

A program standard is developed through a broad consultation process involving a range of stakeholders with a direct interest in the program area, including employers, professional associations, universities, secondary schools, and program graduates working in the field, in addition to students, faculty, and administrators at the colleges themselves. It represents a consensus of participating stakeholders on the essential learning that all program graduates should have achieved.

Updating the Program Standard

The Ministry of Training, Colleges and Universities will undertake regular reviews of the vocational learning outcomes for this program to ensure that the Advertising – Media Copywriting Program Standard remains appropriate and relevant to the needs of students and employers across the Province of Ontario. To confirm that this document is the most up-to-date release, contact the Ministry of Training, Colleges and Universities at the address or telephone number noted on the document entitled College Program Standards – Introduction

II. Vocational Standard

All graduates of Advertising – Media Copywriting Programs must have achieved the ten vocational learning outcomes listed in the following pages.

Preamble

Graduates of Advertising – Media Copywriting Programs are prepared to enter the ever growing field of advertising. A copywriter combines writing and sales skills to create the text in an advertising message. Copywriters use ideation, drama, visual thinking, and emotion to convince people of the benefits of a product or service. Since this is a post-diploma program, students build on previously developed knowledge, skills and talent. Graduates are ready to demonstrate achievement of vocational learning outcomes related to the creation of advertising as a persuasive form of marketing communications.

Organizations use advertising to promote ideas, services, and products. The copywriter is prepared to serve as a partner to an art director, as an initiator of ideas, and as a liaison between the creative and the business side of advertising. Graduates will be able to understand creative briefs and strategies in order to produce creative marketing communication materials using industry-standard technology.

Graduates are employed in a wide variety of sectors, industries or support groups and associations within the advertising field. Opportunities can be found in advertising agencies, direct response agencies, interactive marketing, creative services, and sales promotion.

Synopsis of the Vocational Learning Outcomes
Advertising – Media Copywriting Programs

The graduate has reliably demonstrated the ability to

1. conceive, write, edit, and execute advertising communication materials using industry standard technology.
2. apply creative problem solving skills to solve complex advertising challenges.
3. use persuasive presentation skills.
4. use current industry hardware and software relevant to general and direct response (one-to-one) copywriting.
5. develop complete integrated creative campaigns to solve complex advertising problems with short deadlines, utilizing a realistic budget.
6. execute to a given strategy.
7. apply creative techniques for different media including website writing and e-commerce.
8. analyze historical and current issues affecting advertising.
9. work in a professional and ethical manner, maintain professional relationships, and communicate effectively with clients, co-workers, supervisors, and others.
10. apply advertising standards and practices in accordance with relevant law and established business practices in Canada.

Note: The learning outcomes have been numbered as a point of reference; numbering does not imply prioritization, sequencing, nor weighting of significance.

The Vocational Learning Outcomes

1.   The graduate has reliably demonstrated the ability to

conceive, write, edit, and execute advertising communication materials using industry standard technology.

Elements of the Performance

• Generate advertising ideas based on client's briefing documents or a creative brief
• Generate ideas using lateral or associative thinking
• Solve an advertising challenge with a visual concept
• Apply knowledge of the creative development process
• Employ creative writing techniques in developing advertising (e.g., copywriting, brainstorming, concept development)
• Write original/persuasive copy
• Use industry-standard desktop publishing tools efficiently

2.   The graduate has reliably demonstrated the ability to

apply creative problem solving skills to solve complex advertising challenges.

Elements of the Performance

• Generate original ideas to solve advertising challenges and opportunities
• Generate innovative alternatives, considering all aspects of the advertising process (e.g., concept development, execution)
• Analyze and evaluate chosen alternatives
• Select and present a logical rationale for that choice
• Extend an effective campaign strategy through a variety of media

3.   The graduate has reliably demonstrated the ability to

use persuasive presentation skills.

Elements of the Performance

• Follow organizational planning procedures and directions
• Plan and prepare advertising communication presentations using available technology
• Use professional communication and presentation skills when making oral and written presentations for a variety of purposes and audiences
• Sell an idea that meets an approved strategy
• Use effective interpersonal skills when communicating and presenting

4.   The graduate has reliably demonstrated the ability to

use current industry hardware and software relevant to general and direct response (one-to-one) copywriting.

Elements of the Performance

• Use current software applications for copywriting
• Incorporate new technology to generate and communicate creative ideas
• Write persuasive website and e-commerce communications

5.   The graduate has reliably demonstrated the ability to

develop complete integrated creative campaigns to solve complex advertising problems with short deadlines, utilizing a realistic budget.

Elements of the Performance

• Use an in-depth understanding of products, and target markets and audiences
• Meet objectives, fulfill strategies, and execute tactics
• Apply advanced copywriting skills in a variety of media
• Prepare and present comprehensive creative concepts
• Consider new media in the development of a creative campaign
• Develop creative concepts across all media as part of a multi-media campaign including website writing and other emerging media
• Create and write classic direct mail packages (e.g., envelope, letter, lift letter, brochure, response mechanism)
• Write for the various components of direct response such as fundraising, relationship marketing, sweepstakes, broadcast, lists, and catalogues
• Apply direct response techniques to broadcast media such as infomercials
• Integrate direct response techniques with a mainstream creative campaign
• Write for direct response collateral such as booklets, point of purchase, coupons, bill inserts

6.   The graduate has reliably demonstrated the ability to

execute to a given strategy.

Elements of the Performance

• Write and develop strategies to various formulas
• Work to a strategy written by client and/or account team
• Work to a strategy that is developed from the product to the consumer and also one that is developed from the consumer to the product
• Create advertising objectives using demographics, psychographics, behaviouristics, and geodemographics
• Determine feature, benefits, and supports
• Interpret consumer insights to develop a strategy
• Interpret a strategy and develop a creative concept to meet the strategy
• Apply tone, manner and brand character statements to a creative concept

7.   The graduate has reliably demonstrated the ability to

apply creative techniques for different media including website writing and e-commerce.

Elements of the Performance

• Write different styles for print advertising such as news, spiral, story, outline, the one-liner
• Apply language techniques such as rhyme, rhythm, assonance, alliteration, parallel construction, word play, and use of dynamic verbs
• Write in a conversational style
• Write "theatre of the mind" for radio
• Use voice, talent, music, and sound effects to enhance the communication of the message
• Use accurate broadcast terminology
• Use elements of sound and visual techniques to enhance/strengthen the message
• Use proven techniques for writing effective television commercials
• Work in partnership with production personnel to ensure the radio/television commercials are executed as envisioned
• Use effective strategies to create persuasive website and e-commerce communications

8.   The graduate has reliably demonstrated the ability to

analyze historical and current issues affecting advertising.

Elements of the Performance

• Determine the effects of globalization on the Canadian advertising industry
• Adapt to a changing work environment affected by agency mergers and client consolidation
• Analyze the growth of direct response advertising and determine implications for the advertising industry
• Assess the impact of market fragmentation in reaching a target market
• Take into account how changing media affects advertising/reaching the target audience

9.   The graduate has reliably demonstrated the ability to

work in a professional and ethical manner, maintain professional relationships, and communicate effectively with clients, co-workers, supervisors, and others.

Elements of the Performance

• Accrue learning and experience from every client project
• Adapt to changes in business procedures
• Demonstrate commitment from planning through to execution
• Contribute to team output
• Work in partnership with related disciplines
• Take into account a variety of input such as client/account/team research when developing creative materials
• Develop strategies to promote personal and professional growth
• Communicate in a clear and concise manner
• Create and continue to develop a professional portfolio
• Develop techniques to manage confrontation

10.   The graduate has reliably demonstrated the ability to

apply advertising standards and practices in accordance with relevant law and established business practices in Canada

Elements of the Performance

• Take into account issues in Canadian advertising such as ethics, fair practice, and censorship
• Follow Canadian advertising standards fulfilling social and ethical responsibilities
• Adhere to legislation and regulations affecting the advertising industry
• Comply with the Canadian Code of Advertising Standards and Gender Portrayal Guidelines