Copy foundations and structure

Copy foundations and structure

Bachelor of Business Studies (BBS) — Fourth Year

Subject: Fundamentals of Advertising (MKT 253)

Unit 5: Advertisement Construction

Academic Year: 2083/84

Topic Objectives

After studying this topic, students should be able to:

• Explain the scope and key elements of copy foundations and structure.
• Apply the relevant marketing concepts to a defined customer group, market or business decision.

Curriculum Scope

• Meaning of advertisement copy
• Objectives of copy
• Types of advertisement copy
• Attributes of an effective advertising copy
• Approach to copy writing
• Structure of an advertising copy

Detailed Microsyllabus

1. Copy foundations

   1. Explain copy purposes and principal types.
   2. Identify attention, interest, persuasion and response functions.
   3. Relate copy attributes to the audience and objective.

2. Writing approach

   1. Research the product, audience and benefit proposition.
   2. Select tone, evidence and message emphasis.
   3. Draft and edit for clarity, accuracy and credibility.

3. Copy structure

   1. Organize headline, subheadline, body and response elements.
   2. Coordinate copy with visual and identification elements.
   3. Evaluate an example against its intended communication task.

---

Curriculum reference: Tribhuvan University, Faculty of Management, revised four-year BBS curriculum, PDF pages 106–108.

Source note: The curriculum scope above is retained from the existing TU syllabus breakdown. The numbered study subtopics are editorial elaborations for teaching and study, rather than a separately issued TU syllabus. Unit or component allocations apply at their stated level; no separate topic hours or marks are assigned here. Examples involving current laws, rates, institutional products or Nepalese status must identify the relevant period and official materials; no changing numerical or legal requirements are invented here.