This course examines advertising principles and techniques used to develop effective advertising campaigns. The first half of the semester covers the history and evolution of advertising, plus legal and ethical issues. The class then delves into media: outdoor, print, electronic and digital, as well as supplementary strategies and tactics, such as public relations, promotion and experiential marketing. The weeks that follow are dedicated to strategic planning: specific topics include research and evaluation, consumer behavior, market segmentation, creative strategy and media strategy. The class concludes with a review of how all of this works together to create successful integrated advertising campaigns.
This course can be applied towards:
A graduate of Colorado State University (bachelor's in sociology/anthropology) and the University of Colorado (master's in journalism), Roger Lipker has also taught at both institutions over the years. He was named "best professor" by student voting at CSU in the late 1990s before re-entering the business world. A former newspaper owner/publisher, he spent most of his professional career in public relations, promotions, marketing and advertising as both a client and agency executive, most recently in New York City and Los Angeles. While director of communications at McDonald's Corporation, Lipker guest-lectured at universities all over the country on the chain's communications campaigns. Now semi-retired and living in Boulder, he runs his own consulting firm and serves on the faculty of the Department of Journalism and Technical Communication.