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 toward: