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.
Christina Marie Minihan is an Assistant Professor in the Hospitality Management program and also teaches in the Journalism and Tourism Departments. She is an author, collaborator, and culinary entrepreneur. She received her Masters in Business with an emphasis in Marketing and Ph.D. in Culinary Tourism in 2013 at Colorado State University. Her current research is focused on advertising & commercial service experience applied to both breweries and restaurants. Dr. Minihan has a passion for teaching abroad and taught on Semester at Sea in 2019 and instructs a culinary tourism course in Italy each summer. She has a heart for teaching and loves to help students reach their full potential, discover their best selves, embrace their passions and land their dream jobs. Christina is also a recipient of the 2022 Best Teacher of the Year award at CSU.
Outside of academia, Christina enjoys building community through writing & her cooking business. Her business, Chefs on the Go is centered on community development, and introduces children and young adults to the joys of cooking through working with local chefs. Her latest cookbook publication highlighting the community is Cooking with Beer in Colorado, which unites various local chef and brewer talents. She is happy to be a resident of Colorado and embraces the microbreweries and restaurants that surround her.