Fundamentals of Advertising

Catalog description

This course focuses on the fundamental principles and contemporary practices of the ever-changing advertising industry. Specific topics of this course emphasize (1) the evolving importance of strategic advertising as an integral part of marketing campaigns, (2) bringing various media together while creating effective messages, and (3) evaluating the quality and effectiveness of advertising messages and campaigns. Topics covered include branding, market translation, audience segmentation, production, and media planning among many others.