Advertising Campaigns

Catalog description

In this Advertising Campaigns class, students will explore the profound impact of rapidly evolving technologies on modern advertising practices. The course examines how changing media consumption behaviors have transformed consumer journeys from linear patterns to complex, interconnected experiences driven by micro-moments and personal intents. Students will critically analyze traditional advertising agency models, identifying why many long-standing practices are becoming obsolete in today's digital landscape. The class will challenge participants to rethink creative processes and develop innovative approaches that align with current market demands and communication goals. Through collaborative projects and discussions, students will work to bridge the gap between conventional advertising wisdom and the realities of the digital age. The course emphasizes the need for original thinking and adaptability in crafting effective campaigns that resonate across various touchpoints in consumers' lives.