Principles of Advertising

Catalog description

The purpose of this course is to provide students with an opportunity to learn and apply the major frameworks, principles, and practices of effective advertising management as part of an Integrated Marketing Communications (IMC) program. By the end of this course, students should have a deep understanding of advertising, and the ability to think strategically across the functional areas of marketing communication. This class will focus on: 1) developing effective advertising and communications strategies; 2) crafting creative campaigns and advertisements; 3) making efficient selections and use of media more maximal impact; and 4) considering ethical questions related to advertising practices. The course will incorporate presentations of key concepts, in-class exercises, analysis of advertisements and IMC activities, and case discussions.