INTRODUCTION TO ADVERTISING

Catalog description

Students learn how the fundamentals of advertising lead to successful multiplatform campaigns across television, radio, print and social media. The course balances industry related topics, including market segmentation, targeted advertising, and account planning, with artistic-related topics, including creative strategy development, visual art design, and copywriting. Additional emphasis is given to automated online advertising platforms and native advertising. Students improve their persuasive communication, media literacy, and multimedia production skills by creating and pitching a multiplatform ad campaign. Teaching methods in this course include lecture, case study discussions, multimedia content analyses, and ad production training. Prerequisites: Completion of an English Sequence (4 credits)