Advertising I

Course Description

Students offering this course explore methods for learning what customers want and how to develop advertising campaigns that reach and persuade those target audiences. The course focuses on critical thinking, effective communication, writing, editing, and visualizing ideas and incorporates elements of social science research, statistics, multicultural studies, and visual design.

 

Learning Outcomes

By the end of the course, students should be able to

·         Conceptualize, develop and implement advertising campaigns

·         Craft relevant copies for different media classes: print, radio, TV and online

·         Critically appraise an advertising copy

·         Discuss the functions and roles of personnel in advertising agency

·         Explain why ethical principles must underscore activities of the advertising industry    

 

 Course Content

·         Advertising strategies

·          Effective advertising sales

·         Media planning

·         Copywriting and visual design of ads

·         Advertising research

·         Retail advertising

·         Ethics and law in advertising

 

Compulsory Reading Materials

 

·         Moriarty, S., Mitchell, N.,& Wells, W. (Eds). (2014).Advertising & IMC: Principles and Practice. (10_th ed.). USA: Rowman & Littlefield Publishers.

·         O’Guinn, T., Allen, C., &Semeneick, A. (Eds.) (2014). Advertising and Integrated Brand Promotion. (7_thed.). USA: South-Western College.