COURSE AIMS:
Advertising is possibly the most enduring aspect of a company’s marketing strategy in popular culture. From Apple to Old Spice, some of the most memorable moments of a brand can be attributed to successful advertising campaigns. This connection between culture and advertising makes it a powerful, and sometimes dangerous (just google “Lifelock Todd Davis”), marketing method.
Composed of content, copy, and visuals that are meant to capture the consumer’s attention, where, how, when, and to whom a piece of advertising is targeted are all key aspects of a successful advertising campaign. This course will explore how to identify and understand a target audience and how to determine what kind of advertising message will succeed with that segment, avoiding pitfalls of ignoring cultural and generational differences. Students will learn how to choose the best channel, medium, and timing to deliver advertising to any target audience.
With online marketing adding more advertising options to the mix than ever before, this course will also emphasis the importance of synchronizing ‘old world’ and ‘new world’ media for a successful advertising strategy. By the end of the course, every student should be comfortable with the key competencies and skills required to create an effective advertising campaign, from start to finish.
SUMMARY OF COURSE CONTENT:
The Basics of Advertising and It’s Place in a Company’s Marketing Strategy, Advertising’s Role in Society & Popular Culture, Choosing your Target Audience, How To Create Advertising Strategy, Traditional and New Media, Planning Of A New Advertising Campaign, How To Plan and Draft Creative Deliverables
TEXTBOOK (Required):
Contemporary Advertising and Integrated Marketing Communications 15th Edition
Arens Weigold Arens
McGraw-Hill Education; 15th edition
978-0078028953