The world of advertising has seen dramatic change over the past decades and what used to be mass communication still in the 90s is about to evolve into the "market of one" as described by P&G, a global consumer goods company. The availability of Big Data and man's capacity to use massive amounts of information will soon allow advertisers to target people individually, directly catering to their personal needs and desires. However, in this quickly changing world of communications, the basic workings of advertising & communications have remained the same. While media choices have evolved, understanding and applying the rules and factors that produce effective advertising has not and will not change in the foreseeable future. This class provides a thorough understanding of what works in advertising and what doesn't. Among other things, students will acquire the skills to write a single-minded copy strategy and creative brief, how to plan for the right media in offline and online, how identify the target audience and how to recognize good creative ideas. The course will convey initial notions on how to develop advertising concepts in print, TV, digital and content strategy as well as social media communications. The course will look at over 100 ads as illustrations and for analysis purposes and will teach students the elementary principles of how to develop effective advertising by using a teaching method inspired by the Harvard Business School.

Course Master
Credits
4 credits
Pre-requisites
BA2040
Co-requisites
None
Term
Fall 2021
Discipline
CM (Communications)
Day Start Time End Time
Wednesday
13:45
16:40
Type
Regular
Can be taken twice for credit?
Off
Level
Undergraduate
CAMS ID
39065
Code
CM3067
Name
ADVERTISING
Start Date
Sunday, September 05 2021
End Date
Thursday, December 09 2021
Start Month
September
Last update with CAMS