Principles of Advertising and Brand Communications
This course will introduce students to the advertising industry. It will include discussions of the structure of the business in its many forms, the history and evolution, social impacts, regulation, research, planning, creative aspects, media planning, strategies, sales promotion, event promotion and the integrated nature of all strategic communication. In the end, the successful student will have a solid understanding of the industry and its role in society.
Learning Outcomes
After successful completion of this course, students will be able to:
- Think Critically and Creatively: Develop and evaluate your work and others' for accuracy, clarity, and correctness, assessed through discussions, exams, and quizzes.
- Understand Journalism and Media's Role in Society: Learn about the history and impact of media, including diversity in a global context. Participation in discussions and exams will measure your understanding.
- Grasp Ethical and Legal Media Practices: Understand the ethical and legal responsibilities of media professionals, especially in advertising. This will be assessed through discussions, exams, and your career progress.
- Understand Advertising’s Role in Society: Gain a broad understanding of advertising’s purpose and function in U.S. economic and social systems.
- Recognize the Importance of Research and Planning: Become increasingly aware that ePective advertising relies on research, planning, and both analytical and creative thinking.
- Learn Advertising Campaign Development: Acquaint yourself with the methods used in developing objectives, strategies, and tactics for advertising campaigns to improve your ability to evaluate advertising objectively.
- Appreciate the Challenges of an Advertising Career: Foster an understanding that advertising is a demanding, rewarding field requiring professional excellence and moral responsibility.
- Stay Informed on Advertising Trends: Become aware of current trends and issues in advertising.