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Media & Strategy · MS elective · 3 credit hours · 16 sessions

Advertising

Advertising is the intersection of art and commerce. This course provides a comprehensive overview of the advertising industry, from the “Big Idea” to the final media buy. Students will explore the shift from traditional mass media to targeted digital communications, learning how to craft persuasive messages, manage agency workflows, and execute Integrated Marketing Communications (IMC) campaigns.

§ 01 By the end you can
  1. Analyze the history and evolution of advertising from print to programmatic
  2. Deconstruct the "Creative Brief" to bridge strategy and execution
  3. Master the principles of Art Direction and Copywriting for persuasion
  4. Develop Media Planning strategies (Reach, Frequency, and CPM)
  5. Evaluate the ethical and legal boundaries of advertising claims
§ 02 Sixteen sessions

The whole semester.

  1. 01Introduction to IMC (Integrated Marketing Communications)
  2. 02The Agency Structure: Account, Creative, & Media
  3. 03Consumer Insight: Finding the "Truth"
  4. 04The Creative Brief: Strategy Development
  5. 05Copywriting: Headlines & Tone of Voice
  6. 06Art Direction: Visual Hierarchy & Layout
  7. 07Print & Static Media Design
  8. 08 · MidtermMidterm Examination
  9. 09Media Planning: Strategy & Buying
  10. 10Digital Advertising: Display, Search, & Social
  11. 11Out-of-Home (OOH) & Guerilla Marketing
  12. 12Direct Response & Sales Promotion
  13. 13Advertising Ethics & Regulation
  14. 14Global vs. Local Advertising
  15. 15Measuring Effectiveness: Analytics & ROI
  16. 16Final Project: The 360-Degree Campaign Pitch

Midterm around session 8. Final project briefed at session 8 or 9 and developed in stages until the juries.

§ 03 Final project

Final Project: The 360-Degree Campaign Pitch

How it’s judged

Recommended reading
  1. Contemporary Advertising by William Arens
  2. Hey, Whipple, Squeeze This: The Classic Guide to Creating Great Ads by Luke Sullivan
  3. Ogilvy on Advertising by David Ogilvy
  4. The Advertising Concept Book by Pete Barry
  5. Advertising Media Planning by Jack Z. Sissors and Roger B. Baron
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