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

Strategic Advertising

This course merges creative problem solving with marketing strategy. It focuses not just on making things look good, but on making them sell, persuade, and inform. Students will learn to interpret creative briefs, derive consumer insights, and execute integrated campaigns that span print, social media, and out-of-home (OOH) channels, emphasizing the synergy between art direction and copywriting.

§ 01 By the end you can
  1. Analyze creative briefs to identify the "Big Idea"
  2. Write compelling headlines and body copy that align with visual concepts
  3. Develop integrated campaigns across print, digital, and guerrilla channels
  4. Understand target audience psychology and emotional triggers
  5. Pitch creative concepts effectively to stakeholders
§ 02 Sixteen sessions

The whole semester.

  1. 01The History of Advertising Revolution
  2. 02Decoding the Creative Brief
  3. 03Consumer Insights & Emotional Triggers
  4. 04The "Big Idea" & Brainstorming
  5. 05Copywriting: Headlines & Taglines
  6. 06Copywriting: Long Copy & Tone of Voice
  7. 07Print Advertising Mechanics
  8. 08 · MidtermMidterm Examination
  9. 09Art Direction for Advertising
  10. 10Out-of-Home (OOH) & Ambient Ads
  11. 11Social Media & Content Strategy
  12. 12Video Advertising & Storyboarding
  13. 13Guerrilla & Experiential Marketing
  14. 14Creative Ethics & Social Responsibility
  15. 15The Pitch: Presentation Skills
  16. 16Final Project: Integrated 360° Campaign

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

§ 03 Final project

Final Project: Integrated 360° Campaign

How it’s judged

Recommended reading
  1. Hey, Whipple, Squeeze This: The Classic Guide to Creating Great Ads by Luke Sullivan
  2. Ogilvy on Advertising by David Ogilvy
  3. The Advertising Concept Book by Pete Barry
  4. Truth, Lies, and Advertising: The Art of Account Planning by Jon Steel
  5. Hegarty on Advertising by John Hegarty
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