ADVERTISING & MARKETING
Dr. Vina Room 136
Advertising is everywhere. We see it as we stream media, read the papers, surf through television programs, or shop at the mall. Most people don’t give these messages a second thought. However, this course has several objectives; one of which is to encourage you to think about advertising. Specifically, you will be encouraged to think about what advertising is, how it works, how it is developed, and some controversies surrounding its use.
At one level, advertising is commercial persuasive communication designed to make things happen faster in the marketplace. As such, it is an important source of efficiency and innovation with respect to the communication of ideas and the distribution of goods and services. At another level, advertising has been accused of influencing how we act, what we think, and what we consider important in our lives.
This course is designed to introduce you to the structure of advertising, its history, challenges and power. We will investigate advertising thoroughly and discover that it is a rich area for those interested in its creative, business, or research aspects. In short, this course provides an overview for those simply interested in advertising while providing a foundation for those interested in pursuing a career in advertising. In addition this course provides a foundation for other coursework utilizing creative development, planning, and media design strategies.
Students may enroll in an elective or honors level for this course. The required work load will be adjusted according to the level selected.
TEXT: Wheeler, A. (2014). Designing brand identity: An essential guide for the whole branding team. Hoboken, N.J: John Wiley.
The objectives of this course are to:
- increase your understanding of the communication process
- identify and analyze the important issues in planning and evaluating integrated marketing communications.
- help you to apply the appropriate theories and tools to plan, develop, and evaluate marketing communications
- provide you hands-on experience with constructing a comprehensive advertising campaign
Units of Study
Introduction to Advertising
I. Brand Basics
(Brand Identity, Stakeholders, Strategy, Architecture, Audience, Messages)
(Overview, Vision, Meaning, Authenticity, Coherence, Value, Differentiation, Sustainability)
(Brandmarks, Sequence of Cognition)
(Social Media, Licensing, Communications)
II. Brand Process
Phase I Research
Phase II Clarifying Strategy
Phase III Designing Identity
Phase IV Creating Touchpoints
Phase V Managing Assets
III. Development of Media Plans
Final Media Plan Exam Project
Example of an assignment:
Evaluating an Ad Campaign Assignment
You will be provided with background materials on an ad campaign (www.adcouncil.org). Your assignment is to evaluate the ad campaign. You’ll want to consider the target market, the objectives of the ad, and whether/how the ad meets the objectives. How could the ad be improved to better meet its objectives?
We will work on a “live case.” Your ad team will be given information about a client to assist with the creation of an ad campaign for a company. Design teams will act as mini-ad agencies pitching for the account and will compete to win it.
Student Conduct and Honesty
All academic work must meet the standards contained in the WHS Academic Integrity Policy Each student is responsible to inform him/herself about those standards before performing any academic work. Any form of academic dishonesty is unacceptable.
Research Participation Opportunities
Opportunities for extra-credit research participation may be available.
Note: This syllabus is not a contract and may be changed at any time for any reason by the faculty member. In other words, please note that this syllabus is a general plan for the course.
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