Advertising Strategy

It is the purpose of the course to introduce students to some of the major issues involving advertising and to explore its underlying principles and practices. On completion of the course, students are expected to be able to understand the historical development of advertising and its place within the consumer culture, demonstrate an understanding of the discussions between supporters and critics, critically evaluate the industry's ethical conduct and regulatory issues, discuss the advertising process, including how an advertising agency works and how to plan and execute advertising. This course gives students the background they need to understand the ways in which advertising messages are developed and produced. The course also provides analytic and critical overviews of specific case studies and indicates paths of inquiry that may be usefully pursued. Students will be expected to attend class regularly, keep up with the readings and participate in class discussions. In addition, students will be expected to complete class assignments and a group project. The goal of the project is for students to apply one or more of the tools presented in class.

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