Introduction to Advertising (PRAD299)
This course offers an overview of the advertising system. Students are introduced to the place of advertising in the marketing mix, the traditional business model of above-the-line advertising, different types of advertising, issues regarding media use and the basics of account planning. The course will include analysis of existing advertising campaigns and a discussion of advertising effectiveness. As today advertising find itself in a serious bind. With a down economy and new technology that may threaten the way advertising operates, there is a need to rethink advertising as a strategic alternative. Since advertising will only survive and grow if it focus on being effective, during the semester students will going to learn about advertising strategies that produce effective results. Thus during the semester we are going to focus for advertising foundations and environment, advertising background, planning & strategy, advertising media, creative adverting and integrated marketing communication elements.