| Program Detail |
: This course provides an overview of the essential methods, strategies, and vocabulary necessary for a fundamental understanding of the advertising process. Topics include marketing strategy and positioning, account management, media, and the creative process. This course will enable participants to conceive, manage and direct the advertising process from both an advertising agency and client perspective.
Examples are drawn from high-tech, industrial, consumer and service areas. This course is intended for adult learners who have minimal knowledge of the theory, concepts, and techniques of advertising.
On completion of this course, students will:
Understand the role of advertising in launching products, building brands, and increasing market sales and market share.
- Be conversant with the essential concepts and vocabulary of advertising.
- Be familiar with media planning and strategy as part of an overall marketing campaign.
- Know the roles of different functional areas within an advertising agency: account management, creative, production, and media.
Be able to mix different types of advertising methods, including print, radio video, database, and online advertising in creating an advertising plan that meets industry standards.
Supervised final examination. |
