Introduction to Advertising

Description

Define advertising process, objectives, and different types of advertising. Identify, analyze and respond to clients' advertising and marketing communications objectives by applying principles of marketing and communications. Define advertising and marketing terminology and types of marketing research. Identify marketing and advertising strategy. Understand market analysis and segmentation dimensions. Recognize the key elements of creating brand identity for advertising. Expand their analytical and cognitive skills through learning experiences in diverse subjects. Identify the technical aspects of producing an advertisement. Recognize different media in advertisement delivery. Practice how advertising objectives are set. Analyze how an advertisement is evaluated based on objectives. Perform a market segmentation analysis. Illustrate How to use the tools of environmental scanning in the analysis of media institutions competitors. Apply persuasion and influence techniques in designing advertising and marketing strategies, post-production. Analyze consumer behavior and how they think in order to better target and serve industries and unique markets. Create an idea and translate it to a visual feature. Link both targeting the markets and the customers' segmentation together to give a more coherent image of the marketing process Plan for successful production process. Plan for a scene-by-scene storyboard. Choose various formats and punch lines correctly for the best impact. Plan to manage the technical aspects of production to serve the message. Plan for advertising campaign. Evaluate the effectiveness of advertising. Plan to analyze a brand before setting an ad concept . Create a concept with different implementations. Manage Visual literacy in advertisements hidden messages. Apply Software skills – Cylix to create a professional storyboard Apply Visual conceptualization strategy. Use persuasion appeals for writing advertising content. Create logos and slogans.

Program

Media Tracks

Objectives

• This course introduces students to a new level of marketing using advertising. The students will manage to take their previous knowledge of advertising basics and elevate it. This course will provide students with knowledge on the technical as well as theoretical aspects of the advertising industry. Students will also be able to implement visual concepts and use those elements, along with the technical aspects, to start successfully creating a comprehensive advertising campaign. This course will also provide students with a strong background in analyzing and responding to clients' advertising.