The Business of Advertising

This course examines the economic relationships that exist in advertising and how they are integrated into the domestic and international economy. The course includes an overview of the evolution and direction of advertising, how and why it has it evolved and where the future of advertising is headed. Students will explore the impact of international cultures, consumer behaviour, and overall international societal, economic, political and regulatory impacts on advertising strategies, execution and decision-making. They will examine current business practices, trends and, specifically, key issues, which are influencing the advertising industry worldwide. The course will examine the strengths and weaknesses of the traditional advertising agency, structure and alternative structures, and explore how clients and agency staff create viable working relationships in these environments. The implications of operating in a mixed economy where government is both a major client and a regulating body will also be explored.