Introduction to Advertising

Course Code

AAM 5000

Academic Year

2016-2017

This course provides an overview of advertising, including the structure of an agency, roles and function, how agencies earn money, key milestones in the historical development of advertising and recent developments. The forces contributing to the development of the modern advertising agency; the elements of advertising campaigns; who does what - the structure of an agency; advertising media; recent industry developments; and the role of advertising in society. There will be a strong focus on the link to sales targets and return on investment (ROI), including the importance of linking creative and client objectives. This course will also review how the advertising industry regulates itself. A review of key issues - including topics such as privacy rules, copyright issues, marketing to minors, and truth in advertising will be investigated. This will include a review from the Advertising Standards Council (ASC) adstandards.com, and the Institute of Communications Agencies (ICA) icacanada.ca. Individual assignments and group projects will have two goals: to build a critical awareness of the rhetoric of advertising; and to put into practice the students' understanding of the industry. Variety of teaching methods: lecture with case studies, guest speakers, and team presentations