Course Code: ADV 4003
Academic Year: 2021-2022
This course builds on skills and knowledge gained in the prerequisite Creative Concepts: Interactive Advertising course and puts into practice students' learned skills. Students develop integrated, targeted advertising campaigns designed to take advantage of new and emerging advanced digital, interactive media technologies. Students are expected to stay abreast of trends and activity in the industry. Social context, target market demographics and psychographics, appropriate use and integration of media channels, campaign timing and consumer and competition response will also be considered. Close attention will be paid to the consumer, both in applying consumer research and understanding the psychology of consumer response. Traditional and alternative response hierarchies and information-processing models will be examined as tools to develop and assess campaign strategy.