HTML Preview Advertising Syllabus page number 1.
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New York
Univ
er
sity
MCC-UE 1780
Advertising
Campaigns
Course Description
We live in an over-communicative society.
In this course, the primary objective is to learn how to plan, develop and execute both a
written and an oral advertising campaign recommendation for an actual product. An
additional objective is to learn and practice the skills needed to create actual
advertisements.
Emphasis will be on studying the different components that go into developing an
Advertising Campaign Proposal for a real client. All the elements of an actual plan will
be covered: situation analysis, secondary and primary research, target audience
definition, marketing and advertising objectives and strategies, traditional media and
social media plans, sales promotion and message development. It is important to
recognize that many advertisers use advertisements for many purposes with many
different possible effects.
We will be looking at the advertisement as a particular form of communication. We will
learn about traditional advertising: broadcast, print and out-of-home, which accounts for
about 85-90% of all advertising today. We will also study the latest digital advertising
methods. You will be required to create your own ads, both copy and art, for the major
types of advertising studied.
Throughout the course, you will be working in two different “ad agency” teams which
will put into practice all the principles learned in class and which will give you a good
appreciation about teamwork in the business world.
Specifically at the end of the course, you will:
1. Know how to apply communication principles to solve
advertising problems
2. Know how to analyze the marketing conditions which will lead
you to create thoughtful, accurate and exciting advertising
solutions.
3. Be able to defend your decisions
4. Know how to make effective oral presentations
5. Know how to write an effective advertising brief
6. Learn how to work as a team to achieve goals.