Introduction to Advertising

This course covers essential topics related to advertising as business tool and social
phenomenon.

Week 1
Day 1 Introduction to the world of advertising
Day 2 Advertising: Definition and Roles
Day 3 Brand Communication
Day 4 How Brand Communication Works

Week 2
Day 1 Segmenting and Targeting the Audience
Day 2 Strategic Research
Day 3 Strategic Planning
Day 4 Midterm Exam

Week 3
Day 1 Creative Thinking and Storytelling Ideas
Day 2 The Creative Side of Advertising
Day 3 Media Basics
Day 4 The Principles and Practice of IMC

Week 4
Day 1 Evaluating IMC Effectiveness
Day 2 Current Advertising Trends
Day 3 Final Exam
Day 4 Future of Advertising

Students will learn the overall principles of advertising, planning and management, which include: (1) analyzing companies and markets, (2) studying consumers’ ttitude and behavior, (3) selecting the market to serve, (4) branding a product or service, and (5) communicating the positioning message to consumers.

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