| Course ID: | ADPR 3100H. 3 hours. |
| Course Title: | Principles of Advertising (Honors) |
Course
Description: | An overview of advertising careers including creative, social
and digital media, planning, and brand management. The
historical roots of advertising as an economic catalyst and
potent influence on popular culture. Celebrity endorsement and
other key strategies, techniques, and skills used by
professionals are discussed. |
| Oasis Title: | Principles of Advertising Hon |
| Duplicate Credit: | Not open to students with credit in ADPR 3100, ADPR 3100E |
| Prerequisite: | Permission of Honors |
| Grading System: | A-F (Traditional) |
|
| Course Objectives: | This course provides a theoretical, historical, and practical
overview of advertising primarily in the United States. Stress is
placed on conceptual understanding of theory and philosophy, and
applications through specific tools and techniques. Upon
completing this course, you will have a better general
understanding of the development of the advertising industry, how
it works today, and debates about its roles in society. |
| Topical Outline: | Section 1: Definitions, history, development
Definitions of advertising
History and development
Social conditions for advertising
Development of advertising rhetorics
Rise of the advertising agency
The Creative Revolution
Section 2: Planning strategy and media
Planning and advertising
Media planning
Newspaper and magazine advertising
Radio and television advertising
Out-of-home advertising
Trends in media and advertising
Section 3: Creative development and execution
Research in advertising
Creative concepts
Trends in creative
Creative strategy
Headlines and visuals
Copy appeals and structure
Radio executions
Video executions
Campaigns and integrated marketing communication
Section 4: Impact and social role
Roles of advertising
International advertising
Legal environment and self-regulation
Ethical issues |