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.
Athena Title
Principles of Advertising
Equivalent Courses
Not open to students with credit in ADPR 3100, ADPR 3100H
Non-Traditional Format
This course will be taught 95% or more online.
Semester Course Offered
Offered summer semester every year.
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