An exploration of the world of advertising, focusing on what makes effective advertising. The course includes discussions of the place of advertising in society, legal and ethical ramifications and the regulatory environment. It provides an understanding of the keys to creating a successful ad campaign: keen knowledge of the consumer and the market, how to organize for advertising, advertising strategy research and creation and a plan to lead to effective advertising communications. Special modules focus on media and creative, leading to the development of a full campaign.

*Course content subject to change