This subject explores the principles and practices of advertising media planning and the process of evaluating and selecting advertising media to meet specific strategic marketing goals. New technologies and international aspects that impact on media planning are also examined. This subject studies the role consumer behaviour plays in the development and implementation of advertising and promotional programmes in Hong Kong and Asia. It examines the consumer decision-making process and how it varies for different types of purchases, the various psychological presses including consumer learning process, and external factors such as culture, social class, group influences, and situational determinants. This subject discusses the concepts, attitudes, and skills in planning, implementing, and evaluating integrated marketing communication campaigns are presented.
Emphasis is on practical application and integration of public relations and advertising techniques.
Under supervision, each student is assigned a specific position and is required to work in a department within the agency. Students gain practical experience by participating in the planning and execution of actual public relations and advertising programmes. Students become familiar with the techniques of goal-setting, strategy selection and evaluation research. Advertising Copywriting This subject stresses additional creative copywriting exercises with specific application to individual media. Practical exercises and case studies use Chinese and English languages.