This course is intended both for people who are new to advertising and for specialists who want to expand their functional knowledge of advertising.
Examples used are from a wide range of high-tech, industrial, consumer, and service areas.
The course objective is to give you an understanding of what can be expected from advertising and how to measure media plans. Topics include how the advertising business works, writing advertising objectives, buyer behavior and advertising response, media-selecting criteria, how ads are made, media campaign planning, and measuring communications effectiveness. The course uses lectures, film, case histories, and an extensive selection of press, radio, and TV advertisements. You are encouraged to bring examples for analysis and discussion. Enrollment is limited.