The Advertising Spiral and The Product Life Cycle Students are introduced to the branding process and learn why advertising is an integral part of this process. The theory of positioning is thoroughly explored. Students are assigned their first creative project which involves applying the STP process. This section of the course also explores the role of research in advertising. Creative Assignment 1 STP Process.
Students create a positioning strategy for a product.
The Advertising Agency Agency Client Relationship Advertising Budgeting Methods Students are introduced to the role of an advertising agency. In addition, students learn about the different job responsibilities in an advertising agency. Career paths are discussed. Students learn how an agency and a client interact and the responsibilities of both parties. Budgeting methods for an advertising campaign are also introduced.