Skip Navigation
search: People Opens New Window | Departments Opens New Window | Penn State Opens New Window | Web Opens New Window
Penn State mark
Penn State mark
University Bulletin
Undergraduate Degree Programs

These course descriptions are not being updated as of August 1, 2016. Current course descriptions are maintained in LionPATH.

Communications (COMM)

COMM 424 Advertising Campaigns (3) Advertising campaign problems from the viewpoint of the national advertiser and advertising agency; production of a complete advertising campaign.

COMM 424 COMM 424 Advertising Campaigns (3)

This comprehensive capstone course is designed to provide an opportunity to showcase your creativity and knowledge about advertising communications. Strategic integrated marketing communications concepts are emphasized. The campaign proposal developed in this course will showcase the full weight of your knowledge and skill in the area of advertising communications. Students will need a background in creative design and practices, media planning principles and practices, and research methods used to delineate appropriate target groups and evaluate campaign effectiveness. A strong focus will be on understanding the audience and developing message strategies that have a high potential to influence attention and marketing behaviors. During the course you will create a complete advertising/marketing communications campaign proposal that reflects a set of communication goals derived from a set of measurable objectives all designed to meet the needs of your client.

A situation analysis will be developed to provide a detailed assessment of the product or service environment. This includes analysis of the product class, lifecycle, generic and brand level competition, and target group identification. The goal is to gain relevant information that can be used to make justifiable strategic decisions related to the advertising campaign. Strategic goals and objectives will be developed that allow the direction and efficacy of the campaign to be measured. Tactics must reflect the strategies developed in the campaign. Campaigns include diagnostic and performance benchmarks used to evaluate the progress of a set of predetermined measurable objectives. The goal is to provide timely feedback that allows the agency and client to evaluate the effectiveness of the campaign. This is especially important as client -agency relations continue to adapt a series of formal measures of campaign effectiveness.

The class is designed to develop critical thinking skills. For example, each strategic decision presented in a campaign must have a fully explicated rationale that is based on quantitative and qualitative criteria. Research tools will be presented in class that allow and support the development of measurable objectives. The campaign proposal must include a series of benchmarks designed to evaluate the progress of the campaign at key time points.
The campaign will have a complete media plan that includes selected media, cost efficiencies, and media schedule. Students will be expected to be familiar with media principles and media planning software.

General Education: None
Diversity: None
Bachelor of Arts: None
Effective: Spring 2007
Prerequisite: COMM 420 orCOMM 304;COMM 421W, COMM 422

Note : Class size, frequency of offering, and evaluation methods will vary by location and instructor. For these details check the specific course syllabus.


Look up course abbreviations

Course descriptions are stored in LionPATH, the University-wide student information system. Please visit the LionPATH Course Catalog to access current course descriptions. At that point, you will be leaving the University Bulletin website.

Skip Popular Searches
  1. Bachelor of Arts Degree Requirements
  2. General Education: United States Cultures and International Cultures
  3. Course Index
  4. Graduate Degree Programs Bulletin
  5. General Education: Arts
  6. General Education: Humanities
  7. General Education: Health and Physical Activity
  8. General Education: Natural Sciences
  9. General Education: Social and Behavioral Sciences
  10. General Education: Writing/Speaking