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