* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Download NORTHWOOD UNIVERSITY SEMESTER TRANSITION
Multicultural marketing wikipedia , lookup
Social media marketing wikipedia , lookup
Television advertisement wikipedia , lookup
Street marketing wikipedia , lookup
Social media and television wikipedia , lookup
Neuromarketing wikipedia , lookup
Marketing communications wikipedia , lookup
Global marketing wikipedia , lookup
Youth marketing wikipedia , lookup
Direct marketing wikipedia , lookup
Digital marketing wikipedia , lookup
Ambush marketing wikipedia , lookup
Integrated marketing communications wikipedia , lookup
Marketing mix modeling wikipedia , lookup
Viral marketing wikipedia , lookup
Audience measurement wikipedia , lookup
Online advertising wikipedia , lookup
Advertising wikipedia , lookup
Targeted advertising wikipedia , lookup
NORTHWOOD UNIVERSITY SEMESTER TRANSITION ADVERTISING COURSE GOALS AND OBJECTIVES ADV 1100 Principles of Advertising 3 credits An introduction to the principles of advertising and public relations as related to marketing and business management practices in enterprise. In this course students will participate in a detailed study of the principal functioning groups of advertising professionals: advertisers/clients, advertising agencies, advertising media, and advertising suppliers of special services such as artists, photographers, talent, production suppliers, and research. Students will study how each group is interdependent and how all are vital parts of the process of commercial marketing communications. Students will also again an understanding and appreciation of the roles of professionals in terms of strategies, tactics, execution, and results, as well as how advertising relates to the public, government, and consumers. Additionally, the course will take a comprehensive and practical look at the nature, scope, and use of public relations skills. By the end of this course, Northwood wants students to: 1. Know and understand the definitions and differences related to advertising, marketing and public relations. 2. Understand what advertising media are and how they reach directed target markets. 3. Gain an understanding of PR and the different methods used to obtain positive press coverage. 4. Understand the "agency/client" relationship and responsibilities. 5. Be familiar with suppliers of special services to advertising agencies and clients. 6. Understand how marketing (and advertising and PR as a part of marketing) fits into the private enterprise structure of business; consider the ethical concerns of the advertising industry. 7. Be familiar with the regulatory agencies associated with advertising as well as advertising's self-regulatory functions. 8. Understand the various functions and associated tasks of advertising agency and PR personnel. 9. Be familiar with the global concept of advertising (Integrated Marketing Communications) used in multinational companies. 10. Be aware of the need for product, market, competition and consumer research input for strategy development. 11. Understand the interdependence of agency, client, consumer, product (or service), and media. 12. Take an in-depth look a crisis control and public relations. ADV 1110 Advertising Research and Copywriting 3 credits Orients students to the purpose and role of research in making conceptual and creative recommendations. Included in this course are the development and implementation of research (primary and secondary) to create effective copy for printed and electronic media. This course takes an in-depth look at how research is used to build a strategy and how data is then used to create proper messaging/copywriting for ads, commercials, and promotional materials. This is a writing course, therefore, students will write advertising copy for various media. Students will also gain an orientation to the developmental steps of creative thinking, strategy, and copywriting for ads, commercials, and promotion materials. By the end of this course, Northwood wants students to: 1. Understand the nature and use of advertising research and its role in decisionmaking. 2. Apply primary and secondary research techniques. 3. Apply creative copy strategies and tactics, their purposes and variations. 4. Write and understand copy objectives and full advertising strategies. 5. Implement research techniques to quantify communication effectiveness. 6. Use various creative thought processes to enhance creative thinking. 7. Apply various headline and body copy formats for print and electronic media. 8. Know the differences between special-interest copywriting; public service announcements, corporate issue advertising, classified versus display ads, sales promotion, etc. 9. Use research techniques to understand the needs of the consumer before writing the copy. ADV 2100 Advertising Sales and Media Planning 3 credits Students examine various media available to the contemporary advertiser, including traditional media newspapers, magazines, out-of-home, radio, television, direct mail, and new media opportunities in the constantly evolving digital environment, as well as related initiatives such as viral marketing and guerrilla marketing. In addition to analysis of the message delivery platform, research techniques that support message placement including primary and secondary research methodologies are examined as students become familiar with construction of a media plan. Students will discover the relationship between financially accountable budget planning and the media mix with the goal of reaching maximum communications objectives. Students will experience what it’s like to be on the other side of the table, as they learn how to sell the various media outlets and media planning strategies to buyers. By the end of this course, Northwood wants students to: 1. Analyze the strengths and weaknesses of various advertising media. 2. Understand how to buy media and create an appropriate media mix for a client. 3. Set media goals and objectives. 4. Perform a media analysis for current media campaigns. 5. Write a complete media campaign. 6. Apply appropriate techniques to help solve marketing problems with creative media plans. 7. Apply of advertising and agency media strategic planning. 8. Understand the financial accountability and need for documentation of media budget recommendations and decisions. 9. Understand the resources provided by syndicated and media research sources. 10. Integrate strategy objectives to client marketing plans. 11. Understand the selling process and communicate the benefits of the various media outlets to a buyer. ADV 2150 Creative Process and Design 3 credits An examination of the nature and importance and applications of the creative process, complemented by a series of exercises, discussions and exposure to a variety of stimuli organized and presented in such a way as to help each student maximize his/her creative abilities at work, at home, and in the community. In this course students will analyze elements of an ad, including layout, fonts, color, casting, lighting, images, and how this also communicates with a target audience. By the end of this course, Northwood wants students to: 1. Have confidence in the power of his/her own inherent creativity. 2. Use and apply a creative process. 3. Appreciate applied creativity, with special attention to the advertising discipline. 4. Incorporate the unique creative dimension that punctuates the business/arts relationship. 5. Analyze various layouts for the specific target audience and product. 6. Apply the elements of an ad and strategic decision making in terms of layout creation, font selection, psychology of color, impactful images, casting, etc. ADV 2310 New Media Strategies and Tactics 3 credits The advertising field today deals with communicating with a target audience thru many other adverting vehicles rather than the traditional print and broadcast. Guerilla marketing, the digital age of advertising, and interactive and viral advertising are now consider mainstream media and needed when communicating with a target audience. This course introduces students to the concepts and use of new media including: viral marketing, digital media, guerilla marketing, social networking, and viral advertising. Through this course students will learn forms of media and unconventional systems for communication/promotions that rely on time, energy and imagination rather than a big marketing budget. Prerequisites: ADV 1100 By the end of this course, Northwood wants students to: 1. Gain an understanding of nontraditional media. 2. Demonstrate use of nontraditional media and how it relates to advertising strategy. 3. Evaluate when and what kind of nontraditional media is necessary when communicating to a particular target audience. 4. Execute an advertising campaign using viral marketing, digital media, guerilla marketing, social networking, and/or viral advertising. ADV 3850 Special Topics 1 – 3 credits Various topics in advertising. These may be one-time or occasional course offerings. Prerequisite: Dependent on specific course content ADV 4100 Advertising Campaigns 3 credits Students will review historical and contemporary advertising and marketing communication campaigns, analyze of consumer, business-to-business, national, and local campaigns including volunteer, not-for-profit public service advertising. Students work in team groups to create and present a completely integrated advertising campaign supporting and coordinating all strategy, creative, media, and sales promotion aspects for final recommendation. Students on each team grade the work of their teammates within the group. This is the capstone course of Northwood’s Advertising Program. This is a practical knowledge and hands-on course. Prerequisites: ADV 1110 and ADV 2100 By the end of this course, Northwood wants students to: 1. Explain the conceptual and developmental process of specific types of advertising and advertising campaigns. 2. Apply advanced creative process techniques. 3. Use research to create a strategy to meet client advertising objectives. 4. Demonstrate critical thinking skills through creation of media planning, copywriting, and layout. 5. Effectively communicate in writing and in person with a client and “sell” one’s ideas. 6. Enjoy an educational experience that can (a) benefit each student’s professional life, and (b) enhance the student’ awareness of and appreciation for advertising and the promotional process (c) prepare students for the kinds of work they will be involved in should they pursue a career in advertising ADV 4790 Current Issues in Advertising 3 credits Examination of and discussion about major issues confronting the advertising industry – especially those issues being fueled by the traumatic changes that are sweeping over business generally and the advertising industry specifically. This is a discussion-based course that requires student to be aware of the changes happening daily in the industry. By the end of this course, Northwood wants students to: 1. Be cognizant of how the advertising industry they inherit tomorrow is likely to be different from the one they are studying today. 2. Develop concepts of how to respond to those changes in such a way as to make change an ally, not an enemy. 3. Synthesize and apply everything they have learned in the studies at Northwood, with emphasis on the marketing and advertising disciplines.