COM423L - Strategic Advertising Campaign Development

3 Credit(s)

Liberal Arts
This course requires students to utilize the skills and knowledge they have acquired in their previous advertising courses to develop an insights driven, multi-media, integrated advertising campaign. This will include conducting primary and secondary research to determine and analyze the ideal target audience and uncover the key customer insight. It also involves creating a big campaign idea and multi-media integrated strategy based on the customer insight. Lastly students will develop a measurable media strategy and all the creative elements for the campaign.

Offered When: Fall and spring.
Prerequisite(s): COM 314L and COM 329L and senior standing.