In this module you will be introduced to the world of advertising and the process undertaken by ad agencies when vying for a client's business. You will learn about the SS+K organization and how they assisted MSNBC in revamping their image.
In this module you will be introduced to methods for managing media. You will learn about how to use SWOT analysis and asymmetric communications briefs to solve problems. Furthermore, you will be introduced to the concept of virtual worlds and how advertisers can infiltrate them to bring messages to consumers.
In this module you will be introduced to ad development. You will learn about copy research and copy testing, as well as relevance and resonance. You will also learn how to construct likable ads and how to appeal to consumers. Lastly, you will learn about the members of an advertising creative teams and the return on investment (ROI).
In this module you will be introduced to media marketing. You will learn methods for marketing a product or service, as well as the benefits of radio and print ads. You will also learn how to measure readership, about the diffusion of innovation, and the benefits of customer relationship management.