Advertising and Media Sales JMC4601 L, Russing Cole Lee

Advertising and Media Sales is a practically oriented course focusing both on the strategic and creative aspects of planning a tailored advertising campaign. Students learn the why, what and how of integrated marketing communications, branding and advertising. A particular focus is put on the process and stages of planning an ad campaign as well as the required process of media buying of time, space and impressions etc.

The course examines advertising and promotional principles and their application in mass and niche marketing. Students will receive hands-on experience based on theories such as hierarchy of effects model, strong and weak advertising theories, hierarchy of needs, moments of truth theory, planned behavior theory.