|
Course Objectives: To provide the students a thorough knowledge of Advertising Principles and a practical understanding of the techniques and practices used by today’s advertising agencies and clients. Specifics include, current issues facing the business of advertising and the environment in which advertising operates, strategy development, writing an advertising plan, learning to be a good presenter, media, creative development, and integration of other communications. Careers and employment in advertising will also be investigated.
Course Description: This is a course designed to give the student a working knowledge of Advertising. It will develop the tools of advertising to sell goods and services as well as brand and image. Students will be expected to gain knowledge of the issues facing the advertising agency and clients of today. As a practical matter, the course will be slanted toward the advertising agency side of the agency/client partnership. Creativity will be discussed. Advertising is an idea business, and ideas will be part of the normal class discussion and participation. The students will not be required to design ads or write copy in any other than an occasional assignment to conceptually highlight and describe the direction of their ideas. Emphasis will be on the understanding of the business of Advertising and planning the advertising campaign; home assignments will be given out almost every week to enhance this understanding. Additionally, some classes may be held away from the Lincoln Center Campus, at an advertising agency, and at the Rose Hill Campus. The Advertising Educational Foundation will have an Advertising Symposium at Rose Hill in February; students are expected to participate. Guest speakers may present at some classes. Dates to be determined. An attempt will be made to follow this outline; but we will also be flexible enough to take advantage of opportunities that may cause us to “stray” from topics designated at the outset of the course.
Method of Instruction: Lectures, student participation, guest lectures and current day case analysis.
Required Reading: Weekly scanning of AD AGE, AD WEEK and or their web sites, and the daily weekday advertising columns of the New York Times and the Wall Street Journal will be required. Students will have to be familiar with the Advertising Educational Foundation web site www.aef.com when it goes on line sometime in the first quarter.
Required Reading: Organizing Genius by Warren Bennis and Patricia Ward Biederman, Addison-Wesley Publishing Company 1997. Ogilvy on Advertising, by David Ogilvy, Vintage Books, a Division of Random House 1985. The Regis Touch, by Regis McKenna, Addison-Wesley Publishing Company 1986.
Additional Reading Resources: Webster’s New World Dictionary of Media and Communications by Paul Weiner Macmillan 1996. Selected readings from the American Association of Advertising Agencies publications, such as Want a Job In Advertising? Making It In Advertising by Leonard Mogel, Macmillan Publishing Company, 1993
Steve Norcia, Steve Norcia
Copyright © 2000 Steve Norcia. All rights reserved.
|
Print Version