Course description

This course explores the world of advertising and media industries and examines the various media that are used for advertising. Media and Advertising Industry guests share their experiences, discuss the costs, constraints, and opportunities presented when using different media for advertising, together with the importance of understanding the measurement of media audiences. The course introduces students to current advertising media issues including media fragmentation and the integration of the ever-developing range of digital media into current media campaigns. Practical workshops introduce creative advertising strategies and skills. Students develop an understanding of audience measurement, basic media data, and subsequent media selection. Student teams work on creative concept development and copywriting to design a fun advertising campaign to 'sell the unsellable'. Students teams develop their skills further by selecting media and creating an implementable advertising campaign.

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