Course description

This course provides students with an advanced understanding of advertising strategy. It brings together and builds on the various practical and theoretical aspects of advertising addressed in other ADVT courses, and offers guidelines for best practice in advertising strategy. The lectures, readings and discussions give an important theoretical framework for the students¿ practical, intellectual and creative development in advertising. Students will learn how to develop, critique and assess advertising strategy. The course will include: analysis of advertising strategy, with detailed discussion of significant global and local advertising campaigns; an overview of current theory and research about advertising strategy, and examination of what makes for effective advertising; advanced media analysis, applying audience research to strategy development; practical application of these various elements in advertising strategy development exercises.

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