Principles of Advertising

This course introduces students to the fundamentals of advertising as a key component of the marketing mix. This course covers the history, role, and impact of advertising in business and society, as well as the strategies and techniques used to create effective advertising campaigns. Students will learn about the various forms of media, including traditional channels such as print and television, as well as digital platforms. Topics include advertising strategy, target audience identification, message development, and media planning. Through case studies and creative projects, students will gain practical experience in developing and evaluating advertising campaigns.

Upon successful completion of this course, students will be able to:

• Understanding Advertising Concepts: Students will develop a comprehensive understanding of the principles and functions of advertising, including its role in brand building and driving consumer behavior.
• Target Audience and Market Segmentation: Gain the ability to identify and analyze target audiences using demographic, psychographic, and behavioral data to create focused and relevant advertising messages.
• Creative and Strategic Campaign Development: Learn to develop creative advertising strategies and compelling messages that resonate with target audiences, considering the integration of visuals, copy, and brand identity.
• Media Planning and Execution: Acquire skills in media planning and selecting the appropriate channels for advertising campaigns, including traditional and digital platforms, to optimize reach and effectiveness.

These outcomes aim to equip students with foundational advertising knowledge and skills, preparing them for roles in advertising, marketing communications, and brand management in today’s dynamic media environment.