IMC 325 Special Issues on Advertising

Course Purpose and Objectives:            

The aim of this course is to enable students who are familiar with the basic principles of advertising to understand specific aspects and techniques that can be applied to contemporary trends in advertising industry. It is also attempts to expand students’ knowledge and understanding of advertising concepts, its evolution as a form of communication, embedded in an integrated marketing communication program that combines new and traditional media.

Learning Outcomes: 

Upon completion of the course, students will be able to:

1.         Understand the concept of advertising and its development over the years

2.         Direct linking of advertising with integrated marketing communication

3.         Understand the media and the internet (newsletter, social media etc.)

4.         Be familiar with creativity in advertising as well as its creative elements

5.         Know how emotional appeals and stereotypes can be used

6.         Identify how indirect advertising works

7.         Understand the concept of branding in advertising

8.         Understand the cultural environment and international advertising

9.         Realize how advertising effectiveness works

10.  Comprehend social advertising and critique.

Course Content:

The course investigates the effects of cultural context on advertising design and implementation, putting emphasis on the use of gender stereotypes and emotional appeals (fear, humour, warmth, surprise, sexuality etc.), along with current issues and new trends in advertising (internet, interactivity, social networks etc.). Moreover, lectures attempt to familiarize students with the current communication environment, combining new and traditional media, in line with specific advertising approaches, such as integrated marketing communication program, celebrity endorsement, indirect advertising, social advertising and criticism, branding, advertising effectiveness etc.