COMM-657 Strategic Communication in Advertising (3)

Advertising plays a pivotal role in contemporary strategic communication campaigns. This course explores the foundational principles behind effective advertising, covering topics including positioning, audience segmentation, media planning, and the creative process. Through comprehensive exploration, students gain insights into integrating advertising within the broader context of strategic and tactical communications while learning the key principles and complexities that underlie successful paid-media campaigns. Students examine persuasion methods employed to reach diverse audiences and engage in the creative process for traditional and digital media. Students also define key performance indicators to gauge the metrics of success in advertising campaigns. Crosslist: COMM-457. Grading: A-F only. Restriction: Strategic Communication (MA).