Course description

This course explores the close relationship between the advertising and media industries. It examines in some detail the various media that are used for advertising. Media and Advertising Industry guests share their experiences, discussing the costs, constraints and opportunities presented when using different media for advertising, and the importance of understanding and measuring media audiences. The course introduces students to current media industry issues of relevance to advertising, in particular media fragmentation, digital media and convergence, and changing media production and consumption practices, which are having significant impact on media/advertising content, modes of delivery, media programming, and advertising strategy. Practical workshops introduce creative advertising genres and formats, creative strategies and skills. Students work on creative concept development, copywriting, design and production of print and outdoor ads.

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