Advertising

By the end of this course, students will be able to:

- Reach strategic decisions via research, analysis, thought and informed judgment.

- Create, analyse, and apply basic forms of consumer research.

- Demonstrate basic market segmentation, target audience profiling, and brand positioning skills.

- Create a basic advertising strategy statement, creative brief and positioning statement.

- Analyse and discuss the communication strengths and weaknesses of major media and the concept of a "media neutral" approach.

- Evaluate, present, and discuss the strengths and weaknesses of various advertising strategies and plans in a professional manner.