Course Code: COM259
Synopsis
In this course, you will be brought through fundamental advertising concepts and how the advertising industry works. You will learn how a successful advertising professional develops a detailed understanding of the target audience and advertisers’ objectives in order to create effective advertisements. From there, there will be hands-on guidance and practice in creating your own advertising creative briefs and copywriting. At the same time, you will also be gain an understanding of the latest online advertising trends and how that shapes the creative production of advertising content.
Level: 2
Credit Units: 5
Presentation Pattern: EVERY JULY
Topics
- Purpose of Advertising
- How the Advertising Industry Works
- Understanding Consumer Behaviour
- Forms of Advertising Research
- Creative Thinking and Storytelling for Advertisements
- Conceptualising the Creative Brief
- Effective Copywriting Principles
- Copywriting for Print
- Copywriting for Radio
- Copywriting for Video
- Considering Visuals with Copywriting
- Online Advertising Trends
Learning Outcome
- Discuss the primary objectives of advertising
- Examine the various types of advertising
- Analyse the role of research in advertising
- Evaluate what makes effective advertising
- Develop advertising copy across various media platforms
- Create original advertising content for various real life scenarios