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2021 Spring

ADVERTISING STRATEGIES IN MEDIA - FMS368 Spring 2021


Course
Alena Foustkova
For information about registration please contact our admissions.

Lessons

Here is the course outline:

1. Session 1: Wednesday, February 10 - Course Introduction

Feb 10

Join the Teams session at the designated time. Topic: Course introduction: Advertising and IMC today, who is the consumer, roles of creativity, Marcom, advertising agency structure overview. Description: Introducing basic terms, relationship between marketing and advertising. Reading: Study the pdf lecture Assignments/deadlines: Prepare a short introduction of yourself for next class. Questions to prepare will be provided.

2. Session 2: Week 2 - Practice Creative Methods

Feb 17 2:45pm .. 5:15pm

Review questions from Lecture 1 - Prepare for to gain activity points! Topic: Practice creative process – art direction and copywriting. + Creative methods – creativity in practice. Students shortly introduce themselves - individual presentations. In-class exercise – Improve your skills of the art and copywriting, teamwork. Reading: Provided pdf lecture to use in the homework practical exercise. Assignments/deadlines: Homework 1 – Graded by 5%, Develop 3 creative proposals (Practice Creative methods) – DUE by week 3 to NEO

3. Session 3: What makes a great ad? Creative Pyramide, Social roles

Feb 21 2:45pm .. 5:15pm

What makes a good ad? What makes a great ad? Creative pyramid + Practical In-class Project: Ethical and Social issues, Gender ads – potential manipulation of advertising. Description: We will discuss why some ads are mediocre and why it is important to make advertising creative to deliver the message. Social aspects and potential controversies in advertising will be analyzed. Reading: Pdf lecture Assignments/deadlines: Homework 2 – Graded by 5% Study potential controversies in advertising, analyze 3 categories – DUE by week 4 to NEO.

4. Session 4: Brand Building, Brand activation

Mar 3 2:45pm .. 5:30pm

Topics: Brand wheel, Brand activation – Sample case studies. Introduction to practical portion of course – Project background and Task. Breaking up students into agencies – students form random teams. Review of agency structure. Reading: Each Advertising agency team selects relevant chapter/s to support their PPT presentations for next class presentation (in writing + Add proper academic reference to your formal support) Assignment: Each team / agency prepares a short, 10 minutes long PPT presentation for class 5 – Create your ad agency identity: Develop the agency name, visual identity: logo + mission statement. Present the roles of your team. Think of the strategic and competitive edge for your agency.

5. Session 5: Week 5 - Secondary and Primary Research

Mar 10

Description: This lecture will explain the importance of research. The agencies / teams will practice the secondary research for next week. Agencies team presentations 1, 5% - Time limit of 10 minutes for each agency (Graded as part of the 30% grade): Present your team, the agency, and the mission statement. Reading: Each team selects relevant chapter/s to support their proposals for next class presentation (in writing). Assignments/deadlines: Pdf lecture + Each team / agency prepares a short, 10 minutes PPT presentation for class 6. Agencies prepare the secondary research summary. 10 minutes oral team presentations due for week 6. Place the document to a dropbox in NEO. Work also on the Primary research by creating a survey + interview questionnaire. This part is due week 7 along with a new part.

6. Session 6: Consumer segmentation, Maslow pyramid of needs, Targeting, Relationship marketing

Mar 17 2:45pm .. 5:30pm

Description: This lecture will present the importance of segmenting the customers into smaller groups with similar interests for more effective targeting. Agencies team presentations 2, 5% - Time limit of 10 minutes for each agency: Present the Secondary research outcomes and the main recommendations. Reading: Pdf lecture + Each team selects relevant chapter/s to support their proposals for next class presentation (in writing). Assignments/deadlines: Part 3: Present the results from the Primary research. Presentations due week 7. Place the document to a dropbox in NEO.

7. Session 7, Lecture 7 - Creative Brief

Mar 24 2:45pm .. 5:30pm

Description: Focus on the Advertising objectives, communication strategy and on the Big creative idea as the end goal of the creative brief. We will discuss the categories of brief by Robert Graup. Agencies team presentations 3, 5% - Time limit of 10 minutes for each agency: Present the results from the Primary research. Reading: Pdf lecture + Each team selects relevant chapter/s to support their PPT presentations for next class presentation (in writing + Add proper academic reference to your formal support) Assignments/deadlines: Prepare the Midterm team presentation (10%) for week 8: The Creative brief + Target audience and mood board. Place the document to a dropbox in NEO.

8. Session 8: Midterm presentations

Mar 31 2:45pm .. 4:45pm

Midterm oral presentations.

9. Session 9: Introduction to application of various media channels

Apr 14 2:45pm .. 5:15pm

Description: Case studies of proper use of media channels. Pros and Cons of various media channels. Agencies presentations 4 - Updated parts to date – Not to be presented in class, only placed to the dropbox for comments, 5% Description: No oral presentations. Reading: Pdf lecture + Each team selects relevant chapter/s to support their PPT presentations for next class presentation (in writing + Add proper academic reference to your formal support) Assignments/deadlines: Prepare the first creative ideas based on the revised creative brief. Presentations due week 10. Place the document to a dropbox in NEO.

10. Session 10: Media channels cont. – Relationship building media + Role of Art and Copy

Apr 21 2:45pm .. 5:15pm

The lecture will present the media channels which help to build reputation for a brand: Public Relations, Sponsorship, Philantrophy or Corporate communication. Then we will look at the roles of visual and text in the creative communication. Agencies team presentations 5, 5% Description: Time limit of 20 minutes for each agency: Presentations of the first creative ideas. Feedback provided to each team after their presentations + in NEO. Reading: Pdf lecture + Each team selects relevant chapter/s to support their PPT presentations for next class presentation (in writing + Add proper academic reference to your formal support) Assignments/deadlines: Prepare to present the second round of the key creative ideas. Include a selection of media executions. Presentations due week 11. Place the document to a dropbox in NEO.

11. Session 11: Selling the BIG IDEA

Apr 28 2:45am .. 5:15am

Topic: Creative media execution presentations, the creative process Description: In-class practice of the roles of warrior and judge. Improve your skills of defending your creative ideas. Agencies team presentations 6, 5% Description: Time limit of 10 minutes for each agency: Presentations of the second round of creative ideas + media channels executions. Feedback provided to each team after their presentations. Reading: Pdf lecture + Each team selects relevant chapter/s to support their PPT presentations for next class presentation (in writing + Add proper academic reference to your formal support) Assignments/deadlines: -

12. The business of an Advertising agency

May 5 2:45pm .. 5:15pm

Description: Due to the pandemic, we cannot visit the planned agency as they are not open to visitors. We will discuss the client-agency relationships, an ad agency business. An online lecture. Assignments/deadlines: Prepare the final presentation of the recommendation for the communication strategy, key creative idea execution, an application of the key idea to various IMC media executions with strategic recommendations, and the creative brief supporting the main advertising objective and communication of the Big idea in the final, well-structured PPT presentation for week 14. Students who want to improve their grade will get a chance to prepare a written assignment focusing on a selected ad agency research – up to extra 3% to the final grade.

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