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2022 Spring

ADVERTISING STRATEGIES IN MEDIA - FMS368 Spring 2022


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

Lessons

Here is the course outline:

1. Session 1: Wednesday, February 9 - Course Introduction

Feb 9 2:45pm .. 5:30pm

Topic: Course introduction: Advertising and IMC today. The consumer, Roles of creativity, Marcom, Advertising agency structure overview. Description: Introducing basic terms, relationship between marketing and advertising. The expectations and your interests will be discussed. Reading: Study the pdf lecture Assignments/deadlines: For week 2 - Prepare a short introduction of yourself for next class. Questions to focus on will be provided.

2. Session 2: Week 2 - Practice Creative Methods

Feb 16 2:45pm .. 5:30pm

Review questions from Lecture 1 - Prepare for it 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 20 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 10% Study potential controversies in advertising, analyze 3 categories – DUE by week 4 to NEO.

4. Session 4: Week 4 - Secondary and Primary Research

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

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.

5. Session 5: Week 5 - Secondary and Primary Research: Practical in-class

Mar 9 2:45pm .. 5:15pm

Topic: Primary Research Analysis (Survey + Interview Format) Description: Practical part - Bring your laptops: Students will learn to understand the communication objectives, will prepare and send out the survey and interview questions – part of the class activity. They will conduct the survey and interview by week 6. Agencies team presentations 1, 10% - Present your team, the agency, and the mission statement. Reading: Each team selects relevant chapter/s to support their proposals for the next class presentation and explains the terms (ad agency teams, their roles, what is a mission statement, etc.) described in their PPT presentation (in writing – in-text references as part of the slides). Assignments/deadlines: For week 6 – Part 2, Practical Project, 10%: Each team/agency prepares a 15 - 20 minutes PPT presentation. Secondary research summary + Primary research analysis. Submit to NEO.

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

Mar 16 2:45pm .. 5:30pm

Topic: Consumer segmentation, Maslow pyramid of needs, Targeting, Relationship marketing 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, 10% - Present the Secondary + Primary research outcomes. Reading: Each team selects relevant chapter/s to support their proposals for the next class presentation (in writing – in-text references as part of the slides). Assignments/deadlines: For week 7 - Midterm PPT presentations, 10% - Time limit of 30 minutes for each agency: Identify the target audience for the selected project. Create a story / portrait of a typical customer. Make a visual mood board. Submit to NEO. Self-assessment form to evaluate the team cooperation will be distributed.

7. Session 7: Midterm presentations

Mar 23 2:45pm .. 4:45pm

Topic: Midterm presentations Description: Agencies team presentations, Midterm, 10% / Target audience analysis Time limit of 30 minutes for each agency. Assignments/deadlines: For week 8 - Work continually on improving: Teams/Agencies work on further development from the past presentations – Feedback provided to be incorporated by week 8: Improve the visual presentation of slides, research analysis, clear advertising objectives, strong insights, and the TA.

8. Session 8: Lecture - Creative Brief

Apr 6 2:45pm .. 5:30pm

Topic: The Creative Brief. Description: The Advertising objectives, communication strategy, the Big creative idea as the goal of the creative brief. We will discuss the categories of Creative brief by Robert Graup. Practical part in-class: Practice writing and filling in the Creative brief categories. 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: For week 9 - Part 3, Practical Project, 10% The Filled Creative brief PPT Presentations. Each team/agency prepares 15 - 20 minutes teams PPT presentations. Submit to NEO.

9. Session 9: Brand Building, Brand activation

Apr 13 2:45pm .. 5:30pm

Topic: Brand Building, Brand activation Description: Brand wheel, the importance of IMC to Advertising, Marketing mix. What is brand activation? – Sample case studies. Agencies team presentations 3, 10% - Creative Brief Reading: Each team selects relevant chapter/s to support their proposals for the next class presentation (in writing – in-text references as part of the slides). Assignments/deadlines: For week 10 – Part 4, Research Project, 10% Each team/agency prepares a 15 - 20 minutes PPT presentation based on researching great brand activation ideas examples (Research selected ad agencies for such examples) + Provide a short, individually written paper: Research strong brand communication + activation ideas created by selected ad agencies. Submit to NEO.

10. Week 10: Creative Ideas development

Apr 20 2:45pm .. 5:30pm

Topic: Creative Ideas development Description: Develop strong creative ideas from the Creative Brief. Apply the Creative methods. Practical part in class: Students will develop the first creative ideas for the project. Agencies team presentations 4, 10% - The Brand activation ideas / examples 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 for week 11 - Part 5, Practical Project, 10%, The Key Visual ideas presentation. Each team/agency prepares a 15 - 20 minutes PPT presentation. Submit to NEO.

11. Session 11: Introduction to various media channels

Apr 27 2:45pm .. 5:15pm

Topic: Introduction to various media channels Description: Case studies of proper use of media channels. Pros and Cons of various media channels. In-class practical part – Bring your laptops: Select various advertising communications from the internet research) and discuss specific media channels used to deliver the message to the right target audience. Agencies presentations 5, 10% - The First Creative ideas, key visuals Reading: Pdf lecture + Relevant textbook chapters Assignments/deadlines: No presentations for week 12.

12. Session 12: Media channels cont. – Relationship building media + Role of Art and Copy

May 4 2:45pm .. 5:30pm

Topic: Media channels continued – Social media, Internet, Relationship building media, pros and cons Description: In-class project: Students will research relevant media channels application in various communication campaigns. Reading: Pdf lecture + Each team selects relevant chapter/s to support their PPT presentations for the next class presentation (in writing + Add proper academic reference to your formal support) Assignments/deadlines: Prepare for week 13 - Part 6, Practical Project, 10%, Prepare to present the second round of the key creative ideas + Add Media channels executions and theory support. Submit to NEO by May 11. Mandatory: Self-assessment form to evaluate the team cooperation will be distributed.

13. Session 13: Selling the BIG IDEA

May 11 2:45am .. 5:30am

Topic: The creative process Description: In-class practice of the roles of warrior and judge. Improve your skills of defending your creative ideas. Final part of the agencies/team presentations 6, 10% - Second round of the selected creative ideas + media channels executions, new media applications Description: Presentations of the second round of the creative ideas + media channels executions. Time limit of 15 - 20 minutes for each agency.

14. Session 14 - Field trip to an Advertising agency HAVAS

May 18 2:45pm .. 5:30pm

Description: Tour of the world-famous ad agency. We will discuss the client-agency relationships, and an advertising agency business. Assignments/deadlines: - Course wrap up

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