MKT 447 Week 1-5 Entire course Advertising and Creative Stra…

Advertising and Creative Strategy

MKT 447 is a comprehensive course that explores the world of advertising and its role in developing effective marketing strategies. The course covers various aspects of advertising, including creative strategy, message development, media planning, and evaluation of advertising effectiveness. Students will gain a deep understanding of the advertising industry and the ways in which it influences consumer behavior.

Throughout the course, students will be exposed to various advertising techniques and creative strategies used by advertisers to capture the attention of target audiences. The focus will be on understanding consumer behavior and how advertising can influence the decision-making process. Students will also study the importance of market research in identifying target audiences and developing effective advertising campaigns.

One of the key areas of study in MKT 447 is understanding the creative strategy behind successful advertising campaigns. Creative strategy refers to the process of developing a unique and compelling message that resonates with the target audience. It involves understanding the target audience’s needs, desires, and motivations, and crafting a message that connects with them on an emotional level. Successful creative strategies often rely on storytelling, humor, or emotional appeal to capture the audience’s attention and evoke a desired response.

In addition to understanding the creative strategy, students will also learn about the importance of integrating the message across different media channels. In today’s digital age, advertising campaigns are no longer limited to traditional media such as television, print, and radio. Advertisers must now consider various digital platforms, including social media, online advertising, and mobile applications. Students will explore the different media channels available and learn how to develop integrated campaigns that effectively reach and engage target audiences.

Another important aspect of advertising covered in MKT 447 is media planning. Media planning involves selecting the right media vehicles to deliver the advertising message to the target audience. Students will learn about media research, media buying, and media scheduling techniques. They will explore different media options, such as television, radio, print, outdoor, and digital, and understand how to allocate advertising budgets effectively across these platforms.

In order to evaluate the effectiveness of advertising campaigns, students will also be introduced to various metrics and measurement techniques. They will learn how to collect data, analyze campaign performance, and make informed decisions based on the results. Students will explore the use of metrics such as reach, frequency, and sales lift to assess the impact of advertising campaigns on consumer behavior.

Throughout the course, students will have the opportunity to apply the concepts and theories learned to real-world advertising scenarios. They will work on case studies and projects that require them to develop creative strategies, design advertisements, and evaluate campaign effectiveness. This hands-on approach will allow students to develop practical skills that can be directly applied in the workplace.

Overall, MKT 447 provides students with a comprehensive understanding of advertising and creative strategy. By examining the different elements of advertising campaigns, students will gain the knowledge and skills necessary to develop effective marketing strategies that resonate with target audiences. Whether aspiring to work in advertising agencies, marketing departments, or as entrepreneurs, students will be equipped with the tools to succeed in the ever-changing world of advertising.