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Course Name (English)
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CREATIVE STRATEGIES IN ADVERTISING
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| Course Code |
ADE414 |
| Course Description |
This course is designed to give students a basic understanding of the creative strategy development process and an appreciation for the critical role strategy plays in designing an advertising campaign. The students will examine the creative process from beginning to end, starting with techniques for creating and developing the “big idea” and finishing with the creation of a professional-caliber ad campaign, as they will be presented to a real-life client.
In addition to campaign creation skills, students will have an opportunity to develop corporate design and copywriting skills. The course focuses both on preparing the comprehensive documentation of visual strategies and refining creative thinking skills.
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| Transferable Skills |
Independent and critical thinker
Expert in the field
Effective communicator
Solution provider
Confidence
Problem Solving
Innovation
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| Teaching Methodologies |
Lectures, Studio, Case Study, Practical Classes, Discussion, Presentation |
| CLO |
| CLO1 |
Explains basic steps in the development of creative strategy. |
| CLO2 |
Use multiple approaches in the development of strategy. |
| CLO3 |
Identify the relationship between advertising development and other elements of the marketing and communication mix |
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| Pre-Requisite Courses |
No course recommendations |
| Reading List | | Recommended Text | - Pete Barry, The Advertising Concept Book, 2nd Ed., 16 [ISBN: 9780500516232]
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| Reference Book Resources | - Tim Collins 2014, 100 Ways to Create a Great Ad, Laurence King Publishing [ISBN: 9781780671680]
- Robyn Blakeman 2011, Advertising Campaign Design, Routledge [ISBN: 9781317477679]
- Jim Aitchison 2008, Cutting Edge Advertising, Prentice Hall [ISBN: 9810678886]
- Robin Landa 2005, Designing Brand Experience: Creating Powerful Integrated Brand Solutions, Cengage Learning [ISBN: 1401848877]
- Tom Altstiel,Jean Grow 2015, Advertising Creative, SAGE Publications [ISBN: 9781506315409]
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| Article/Paper List | This Course does not have any article/paper resources |
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| Other References | This Course does not have any other resources |
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