This is a strategic unit which explores the theories behind and processes involved in developing and implementing integrated marketing communication campaigns. Specifically, students learn about the rationale for selecting a given creative and media strategy as a result of comprehending the linkages with brand positioning, audience processing, semiotics, elaboration likelihood and hierarchy of effect objectives. Student learning of these linkages is enabled through application of these theories to an industry based client where students engage in a hands-on task to develop an advertising plan that consists of analysis and rationale for having selected a given creative and media strategy.... -- Course Website
Prerequisites: 12632 (v.5)<br/> Advertising Principles 211<br/> <br/> or any previous version
