This course will explore the history of advertising and examine its role and importance in society. The student will learn the basics of marketing and product positioning with a focus on Conceptualization, Reflection and Refinement, Steps 3, 4 and 5 of the Nossi 9 Step Creative Process. How an advertising campaign develops, from the concept to final executions including newspapers, magazines, direct mail, television, radio and billboards will be explored, including the use of new medias, i.e. online advertising and social media.

This course is offered on ground with an online component.