Creative Execution in Advertising

DESCRIPTION: Strategy and execution in campaign advertising. Focus on execution considerations in television campaigns. Execution of strategy in four stages of the product life cycle. RATIONALE: Students will learn to create powerful TV campaigns depending on the life cycle stage of products by injecting news value. They will be challenged to inject campaign news value, increase the stopping power of an advertisement creatively and analyze innovative strategies behind the encoding of the messages. LEARNING OUTCOMES: 1. Generate, screen, develop and commercialize a new product (with a new function) in the market 2. Recognize and evaluate ethical issues in the creation, modification and adjustment of a new product 3. Identify creative TV campaign strategies for different product life cycles 4. Synthesize concrete creative briefs consisting of strategy and execution 5. Evaluate Synergistic Effects and Cross-Over Value to the Whole Promotional Activity METHOD OF TEACHING AND LEARNING: In congruence with the teaching and learning strategy of the college, the following tools are used: - Class Lectures - Interactive Learning (class discussions, group work, creative sessions) - Briefings - Blueprints - Office Hours: Students are encouraged to make full use of the office hours of their instructor, where they can ask questions and go over lecture material - Use of a Blackboard site, where instructors post lecture notes, assignment instructions, timely announcements, as well as additional resources