CDM 5254

The main purpose of the course is to understand the basic concepts and techniques used in advertising in order to be properly applied in professional practice. The course will address issues such as setting advertising goals, setting the advertising budget, cooperation between the company and the advertising agency and evaluating the effectiveness of advertising. At the same time, the course focuses on understanding the role of advertising in the context of the integrated communication strategy of companies and organizations. Emphasis is placed on creative design, the development and implementation of the creative idea through the understanding of theoretical concepts, case study analysis and the implementation of creative projects.

Upon successful completion of the course students will be able to: 

• Understand the role of advertising through the use of traditional and new media for the promotion of a business or organization.
• Develop effective advertising programs in response to specific advertising goals.
• Understand all the stages of the creative idea implementation 
• Evaluate the completeness and effectiveness of an advertising program.
• Evaluate parameters such as cost, effectiveness, appropriateness and choice of media in the design of advertising campaigns
• Compare and contrast different advertising programs through case study analysis.