The purpose of this course is to lead students in an exploration of fundamental advertising principles and the role advertising plays in the promotional mix. You will learn where advertising fits in the Marketing Mix, also known as the four Ps: Product, Price, Place, and Promotion. Although some consider all promotion synonymous with advertising, you will learn the unique characteristics that separate advertising from other forms of promotional communication. You will re-visit some familiar marketing concepts within a new framework, approaching the subject from the advertiser’s perspective.
Explore the evolution of online advertising from the beginnings of the Web, and how it has developed into a major sector of the multi-billion dollar advertising industry. We’ll cover the key players, as well as the multitude of different creative formats and executions and how those ads are delivered and tracked.
Find out about the major digital platforms, including search, social, and mobile, in terms of each marketplace, the key players, and marketing opportunities.
We’ll also build an understanding the digital campaign planning process along with the process of implementing, tracking, and reporting on the success of online advertising campaigns.
