57217 Contemporary Advertising Practice

Description

In this subject, students survey major approaches in contemporary advertising including digital advertising in online media, social networks, and keyword purchasing in search engines. Students develop an understanding of current advertising practices that are based on data mining and analysis and they review methods such as programmatic advertising and personalised advertising that analyses demographic and psychographic data collected from 'target' consumers. They identify ethical approaches and investigate challenges in the process of this data collection and its use. Students examine case studies and engage in practical exercises to understand the development of creative advertising ideas through research and analysis of advertising problems, with development of creative advertising solution tools that lead to creative ideation and its evaluation. Students gain experience in presenting ideas for advertising and integrated social media campaigns under professional conditions.