Fundamentals of Advertising & Story Telling

SLMC 102. Fundamentals of Advertising & Story Telling. 1 cr. This course has two primary areas of focus: (1) Introduce students to the field of advertising, its history and provide a general overview of advertising in the context of integrated marketing communications (IMC) and emergent media. Agency roles, corporate structure, branding and industry trends will be discussed as well as, the advertising process from research, creative, production, media placement and evaluation. (2) Additionally, students will be introduced to development of strategic communication messages via traditional and emergent media platforms. They will identify underlying themes of various stories on multiple platforms and decide how narratives will be best told strategically. Students will distinguish among different types of stories via the use of experiential (real-world) exercises to identify common themes and identify characteristics of a good story.

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