gr

Introduction to Advertising


Teaching Staff: Katsaounidou Anastasia
Code: DMC301
Code: 301Υ
Course Category: General Background
Type: Compulsory
Course Level: Undergraduate
Course Language: Greek
Semester: 3rd
ECTS: 5
Lecture Hours: 4
Total Hours: 4
Short Description:

The key objective of the course is extensive case studies (commercial) analyzes are analyzed either in print or on radio and television, where, based on these, students are invited to design the advertising campaign of a product (their own invention) and present it.

The course includes the following sections:

  • Introduction to advertising
  • Structure and operation of the advertising company
  • Advertising as part of the “Promotional Product Mix”
  • How to get a higher Ad position
  • Advertising persuade models and advertising evaluation
  • Elements of Print Advertising
  • The relationship between marketing strategy and strategic communication
  • Advertising Objectives and Media Planning Strategy
  • Semantics of advertising
  • Advertising content analysis
  • Advertising creation techniques
  • Advertising and strategy
  • Presentations of student work

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

  • Set clear the advertising goals
  • To design an advertising campaign,
  • To link advertising work to product marketing strategy

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