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1. Advertising as a Human and Social Reality
2. Foundations of Advertising Strategy
3. Consumer Behavior and Persuasion in Advertising
4. Advertising Research and Insight Generation
Using market research to inform advertising decisions Qualitative vs. quantitative insights for advertising strategy Audience segmentation and targeting Interpreting data to support creative and media choices Case focus: Translating researc...
5. Creative Strategy and Message Design
Creative briefs and strategic alignment Message framing, storytelling, and symbolism Visual and verbal communication strategies Cultural sensitivity and inclusivity in advertising messages Human reality lens: How meaning is constructed and ...
6. Advertising Media and Channel Strategies
Traditional media vs. digital and social platforms Media selection based on objectives and audience behavior Paid, owned, and earned media Measuring reach, engagement, and impact Case focus: Media choices and strategic trade-offs
7. Digital and Social Media Advertising
Social media platforms as advertising environments Influencer marketing and user-generated content Algorithmic visibility and attention economics Ethical and regulatory challenges in digital advertising DEVIS alignment: Contemporary human r...
8. Integrated Marketing Communications (IMC)
Coordinating advertising with other promotional tools Message consistency across platforms and touchpoints Synergy between advertising, branding, and communication strategy Organizational coordination and stakeholder alignment Direct link t...
9. Advertising Agencies and the Advertising Ecosystem
Roles of advertising agencies, media agencies, and in-house teams Client–agency relationships Strategic collaboration and constraints Budgeting and accountability Administrative perspective emphasized
10. Ethics, Regulation, and Social Responsibility in Advertising
Advertising standards and regulations Social responsibility and public interest Stereotypes, representation, and social impact Balancing commercial objectives with ethical considerations DEVIS alignment: Critical analysis of human realities
11. Advertising Campaign Analysis (Case-Based Synthesis)
Deconstructing advertising campaigns Linking strategy, message, media, and outcomes Identifying explanatory factors behind success or failure Comparative analysis across industries and platforms
12. Advertising Strategy Applied to a Passion Project (LIA Integration)
Branding strategy development Market and audience analysis Advertising material creation (online and offline) Communication strategy alignment Preparation of a professional pitch deck Culminating integrative experience