Creative Execution in Advertising

The American College of Greece

Course Description

  • Course Name

    Creative Execution in Advertising

  • Host University

    The American College of Greece

  • Location

    Athens, Greece

  • Area of Study

    Advertising

  • Language Level

    Taught In English

  • Prerequisites

    WP 1010 Introduction to Academic Writing
    WP 1111 Integrated Academic Writing and Ethics
    WP 1212 Academic Writing and Research
    CN 2301 Contemporary Mass Communication
    CN 3410 Communication in Advertising

  • Course Level Recommendations

    Upper

    ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.

    Hours & Credits

  • US Credits

    3
  • Recommended U.S. Semester Credits
    3
  • Recommended U.S. Quarter Units
    4
  • Overview

    DESCRIPTION: Strategy and execution in campaign advertising. Focus on execution considerations in television campaigns. Execution of strategy in four stages of the product life cycle. RATIONALE: Students will learn to create powerful TV campaigns depending on the life cycle stage of products by injecting news value. They will be challenged to inject campaign news value, increase the stopping power of an advertisement creatively and analyze innovative strategies behind the encoding of the messages. LEARNING OUTCOMES: 1. Generate, screen, develop and commercialize a new product (with a new function) in the market 2. Recognize and evaluate ethical issues in the creation, modification and adjustment of a new product 3. Identify creative TV campaign strategies for different product life cycles 4. Synthesize concrete creative briefs consisting of strategy and execution 5. Evaluate Synergistic Effects and Cross-Over Value to the Whole Promotional Activity METHOD OF TEACHING AND LEARNING: In congruence with the teaching and learning strategy of the college, the following tools are used: - Class Lectures - Interactive Learning (class discussions, group work, creative sessions) - Briefings - Blueprints - Office Hours: Students are encouraged to make full use of the office hours of their instructor, where they can ask questions and go over lecture material - Use of a Blackboard site, where instructors post lecture notes, assignment instructions, timely announcements, as well as additional resources