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2011-2012 University Catalogue
The University of the Arts
  Jan 19, 2018
2011-2012 University Catalogue [ARCHIVED CATALOG]

CMMC 322 - Advertising: Creative Concepts II

3 credits
Having learned how to create strong individual concepts, students create broader and deeper concepts that can form the basis for a number of ads and learn how to execute an idea in more than one medium. The course begins by examining award-winning print campaigns in order to recognize suitable ideas for multi-ad campaigns; to identify elements and themes and their grounding in research; and to understand the consumer. The course then examines how interactive media are being used to build customer relationships and brand identities, and explores the strategic functions of these new media. Students develop storyboards for a product or service that reinforces that product’s existing brand personality.

Prerequisites CMMC*221

Priority enrollment to Communication majors and Strategic Advertising minors.