CMMC 322 Advertising: Creative Concepts II

College of Art, Media & Design School of Film

3 credits 45.0 hours
300 level undergraduate course

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

This course is not repeatable for credit.