This course will examine the Canadian advertising industry from both micro and macro perspectives. It will enable the student to grasp the basic theoretical and practical approaches to advertising and provide an insight into the various aspects of advertising creativity, communication systems, media choice, and other functions. Getting students to 'think like an advertising agency' will be a strong focus. This is not a course on designing, creating, and preparing specific types of advertising, but is meant to serve as an overview of what advertising is and how it relates to other marketing concepts and operations. Students will participate in an advertising campaign simulation project.


BMKT 161