ADV 2141 Introduction to Brand Strategy & Research
Course Description: The course covers the range of areas in which advertising research participates, or has the primary responsibility for, in the advertising process. Focus is on the role of research in the development of strategic advertising messages and the design of research using various methods to acquire useful insights. We will explore how these insights lead to strategies that inform effective and dynamic creative communications, and ultimately be the foundation of lasting successful brands. Students will have the unique opportunity to learn the fundamentals of branding (from theory to creative execution), how to build brand equity through proper brand positioning, how to use creative brief and strategy documents, and how to guide and inspire the creation of effective advertising.
Textbook
Eanes, R. (2023). Insightful branding: People-centric tactics for building brands. Kendall Hunt Publishing.
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