Advertising

During this course, students will participate in discussions about their favorite brands, memorable advertising campaigns and iconic brands that have responded to social issues. Through real-world case studies, you will discover that the essence of effective advertising lies in its ability to forge lasting and emotional connections with the audience. Explore noteworthy social campaigns, including Dove (promoting inclusive and positive body images for women), Gillette (taking a stand against toxic masculinity), Patagonia (advocating environmental activism), and Nike (addressing racial injustice and inequality) with a campaign that even earned a retweet from rival Adidas. Gain insights into the keys to effective advertising and positioning, leverage market research and segmentation, and learn how to measure success as you prepare your own campaign for a local business (or non-profit) in the Ann Arbor community.

Learning Outcomes

1. Develop a comprehensive understanding of the profound impact of advertising on culture, public opinion, and consumer behavior, through the analysis of case studies and discussions on iconic brands that have successfully utilized advertising to address significant social issues.
2. Gain insights into the successful tactics employed by iconic brands to resonate with and engage a wider audience, including the exploration of emotional connections forged through advertising, as well as the examination of strategies such as market research, segmentation, and positioning.
3. Analyze and evaluate advertising campaigns, identifying key factors contributing to their success or failure, and gaining proficiency in measuring the effectiveness of advertising initiatives.

Capstone Project: “Empowering Ann Arbor: A Community-Centric Advertising Campaign”

Students will apply their knowledge and skills in advertising to develop a comprehensive campaign for a local business or non-profit organization in the Ann Arbor community. Based on insights from the course, students will address social issues relevant to the community while crafting impactful messaging to resonate with the target audience.

Note: Information is subject to change as instructors finalize course content and syllabi.