Seminar in Advertising
CJN-770-AE- Spring 2010
TTH 5:30 PM 8:10 PM /
R 415
Dr. Gloria M. Boone
Ridgeway
405
Communication and Journalism
Suffolk
University
Boston,
MA 02108
Office Hours:
T TH10:30-11:30 and by appointment.
Phone: 617-573-8501
Fax: 617-742-6982
E-mail: gboone@suffolk.edu
Course
Objectives:
-
To
provide an understanding of the key terms and concepts in
advertising.
-
To
investigate the impact of target markets and market segmentation on
advertising.
-
To
examine the social, economic, and cultural impact of advertising.
-
To
show how media buying choices offer constraints and opportunities
for advertisers.
-
To
allow students to create, develop and justify a print advertisement.
-
To
have student teams research, create and present an advertising
campaign.
- To have students use online advertisng systems.
Readings:
Davis, H. & Iwanow, D. (2009). Google Advertising Tools: Cashing in with AdSense and AdWords . 2nd ed. Sebastopol, Ca: O'Reilly Media. ISBN-10: 0596155794
Tungate, M. (2007). Adland: A
Global History of Advertising . London: Kogan Page.
ISBN: 9780749448370
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