Basic Principles of Advertising and Communication

Course Purpose and Objectives:

Why have the predictions of the 1980s that HIV/AIDS will reduce the world’s population by 30% been disproved, but despite massive information and vaccination campaigns the spread of covid-19 does not seem to be halted? What makes thousands of people camp for days outside the electronics stores to get the new iPhone first but not the new Samsung? Why did a Benetton ad awarded in Europe and hailed by the United Nations spark violent protests in the US? These are some of the questions that concern the course Basic Principles of Advertising and Communication.

Learning Outcomes:

Upon completion of this course, you will be able to:

• Understand the role of communication and advertising in running businesses and organizations.
• Identify the basic approaches of managing the perceptions of the masses/consumers.
• Design and implement effective mass communication strategies.
• Understand the role that advertising and communication play in corporate strategy and in shaping the product and corporate image.
• Understand the ethical aspects of corporate decisions about advertising, communication and branding.

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