ADV203 Principles of Advertising (8)
Prerequisite: COM111 or MKT110
This subject provides an overview of advertising's role in marketing and marketing communication, its role in society, an introduction to how advertising works, steps in the advertising and marketing communication process, organisation and jobs in the marketing communication industry. It introduces key areas of promotion activity research, strategy, creative and media. It also examines the importance and application of consumer insight in advertising and marketing communication development.