Trans-Media Account Planning

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START:
September 7, 2015
DURATION:
15 Weeks
ID:
ADV532
CREDIT:
3

INSTRUCTORS:

Stephen McEachern
Professor

Address

Centre for the Arts - 201 Riverside Drive West, Windsor, ON, N9A 5K4   View map

Consumer insight is the foundation of success in advertising. This course introduces the student to consumer insight and its uses in modern Account Planning. It examines how to use marketing data, consumer research, and personal experience to “connect” the advertised brand with the consumer. The end result will be more effective persuasion in advertising messages, media selection and use, and integrated marketing materials.