ADVT11-140: Digital and Experiential Advertising

Description

The internet has disrupted – and continues to transform – the way advertising is thought of and practiced. Understanding the opportunities that the evolving digital media landscapes offers for novel forms of promotional communication is at the core of this introductory-level subject. It explores the evolution of digital advertising and provides you with an overview of the most relevant current tools and practices, ranging from search engine marketing and dynamic display ads to latest developments in the use of biometrics, big data and AI as key features of innovative, experiential forms of advertising. You will learn how to evaluate these digital tools both from the perspective of digital campaign planning as well as in relation to a number of important ethical and societal questions they raise. You will then apply your knowledge practically in the context of developing a digital advertising strategy.

Subject details

Learning outcomes

1. Analyse and explain the dynamics of the developing digital media environment and their impact on the advertising industry and its practices.
2. Apply relevant advertising theories and concepts for evaluating the usefulness and appropriateness of specific digital media technologies in the context of digital advertising and integrated marketing communications.
3. Practically apply advertising theories, concepts as well as creative imagination by developing a basic digital advertising campaign concept based on a client brief.
4. Evaluate and critique digital advertising practices and the affordances of digital media technologies in relation to their impact on society.

Enrolment requirements

Subject outlines

• January 2020 [Standard]
• January 2019 [Standard]

Subject dates