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Advertising Campaign: Keys to Success & Lessons from Failure

Instructor:
Dr. Nadia Novotorova

Nadia Novotorova is an assistant professor of business administration with a Ph.D. in economics from the University of Illinois, Urbana-Champaign.

She has worked with Augustana students on marketing and advertising projects for many local businesses, including Bethany for Children & Families, Child Abuse Council, John Deere Fitness Center, Quad Cities Convention & Visitors Bureau, Quad City Arts, Rock Island Consortium, Cool Beanz Coffee house, and more.

Program date: June 20-24, 2011

Course description:

In this course, you'll be part of a team that builds a strategy and works on a real advertising project for a local business. You'll develop your design sense and advertising expertise by watching and critiquing TV commercials, creating your own ads and visiting a local agency to connect with the professionals. 

This course is available to high school students only.

Tentative Schedule:

Monday, June 20: Program Introduction and Orientation

  • Discussion 1: Advertising Yesterday, Today, & Tomorrow
  • Case-Study: Highlights in the History of Coca-Cola Television Advertising
  • Discussion 2: The Economic, Social, & Regulatory Aspects of Advertising
  • Case-Study: Benetton Group: Shock Advertising

Tuesday, June 21: The Business of Advertising

  • Field trip to a local advertising agency
  • Case-Study: Gateway: Searching for the Right Advertising Agency
  • Project: Develop your own advertising campaign for a local company:
    • Visit with the owner/marketing director
    • Search for ideas/information
  • Case-Study: Under Armour: Building a Brand Through IMC

Wednesday, June 22: Project Day 1

  • Developing Marketing & Advertising Plan
  • Creative Strategy & Creative Process

Thursday, June 23: Project Day 2

  • Creative Execution: Art & Copy
  • Producing Ads for Print, Electronic, & Digital Media
  • Case-Study: California Milk Advisory Board: Real California Cheese

Friday, June 24: Project Day 3

  • Developing PPT presentation
  • Presenting your advertising campaign
  • Evaluations

Program Cost:

$750, includes lodging, meals and any field trips. Students arrive on campus Sunday, June 19, and depart Friday, June 24.