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Real-world advertising in the 21st Century

Instructor: Dr. Nadia Novotorova

Dr. 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, Mo Brady’s restaurant, Quad City Arts, Rock Island Consortium, Cool Beanz Coffeehouse and more.

Program dates: June 23-28, 2013

Program cost: $750

Includes lodging, all meals and any field trips. Students arrive on campus Sunday, June 23, and depart Friday, June 28.

Course description

In this course, you will be part of a team that builds a strategy and works on a real advertising project for a local business. You will 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 professionals.

Tentative schedule

Sunday, June 23

  • Check-in
  • Welcome reception

Monday, June 24

  • Introduction anad orientation
  • Discussion 1: Advertising Yesterday, Today, and Tomorrow. Case-Study: Highlights in the History of Coca-Cola Television Advertising
  • Discussion 2: The Economic, Social, and Regulatory Aspects of Advertising, Shock Advertising. Case-Study: Benetton Group
  • Project: Develop your own advertising campaign. Visit with the owner of the local company.
  • Brainstorming session: Search for ideas/information

Tuesday, June 25

  • Advertising in-house vs. Advertising Agency. Case-Study: Gateway: Searching for the Right Advertising Agency
  • Creative Strategy and Creative Process. Case-Study: Las Vegas
  • Field trip to a local advertising agency

Wednesday, June 26

  • Producing Ads for Print, Electronic, and Digital Media. Case-Study: Real California Cheese Building a Brand
  • Building Brand Through IMC. Case-Study: Under Armour

Thursday, June 27

  • Project Day: Developing an ad campaign for a local company

Friday, June 28

  • Project Day: Developing a PowerPoint presentation
  • Campaign presentation
  • Evaluations
This ad for Cool Beanz Coffeehouse by a Summer Academy student.