21F.190 Advertising and Media: Comparative Perspectives
Compares modern and contemporary advertising culture in China, the US, and other emerging markets. First half focuses on branding in the old media environment; second half introduces the changing practice of advertising in the new media environment. Topics include branding and positioning, media planning, social media campaigns, cause marketing 2.0, social TV, and mobility marketing. Required lab work includes interactive sessions in branding a team product for the US (or a European country) and China markets. Taught in English with a project that requires research in Chinese. Preference to Chinese minors.
21F.190 will not be offered this semester. It will be instructed by J. Wang.
Lecture occurs 1:00 PM to 2:30 PM on Tuesdays and Thursdays in 14N-217.
This class counts for a total of 4 credits. This class counts as a HASS H.
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