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HU Credits:
2
Degree/Cycle:
1st degree (Bachelor)
Responsible Department:
Communication & Journalism
Semester:
1st Semester
Teaching Languages:
Hebrew
Campus:
Mt. Scopus
Course/Module Coordinator:
Dr. Tovit Shlomi
Coordinator Office Hours:
Friday, after the course
Teaching Staff:
Ms. Tovit Shlomi
Course/Module description:
How does the advertising world work?
How do you create a new brand?
Foundations of communication strategies.
sharpening and clarification the brand promise.
Building a campaign – both from the creative and the account manager point of view.
The advertising agency - it’s structure and the different rolls.
The different medias in Israel.
Course/Module aims:
Gain experience in building a full advertising campaign for a variety of products/services.
The Israelis medias – finding the right media for the right audience, exploring different advertising solutions.
Learning outcomes - On successful completion of this module, students should be able to:
Creating, analyzing and criticizing an advertising campaign through all the medias.
Acquaintance with the advertising agency rolls - learning to be a junior advertiser /planner/media manager, or from the client side - marcom/brand manager
Attendance requirements(%):
90
Teaching arrangement and method of instruction:
Frontal lecture accompanied by live examples. Full participation of the students.
Course/Module Content:
Introduction – an example for full product presentation.
The marketing mix: product, audience, price and distribution.
Marketing and creative pyramid.
The media channels, PR, sales promotion and advertising.
The advantages and dis-advantages of mass advertising.
The advertising agency and it's different rolls.
The brief.
The brand promise.
How to come up with winning creative materials.
The basic copy/art tools.
The Israeli medias, media and budget planning.
Building the perfect campaign.
Required Reading:
ניהול הפרסום/יעקב הורניק.
חוקי השיווק/אל ריס וג'ק טארוט
Additional Reading Material:
Course/Module evaluation:
End of year written/oral examination 70 %
Presentation 0 %
Participation in Tutorials 15 %
Project work 0 %
Assignments 15 %
Reports 0 %
Research project 0 %
Quizzes 0 %
Other 0 %
Additional information:
The course takes place in Tel Aviv at the Drori Shlomi advertising agency.
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