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CAB002 - Advertising Trends II
This subject takes a close-up look at the past, present, and future trends in Advertising. Students will examine past, present, and future cultural trends and link those trends to past, present and future advertising trends. Students will then practice effective ways to jump on existing trends or develop new trends in copy concepts or execution.
CAB200 - Desktop Publishing I
This subject will provide a basic introduction to the world of desktop publishing. The student will gain a general awareness of the use of various software programs available to develop and execute presentation and creative rationale materials, as well as corporate newsletters and internal publications, while working within a formulated design system. The students will demonstrate their ability to produce advertising design layouts and storyboard templates using desktop publishing software. The students will also demonstrate their understanding of how desktop publishing can be used in the production of various material used in advertising campaign creation.
CAB214 - Advertising Campaign Concept Development
This subject is designed to provide the student with an understanding of the creative process of visual thinking used in the development of a complete advertising campaign. Students will learn the various methods, styles, and relationships of the various media components and will gain an understanding of the roles of the members of the agency creative team, the corporate communications/promotions department, and the client.
This class is an intensive workshop that will further introduce the student to the details of how the creation of the advertising concept and development of various structured methods that allow an advertising campaign to become the foundation of Brand Loyalty and Brand Identity.
CAB240 - Advertising Media Planning
This subject is an introduction to advertising media planning - the act of placing creative messages on proper media outlets to sell something. Emphasis will be on consumer media and how the student can understand the principals of strategically selecting, planning and buying the appropriate media platforms for an advertising campaign.
Students will learn the basic language of media and the relationships between a target market, the message and the media selected. Students will also become familiar with the combining of various media in order to produce a desired outcome as well as how media is measured before and after a campaign. The key learning outcome is to teach students the specific planning process that will make these media recommendations successful in a Media Plan used in an IMC campaign.
CAB282 - Copywriting for Broadcast Media
In this subject the student will learn the various methods and techniques required for the development of creative advertising for both television and radio as broadcast media. Students will write in a variety of commercial styles that allow the audience to visualize the product or service through radio's "theater of the mind" and television's incorporation of both "right and sound". The primary focus will be placed on copywriting, while terminology, script techniques, storyboards, animatics, and production methods will also be discussed. The copywriting developed and completed in this class may become part of the students evolving creative portfolio.
Pre-requisites: CAB115 and CAB162
Co-requisites: CAB200 and CAB214
CAB290 - Introduction to Advertising Research
In this introductory subject, students will learn the fundamentals of research and how it impacts their lives and the world of communication in which they live. They will learn basic social science research language and how and where to effectively use it in the advertising industry. In small groups they will self-define a research project that is pertinent to their lives and in weekly incremental stages write a complete research paper. These skills will be the backbone of an actual, client-based research campaign in CAB390. Significant emphasis will be placed on the research steps in advertising, communication and the writing of a research paper.? ?
The student will be introduced to the concept of the problem statement, advertising and research objectives, the publics involved, the history behind the subject matter, different qualitative and quantitative research tools, primary and secondary, and the writing of a survey. They will learn the process of retrieving solid relevant data in order to resolve specific advertising and/or marketing communication problems. This will be achieved by understanding both the how and the why of research and how this will benefit communication goals of advertising agencies. Implementing a focus group will be at the core of this course as well as the writing an effective survey.
EAC394 - Effective Business Writing
This course introduces students to the basic formats and principles of business communications. It emphasizes the analysis of audience, purpose, and message. It gives students the opportunity to practice these formats and principles in a variety of situations commonly encountered at work.
GEN001 - General Education Option
According to the Ministry of Training, Colleges, and Universities, ?the purpose of General Education in the Ontario college system is to contribute to the development of citizens who are conscious of the diversity, complexity, and richness of the human experience; who are able to establish meaning through this consciousness; and, who, as a result, are able to contribute thoughtfully, creatively, and positively to the society in which they live and work. General Education strengthens students' generic skills, such as critical analysis, problem solving, and communication, in the context of an exploration of topics with broad-based personal and / or societal importance?. Please contact the School of English and Liberal Studies at your campus to find out more about the variety of General Education courses from which you can choose.