This subject concentrates on advanced advertising strategies as a component of integrated brand initiatives that occur across a variety of media and contexts. Students explore the purpose of understanding brands from the consumer's perspective, factors driving changes in management and strategy, the implications for advertising practitioners and the contribution of advertising in building strong brands. A critical research and practice-based approach to strategic brand planning is taught in which students use contemporary and experimental qualitative research techniques to uncover ideas with creative potential for use in advertising. Students develop their creative solutions in a variety of channels as part of a total communications approach, using technologies previously taught in the subject.

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