This lecture series will take you on a captivating journey through the evolution of advertising over time. Together, we will explore the historical foundations of advertising and trace its evolution to its modern form. We will delve into the intricacies of the creative process in advertising, examining a range of compelling ad campaigns to understand how they were designed that made them so compelling (or not!). We will conclude the term with an overview of the emerging trends in advertising and engage in thought-provoking discussions about the future landscape of the industry. Join us as we unravel the dynamic world of advertising and gain insights into its past, present, and future!

Dates: Monday, May 6 – June 17, 2024.

(Note: there will be no lecture on Monday May 20th due to the Victoria Day Statutory Holiday)

Time: 1:30pm-3:30pm

Location: In-Person, Carleton University – Building tbd

Prior to the first day of the series, registered participants will receive a Welcome Email. That email will include building & room number information, along with parking instructions.

Topics:

  • Week 1: Introduction to advertising – Overview of the course objectives and structure.  Historical overview: Origins and early forms of advertising. Evolution of advertising techniques and strategies.
  • Week 2: The marketing process and advertising – Segmentation, targeting and positioning. The 4Ps of marketing. Integrated marketing communication (IMC) and the tools of IMC.
  • Week 3: Advertising content creation – The communication process. Source, message and channel factors. Creative strategy: planning, development, implementation and evaluation.
  • Week 4: Traditional advertising channels – Introduction to print and broadcast advertising. Historical development of print and broadcast advertising. Case studies and examples of (un)successful campaigns in print and broadcast media.
  • Week 5: New-age marketing channels – Introduction to digital and social media advertising. Advertising analytics and measurement tools. Case studies on advertising mediums in the digital and social media landscape.
  • Week 6: Future trends in advertising – Emerging trends in advertising technology and innovation. Predictions for the future of advertising. Reflections.

About the Lecturer: As a PhD candidate, Narmin specializes in the intersection of consumer behavior and sustainability. In particular, she is investigating how social normative appeals from different message sources can effectively influence adoption of pro-environmental behavior. She has contributed to the field through her publication in the Journal of Marketing Education, where she introduced a framework for teaching sustainability via responsible food choices. Narmin’s advocacy for sustainable practices was recognized when her video promoting the consumption of suboptimal food to combat climate change secured first place in the GRADflix 2021 competition.

Prior to commencing her doctoral studies, Narmin worked as Brand Manager of Mortein and Veet, two leading brands in the home care and personal care categories at Reckitt Benckiser. She also garnered experience as a Business Analyst during her stint at SAP Asia, Singapore. Narmin blends in her industry experience to her academic pursuits. She has an extensive background in teaching marketing courses to undergraduate and MBA students.

Policies: Please review the Lifelong Learning Policies