The primary aim of the course is to introduce students to the fundamental concepts of advertising effectiveness (covering both traditional and digital advertising) and to the measurement of this effectiveness using qualitative and quantitative metrics. Upon completion of the course, students will be able to understand the importance of evaluating advertising, advertising campaigns, and advertising programs across multiple dimensions, including:
· the economic level,
· creative development (creative concept, storyboard, copy, visuals), and selection of the most appropriate mass communication medium as a channel for advertising dissemination.
