Introduction to Advertising Winter 2022

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Class Details

Creativity and connection are the engines of effective advertising. This quick tour of the industry will focus primarily on creativity as manifest in strategy, brand positioning, execution and consumer insights. In addition, we will explore the many and powerful ways that advertising both reflects and changes society. The course prerequisite is only curiosity and an interest in how advertising does its job. Meeting twice weekly, most out-of-class assignments will be completed in teams, which will present their research in class. There are two end-of-term projects. The first is a group presentation ‘reverse engineering’ a major brand’s public face to understand what it knows about its customers, how it establishes a bond with them and how it builds brand equity over time. The second is a brief paper summarizing the student’s learning during Winter Study. Readings include ‘textbook’ chapters about marketing and advertising and also the published works of industry greats like David Ogilvy and Sir John Hegarty. Where possible, Zoom sessions with current agency leaders will be scheduled.
The Class: Format: lecture
Limit: 20
Grading: pass/fail only
Requirements/Evaluation: short paper and final project or presentation
Prerequisites: none
Enrollment Preferences: professor will seek a range of backgrounds and interests
Unit Notes: Steve Harty is a former executive with creatively renowned agencies including Ogilvy, Lowe and BBH as well as the cofounder of Merkley Newman Harty. He's currently an Adjunct Professor of Management and an Executive-in-Residence at Columbia Business School.
Materials/Lab Fee: $25

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