Course Objectives

This course should:

• Provide an understanding of the ways in which advertising is effectively planned to achieve the objectives set in the overall marketing plan.
• Provide knowledge of the fundamental theories of research & behavioural studies and how they are applied in determining effective communication strategies.
• Provide an understanding of the sociological, psychological anthropological & economic concepts which are relevant to consumer behaviour and used to draw up brand and & creative strategies.
• Provide an understanding the disciplines of agency account planning & research, and client brand management To enable students to critically assess creative work in terms of strategy, objectives, execution and effectiveness.

Course materials are listed below. Please log in to view these items.

Course Comments

"I really enjoyed the course. Well taught and very interesting. I was especially interested in the topic and learned a great deal from the course. Would take a next -level course with the same professor." Anon., Fall 2009

"Professor Evans was an excellent professor and I learned a great deal in his class." Molly Norton, Fall 2009

"Prof. Evns was extremely friendly, patient, humrous and passionate. I thoroughly enjoyed this class." Anon., Spring 2009 "Great prof! Very good in class and does well showing examples to better explain concepts." Anon., Spring 2009

Faculty Information

Robin Evans holds an MA in Philosophy from Trinity College, Dublin; an M.Phil. from University College, London; and a Diploma in Advertising. He is an experienced lecturer in the fields of marketing, advertising, and consumer behaviour, lecturing at London Guildhall University as well as Boston University. He has a wide range of practical experience in the production of TV and video materials for advertising purposes. He is the author of Production and Creativity in Advertising and is a partner in the Evans Communications advertising consulting firm. He is also the author of two sci-fi horror novels 'The Experiment' (Sphere Books) and 'Croak' (Hamlyn).

Course Syllabus and Materials

You must log in to view these items.Return to main course page (Fall/Spring or Summer).