TLÜ ÕIS

Creative Strategy in Advertising

Course code

KUR6040.LT

old course code

KUR6040

Course title in Estonian

Reklaami loovstrateegia

Course title in English

Creative Strategy in Advertising

ECTS credits

3.0

Assessment form

assessment

lecturer of 2023/2024 Spring semester

Not opened for teaching. Click the study programme link below to see the nominal division schedule.

lecturer of 2024/2025 Autumn semester

Not opened for teaching. Click the study programme link below to see the nominal division schedule.

Course aims

Create the preconditions for acquiring an overview of the concept and modern theories of creativity, also for knowing and implementing the techniques of creative advertising, elaborating new ideas and sales, and for generating different advertising ideas.

Brief description of the course

Bases of defining creativity. Theories of creativity. Physiological foundations of creativity. The creative process. The creative person. Creativity and motivation. Creativity in organization and management. Stimulating the expression of creativity. Creativity in advertising. Structured and unstructured creativity. The method of brainstorming. Lateral thinking. Six caps of thinking. “Scamper”. Systematic creative thinking. SIT-method. Elaborating the general idea of an advertising campaign.Independent work: working through the literature of advertising and creativity and presenting it at the seminar.

Teacher

Eda Heinla, PhD; Kalev Külaase

Prerequisite course 1

Advertising Theory I (KOR6001.FK)

Study programmes containing that course