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This course examines advertising principles and techniques used to develop effective advertising campaigns. The first half of the semester covers the history and evolution of advertising, plus legal and ethical issues. The class then delves into media: outdoor, print, electronic and digital, as well as supplementary strategies and tactics, such as public relations, promotion and experiential marketing. The weeks that follow are dedicated to strategic planning: specific topics include research and evaluation, consumer behavior, market segmentation, creative strategy and media strategy. The class concludes with a review of how all of this works together to create successful integrated advertising campaigns.
Professor Johnson earned her Ph.D. and M.S. in Public Communication and Technology in the Department of Journalism and Media Communication (JMC) here at Colorado State University (CSU). She earned her B.A. in Journalism and Mass Communication with an emphasis in magazine writing from Iowa State University (ISU). Additionally, she holds a home design and staging certification and runs an interior styling business called The Collected Self.
Dr. Johnson teaches courses in media studies, advertising, strategic writing, and corporate business communication. Her research interests include creativity, consumption, identity, media and cultural studies, environmental communication, and feminism.
Professor Johnson believes in the power of using digital platforms, such as Pinterest and Instagram, to become inspired, fuel your passion, and bring your dreams to life. Her book, Feminism, self-presentation, and Pinterest: The Labor of Wedding Planning, explores these ideas from an academic perspective.