ADVT11-140: Digital and Experiential Advertising

The internet has disrupted - and continues to transform - the way advertising is thought of and practised. Understanding the opportunities that the evolving digital media landscape offers for novel forms of promotional communication is at the core of this introductory-level subject. It explores the evolution of digital advertising and provides you with an overview of the most relevant current tools and practices, ranging from search engine marketing and dynamic display ads to the latest developments in the use of biometrics, big data, and AI as key features of innovative, experiential forms of advertising. You will learn how to evaluate these digital tools from the perspective of digital campaign planning and consider important ethical and societal questions that they raise. You will then apply your knowledge practically in the context of developing a digital advertising strategy.