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Introduction to Advertising Concepts

Learn why some advertising messages ring truer than others.Image for Intro to Advertising Concepts: Cash Register


Feb. 10 - March 17

There is no class on President's Day, Feb. 17.

Time: 5:30 - 7:30 p.m.
Location: University of Montana campus
James E. Todd Building
Hours of Instruction: 10
Course Fee: $275
Registration: CLOSED
Course Policies

Course Description:

Effective advertising doesn't happen by accident. A combination of the right words and the right images work synergistically to create a powerful message. This course is designed to guide the marketing decisions of your organization and to change the way you think about advertising and marketing in order to create messages that cut through the clutter of today’s crowded media markets. Working with a partner, each week you will solve a communication problem by creating a concept for a print ad, TV spot, or other media, which will then be discussed in class the following week. View the course outline for a complete list of covered subjects.

You will learn to:

  • Create powerful advertising messages
  • Understand which concepts are effective and which are likely to be ignored
  • Spot and avoid cliches
  • Understand what kind of messages resonate with different target audiences
  • Use a creative brief
  • Work with a creative team to develop advertising concepts for print, TV, radio, and web

By the end of the course, students will have developed an awareness of effective advertising communications.

About the Instructors: Marlene Hutchins and Patrick Hutchins

Marlene graduated from the country’s premier ad school, the Art Center College of Design, Pasadena and worked in several agencies in Los Angeles, including Horlick Levin Hodges. When Montana called, she joined Spiker Communications as Senior Art Director.  Marlene now works with a constellation of the best freelance professionals in the area, building brands with focused strategies and creative, campaign-worthy ideas. Marlene’s work has appeared in the CLIO awards, the Lulu awards, and the Addys (Montana and Northwest).

Patrick earned a degree in English from the University of Washington in Seattle and later attended the Art Center College of Design in Los Angeles. He was the Senior Copywriter for Hakuhodo Advertising America, the Los Angeles office of Japan’s second-largest advertising agency. Patrick was recruited by Spiker Communications in Missoula where, as Creative Director, he created award-winning outdoor, print, radio, and television advertising. Patrick now owns a successful freelance business, and serves as Creative Director with Helena’s Moving Pictures Productions.

  • School of Extended & Lifelong Learning
  • The University of Montana
  • 32 Campus Drive
  • Missoula, MT  59812
  • Phone: (406) 243-2900
  • Fax: (406) 243-2047
  • Email: