Advertising and Promotion

Catalog description

The role of advertising and promotion in the marketing communications program and as part of an integrated marketing communications perspective is analyzed from both a traditional and an electronic media perspective. Other promotional areas covered include direct marketing, sales promotion, public relations, and personal selling. Regulatory, social and economic factors that influence, and are in turn influenced by, an organization's advertising and promotional program will be examined. Media buying and selling are explored focusing on the role of the various participants in the process: clients, advertising and media agencies, media sales companies, media companies, etc.