Principles of Advertising

Catalog description

This course is designed to introduce students to the field of advertising and promotion. Emphasis is placed on the role of advertising and other promotional mix elements in the integrated marketing communications (IMC) program of an organization. Students will develop insight into the various professional clusters of advertising professionals: advertisers/clients, advertising agencies, advertising media and advertising service suppliers. Students will study how these groups are interdependent, vital pieces of the commercial marketing process. The development and evaluation of an integrated marketing communication plan requires an understanding of the overall marketing process, organizational elements of advertising, customer behavior, planning, implementation and plan measurement. Throughout the course, students will be given the opportunity to study, develop, and analyze various IMC plans and strategies.