MKT4350 - Principles of Advertising

MKT 4350 Principles of Advertising (3 semester credit hours) Provides an overview of the advertising industry and examines the principles and practices of advertising and promotions. Includes the history and evolution of advertising, advertising research, international advertising, the role of the ad agency, segmentation, positioning, advertising research, consumer behavior, integrated marketing communications, communication goals and measurement, media planning, and media scheduling. Examines ad creativity, and production of ads in different media while effective and ineffective ads are critically analyzed. Social, ethical, and legal issues in advertising are integrated throughout the course. Prerequisites: MKT 3300. (3-0) S