This course exposes students to the basic points-of-view of the advertising manager, and familiarizes students with the areas of concern to the advertising professional. Particular focus will be placed on audience definition, market analysis, budgeting techniques, and campaign effectiveness.
Prerequisites: MKT 305 or equivalent with a grade of “C” or better.
Title: Advertising & IMC: Principles and Practice, 9th Ed., 2011
Author: Moriarty, S ., Mitchell, N., & Wells. W.
ISBN-10: 0132163640 / ISBN-13: 9780132163644