Managerial and decision making processes of advertising and related marketing communication functions. Emphasis on determining opportunities, integrating with other elements of the promotion mix, setting objectives, establishing budgets, and measuring advertising and communication effectiveness.
Athena Title
Advertising Communication Mgmt
Prerequisite
(ADPR 3110 or ADPR 3110E) and ADPR 3120 and permission of major and permission of department
Semester Course Offered
Offered fall and spring
Grading System
A - F (Traditional)
Student Learning Outcomes
Students will have an understanding of advertising strategy and decision making.
Students will have an understanding of the role of planning and decision making within the marketing mix and within integrated marketing communication.
Students will have an understanding of advertising planning: objective-setting, message creation, media, and research in the context of other marketing communication areas such as sales promotion, public relations, point-of purchase, and branding.
Topical Outline
Corporate and integrated marketing concepts
Evaluating advertising opportunity
Objective setting
Budgeting methods/advertising response functions
Creative decisions and management
Media planning and decision making
Research decisions/evaluating advertising effectiveness
