Description
This is an introductory course in Advertising and Integrated Brand Promotion. The course will cover areas relevant to modern advertising, offering a comprehensive overview of advertising and brand promotion from an integrated marketing communications perspective. The course covers the historical, economic, social, legal and ethical aspects of advertising along with the roles of traditional advertising as well as digital and interactive media. Students will use the elements of market research, media planning, and creative strategies to evaluate and create advertisements and comprehensive advertising campaigns. Prerequisite: BUSN-160, BUSN-195, and BUSN 253. Corequisite: BUSN-262.