MKT 9703 . This course will be offered if there is sufficient demand. MKT 9703 . This course will be offered if there is sufficient demand. Advertising research findings are examined for the purpose of developing useful generalizations about marketing processes.
Emphasis is placed on the actual development, evaluation, and approval of advertisements.
Other communications considered include sales promotion, packaging, product publicity, and public relations. Problems of managing this technique and integrating it into broader marketing strategies are examined through various case analyses. Privacy issues connected with direct marketing are also examined. MKT 9703 with departmental permission. It includes the selection and use of advertising agencies and related service organizations and the administration of advertising departments and agencies.