Examples used are from a wide range of high-tech, industrial, consumer, and service areas. The course objective is to give you an understanding of what can be expected from advertising and how to measure media plans. Topics include how the advertising business works, writing advertising objectives, buyer behavior and advertising response, media-selecting criteria, how ads are made, media campaign planning, and measuring communications effectiveness. The course uses lectures, film, case histories, and an extensive selection of press, radio, and TV advertisements. You are encouraged to bring examples for analysis and discussion.
Enrollment is limited.
He was also the marketing and advertising manager for 3M's graphics systems group for 15 years. He has worked on marketing and advertising projects for Lanier Business Products, Minolta Information and Imaging Products, and the government of Malaysia. He has implemented e-commerce advertising and marketing programs for major companies, for both product and service sites.