Theories of communication are introduced and applied to a case problem. Groups propose an overall promotional strategy for a course problem, research and write a detailed media plan for the strategy, and propose and present a creative campaign. Students develop analytical skills useful in planning and evaluating promotional strategies and advertising campaigns. The course identifies the role of promotion as it relates to other marketing functions and activities. Finally, the course attempts to provide an understanding of the advertising industry and the environment in which it operates.
Guest speakers discuss topics such as advertising research, media buying, and creative execution.
Videos and overhead transparencies of advertisements and campaigns exemplify concepts and generate discussion. Multiple choice and essay format.