The course also includes examinations of information sources, such as Arbitron, Nielsen, and Simmons, and software, such as Manas, IMS, Telmar, Adware, and Tapscan. The role of research is reviewed in the development and assessment of the creative statement. This course describes how database marketing matches consumers with products and products with consumers, making ongoing relationships with customers possible, and how a company s database can be utilized to develop tactics and strategic planning. Students also learn to access and utilize database information in areas such as competitive product data and in consumer preferences, needs, media habits, demographics, and psychographics. The ability to present ideas in a clear and convincing manner is a key element in the successful management of a marketing communication enterprise.
Persuasion is often the critical factor in the success or failure of a project.
Students learn to write and present marketing and media plans, new business proposals, creative proposals, copy platforms, and research findings. In-class delivery of written assignments and presentations. A comprehensive study of the elements of direct marketing and its fit into the strategy to reach target audiences effectively. This course provides an overview of merchandising and sales promotion tools and the planning and execution of sales promotion programs. Students learn the sophisticated analysis required to determine the effectiveness of sales promotion events against the costs of media advertising.