This course requires students to be computer literate. A study of advertising as a marketing function with emphasis on planning and implementing the advertising campaign, creating copy and layouts, media selection, and scheduling. The pragmatic and theoretical aspects of direct marketing, including mail orders and direct response advertising, telemarketing, reassurability and accountability, lists and data, plus the integration of direct marketing programs into total marketing efforts and into overall organization goals and functions. Work experience approved by the department. Class discussion and course projects.
Topics vary each semester depending upon instructor.
Topics to be investigated may be tailored to meet the needs of the student. This course is the immediate prerequisite. Other preparation is required prior to this immediate prerequisite.