The focus of this course is on the study and analysis of issues and developments that influence modern advertising. The primary subject matter includes the environmental and organizational structur e of advertising, and the planning and strategy of advertising campaigns.
Students learn about the vibrant and rapidly changing field of advertising.
A realistic portrayal of advertising is emphasized and the role of advertising in the marketing process is discussed. Despite the dynamic nature of the advertising industry, certain fundamentals remain constant. These advertising fundamentals are emphasized throughout the course. Lectures, tapes of advertisements, and analyses of individual advertisements and advertising campaigns. Students view a reel of commercials from the Leo Burnett Agency, and analyze the data provided on the marketing and advertising strategy of each co mmercial.