See related courses under Marketing . ADVT 203 Basic Advertising Advertising as a form of communication in a competitive economy, a means of financing a free press in a democratic society, a part of the dual marketing task confronting media managers, and an institution exerting social influence and requiring professional responsibility. Strategy and tactics of advertising as part of the communicative process. Ryan Weiboldt Room 420 ADVT 321 Basics of Direct Marketing Planning, creation, implementation, and evaluation of direct-response advertising programs and their relation to the total marketing mix. Strategies to obtain and retain customers.
Students critique actual campaigns and recommend strategic and tactical courses of action.
Consumer, business, and international cases are used to analyze the success of direct-response programs. 325 Database Marketing Electronic databases are a fundamental tool for compiling, evaluating, and using customer information in direct marketing programs. Classroom discussions, case studies, and professional assessments provide insight and knowledge on how interactive databases help marketers develop strategy, customize plans, and build relationships with customers and prospects based on sales and response models. In this sequence people interested in pursuing a career in advertising copywriting and art direction become acquainted with the skills needed to obtain positions in this highly competitive field. Students work with partners under the instruction of a team of creative professionals employed by major Chicago agencies.