Comprehensive study of the field of advertising, with an emphasis on marketing communications and an understanding of fundamental advertising issues, practices, trends, and strategies. Readings, discussions, group work, and ad analyses focus on the principal problems faced by advertisers and advertising agencies; policies and procedures used for solutions; advertising media evaluation and selection; and layout and copy preparation for effective advertising performance. Additional topics include legal and ethical issues; the impact of technology on advertising media; effective brand position; the product life cycle; and advertising campaign management and budgeting. 3 Credits (3 Lecture) Prerequisite(s): MKT240.