A comprehensive study of the field of advertising with an emphasis on marketing communications and an understanding of fundamental advertising issues, practices, trends, and strategies. A 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; social media and digital marketing; effective brand position; the product life cycle; and advertising campaign management and budgeting. 3 Credits (3 Lecture) Prerequisite(s): MKT240.
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