Prerequisite: 16:261 and 16:368 or permission of Instructor.
This course is designed to assist students in acquiring an understanding of the creative and managerial aspects of the advertising function. From both the organizational and agency perspective, students will learn how to manage the development, execution and evaluation of advertising programs and strategies. Initially, the course will focus on the role of advertising as part of the promotion mix. Subsequently, the scope will shift to examine advertising's role in the broader context of marketing segmentation and positioning strategies.
3 lecture hours per week, one term.