BUS 211 - Principles of Advertising

Credits: 3
3 Lecture Hours

Description
An introduction to advertising. Emphasis is on the purpose of advertising, the ways firms use advertising and sales promotion as part of their total marketing plans, and the means for determining the need for a complete sales campaign. Topics include market research, media evaluation, ad preparation, and sales promotion.

Learning Outcomes
Upon successful completion of the course, the student will:

Explain the role and purpose of advertising in business.
Analyze external factors in an advertising environment.
Develop an advertising campaign.
Compare and contrast various advertising media.
Differentiate advertising from public relations and sales.
List the elements of promotion and the function and role of advertising departments, advertising agencies, or marketing communication firms.

Listed Topics

Introduction to Advertising
Social Responsibility, Ethics, and Regulation
Advertising and Marketing
The Consumer Audience
Account Planning and Research
How Advertising Works
Advertising Planning and Strategy
Media Planning and Buying
Print Media
Broadcast and Interactive Online Media
The Creative Side of Advertising
Copywriting
Design and Production
Direct-Response Marketing
Sales Promotion
Public Relations
Retail and Business to Business
International Advertising
The integrated Campaign

Reference Materials
Current textbook.
Supplementary materials such as study guides, videos, handouts, library resources.

Approved By: Sutin, Stewart Date Approved: 01/13/2005

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BUS 211 - Principles of Advertising