BUS 376 Advertis & Promo Mngmt

This course is designed to prepare students for the current and future directions of the advertising and promotion field. Several events have led corporate decision-makers to become more accountable for how they spend their advertising and promotion dollars. This course will place emphasis on understanding and developing Integrated Marketing Communications (IMC) campaigns for identified target audiences to achieve advertising objectives. The various promotion mix elements, including social media, will be considered and evaluated to prepare the IMC. A major portion of the class will be devoted to developing an understanding of advertising theory, message strategies, appeals, execution, and media evaluation and selection. Students will be required to prepare an IMC campaign for the course. Prerequisite: BUS 253.