MAR 3271: Advertising

Description

Focuses on the importance of how businesses integrate marketing communications into their business models and how advertising is produced and transmitted using traditional and new media channels. Learners explore the global effects of marketing and advertising on business, industry, and national economies as well as the strategic function of advertising within the broader context of business and marketing.

Objectives

  1. Explain how advertising enhances the concept of integrated marketing communication (IMC).
  2. Assess the impact of advertising on consumer-buying behavior.
  3. Analyze the importance of considering the consumer in business-to-consumer (B2C) and business-to-business (B2B) applications.
  4. Discuss the process of segmentation by identifying the target market and positioning strategies.
  5. Describe the relationship between the client and the advertising agency.
  6. Explain the process of advertising design as it relates to appeals and message strategies.
  7. Contrast the advantages and disadvantages of using various types of media to reach a target market.
  8. Evaluate promotional tools.
  9. Examine regulations and ethical concerns of advertising.
  10. Identify elements that enable an advertisement to influence a target market.

PreRequisites

None

Textbook(s)

Integrated advertising, promotion, and marketing communications (Rev: 7th ed.)

Publisher: Pearson (2016)
Author: Clow, K. E., & Baack, D.
ISBN: 978-0-13-386633-9
Price: $170.89

* Disclaimer: Textbooks listed are based on the last open revision of the course. Prior revisions and future revisions may use different textbooks. To verify textbook information, view the course syllabus or contact the CSU Bookstore at bookstore@columbiasouthern.edu