Emphasis is placed on practical use of advertising in the operation of the ordinary business, including the study of the various media available and their use. Sufficient time is spent on the role of advertising in the marketing mix and its effects upon our economy. Included is the study of the fundamentals of advertising creation: research, appeals, copy, illustration, layout, and reproduction. A study of the advertising agency includes analyses of current advertising campaigns and types of media chosen for such campaigns.
PREREQUISITE(S): MKT204 or permission of instructor