Course Contents

• Introduction and Course Overview, Overview of integrated marketing communications (IMC), the dimensions of Advertising, the evolution of modern advertising, Advertising agencies and the media. • The marketing mix and advertising: Advertising and the product, price, place and the promotion. • The advertising research stages: Advertising strategy determination, Concept development and testing, Testing and evaluation of advertising. • Media planning and selection: Role of media in marketing framework, Defining media objectives, Developing media strategies, Media selection and scheduling. Above the line Advertising media: Print media: Newspapers and magazines, Electronic media: Television, radio, internet, cable and its limitations. Broadcast and Interactive online media. • Promotional mix: Below the line promotion. Innovative methods of promoting product and services i.e. packaging, point-of-purchase, direct mail etc. • Sponsorship and Event marketing • How Brands work, Brand names, logos. • Advertising and Society: Environmental, regulatory, and ethical issues • Cultural and social Influences on consumers: Demographic, psychographic, and geo-demographic targets, • Evaluative Research: Before, During, and after execution, • Marketing and Advertising Planning: Top-Down, Bottom –Up, and IMC, • Business to business advertising.

Course Synopsis

This course introduces students to the management, planning, evaluation, and use of advertising and sales promotion. Specific topics include identifying promotional opportunities, corporate and brand image, advertising management, advertising design, media selection, consumer promotions, public relations and sponsorship. This course is a required course for the Marketing major. The course has a managerial orientation. Students take an analytical approach and apply advertising principles to solve “real world” problems. This course seeks to bridge the gap between advertising theory and practical application. Analytical advertising methods are examined from the managerial perspective.

Course Learning Outcomes

• To understand that advertising is oriented toward building market share and increasing sales through the development of brand image and long-run consumer loyalty. • To analyze the many elements of an advertising campaign, it’s planning, budget and the execution of message strategy and media selection. • To apply communication concepts: signs, field of experience, and meaning. • To understand the ever-changing role of advertising and promotion along the products lifecycle and extension strategy. • To understand the importance of sale promotion and diversity of methods which can be used by a company to promote its products for short- or long-term impact. • To attain the position desired by the company in the market by advertising and promotion, product innovation and customer services. • To integrate ethical considerations into discussion of advertising topics throughout the course.