Explain the evolution and history of the promotions industry.
Define the purpose and role of promotions in our multifaceted economy.
Discuss key ethical and social issues that affect advertising and other aspects of promotion.
Summarize how the FTC and other federal agencies govern advertising and product promotion.
Describe the uses of promotion as a marketing tool.
Define consumer behavior and describe its relationship to promotion.
Evaluate an effective IMC.
Identify the planning and research functions vital for successful advertising.
Analyze and describe the importance of personal and working relationships between an agency and its clients.
Define media strategy and the various media.
Evaluate good and bad practices in copywriting.
Design a successful message.
Prepare ads through assigned media.
Discuss approaches to international promotions.
Describe problems encountered by international promoters.
Develop and present an IMC campaign utilizing all of the media elements.
Explain the evolution and history of the promotions industry.
Course Description Presents an overview of the advertising and promotion industry as a creative process and a business. The course provides the student with a broad knowledge of promotions as a career. Students will evaluate media strategy, and will plan and analyze an integrated marketing communication (IMC) campaign. The advertising code of ethics will be discussed and presented. Credits: 3