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This course involves the principles and techniques of mass communication,
direct marketing and media used in delivering, merchandising, and industrial
distribution programs and providing services.
Course Topics Include:
- Advertising as a process
- The structure of the advertising industry
- The evolution of advertising
- Social, Ethical and regulatory aspects of advertising
- Advertising and Consumer behavior
- Market segmentation, positioning, and the Value proposition
- Advertising research
- The advertising plan
- Creativity and advertising
- Message strategy: Objectives and methods
- Art Direction and Production
- Media planning, Objectives and strategy
- Media Evaluation: Print, Television and Radio
- Support Media, POP advertising and Event Sponsorship
- Advertising on the Internet
- Sales Promotion
- Direct Marketing
- Public Relations and Corporate Advertising
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