Advertising and Promotion

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Subject:

Business

Institution Name:

The Saylor Foundation

Collection:

Saylor Foundation

Grade Level:

Post-secondary

Abstract:

The purpose of this course is to lead students in an exploration of fundamental advertising principles and the role advertising plays in the promotional mix. Upon successful completion of this course, students will be able to: distinguish advertising from other types of marketing communication; identify different forms of advertising messages that businesses use to reach their target markets; describe the pros and cons of a variety of data types for market researchers; identify the critical elements of a market analysis; discuss the process of using STP marketing to accurately and effectively focus a firmŐs advertising efforts; create an advertising strategy that employs an appropriate mix of message objectives and methods; construct a media plan; describe the elements of an advertising campaign proposal. (Business Administration 306)

Languages:

English

Material Type:

Assessments, Audio Lectures, Full Course, Homework and Assignments, Lecture Notes, Readings, Syllabi, Textbooks, Video Lectures

Media Format:

Audio, Graphics/Photos, Text/HTML, Downloadable docs, Video

Conditions of Use:

Creative Commons Attribution-Noncommercial 3.0
You are welcome to share, remix, and adapt this course under the terms of the Creative Commons Attribution 3.0 Unported License; however, many linked materials within this course are copyright of their respective authors/owners and may not be openly-licensed. Please respect the copyright and terms of use associated with each resource.

Copyright Holder:

The Saylor Foundation