This course addresses the elements of advertising and the media.
Topics include advertising concepts, selection of media, and the
use of media and advertising as marketing communications tools.
The course also emphasizes the ongoing convergence of media
content and commercial messages and how it is redefining
marketing communications. Summarize the effect of media
convergence on contemporary advertising. Create an
advertisement. Determine when and how to use the different types
of advertising mediums to support an organization's goals.
Differentiate message strategy from advertising strategy.
Technology and Ethics Summarize ethical principles as they
relate to advertising and media. Explain how the emergence of
digital media has changed advertising. Compare the advantages
and drawbacks of electronic media as an advertising medium.
Explain the development and impact of electronic media on
advertising over time. Compare and contrast the different types
of electronic media. Compare and contrast the different typ