BUS 275◊ Principles of Advertising

3 credits

Advertising involves the understanding of three critical issues to support the marketing communication of the organization. The three critical issues are: the identification of the relevant characteristics of the target audience, the communication of the selling message to that audience via a paid media vehicle, and the creation of the selling message to support and stimulate or reinforce the purchasing decision. (formerly MKT)

Lecture: 3 hours — IAI: MC 912