A study of advertising as a part of the promotional mix, identifying its relationship to public relations, promotions, and sales. The characteristics and uses of different media are discussed along with the measurement of the results of using creative communication as a part of the brand equity development. The use of text, artistic creativity, and media are studies along with ethics and truth in advertising. Students will develop an advertising campaign for an actual product, utilizing all available media.
Prerequisite: Junior or Senior standing. MKTG 2503.
