BUSN 134 - Advertising

3 Credits: (3 lecture)

Course Description
The course introduces the methods and techniques used by advertising personnel and agencies in persuading the public to buy. Topics include market research, selection of media, and evaluation and testing of advertising effectiveness. Theory and practice in writing and designing advertising copy is included.  

Note Fall semester only.

Text
Weigold, M., Arens, W.,  Arens, C. & Schaefer, D. (2024).  M: Advertising: 2024 release.  New York City, NY:  McGraw-Hill Education.

Objectives
The student will be able to: 

A. Demonstrate an understanding of the basic principles, methods and practices of advertising. 

B. Describe the role and impact of advertising in our economy. 

C. Demonstrate knowledge of the various media used in advertising and the basis for their selection. 

D. Define advertising within the product life cycle. 

E. Analyze the various forms of advertising through written and oral evaluations. 

F. Prepare practical and realistic advertising campaigns. 

G. Write advertising copy for the various advertising mediums.

Content
A. Advertising Perspectives:  History, Social, and Legal  

B. Marketing and Advertising Plans and Strategies 

C. Advertising Creativity 

D. Advertising Media 

E. Special Types of Advertising 

Student Evaluation
Objectives A-G will be evaluated by written and oral assignments, quizzes, tests, and a final exam or project.