BUS 2343 - Advertising

3 Credits

Advertising is designed to introduce the student to basic advertising terminology, the purpose of advertising, the use of media, target marketing and segmentation, advertising development, and advertising campaigns. Career opportunities in advertising and using advertising in buying decisions will also be discussed.

Course Availability: Offered Spring Semester Only

Course Level Objectives
Upon successful completion of this course, the student will be able to:

1. Discuss the evolution of advertising (PLO 1, 4, 5)
2. Describe the role of advertising and its impact on society (PLO 1, 4, 6, 7)
3. Examine the business side of advertising (PLO 1)
4. Identify the targeting mix and marketing mix of advertising (PLO 1, 3, 4)
5. Describe consumer buying behaviors (PLO 1, 3, 5)
6. Identify the steps of the planning process for advertising (PLO 1, 2, 3, 4, 5, 7)
7. Discuss the importance of the creative process in advertising (PLO 3, 4, 5)
8. Discuss advertising strategies used to reach a target market (PLO 1, 3, 4, 5, 7)