Apr 22, 2024  
2022-2023 College Catalog 
    
2022-2023 College Catalog [ARCHIVED CATALOG]

MKT 200 - Advertising

3 Credits, 3 Contact Hours
3 lecture periods 0 lab periods

Advertising principles and concepts as applied in a business setting. Includes advertising perspectives, developing marketing and advertising strategies, creating advertisements and commercials, and advertising media mix.

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Course Learning Outcomes
  1. Distinguish the various forms of advertising used within the retail industry
  2. Identify benefits and principles of ethical advertising
  3. Develop various ways in which the advertiser can enhance and develop a strong rapport with the client on a national and international scale.
  4. Classify consumer behavior as it relates to market segmentation
  5. Analyze the various promotional tools used within the advertising program to satisfy the retailer’s expectation

Outline:
  1. Advertising Perspectives
    1. An Overview of Advertising and its History
    2. The Social, Ethical, and Regulatory Aspects of Advertising
    3. The International Advertising Business
      1. Agencies
      2. Clients
  2. Developing Marketing and Advertising Strategies
    1. The Importance of Marketing and Consumer Behavior to Advertising
    2. Market Segmentation and the Marketing Mix
    3. Marketing and Advertising Research
    4. Marketing and Advertising Planning
    5. Relationship Marketing and Integrated Marketing Communications
  3. Creating Advertising Strategies, Advertisements, and Commercials
    1. Creative Copywriting
    2. Creative Art Direction
    3. Creative Production for Print Media
    4. Creative Production for Electronic Media
  4. Advertising Media Mix
    1. Media Planning and Selection
    2. Print Media
    3. Electronic Media
    4. Direct Mail, Outdoor, Transit, and Supplementary Media