This course is designed to provide an executive understanding of how to conduct advertising campaigns for companies. The course begins with the positioning and development of an integrated market message. Then it seeks to enable the student to determine if an ad or campaign will be effective. It includes scorecards and measures to evaluate success and to know when an advertising is OK when results are not measurable. The focus is on “traditional advertising methods” (outdoor, TV, radio, and print advertising methods). It will also review some key Public Relations issues that integrate with firm advertising campaigns.

Prerequisite(s): Must have finished Core MBA program.

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