BUS 2144 - Principles of Advertising

1. Identify advertising as one of the promotional subsets of marketing activities.
2. Gain general understanding of the objectives and mechanics of the advertising industry.
3. Review and critique current advertising efforts through the theories and concepts presented in the course.
4. Based on demographic and other research, strategize effective advertising activities.
5. Develop basic analytical and evaluative criteria relating to the effectiveness of advertising efforts.
6. Become aware of occupations and career opportunities that exist in the advertising career field.
7. Gain understanding and experience with current electronic forms of advertising (i.e., Web-based efforts).
8. Be able to integrate traditional and electronic forms of advertising with larger efforts in social media platforms.
9. Develop a better understanding of how advertising has been affected by globalization.
10. Become critical thinkers with respect to advertising professionalism, ethics, and decision-making.

1. The Advertising Business and Marketing Mix
2. Consumer Behavior and Market Segmentation
3. Advertising Planning and Media Selections
4. Print Media
5. Electronic Media/Social Media
6. Direct Mail and Out of Home
7. Home Media
8. Local Advertising
9. Develop and Evaluate Advertising Campaigns
10. The Global Nature of Advertising
11. Professionalism in Advertising
12. Advertising Ethics: Social & Legal Aspects