Periodically
Course focuses on the strategic decisions necessary for the internal management of advertising agencies, the external relationships with clients and outside suppliers, and the development of a successful advertising campaign. All the major components of the advertising plan and campaign are discussed, including marketing and communication objectives and strategies, sales promotion, direct mail, Internet, media planning, and television, print, and other types of advertising. Specific emphasis is placed on target market selection, creative strategies, global issues, social and ethical considerations, and evaluation of the advertising plan.