A basic course in the study of advertising, and its role within the larger framework of the marketing mix. Advertising agency structure, employment options, and the process and costs involved in agencies producing campaigns will be reviewed. Traditional versus online media vehicles will be reviewed and compared. Advertising strategy for social media networks will be explained. Copywriting, art and layout, mechanical production, and planning will be discussed. Successful advertising campaigns will be reviewed and evaluated as well as consumer buying behavior as it relates to advertising. (CSU)
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