Advertising & Promotional Strategy

4.0 credits

MKT 233 provides an overview of the advertising and public relations process, as well as the creative process involved in creating persuasion and effective advertisements or public service announcements (PSAs). Among the topics studied are: secondary/primary research, consumer behaviors, the consumer decision journey, developing a creative brief, the creative process, testing an advertisement or PSA, and collecting and analyzing basic data to determine the effectiveness of an ad or PSA. Students will develop a broad understanding of advertising and public relations and how an advertisement or PSA is developed.