everything.study
AP/ADMS 4240

Advertising and Communications

3.0 credits

Fall 2026

Topics

  • Integrated marketing communications
  • Consumer responses and the role of advertising agencies
  • Brand positioning and creative development
  • Testing advertising effectiveness
  • Media selection, budgets and campaign metrics
  • Sales promotion and public relations
  • Direct, internet and interactive marketing

Readings

  • Required: Belch, Belch and Guolla, Advertising & Promotion, Canadian edition, 2026 release (McGraw-Hill Ryerson).
  • Assigned brand-ranking reading: Interbrand Top 100 Brands; further readings and case studies are on eClass.
Sources