Sep 16, 2024  
2024-2025 Undergraduate Academic Catalog-June 
    
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2024-2025 Undergraduate Academic Catalog-June
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BUS 4680 - Advertising and Promotion Strategies

3 lecture hours 0 lab hours 3 credits
Course Description
Do you ever wonder why an ad is on TV or who they are targeting in a specific ad?  This course provides an in-depth examination of the promotional approaches to creating advertising for products and services, and sales promotions. Promotional strategies are analyzed in view of the company’s marketing objectives, market conditions and the competitive environment. A basic objective of the course is to study the variables that will determine the optimal promotional “mix.” 
Prereq: BUS 2660  (quarter system prereq: BA 2661)
Note: None
This course meets the following Raider Core CLO Requirement: None
Course Learning Outcomes
Upon successful completion of this course, the student will be able to:
  • Recognize how visual and verbal messages are used in effective advertising
  • Create communication schedules for marketing products and services
  • Prioritize advertising tactics to effectively brand and position products and services in the minds of their consumers
  • Assess the relationships between a company’s promotional efforts relative to the competition, as well as the opportunities and threats that result from these activities
  • Create advertising campaigns and predict results
Prerequisites by Topic
  • None
Course Topics
  • Emotions in advertising
  • Advertising: historical and current, agencies
  • TV/radio/print/OOH formats
  • Consumer behavior
  • Advertising and promotion research
  • Creative process/creative brief
  • The marketing plan/media strategy/ad plan
  • Positioning/branding - storytelling
  • Packaging
  • Promotions
Coordinator
Dr. Michael Payne


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