Course Description

BU472 Advertising 0.5

Using a combination of business cases, assigned readings, lectures and a simulation game, this course will first discuss the economic and social role played by advertising in our society, and the relationship of advertising to other elements of the marketing mix. Subsequently, the advertising industry, approaches to the development of advertising budgets, and the planning of advertising strategy and tactics, will be discussed. Students will participate in the development of an entire advertising campaign from start to finish as role-players in the simulation game. Approaches to the determination of the effectiveness of advertising under various kinds of conditions will be discussed during the latter part of the course.

Prerequisite: BU362.

Official electronic version updated on November 10, 2000

M. Watson, Editor