Course Number: PSU-MKT 364
Course Name: Advertising and Sales Promotion
Number of Credit Hours: 3 Credits
Prerequisite(s):
N/A
Corequisite(s):
N/A
Course Description:
Introduction to the role of advertising communication in society, business and economics. Topics include historical perspectives, ethics, research and evaluation, objective setting/strategies planning for creativity, and mass media, within marketing planning highlight how advertising and promotion are developed and deployed to build brand awareness and affinity. The entire advertising and promotion trade is focused on using promotional tools to build the brand. It integrates IBP throughout each chapter to emphasize the importance of building brand awareness in advertising.
