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Advertising Marketing

Опубликовано на портале: 17-10-2003
Дисциплина: Advertising marketing
Язык: Английский
Тематические разделы: Менеджмент, Маркетинг

Aннотация:
The primary objective of this course is to provide students with an opportunity to analyze, design, and evaluate various advertising decisions. The course focuses on the concepts, theory, models, and findings from marketing, marketing research, communication research, and management science that are relevant to the design and evaluation of advertising. The specific topics covered in this course include advertising as a communications process, research for advertising strategy development, determining the advertising budget, the role of the advertising agency, message design, message/copy evaluation, media strategy, media selection models, evaluating advertising effectiveness, and evaluating the advertising campaign.


http://hops.wharton.upenn.edu/programs/m...

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