BUSN 3130 Advertising and Direct Marketing
3 hours; 3 credits
Importance of advertising and direct marketing in the mix of strategies for selling. Determining budgets and objectives. Evaluating strategies. Development of a media plan. Analysis of the creative process. Copy and media testing. Direct response advertising, direct mail, catalogs, mailing lists, cooperative advertising, telemarketing, and lead generation. Group projects and real-life applications. (Not open to students who have completed Economics 50.7.) This course is the same as Television, Radio and Emerging Media 2517.
Prerequisite: Business 3100 [50.2] or Television, Radio and Emerging Media 1165 [6.5].
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