Description: Covers elemental decisions about message design given different managerial objectives. Investigates the role of advertising in one particularly important objective, brand-building. Using a discussion of current marketing research, focuses on the importance of consumer perception in advertising/branding efficacy and integrated marketing communications (IMC) as an emerging goal in advertising efforts. Topics include "Smoky Signals," "Sticky Brands," and "The Medium/Content Interaction." Explores theory and practice using lectures, discussions, and readings. Half semester course.
Course #: 15.846
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