Learn the principles of advertising, including the advertising environment today, agency and client relationships, consumer behavior, and the role of research, creative, and media planning in the creation of effective communications. The course will help you understand the scope of advertising; the building blocks to creating an integrated marketing communications plan (IMC); and, the way advertising is planned, created and implemented. Real-life cases will be used in the course.

OWU Units: 0.50. Crosslisting(s): None. Prerequisite(s): C- or better in BUS 120 . Corequisite(s): None. Antirequisite(s): None. Fee: None. Core Competency: None. Offered: Fall (first module).