Principles of Advertising

This introductory course defines advertising and explores its impact on consumers.  It explains advertising’s influence on and involvement with other industries such as marketing, public relations and media.  It explores the importance of Integrated Marketing Communication (IMC) in the advertising process. The course references the theoretical and communication perspectives of advertising. It traces the development of the advertising industry.  It further outlines the structure of advertising firms and explains the functions of key agency personnel within the advertising industry.