CAP210 Fundamentals of Advertising

Course description

Basic principles of advertising, including its socioeconomic role; the function and operation of client advertising departments and the advertising agency; application of research, budgeting, and the creative process; media characteristics and media selection.

Course objectives

By the end of this semester, students will be able to:

1. Identify advertising and the role it plays in society and the marketing process.
2. Recognize legal, ethical and moral standards of professional advertising.
3. Differentiate the various roles that make up an advertising team.
4. Identify various media channel strengths and weaknesses.
5. Recognize consumer behavior and target audiences.
6. Employ skills of researching and developing an advertising campaign.