Course Catalog and Schedule



Advertising Strategy (MKTG-454-0)
1.00 Credit
TCE BidStats

Description:
$250 billion is spent on advertising in the United States. Much of it has no effect--not because of an absence of creativity, but because the problem is due to an absence of a compelling ad strategy to serve as a foundation for developing creative executions and media plans. This course provides a balanced analysis of advertising strategy and execution. The first half focuses on selecting an attractive target for advertising and developing an effective brand position. This section stresses the importance of customer insight as a basis of creating coherence between target and position. Following the approach of the introductory marketing course, students examine in depth how planning is made operational in terms of advertising and other communication devices. The remainder of the course examines the execution of the strategy. We also examine ways to evaluate the likely impact of ad copy and review approaches to measuring the effectiveness of advertising as a vehicle for enhancing the impact of ad campaigns.

Prerequisites:
Full-Time: (MKTG-430-0 OR MKTG-440-0 OR MKTGM-430-0)
E&W: (MKTG-430-0 OR MKTG-440-0)

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Academic Year Term   Session Course ID Title Sec ID   Credits Syl Instructor Times Campus Location Mand 1st Exam
2017-2018 Fall 2017 10 Weeks MKTG-454-0 Advertising Strategy 61 1 Sternthal, Brian Tue/Fri 10:30 AM - 12:00 PM Evanston Global Hub (L120) N Confirm final deliverables with professor and syllabus.
2017-2018 Winter 2018 10 Weeks MKTG-454-0 Advertising Strategy 81 1 Pearlman, Mary Thu 6:30 PM - 9:30 PM Evanston Global Hub (L120) N Confirm final deliverables with professor and syllabus.
2017-2018 Spring 2018 10 Weeks MKTG-454-0 Advertising Strategy 61 1 Rucker, Derek D. Mon/Thu 1:30 PM - 3:00 PM Evanston TBD (Room TBA) N
2017-2018 Spring 2018 10 Weeks MKTG-454-0 Advertising Strategy 62 1 Rucker, Derek D. Mon/Thu 3:30 PM - 5:00 PM Evanston TBD (Room TBA) N
2017-2018 Spring 2018 10 Weeks MKTG-454-0 Advertising Strategy 70 1 Pearlman, Mary Sat 9:00 AM - 12:00 PM Chicago TBD (Room TBA) N
2017-2018 Summer 2018 10 Weeks MKTG-454-0 Advertising Strategy 71 1 Sternthal, Brian Mon 6:00 PM - 9:00 PM Chicago TBD (Room TBA) N