Undergraduate Catalog 2017-2018
MKT 325 Advertising Buying Strategy
4 hours; 4 credits
Examines the role and application of advertising media in marketing strategies. Includes a detailed analysis of the strategic factors that link marketing planning, target market characteristics, and media selection. Students learn how to determine which media vehicles will deliver an advertising message to a given target audience most effectively. Students will receive instruction in effective media planning and buying and will practice the design and implementation of advertising media plans.
Prerequisite: MKT 211
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