School of Business Home Link header
graphic Welcome to Advertising Policy & Management (MKTG471)
dotted line

Site Home


Course Home


Class Notes


Project Information


Reading List


Contact Information


dotted line

Focusing on the strategic role of persuasive communication, concepts and methods necessary to develop advertising programs, and advertising planning and budgeting in the context of achieving marketing objectives, this course examines advertising as a business, as a marketing tool, as a creative process, and as a hybrid discipline that draws from both the arts and the sciences.  We will begin with the advertising environment, and establish a foundation of Integrated Marketing Communications upon which the rest of the course will be built.  Strategy and planning will follow, with a thorough discussion of the various advertising media.  Creating advertising programs within many of the media will test your creative skills.  Finally, we will learn about advertising’s role within a firm’s overall integrated marketing communications strategy.

Use the links on the left to navigate this site.

Audience Measurement Exercises

Homework (done in class)

Homework with Answers

In Class #1

In Class #1 with Answers

Extra Practice

Extra Practice with Answers

In class #2

In class #2 with Answers

horizontal rule

Published by: Edmund Hershberger, Ph.D.
Last update: 03/24/2010