This course addresses the elements of advertising and the media. Topics include advertising concepts, selection of media, and the use of media and advertising as marketing communications tools. The course also emphasizes the ongoing convergence of media content and commercial messages and how it is redefining marketing communications.
Summarize the effect of media convergence on contemporary advertising.
Create an advertisement.
Determine when and how to use the different types of advertising mediums to support an organization's goals.
Differentiate message strategy from advertising strategy.
Technology and Ethics
Summarize ethical principles as they relate to advertising and media.
Explain how the emergence of digital media has changed advertising.
Compare the advantages and drawbacks of electronic media as an advertising medium.
Explain the development and impact of electronic media on advertising over time.
Compare and contrast the different types of electronic media.
Compare and contrast the different types of print media.
Analyze the transitional period that print media is entering and the challenges ahead.
Identify challenges associated with creating print media.
Explain the development and effect of print media on advertising over time.
Communication and Information Management
Summarize steps in advertising research.
Determine the effect of media technologies on culture and society throughout the history of communication.
Compare the functional and the critical or cultural approaches to classifying mass communication.
Identify the seven trends that characterize modern mass media.
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Transferability of credit is at the discretion of the receiving institution. It is the student’s responsibility to confirm whether or not credits earned at University of Phoenix will be accepted by another institution of the student’s choice.