Advertising And Creative Strategy –

mkt447

(3 credits)

This course provides an overview of advertising in the context of integrated marketing. Topics include the development of advertising objectives, creative guidelines, media selection and scheduling, budgeting, and performance evaluation.

This undergraduate-level course is 5 weeks. To enroll, speak with an Enrollment Advisor.

Topics and Objectives

Overview of Advertising and Creativity
- Identify the impact of advertising as part of an integrated marketing plan.
- Describe how and why advertising has changed over time.
Creating a Strategic Plan
- Examine the elements of an effective advertising plan.
- Analyze the relationship between consumer behavior and target markets (B2B/B2C).
Resource Utilization and the Creative Process
- Determine optimum use of resources for creating advertising.
- Assess the elements of an effective creative process.
Media and Production
- Analyze the elements of an effective media plan.
- Determine the steps for finalizing the advertising production process.
Evaluation of Advertising
- Differentiate between the tools for evaluating advertising results.
- Identify key trends that may impact advertising in the future.

The University of Phoenix reserves the right to modify courses.
While widely available, not all programs are available in all locations or in both online and on-campus formats. Please check with a University Enrollment Advisor.
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.

Advertising And Creative Strategy –

mkt447

Overview of Advertising and Creativity

Creating a Strategic Plan

Resource Utilization and the Creative Process

Media and Production

Evaluation of Advertising

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