Undergraduate Catalog 2020-2021

MKT 325 Advertising Buying Strategy(RNL)

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 and BUS 215.