Course Search > Search Results > Course DescriptionAdvertising Strategy (MKTG-454-0)
1.00 CreditDescription:
This course counts toward the following majors: Marketing, Marketing Management
$250 billion is spent on advertising in the United States. Much of it has no effect--not because of an absence of creativity, but because the problem is due to an absence of a compelling ad strategy to serve as a foundation for developing creative executions and media plans. This course provides a balanced analysis of advertising strategy and execution. The first half focuses on selecting an attractive target for advertising and developing an effective brand position. This section stresses the importance of customer insight as a basis of creating coherence between target and position. Following the approach of the introductory marketing course, students examine in depth how planning is made operational in terms of advertising and other communication devices. The remainder of the course examines the execution of the strategy. We also examine ways to evaluate the likely impact of ad copy and review approaches to measuring the effectiveness of advertising as a vehicle for enhancing the impact of ad campaigns. Prerequisite: MKTG-430.
Prerequisites:
All Students: MKTG-430-0
Corequisites:
None
We are currently in the Fall 2009 quarter.
Academic Year: 2009-2010 Quarter: Fall 2009 Sec ID Instructor Day Time Location 61 Sternthal MR 13:30 - 15:00 Jacobs (101) 71 Sternthal M 18:00 - 21:00 Wieboldt (TBD)
Academic Year: 2009-2010 Quarter: Winter 2010 Sec ID Instructor Day Time Location 61 * Pearlman TF 13:30 - 15:00 Jacobs (TBD) 71 * Pearlman M 18:00 - 21:00 Wieboldt (TBD) 81 Sternthal T 18:30 - 21:30 Jacobs (TBD)
Academic Year: 2009-2010 Quarter: Spring 2010 Sec ID Instructor Day Time Location 61 Rucker MR 13:30 - 15:00 Jacobs (TBD) 62 Rucker MR 15:30 - 17:00 Jacobs (TBD) 71 Pearlman M 18:00 - 21:00 Wieboldt (TBD)
Academic Year: 2009-2010 Quarter: Summer 2010 This course has not yet been scheduled.
* indicates Sections where First Session is Mandatory.+ indicates Sections with Second Year Preference. Please send questions to kellogg-registrar@kellogg.northwestern.edu .