10344 Advertising Management 1

Credits: 6 advanced credits in Management

Prerequisites: 36 credits, including Marketing Management, Research Methods in Social Sciences. Students must also fulfill all English requirements and take bibliographic instruction in the Library.

The course, developed by Aviva Geva and Etty Vidal-Abraham, is based on Advertising & IMC: Principles and Practice (9th ed.), by S. Moriarty, N. Mitchell, and W. Wells (Pearson Education, 2012).

Objectives: The course introduces the student to basic concepts in marketing communications in general and advertising strategy in particular. The discussion focuses on the components of the communications system and their impact on the consumer, advertising strategies, creative tactics and research methods, as well as on scientific decision-making methods in advertising management. The course includes numerous examples from Israel and the world.

Topics: Introduction to advertising management; Marketing communications; The consumer the advertising target; Determining the advertising budget; Message strategies and creative approaches; Media channels; Sales promotion and public relations; Evaluating the effectiveness of advertising.


1Students may write a seminar paper in this course, although it is not required.