13014 Advertising: Theory and Practice

Credits: 3 graduate credits in Business Administration / Management, Marketing and Advertising

Prerequisites: Operations Research, Accounting for Managers, Marketing, Management and Organizational Behavior, Financial Management, Corporate Law for Managers

Authors: Jacob Hornik, Yehoshua Lieberman

Objectives: Acquaintance with the theoretical framework and advertising models alongside practical aspects in areas related to marketing communication in general and advertising strategy in particular. The course underscores the variables and tools required to analyze, control and plan decision-making in advertising and applies the theories and models to a variety of case studies from the advertising world.

Topics: Basic concepts; Marketing communication; Advertising goals and objectives; Response processes to advertising; Perception; Persuasion and change models; Attitudes; The consumer as a demographic entity; Advertising budget; Models for determining the advertising budget; Message decisions and creative approaches; Media decisions; Advertising objectives and their measurement; The effect of advertising on the consumer; The relationship between advertising and sales; The long-term effect of advertising.