Advertising has changed in the age of digital media with companies realizing the importance of traditional media as well as owned media, paid media, and earned media. This course focuses on developing an advertising strategy that integrates traditional and digital advertising media for efficient and effective communication. Topics include trends and practices associated with media planning and buying across the various media platforms as well as advertising creative best practices. The course also examines how to measure the effectiveness of a firm's advertising to gain insights into brand performance. A combination of cases, readings, textbook and projects will guide the student to a thorough understanding of advertising.

Note that this information may change at any time. Please visit the Student Link for the most up-to-date course information.