Advertising and Promotion, An Integrated Marketing Communications Perspective, Fourth Edition, by George E. Belch and Michael A. Belch. Chicago, Illinois: Irwin/McGraw-Hill, 1998.
Students are requested to place their beepers on the "silent" mode while in class to avoid disturbing other students and the professor. Cellular phones should be turned off unless other arrangements have been made with the professor. Ringing phones are discourteous to others when discussion/lecture/presentations are being made.
Following classroom instruction, outside research, individual assignments, and classroom interaction, each student will:
- develop an overall sense of the influence that mass media has on our business, personal, and cultural lives.
- become knowledgeable media consumers, whether buying, watching, or communicating with the media.
- have a general understanding of the primary types of mass media including:
- print media (newspapers, magazines, etc.)
- broadcast media (radio, television, etc.)
- Internet and other mass media
- examine current issues affecting, and affected by, the media, such as:
- the business of mass media
- public relations and the media
- ethics and the media
- bias and objectivity in the media
- censorship and the media
- gossip and the media
- politics and the media
- minorities and the media
- law and the media
- new technologies and the media
- learn techniques for handling the media in the context of your business or industry, including:
- how to write press releases and product application stories
- how to identify potential media "buyers" of your product
- techniques for handling inquiries from the press
- how to use special events to attract media attention to your business
- how to make and evaluate media buying decisions