Dr. Barbara Jo Lewis
TEXTBOOK: Available at the BC bookstore:
Lane, King, Reichertl (2010). 18th edition
Kleppner’s advertising procedure. New Jersey: Prentice-Hall. Hacker, D. A writer’s reference. (2007). New York: Bedford/St. Martins. This is a required text for all TV/Radio classes, so please retain it. You should consult this book concerning all style and grammar questions in your writing for this course. You may also use Lunsford, A. Easy writer: A pocket reference, if you have already bought it.
Description: Examination of persuasive strategies that use the major mass media. Advertising and the relationship of market, copy, and media variables. Analytical and practical exercises implement theory.
My notes are at: http://academic.brooklyn.cuny.edu/economic/friedman/coursepa.htm#advertising.
Date CHAPTER Week 1 Introduction, History of Advertising 1 Week 2 Advertising and Society 2 Week 3 What is Direct Marketing? 13 Marketing on the Web, Home Shopping, Direct Mail; Mailing Lists; Objectives of Advertising; Product Life Cycle 3 Week 4 Target Marketing 4 Week 5 The Business of Advertising 5, 6, Week 6 Media Strategy, Media Planning 7 Week 7 Midterm
Week 8 Using TV;...