For Advertising and Marketing Communications, Fabric Styling, Fashion Merchandising Management, and Textile Development and Marketing students. Concepts, perspectives, and methods for the development and implementation of Integrated Marketing Communications programs for producers, manufacturers, and retailers are analyzed and critiqued.

This course is designed to provide a comprehensive introduction to the integrated marketing communication (IMC) field with an emphasis on advertising. Fundamental principles and concepts of persuasive marketing communication are mainly examined as (1) an element in our social system; (2) a business system; (3) an art and communication form; and (4) a science. Areas of concentration include IMC in customer relationship marketing, consumer behavior, IMC research and planning, the campaign development process, advertising agencies, creative strategies, basic media choices, target audience analysis, and the legal and ethical aspects of advertising.