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 a detailed study of media usage for mass selling. Philosophy and psychology of radio, television, newspaper and other mass communications are covered. Practical applications of current advertising techniques will be developed. Upon successful completion of this course, students should be able to: Demonstrate a knowledge of the theories of mass communications and their effect on the public. Use verbal and written motivational means in reaching people. Possess a practical understanding of operational hands-on advertising and of advertising program planning. Choose appropriate media and develop advertising strategies. Have a working knowledge of budgeting for advertising in various size enterprises. Develop promotional plans that coordinate with overall business activity. Show knowledge of evaluation of advertising effectiveness.