This unit explores advertising management issues. Topics include: the structure and responsibilities of the advertising industry and its controls. Management of advertising within the agency and within the client and the relationship between these two parties. The issues faced by clients and their agencies in maximising the effectiveness of an advertising budget, including the choice of advertising research techniques, media developments, production and international advertising considerations. -- Course Website
Instructor: Ms Jiemiao Chen
Prerequisites: Students must have passed one of the following: MKF3461, MKW2211, MKG2460, MKW2460, MKW3461, or MKC3460 before undertaking this unit.
