GAT-135 - Advertising Agency Management3 credits
In this course, the student will learn the basic principles for setting up and managing a full-service advertising agency. The primary elements of the course will include the purpose of the five types of ad agencies and their unique characteristics and structure. The course will incorporate the basic business models used in the day-to-day operation of an agency including the managerial structure for both the business and creative aspects. Students will learn how marketing research interfaces with advertising, classification of advertising, and the various media available to achieve the goals of an integrated advertising campaign. Also covered will be media research, selection, and planning, media buying, budgeting, proposal development and presentation.