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As stated in the Saint Martin’s University catalog, “students become acquainted with mass media promotional decisions as made by advertising agencies and advertising departments. Advertising is discussed as a social force, a competitive tool and a career path.”

The uninformed advertiser wastes thousands, even millions of dollars every year on ineffective advertising. To be effective advertising must sell and those sales must meet the performance criterion of the enterprise. This course examines the principles necessary for the development, implementation, monitoring, management and evaluation of effective advertising programs.