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In this module, you will be exposed to essential terms and concepts in the advertising process. In addition to new vocabulary, you will be exposed to managerial concepts, planning, and the essence of consumer behavior. The four assigned chapters provide a foundation for the development of a Situation Analysis, which is assigned once this module is completed.

Module Topics

There are four topics in this module. They are:

Learning Outcomes:

When you finish this module, you will:

  1. have acquired the essential vocabulary of the advertising process;
  2. understand the basic concepts of advertising planning and managing;
  3. have a basic understanding of consumer behavior.
Steps in the Module:

  1. Read Chapters 1-4 in your text
  2. Open each module topic above and follow the directions.
  3. This module should be completed with all assignments turned in by 1/29/98

Send E-mail to Prof. Rich Lei.
or call (520) 523-2490


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