CAREER TRACK: Advertising / Promotion Advertisi

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CAREER TRACK: Advertising / Promotion ______________________________________________________________________________ Advertising is paid form of promotion of goods, services, and ideas to consumer and organizational buyers through mass media. Advertising encompasses activities such as writing advertisements: scheduling, buying, and selling advertising time and space; managing clients’ accounts by advertising agencies; conducting research; hiring commercial talent; managing a company’s advertising program; doing photographic and artistic work for advertisements; publishing and broadcasting advertisements; and producing video, film, and print advertisements. Careers in advertising involve variety, compensation based on performance, creativity, travel, satisfaction from seeing one’s personal accomplishments, and much personal contact. The advertising/promotion/media career track helps prepare students for work as copywriters, research directors, media directors, account executives, media sales representatives, and advertising managers. Advertising jobs are found in advertising agencies, media organizations, advertising departments in business firms, non-profit organizations, and marketing research films, and frequently interface with related careers in promotion, public relations, direct marketing, and sales. CAREER TRACK CLASSES 22 UNITS REQUIRED (Must take 8 units from this section) IBM 307 Promotional Strategies 4 IBM 405 Advertising Management 4 RECOMMENDED (Must take at least 10 units from this section) IBM 326 Interactive Marketing 4 IBM 327 Sales Promotion 4 IBM 403 Electronic Commerce 4 IBM 433 Evaluating Advertising Effectivness 4 IBM 443 Advertising Media Analysis and Planning 4 IBM 441/2 Internship in Marketing (choose among 1-4 units as you need) 1-4 ADDITIONAL ELECTIVES IBM 300 Principles of Global Business 4 IBM 306 Professional Selling 4 IBM 308 Retail Management 4 IBM 316 Marketing of Services 4 IBM 402 Product and Brand Management 4 IBM 403 Electronic Commerce 4 IBM 435 Advanced Professional Selling 4 BUS 492 International Communications Consultancy Instruction 4 IBM 491 Marketing for the Movies 4 IBM 492 Sports Marketing 4 IBM 499/493 Events and Destination Marketing 4 .

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A Brief Primer on the Economics of Targeted Advertising
ECONOMIC ISSUES A Brief Primer on the Economics of Targeted Advertising by Yan Lau Bureau of Economics Federal Trade Commission January 2020 Federal Trade Commission Joseph J. Simons Chairman Noah Joshua Phillips Commissioner Rohit Chopra Commissioner Rebecca Kelly Slaughter Commissioner Christine S. Wilson Commissioner Bureau of Economics Andrew Sweeting Director Andrew E. Stivers Deputy Director for Consumer Protection Alison Oldale Deputy Director for Antitrust Michael G. Vita Deputy Director for Research and Management Janis K. Pappalardo Assistant Director for Consumer Protection David R. Schmidt Assistant Director, Oÿce of Applied Research and Outreach Louis Silva, Jr. Assistant Director for Antitrust Aileen J. Thompson Assistant Director for Antitrust Yan Lau is an economist in the Division of Consumer Protection of the Bureau of Economics at the Federal Trade Commission. The views expressed are those of the author and do not necessarily refect those of the Federal Trade Commission or any individual Commissioner. ii Acknowledgments I would like to thank AndrewStivers and Jan Pappalardo for invaluable feedback on numerous revisions of the text, and the BE economists who contributed their thoughts and citations to this paper. iii Table of Contents 1 Introduction 1 2 Search Costs and Match Quality 5 3 Marketing Costs and Ad Volume 6 4 Price Discrimination in Uncompetitive Settings 7 5 Market Segmentation in Competitive Setting 9 6 Consumer Concerns about Data Use 9 7 Conclusion 11 References 13 Appendix 16 iv 1 Introduction The internet has grown to touch a large part of our economic and social lives. This growth has transformed it into an important medium for marketers to serve advertising.
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Pay-Per-Click Advertising Skyrockets Profits for an Ecommerce Store
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Can Smarter Pricing and Promotion Reduce the Emphasis on Discounting
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A Study on Effective Advertising Management Strategy
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Marketing and Promotion
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Retailer Promotion Planning: Improving Forecast Accuracy and Interpretability
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