Course Objectives

The course introduces students to the fascinating world of advertising and marketing. It discusses all the major communication tools and trains them on the use of the various communication functions in order to develop effective communication strategies and programs.

Course Description

Nearly everyone in the modern world is influenced to some degree by advertising and other forms of promotion. Organizations in both the private and the public sectors know that the ability to communicate effectively and efficiently is critical to their success. Advertising and other types of promotional messages are used to sell products and services as well as to promote causes, market political candidates and deal with societal problems. Consumers are finding it increasingly difficult to avoid the efforts of marketers, who are constantly searching for new ways to communicate with them.

Suggested Textbooks

• Γ.Χ. Ζώτος και συν. (2018), Διαφήμιση: Σχεδιασμός, Ανάπτυξη, Αποτελεσματικότητα, , Θεσσαλονίκη: University Studio Press.
• Belch, G.E. and M.A. Belch (2018) (μετάφραση), Advertising and Promotion: An Integrated Marketing Communications Perspectives, Θεσσαλονίκη, Εκδόσεις Τζιόλα.