University of Alabama-Tuscaloosa Manderson Graduate School of Business is among the 132 graduate business programs that provide Doctoral degree in Business Administration. As one of the top rated higher education institute located in Tuscaloosa, Alabama, the University of Alabama-Tuscaloosa offers PhD in Applied Statistics through Manderson Graduate School of Business. This page details GMAT requirements, types of degree offered, concentrations, and financial costs of University of Alabama-Tuscaloosa Manderson Graduate School of Business PhD in Applied Statistics. See LIUXERS.COM for federal school codes in Louisiana.

Managing Advertising and Sales Promotion

This course is concerned with strategic approaches to managing advertising and sales promotion programs. Topics include selecting target audiences; setting program objectives; developing and implementing creative strategies; planning media strategy; use of sales promotion tools; testing, evaluating, and revising advertising and promotion programs. Ethical, regulatory, and cross-cultural aspects of these topics will be considered.

• The regulatory and social environment: governmental and industry regulation
• The marketing management context of advertising and sales promotion: roles and objectives of promotion programs; agency/client relationships; the global strategic focus of promotion programs; appropriating, budgeting, and allocating resources; the advertising/sales promotion planning process
• Analyzing target audiences and setting communication and action objectives
• Developing creative strategies for advertising: strategic considerations in creative development; advertising strategy research; adapting strategies for level of involvement, type of motivation, and cultural and subcultural setting; deceptive advertising and substantiation
• Media strategy, scheduling, and vehicle selection: reach, frequency, and continuity relationships; the selection of primary and secondary media; the concept of minimum effective frequency; evaluating media vehicles; scheduling media; adapting media plans to specific geographic settings
• The strategic use of sales promotion: setting action and communication goals; the interaction of sales promotion with advertising, distribution, and price; target audiences and objectives for sales promotion; interactions among trade, retail, and consumer sales promotion; techniques and tools of trial and usage in consumer sales promotion
• Research and testing advertising and sales promotion programs: pretesting of processing and communication effects; settings for pretesting; management judgement methods; media and vehicle research
• Adopting an integrated marketing communications orientation; organizational, planning, and executional implications