3 credits

The course presents the role of advertising sales management in a competitive and changing media environment. The marketing strategies of clients and the execution by their advertising agencies are reviewed and evaluated. The strengths and weaknesses of advertising in consumer, trade, special interest and business-to-business publications are explored based on readings and class disucussion. The profitability of advertising in magazines vs. other media vehicles and the impact of the Internet on traditional magazine publishing are investigated based on case studies presented by guest speakers.