2016-2017 Undergraduate Catalog
East Stroudsburg Normal School opened it doors on September 4, 1893. Today, ESU is a comprehensive university in northeastern Pennsylvania offering 58 undergraduate and 22 graduate degrees and is one of the 14 institutions in the Pennsylvania State System of Higher Education.
2016-2017 Undergraduate Catalog > Academic Programs and Courses > Business Management > MGT - Management Courses > 300 > MGT 371
A comprehensive survey of the principles of advertising is combined with advertising practices to introduce students to the functions that advertising performs in selling activities. Advertisers, advertising agencies, consumer behavior, and market research are analyzed in terms of their relationships to advertising media, market segmentation, and advertising strategies. While emphasis is placed on creative advertising and advertising testing, special types of advertising are also covered.
East Stroudsburg University | 200 Prospect Street | East Stroudsburg, PA 18301-2999 | 570 422 3211
A Member of the
Pennsylvania State System of Higher Education