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May 04, 2024
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MK 221 - Messages, Media, and ChannelsCredits: 4 credits
Provides a comprehensive overview of modern media and how they are utilized for messaging in marketing communications. Media are treated at the channel (newspaper, radio, TV, magazine, W-O-M, www, etc.) and practice area (PR, advertising, direct marketing, and digital marketing) levels. Attention is also devoted to how the various media aggregate audiences and finance themselves, as well as recent changes in the ways they are purchased for use by marketing communicators.
Prerequisite(s)/Course Restrictions: MK 121 and Sophomore standing.
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