This course introduces advertising as both an art and a science, while providing a broad overview of advertising issues and functions. It covers the entire field of advertising from both an agency and client point of view, with special emphasis on developing an integrated marketing framework. Students learn the importance of incorporating the entire promotion mix (advertising, public relations, direct marketing, interactive/Internet marketing, sales promotion, and personal selling) into comprehensive marketing campaigns. The course reflects the fragmentation among conventional media modalities (TV, print), and explores alternative promotional tools and methods (guerilla tactics) as part of the contemporary marketing communications landscape. Students develop their own advertising campaigns incorporating objectives, media, budgets, creative strategies and success metrics. Case studies examine domestic and international consumer and business markets, with special attention given to fashion and design companies.