ADV 2332 Digital Media Strategy 1

Focuses on strategies used by marketers and advertisers to engage fragmented audiences using paid media (television, radio, print, online display, mobile, or paid search), owned media (websites, Facebook pages, retail environments, and special events), and earned media (word-of-mouth and social media channels). Covers strategies for engagement (i.e., fostering direct relationships with prospects and customers through dialogue). Prerequisites: ADV 1300, ADV 1331. Restricted to advertising majors.