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Apr 19, 2024
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2018-2019 Undergraduate Catalog [ARCHIVED CATALOG]
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MCO 322 - Advertising Account Planning and Research An exploration and the application of various research techniques that are used to better understand consumers and generate successful advertising strategies. The history and function of account planning, as well as its relationship to this process are thoroughly examined. Both quantitative approaches, including surveys and experimental designs, and qualitative methods, including in-depth interviews and ethnographic procedures, are addressed. Lecture 3 Credits Prerequisite: MCO 200 , MCO 210
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