AEM 4550 - Economics of Advertising

Spring. 3 credits.

Prerequisites: ECON 3130, AEM 2100 or equivalent.

J. Liaukonyte.

This is an analytical and quantitative course focusing on advertising strategy. How does advertising affect product demand and competitive responses from rival products? Why and how do consumers respond to advertising? What is their sensitivity to advertising expenditures, if any? Can we measure that sensitivity? These are some of the questions analyzed during this course.