AEM 4550 - Economics of Advertising

Spring. 3 credits. Letter grades only.

Prerequisite: Introductory Statistics, as well as either AEM 2600, ECON 3130 or PAM 2000 and Calculus I.

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.