Dec 15, 2025  
Rensselaer Catalog 2015-2016 
    
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Rensselaer Catalog 2015-2016 [Archived Catalog]

COMM 4740 - Principles of Web Advertising

This course covers fundamental economic and communication issues in advertising, economics, measurement of audience demographics and psychographics, advertising effectiveness, applied persuasion techniques. Technical issues in Web advertising are outlined, and unique characteristics of Web advertising are addressed. Design of cost-effective Web advertising, privacy vs. personalization issues, control of content by advertisers, junk Web advertising and information clutter, and other relevant topics are discussed.

Prerequisites/Corequisites: Prerequisite: COMM 2610 and permission of instructor.

When Offered: Fall term annually.



Credit Hours: 4