This course examines what is involved in the management and planning of advertising and it's integration with other promotional activities. Some of the topics include the evolution of advertising, advertising's role in business, the organizations that comprise the advertising industry, working relationships between the client and the agency, the content of advertising plans and it's relationship to strategic planning, the creative planning process, and media objectives.
Credits: 3
Hours: 45 (Lecture Hours: 3)
Total Weeks: 15
Prerequisites:
MGMT 107 Fundamentals of Marketing
Non-Course Prerequisites:
None
Co-Requisites:
None
Course Content:
- From Advertising to Marketing
- The Modern Marketplace
- Advertising & Society
- Marketers & Advertisers
- Advertising Agencies
- The World of Media
- MIDTERM EXAM, Featured Ads
- Marketing Services
- Marketing & the Planning Process
- Communication & the Creative Process, Field Work
- Media & the Marketing of Messages, Field Work
- Evaluation & Integration, Field Work
- The Power of New ideas
- Producing Ads, Review
- FINAL EXAM
Learning Outcomes:
Upon successful completion of this course, the student should be able to:
- Define advertising and describe its role in marketing
- Debate the effect of advertising on the value and price of products
- Discuss advertising regulation and ethical aspects of advertising
- Describe various groups in the ad business and define the types of agencies
- Outline the perception process and other elements of consumer behavior
- Discuss the concept of product utility and its relationship to needs
- Identify the methods used to segment markets and discuss target marketing
- Describe the elements of marketing mix and the role of branding
- Explain the basic steps in the research process
- Define and explain the concepts of validity, reliability, quantitative and qualitative research
- Explain how advertising budgets are determined
- Differentiate between marketing and advertising plans, objectives and strategies
- Define reach and frequency and interrelate them with continuity
- Calculate gross profit ratings and cost per thousand
- Discuss the purpose of a media plan and creativity
- Enumerate the principal elements included in a creative brief
- Describe the roles of various artists in the advertising business
- Explain the use of ad layouts and the steps involved, describe format elements
- Explain the process of producing print, TV and radio ads, and describe different types
- Define types of newspaper ads and how rates are determined
- Describe advantages & drawbacks of radio, TV, outdoor and newspaper ads
- Discuss the main factors to consider in buying time with various media
- Explain the process of audience measurement to media
- Define IMC, direct marketing, public relations, and relationship marketing
- Differentiate between local and national advertisers in relationship building
Some of the instructional methods that could be used in this course include:
- Small group work
- Videos
- Assignments
- Class discussions
- Case studies
- Lectures
- Field work
In addition, students may design an advertising plan or report on one and conduct an audit.
Grading System: Letters
Passing Grade: D (50%)
Percentage of Individual Work: 80
Percentage of Group Work: 20
Textbooks:
Textbooks are subject to change. Please contact the bookstore at your local campus for current book lists.