Course

10104125 Advertising Principles
Course Information
Description
This class will introduce students to the concepts needed to understand the strengths and weaknesses of traditional and digital advertising. It will also introduce the terminology to measure and monitor campaign, create the assets needed (like pictures, sound, or video), explore which mediums are best for specific goals, and understand how all of these parts come together to create effective and engaging advertising.
Total Credits
3
Course Competencies (Course Outcomes)
  1. Examine the role of advertising within the marketing mix
    Assessment Strategies
    Quiz, written assignment, discussion board
    Criteria
    explore career options in advertising
    write a comprehensive definition of advertising
    explain the importance of integrated marketing communications
    explain why advertising is important to organizations and individuals
    summarize the components of the promotional mix

  2. Analyze the advertising environment and trends
    Assessment Strategies
    Quiz, written assignment, discussion board
    Criteria
    assignment includes clarification of adverting components
    assignment includes a summary of several advertising trends
    assignment includes linkages from trends to market opportunities and threats
    explain the marketing environment components
    analyze how changes in the digital advertising environment lead to changes in marketing strategies
    explain the function of the FTC and FDA as it relates to the advertising environment

  3. Examine market segmentation, positioning, and targeting strategies
    Assessment Strategies
    Quiz, written assignment, discussion board
    Criteria
    explain the philosophy of market segmentation
    explain target marketing
    explain the concept of positioning
    link strategies for achieving product differentiation to various positioning strategies
    explore segmentation strategies
    assignment includes the steps of a target marketing process for an assigned product

  4. Explore consumer buying behavior and decision making in advertising
    Assessment Strategies
    Written assignment, discussion board
    Criteria
    examine the steps in the consumer decision-making process
    explain how the decision-making process changes based on high and low involvement purchases
    analyze how an understanding of consumer behavior links to advertising decisions

  5. Explore the advertising agency role in integrated marketing communications (IMC)
    Assessment Strategies
    Quiz, written assignment, creative self-survey, discussion board
    Criteria
    explain the concept of integrated marketing communications (IMC)
    explain the four main working departments of an advertising agency
    define account planning
    analyze different perspectives on advertising creativity
    assignment includes the steps of the creative process

  6. Explore the scope and role of Sales Promotion
    Assessment Strategies
    Quiz, written assignment, discussion board, activation station simulation, team case study
    Criteria
    define sales promotion
    explain the difference between sales promotion and advertising
    define activation within the sales promotion mix
    analyze the eight common sales promotion tools
    explain how promotional tools and strategies address marketing problems
    explain the difference between sales promotion aimed at the consumer and reseller
    determine the costs involved in running a sales promotion program as a Brand Manager
    determine an effective sales promotion strategy for an assigned client

  7. Investigate media planning strategies and evaluation
    Assessment Strategies
    Quiz, written assignment, discussion board, CPM efficiency simulation
    Criteria
    explain the difference between reach and frequency
    explain the concept of a media mix
    explain CPM (cost per thousand) and CPP (cost per point)
    determine the costs and efficiency of a media plan using an assigned formula
    explain the contrasts between the art and science of media planning
    analyze the efficiency of media decisions for an assigned client

  8. Assess the advantages and limitations of electronic media
    Assessment Strategies
    Quiz, written creative assignment, discussion board
    Criteria
    identify the advantages and disadvantages of electronic (TV/radio) media
    analyze the methods of selecting periods and programs
    analyze audience information as it relates to the target market
    calculate cost per spot to measure overall efficiency
    create a radio script or TV storyboard for assigned client

  9. Assess the advantages and limitations of print media
    Assessment Strategies
    Quiz, written creative assignment, discussion board
    Criteria
    identify the advantages and disadvantages of print (newspapers, magazines, direct response) media
    analyze audience information with readership and circulation data
    calculate CPM to measure overall efficiency
    create a print ad in magazine, newspaper, or direct mail for assigned client

  10. Assess the advantages and limitations of digital media
    Assessment Strategies
    Quiz, written assignment, discussion board
    Criteria
    identify the advantages and disadvantages of the internet, digital, and social media
    analyze integrated campaigns with electronic strategies
    determine advertising objectives using electronic media for an assigned marketing problem
    analyze audience metrics and determine efficiency for an assigned client
    explain how to conduct research to measure effectiveness in digital advertising

  11. Create multiple ads within the context of a campaign
    Assessment Strategies
    Project, Portfolio
    Criteria
    incorporate audio, video, sound, music, narration, and layout
    ad (commercial or video) is no more than 30 seconds
    revise ad for multiple uses
    apply advertising strategies to multiple mediums