Download 1 - Kirkwood Community College

Revised by: Mark Abel
April 2003
1.0
Course Title:
Principles of Advertising
2.0
Catalog Number:
MR106T
3.0
Credit Hours:
3.1
Lecture Hours:
3.2
Lab Hours:
4.0
Course Description: Acquaints the student with the philosophy of advertising,
historical concepts and practical applications of advertising at the local and
national levels. Includes media and media selection, copywriting and layout, with
an emphasis on product selection for advertising.
5.0
Prerequisites: None
6.0
General Course Competencies
1.
Explain the role of advertising and its goals in today’s economy.
2.
Apply the principles of good advertising preparation.
3.
Design advertisements of various types using proper layout and creative design.
4.
Select media based on budget and target market desired.
5.
Develop an advertising campaign.
7.0
Major Units of Instruction
I.
Introduction to Advertising
1.1 The Marketing Process
1.2 Advertising Agencies
1.3 The Consumer Audience
II.
Media Strategy
2.1 Advertising Works
2.2 Media Buying
2.3 Print and Other Media
2.4 Broadcast Media
2.5 Electronic Media (Digital, Internet, and Satellite Technology)
2.6 Sales Promotion
III.
Strategic Research
3.1 The Creative Process
3.2 Print Advertising
3.3 Creating Broadcast Advertising
3.4 Creating Direct-Response Advertising
3.5 Yellow Pages and Out-of-Home Advertising
3.6 Public Relations
IV.
Advertising Campaigns
4.1 Corporate, Business-to-Business, and Retail Advertising
4.2 International Advertising
4.3 Environment: Ethics and Regulation
4.4 Evaluative Research
3 Semester Hours
3
0
Revised by: Mark Abel
April 2003
8.0
Unit Objectives
I.
Introduction to Advertising
A.
Define advertising and discuss its component parts.
B.
Identify the five types of advertising.
C.
Explain the four roles of advertising.
D.
Identify the three key players in the advertising world.
Explain the impact on advertising of the invention media forms
such as print, radio and television.
E.
Relate key figures in the history of advertising to their
contributions to the field.
F.
Understand the different between “hard-sell” and “soft-sell”
advertising messages.
1.1
The Marketing Process
A.
Understand the marketing concept and how it differs from
production-oriented marketing.
B.
Explain how a company’s market philosophy is expressed.
C.
Identify four types of markets.
D.
Define and explain the 4 Ps of the marketing mix.
E.
Explain the four stages in a product’s life cycle.
F.
Identify the key elements involved in establishing a brand.
1.2
Advertising Agencies
A.
Explain the four primary functions in an agency: account
management, creative services, media services, and research.
B.
Explain what support services are provided by departments such as
traffic, print production, accounting, and personnel.
C.
Explain the difference between the commission and the fee
systems.
D.
Explain why advertisers hire agencies rather than do the work
themselves.
E.
Analyze the pros and cons of the trend toward megamergers.
F.
Analyze the impact of high productivity on agencies.
1.3
The Consumer Audience
A.
Understand the different factors that affect the responses of
consumers to advertisements.
B.
Define the concept of culture as it applies to advertising and
consumers.
C.
Distinguish between psychographics and demographics and
explain how advertisers use each one.
D.
Relate such concepts as family, reference groups, and VALS to the
practice of advertising.
Revised by: Mark Abel
April 2003
II.
2.1
2.2
2.3
Media Strategy
A.
Explain how planners use communication aperture to give
direction to media planning strategy.
B.
Understand the central position of media planning in campaign
development and how this function utilizes information from
numerous sources, including product sales performance,
competitor surveillance, and message creative strategy, to form the
campaign design.
C.
Explain how the media’s qualitative features (atmosphere and
environment) are blended with their quantitative dimensions
(reach, frequency, and efficiency) to provide the needed profile for
selection.
D.
Understand the organization and purpose of the media plan,
and to see how each decision on selection and scheduling is
coordinated with the client’s sales objectives.
E.
Identify the key elements of a marketing plan and an
advertising plan.
F.
Understand how marketers allocate funds among advertising and
other marketing functions.
G.
Explain the difference between product-centered and
prospect-centered strategies.
H.
List the key elements of a creative platform.
Advertising Works
A.
Understand the barriers that an effective advertisement must
overcome.
B.
Be familiar with the different levels on which a viewer or reader
will react to an ad.
C.
Explain the different functions of an ad.
D.
Explain what “breakthrough advertising” is and how it works.
Media Buying
A.
Explain how media buying is different from media planning and
how it complements media planning.
B.
Understand the major duties of a media buyer: research analyst,
expert evaluator, negotiator, and troubleshooter.
C.
Explain how buyers translate media-plan objectives into targetdirected advertising schedules.
D.
Understand why media pricing and negotiating skills will have
even greater roles in the advertising strategies.
Print and Other Media
A.
Understand the similarities and differences between newspapers
and magazines.
B.
Explain the advantages and disadvantages of newspaper,
magazine, and other forms of media advertising.
C.
Distinguish among direct mail, direct-response advertising, and
mail order catalogs.
Revised by: Mark Abel
April 2003
D.
E.
2.4
2.5
2.6
III.
3.1
3.2
Understand which forms of advertising would work best for
different products.
Explain the major trends in print advertisements.
Broadcast Media
A.
Understand the basic nature of radio, television, and cable.
B.
Describe the audience for each medium and explain how that
audience is measured.
C.
List the advantages and disadvantages of using radio and television
commercials
Electronic Media (Digital, Internet, and Satellite Technology)
A.
Understand the Basic nature of the medium
B.
Explain the advantages and disadvantages of this medium.
Sales Promotion
A.
Distinguish between sales promotion and advertising.
B.
Explain how promotion and advertising work together within the
marketing mix.
C.
List several types of promotions, both for consumers and resellers.
D.
Understand why advertisers are spending increasing sums of
money on sales promotion.
E.
Explain the advantages and disadvantages of sales promotion as
compared to advertising.
Strategic Research
A.
Explain the difference between qualitative and quantitative
research.
B.
Develop a research program using all four types of fact-finding;
marketplace, consumer, corporate, and product.
C.
Distinguish between primary and secondary research.
D.
Understand how and when to use the six basic research
methods: surveys, experiments, observation, content
analysis, in-depth interviews, and focus groups.
E.
Develop an outline of the steps in the research process.
F.
Understand how research is used in the development of the
creative message.
The Creative Process
A.
List various characteristics of creative people.
B.
Explain what advertisers mean by a creative concept.
C.
Describe the various stages involved in creating an advertisement.
D.
Understand how the various elements in an advertisement work
together to create impact.
E.
Distinguish between effective copywriting..
Print Advertising
A.
Distinguish between the key features of newspaper and magazine
advertising.
B.
List the various elements of a print ad and their function.
C.
Understand the process by which print ads are created.
Revised by: Mark Abel
April 2003
D.
3.3
3.4
3.5
3.6
IV.
Distinguish between letterpress, offset, gravure, and silk-screen
printing.
Broadcast Advertising
A.
Identify the critical elements in radio and television commercials.
B.
Read and understand a radio script and a television script.
C.
Compare and contrast radio ads and television commercials.
D.
Understand the roles of the various people associated with
television commercials, including the producer, director, and
editor.
E.
List the various stages in the production of a television
commercial.
Creating Direct-Response Advertising
A.
Define direct-response advertising.
B.
Distinguish between direct-response advertising, direct marketing,
and mail order.
C.
Evaluate the various media that direct-response advertising can
utilize.
D.
Explain how modern technology has transformed the nature of
direct response.
E.
List the three types of firms that produce direct-response
advertising.
Yellow Pages and Out-of-Home Advertising
A.
Understand how consumers use the Yellow Pages to search for
information about stores, products, and services.
B.
Describe the characteristics of a well-written and well-designed
Yellow Pages ad.
C.
Explain the importance of graphics in poster design.
D.
Understand the effect of a moving audience on the design of a
billboard.
E.
Explain the difference between interior and exterior transit
advertisements.
F.
Identify innovative media to use to deliver sales, reminder, and
action messages.
Public Relations
A.
Understand what public relations is, how it differs from
advertising, and what its advantages are.
B.
Explain how public relations, advertising, and other marketing
communications can work together to achieve greater benefit for
an organization.
C.
Identify the areas in which public relations operate and some of the
activities performed in those areas.
D.
Understand the value and importance of measuring the results of
public relations effort.
Advertising Campaigns
A.
Understand the role of the situation analysis in identifying key
problems to be solved by the advertising.
Revised by: Mark Abel
April 2003
B.
4.1
4.2
4.3
4.4
9.0
Understand how the basic strategy decisions are developed for an
advertising campaign.
C.
Analyze how the message strategy solves the key problem.
D.
Explain how the media plan relates to advertising objectives and
message needs.
E.
List and explain the items found in a campaign budget.
F.
Explain how the effectiveness of an advertising campaign is
evaluated.
Corporate, Business-to-Business, and Retail Advertising
A.
Distinguish between corporate and business-to-business
advertising.
B.
Explain business-to-business advertising objectives.
C.
List the different markets in the business arena and the various
media used in business advertising.
D.
Understand how local retail advertising differs from national brand
advertising.
E.
Understand how cooperative advertising works.
International Advertising
A.
Distinguish between local, regional, international, and global
brands.
B.
Explain how international advertising is created and executed.
C.
Understand how international agencies are organized.
D.
List the special problems that international advertisers face.
Environment: Ethics and Regulation
A.
Explain the current judicial position concerning the First
Amendment rights of advertisers.
B.
List the major federal agencies that regulate advertising.
C.
Define the concept of self-regulation as it applies to advertising.
D.
Discuss the major ethical issues that advertisers and government
regulatory agencies must address.
E.
Explain the remedies available to different groups when an ad is
judged deceptive or offensive.
Evaluative Research
A.
Explain why advertisers devote time and money to research.
B.
Distinguish between evaluative and diagnostic research.
C.
Identify the three major evaluative research methods and what
each one clams to test.
D.
Evaluate the strengths of various forms of testing.
E.
Understand the concerns surrounding the issues of validity and
reliability.
Course Bibliography:
1.
2.
3.
Advertising Procedures, Kleppner, 14th Edition
Current periodicals
Selected handouts