|
Standard |
Format
Updated:
Introduces the fundamental principles and practices associated with
advertising activities. Topics include: purposes of advertising; principles of advertising;
budgeting; marketing and advertising plans; regulations and controls; media
evaluation, target marketing, and selection; campaign planning; and trends in
advertising.
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Competency Areas |
Hours |
|
|
Purposes
of Advertising |
Class |
3 |
|
Principles
of Advertising |
D. Lab |
2 |
|
Budgeting |
P.
Lab/O.B.I. |
0 |
|
Marketing
and Advertising Plans |
Credit |
4 |
|
Regulations
and Controls |
|
|
|
Media
Evaluation, Target Marketing, and Selection |
|
|
|
Campaign
Planning |
|
|
|
Trends in
Advertising |
|
|
|
|
|
|
|
Prerequisite: |
Program
admission |
|
Corequisite: |
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|
Course Guide |
|
Competency |
After completing this section,
the student will: |
Hours |
||
|
Class |
D.Lab
|
P.Lab/ O.B.I. |
||
|
PURPOSES
OF ADVERTISING |
3 |
0
|
0 |
|
|
Functions |
Identify
the functions of advertising. |
|
|
|
|
Marketing
mix |
List the
four purposes of the marketing mix. |
|
|
|
|
|
Describe
the impact of advertising on the marketing mix. |
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|
|
|
|
Describe
the factors that influence the need for advertising. |
|
|
|
|
Demand
strategy |
Discuss
basic demand strategy. |
|
|
|
|
Consumer
motives |
Classify
consumer motives for buying. |
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|
|
|
PRINCIPLES
OF ADVERTISING |
3 |
0
|
0 |
|
|
Definitions |
Define
advertising. |
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|
|
|
|
Discuss
the nature of advertising. |
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|
|
|
|
Classify
types of retail advertising. |
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|
|
|
Legal
aspects |
Describe
legislative controls used to protect consumers. |
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|
|
|
Advertising
campaign |
Explain
the planning process required for effective advertising. |
|
|
|
|
|
Describe
the implementation process and the impact on producing effective advertising. |
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|
|
|
|
Interpret
the factors affecting the evaluation process as applicable to advertising. |
|
|
|
|
|
Analyze
the elements of the control process and their use in advertising. |
|
|
|
|
BUDGETING |
3 |
0
|
0 |
|
|
Budgeting
approaches |
Explain
the different approaches for establishing an advertising budget. |
|
|
|
|
|
Discuss
the need for establishing an advertising budget. |
|
|
|
|
MARKETING
AND ADVERTISING PLANS |
7 |
0
|
0 |
|
|
Elements |
Identify
the elements of the marketing and advertising plan. |
|
|
|
|
|
Explain
the elements of the marketing and advertising plan. |
|
|
|
|
Case
study analysis |
Analyze a
marketing and advertising plan. |
|
|
|
|
REGULATIONS
AND CONTROLS |
5 |
0
|
0 |
|
|
Federal
agencies |
|
|
|
|
|
Self-regulation |
Describe
the concept of self-regulation as applicable to advertising. |
|
|
|
|
Ethics |
Discuss
the major ethical issues that advertisers and government regulatory agencies
must address in developing an advertisement. |
|
|
|
|
Constitution
and rights |
Explain
the first amendment rights of advertisers. |
|
|
|
|
|
Explain
the process used to determine when an ad is deceptive and offensive. |
|
|
|
|
Terminology |
Define
deceptive as it is used in regulations governing the advertising field. |
|
|
|
|
|
Define
offensive as it is used in regulations governing the advertising field. |
|
|
|
|
3 |
10
|
0 |
||
|
Identify
various types of advertising media. |
|
|
|
|
|
|
Compare
and contrast various types of advertising media. |
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|
|
|
Target
marketing |
Categorize
target markets. |
|
|
|
|
|
Select
appropriate media for identified target markets. |
|
|
|
|
|
|
|
|
|
|
TRENDS
IN ADVERTISING |
3 |
0
|
0 |
|
|
Describe
advertising trends in the area of products. |
|
|
|
|
|
Describe
advertising trends in the area of services. |
|
|
|
|
|
Give
examples of advertising trends for products. |
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|
|
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|
Give
examples of advertising trends for services. |
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Suggested Resources |
Books
Govoni, N., et al. (1986). Promotional management.
Nylen, D. W. (1986). Advertising:
Planning, implementation, and control (3rd ed.).
Russell, J. T., & Lane, W.
R. (1990). Kleppner's advertising procedure (11th ed.).
Samson, H., & Little, W.
G. (1985). Advertising: Planning and techniques (2nd ed.).
Journals
Advertising Age
Clip Bits
Clipper
Communication Briefings
ITC Desktop