ADVERTISING AND PROMOTION

Course Objectives:
This course provides students with an understanding of basic marketing principles and training for entry-level job positions in the exciting, constantly changing service fields of advertising and display. It provides an understanding of the concept of market identification and creativity in the promotional industry. Students understand both the social and ethical aspects of advertising. In addition, students investigate how to use sales promotion to bring about behavioral change in the contexts of consumer and trade promotion. Further, they learn how to generate and manage publicity. Students also evaluate the legal and ethical issues surrounding these marketing communication efforts.

Course Description:
This course examines the role of advertising and promotion in marketing, the legal and social environment in which it operates and the process by which it is created and managed. The Course presents advertising and sales promotion objectives, functions, strategies, communications, segmentation and positioning. Topics discuss ethical viewpoints, marketing and consumer behavior, advertising strategy, research, creative strategies, media selection and evaluation, and advertising utilizing the web. 

Course Outline:
The topics covered include:

1. Advertising purposes, principles and procedures
2. Setting advertising and promotion objectives and budgets,
3. Components of advertising messages,
4. Types of advertising
   4.1 Television
   4.2 Radio
   4.3 Newspaper
   4.4 Magazines
   4.5 Cable
   4.6 Internet
   4.7 Outdoor
   4.8 Direct mail
5. Creativity and creative strategy,
6. Media costs, selection and strategy,
7. Promotion and Promotional Mix
8. Types of Promotion and Promotional Media
9. Use of sales promotion tools,
10. Agency-client-media relations
11. Evaluating advertising effectiveness, and
12. Advertising regulation, ethics, and cultural impact.

Learning Outcomes:
After completing this course the student will be able to:

1. Discuss the social and economic values of advertising.
2. Explain how advertising, as a form of communication, aids in the marketing of goods and services.
3. Plan an advertising campaign strategy which would interpret the want-satisfying qualities of a product in terms of consumer wants.
4. Properly utilize the various market research techniques by identifying a target market and determining what type of appeal to make in advertising a particular product to them.
5. Demonstrate an understanding of the proper use of color, space, type and product concept by preparing a single advertisement for a product of his/her choice.

Method of Instruction:
Electronic presentation, Use of Spreadsheet templates, and CD-ROM for action learning.
Use of the Internet for up-to-date global information.

•  Lectures
•  Class Discussion
•  Case Studies
•  Videos
•  Guest Speakers

Skills to be developed:
This course helps students in developing the following skills:
•  Communication (Oral & written) Through Assignments, Case Study discussions and
Examinations
•  Analytical Through Case studies and examinations
•  Team Work Through Case studies
•  Creative Thinking Through Case studies, assignments, classroom
discussions
•  Adaptability to Change Through Case studies, and examinations
•  Ethics Through lectures and assignments
•  Use of Information Technology Through use of PCs, Internet, CD-ROM, Statistical
data base in the library
•  International issues Through Case studies, assignments, classroom
discussions, and examinations

Evaluating Student Performance:
Class participation and attendance 10%
Individual assignments /or/ Tests (two) 40%
Mid-term examination 20%
Project Presentation (Final) 30%

Grading:
Percentage Score Letter Grade GPA Points Percentage Score Letter Grade GPA Points

90 – 100 A 4.0 70 - 74 C 2.0
85 - 89 B+ 3.5 65 - 69 D+ 1.5
80 - 84 B 3.0 60 - 64 D 1.0
75 - 79 C+ 2,5 < 60 F 0.0

Educational Resources:

Course Schedule & Outline:
Sixteen Week Semester, 3 hrs/Wk