MKTG 2020 - Advertising & Promotion Management

Credit Hours: 3.00

Objectives:

1. Discuss the roles and functions of advertising within society and business
2. Distinguish the different types of advertising
3. Summarize the characteristics of effective advertising
4. Analyze the changes affecting the advertising industry
5. Explain how the communication process and consumer behavior relate to advertising
6. Summarize the structure and the function of the advertising agency industry
7. Identify key ethical, legal and regulatory issues in advertising
8. Describe how diversity, multiculturalism, and technology are important to advertising.

Outcome 2: Upon completion of this course, students will be able to explain the process of developing and implementing media strategies.

Objectives:

1. Distinguish between the types of strategic research and their uses
2. Describe a target market towards which an advertising campaign will be developed
3. List the common research methods used in advertising
4. Explain how account planning works
5. List the key media strategy decisions

Outcome 3: Upon completion of this course, students will be able to explain the media planning process.

Objectives:

1. Outline the basic media concepts used by media planners and buyers
2. Identify the various types of media (traditional, non-traditional and alternative) available to advertisers
3. Contrast the advantages and disadvantages of using different types of traditional, non-traditional and alternative advertising media
4. Demonstrate through technology (i.e. Internet or SRDS database), the ability to select and buy time/space for a variety of media.
5. Outline the key features in an Integrated Marketing Communications plan
6. Create a budget and media plan for a business or organization

Outcome 4: Upon completion of this course, students will be able to identify the fundamentals of the creative side of advertising.

Objectives:

1. Define creative advertising and explain how it leads to a Big Idea
2. Outline and assemble the key parts of a creative brief
3. Describe the characteristics of creative people and their creative process
4. Describe the creative elements of different forms of advertisements
5. Develop and analyze copy and headlines
6. Explain how visual impact is created in different forms of advertising
7. Create a campaign that will fit into an integrated marketing communication program for a business or organization

Outcome 5: Upon completion of this course, students will be able to demonstrate ways to enhance and evaluate advertising.

Objectives:

1. Define how direct marketing and sales promotion can enhance advertising
2. Identify the role and types of public relations
3. Discuss retail advertising and what makes it distinctive
4. Explain the basics of business to business, nonprofit and international advertising
5. Demonstrate why and how advertising evaluation is conducted
6. Identify the key areas of media evaluation

1. Advertising and Society
2. How Advertising Works
3. Advertising Agencies and Their Function

Advertising Strategy and Research

1. Target Audiences
2. Strategic Planning

Media Planning

1. Types of Advertising Media (Print, Out-of-Home, Broadcast, Electronic, and Alternative)
2. Media Buying

Advertising and Creativity

1. Copywriting
2. Design, Layout and Production

Enhancing and Evaluating Advertising

1. Direct Response and Sales Promotion
2. Public Relations
3. Special Advertising Situations
4. Evaluating Advertising Campaigns