MKTG 2020 - Advertising & Promotion Management

Credit Hours: 3.00

Objectives:

1. Discuss the roles and functions of advertising within society and business.
2. Distinguish different types of advertising.
3. Summarize the characteristics of effective advertising.
4. Analyze 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.
9. Distinguish between the types of strategic research and methods and their use.
10. Describe a target market towards which an advertising campaign will be developed.
11. Explain how account planning works.

Outcome 2: Upon completion of this course, students will be able to explain the media planning process.

Objectives:

1. List the key media strategy decisions.
2. Outline the basic media concepts used by media planners and buyers.
3. Identify various types of media (traditional, non-traditional and alternative) available to advertisers.
4. Contrast the advantages and disadvantages of using different types of traditional, non-traditional and alternative advertising media.
5. Demonstrate through technology (i.e. Internet or SRDS database), the ability to select and buy time/space for a variety of media.

Outcome 3: Upon completion of this course, students will be able to summarize 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 processes.
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.

Outcome 4: Upon completion of this course, students will be able to explain promotional strategies beyond advertising.

Objectives:

1. Explore Integrated Marketing Communication tools like direct marketing, sales promotion, corporate advertising, and public relations.
2. Discuss the significance of alternate advertising situations like business to business, nonprofit and international advertising.

Outcome 5: Upon completion of this course, students will be able to implement strategies into an Integrated Marketing plan using real world scenarios.

Objectives:

1. Identify target market(s).
2. Create a communications brief.
3. Allocate budget across different channels and media packages.
4. Determine the Big Idea.
5. Execute a creative campaign.

• Communication: The graduate can communicate effectively for the intended purpose and audience.
• Critical Thinking: The graduate can make informed decisions after analyzing information or evidence related to the issue.
• Global Literacy: The graduate can analyze human behavior or experiences through cultural, social, political, or economic perspectives.
• Information Literacy: The graduate can responsibly use information gathered from a variety of formats in order to complete a task.
• Quantitative Reasoning: The graduate can apply quantitative methods or evidence to solve problems or make judgments.
• Scientific Literacy: The graduate can produce or interpret scientific information presented in a variety of formats.

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

Enhancing and Evaluating Advertising

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