Transcript title
Advertising
Credits
4
Grading mode
Standard letter grades
Total contact hours
40
Lecture hours
40
Recommended preparation
BA 223.
Course Description
This course develops understanding of the principles and techniques necessary to create an advertising campaign for a business with a focus on the promotion component of the marketing mix. Examines the ways in which advertising fits into the scheme of business marketing. Also discusses advertising and its relationships with other promotional activities. Includes a thorough look into the use of different media choices and the planning of advertising campaigns. Also covers some of the basics regarding the design of commercials and printed copy. Includes work on real-life advertising campaigns.
Course learning outcomes
1. Compare and contrast advertising media options as part of the promotion mix.
2. Analyze the advertising problem, target audience, and desired message in order to select the appropriate advertising media.
3. Evaluate the design, content and overall message of advertisements.
4. Describe the process of creating television, radio and print advertisements.
5. Construct an advertising budget.
6. Identify and explain goals and strategies when hiring agencies and freelance designers to accomplish advertising objectives.
Content outline
Marketing Mix/IMC Basics
Branding
Regulatory and Ethical Considerations
Market Segmentation/Target Marketing
Consumer/Buyer Behavior
Messaging Design
Messaging Strategies, Appeals and Frameworks
Media: TV, Radio, Print, Internet Marketing/Social Media, Nontraditional-Support Media
Direct Marketing
Sales Promotion
Public Relations
Marketing budgeting
Measuring your marketing/results
Required materials
Required textbook.