12/21/2024 10:23:16 PM	BMK 54 Course Outline as of Fall 1997	Changed Course
CATALOG INFORMATION
Discipline and Nbr:  BMK 54	Title:  ADVERTISING
Full Title:  Advertising
Last Reviewed:8/28/2017

Units		Course Hours per Week			Nbr of Weeks	Course Hours Total
Maximum	3.00	Lecture Scheduled	3.00		17.5 max.	Lecture Scheduled	52.50
Minimum	3.00	Lab Scheduled	0		17.5 min.	Lab Scheduled	0
		Contact DHR	0			Contact DHR	0
		Contact Total	3.00			Contact Total	52.50
		Non-contact DHR	0			Non-contact DHR Total	0

Total Out of Class Hours:  105.00

Total Student Learning Hours: 157.50

Title 5 Category:  AA Degree Applicable
Grading:  Grade Only
Repeatability:  00 - Two Repeats if Grade was D, F, NC, or NP
Also Listed As: 
Formerly: 

Catalog Description:

Principles and techniques of advertising as applied to national media. Psychology of advertising, consumer behavior, market research, preparation of copy, selection of media, testing effectiveness and organization for efficient use by management.

Prerequisites/Corequisites:

Recommended Preparation:
Eligibility for ENGL 100 or ESL 100.

Limits on Enrollment:

Schedule of Classes Information
Description:

Principles & techniques of advertising with special attention given to national media.

(Grade Only)
Prerequisites:
Recommended:Eligibility for ENGL 100 or ESL 100.
Limits on Enrollment:
Transfer Credit:CSU;
Repeatability:00 - Two Repeats if Grade was D, F, NC, or NP

ARTICULATION, MAJOR, and CERTIFICATION INFORMATION

Associate Degree:		Effective:		Inactive:
Area:
CSU GE:	Transfer Area			Effective:	Inactive:
IGETC:	Transfer Area			Effective:	Inactive:
CSU Transfer:	Transferable	Effective:	Fall 1981	Inactive:
UC Transfer:		Effective:		Inactive:
C-ID:

Certificate/Major Applicable: Certificate Applicable Course

COURSE CONTENT

Outcomes and Objectives:
At the conclusion of this course, the student should be able to:

To provide an understanding of the advertising industry:

1.  from a marketing plan point of view;

2.  from hands on experience;

3.  from a problem solving situation.

Topics and Scope

Provide an understanding of the marketing process.  The role of

advertising, the task of advertising, key marketing concepts, the various

types of advertising agencies, how the agency functions, an understanding

of various departments within an agency and how they relate to the

execution of an advertising program.  The need to understand and develop

research in order to better both client and agency spending and targeting.

Assignments:

Develop a marketing plan on a given product.

Develop an advertising program based on the above marketing plan.

Develop raw research information.

Chapter reading and outside readings.

Methods of Evaluation/Basis of Grade.

Writing: Assessment tools that demonstrate writing skill and/or require students to select, organize and explain ideas in writing.		Writing 40 - 60%
Written homework, Essay exams, Term papers
Problem solving: Assessment tools, other than exams, that demonstrate competence in computational or non-computational problem solving skills.		Problem Solving 20 - 30%
Field work
Skill Demonstrations: All skill-based and physical demonstrations used for assessment purposes including skill performance exams.		Skill Demonstrations 10 - 20%
Class performances
Exams: All forms of formal testing, other than skill performance exams.		Exams 10 - 25%
PROBLEM SOLVING WRITTEN EXAMS
Other: Includes any assessment tools that do not logically fit into the above categories.		Other Category 1 - 10%
CLASS PARTICIPATION

Representative Textbooks and Materials:

ADVERTISING, Kenneth E. Runyon, 3rd Edition.

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