12/26/2024 2:37:00 PM	BMK 54 Course Outline as of Spring 2011	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		6 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 the position of a brand in relation to target audience.  Market research, fact finding, and consumer behavior patterns used to develop advertising strategy responsive to competition and meaningful to the consumer.  Preparation of copy, selection of media channels, testing effectiveness, and revision of campaign to objectively respond to client and consumer needs.

Prerequisites/Corequisites:

Recommended Preparation:
Eligibility for ENGL 100 or ESL 100

Limits on Enrollment:

Schedule of Classes Information
Description:

Principles and techniques of advertising as applied to the position of a brand in relation to target audience.  Market research, fact finding, and consumer behavior patterns used to develop advertising strategy responsive to competition and meaningful to the consumer.  Preparation of copy, selection of media channels, testing effectiveness, and revision of campaign to objectively respond to client and consumer needs.

(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:

Upon completion of the course, students will be able to:

1.   Summarize influences that have changed the advertising industry.

2.   Select an effective campaign theme targeted toward a specific market.

3.   Design a market research plan that includes both secondary and primary sources, assesses consumer behavior, and produces relevant data.

4.   Construct an effective advertising strategy that responds to competition and a target audience that conveys how the brand addresses a human need.

5.   Compare and contrast the advantages and disadvantages of various advertising media, and conclude which method, or combination of methods, is most appropriate.

6.   Prepare an advertising proposal that maximizes impact on consumers and other end users at minimal cost.

Topics and Scope

I.   Overview and historical perspective of advertising industry

II.  Creativity in advertising

III. Diversity and targeting a changing marketplace

IV. Market research: fact finding

   A. Identification of position

   B. Secondary sources vs. primary research

   C. Consumer behavior patterns

   D. Interpretation of responses

   E. Target audience

V. Strategy

  A. O'Toole's "Three-Point Approach"

  B. DDB Needham's "Basic Human Needs"

  C. McCann-Erickson's role-playing

  D. Linking strategy to thinking and feeling

  E. Position responsive to competition and meaningful to consumer

  F. Campaign revisions in response to consumer feedback

VI. Writing copy

   A. Importance of a name

   B. Product as unique solution to problem

   C. Focus to strengthen message

VII.  Layout design

VIII. Radio advertising

IX.   Television

X. Direct marketing

XI. Relationship between the brand and the consumer

   A. Consumer perception of product

   B. Simplify

XII.  Integrated Marketing Communications (IMC)

XIII. Client presentations

    A. Address need

    B. Consumer perception in relatation to creative strategy

    C. Campaign theme

    D. Visual presentation tools

Assignments:

1) Weekly reading assignments of 20-30 pages

2) In-class written assignments

3) Case studies that highlight advertising theory and principles in action

4) Marketing plan

6) Market research survey

7) Written advertising proposal of 3-6 pages based on marketing plan and research

8) Invidividual and/or group oral presentation

9) Two to three exams and a final exam

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, advertising proposal, case studies, marketing plan
Problem solving: Assessment tools, other than exams, that demonstrate competence in computational or non-computational problem solving skills.		Problem Solving 15 - 25%
Field work, field survey
Skill Demonstrations: All skill-based and physical demonstrations used for assessment purposes including skill performance exams.		Skill Demonstrations 10 - 20%
Individual and/or group oral presentation
Exams: All forms of formal testing, other than skill performance exams.		Exams 10 - 30%
Exams: multiple choice, true/false, matching, completion
Other: Includes any assessment tools that do not logically fit into the above categories.		Other Category 5 - 15%
Attendance and participation

Representative Textbooks and Materials:

Creative Strategy in Advertising, by Jewler and Drewniany, (10th). Wadsworth Publishing, 2011.

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