SRJC Course Outlines

11/20/2019 10:37:01 PMBMK 54 Course Outline as of Spring 2011

Changed Course
CATALOG INFORMATION

Discipline and Nbr:  BMK 54Title:  ADVERTISING  
Full Title:  Advertising
Last Reviewed:8/28/2017

UnitsCourse Hours per Week Nbr of WeeksCourse Hours Total
Maximum3.00Lecture Scheduled3.0017.5 max.Lecture Scheduled52.50
Minimum3.00Lab Scheduled06 min.Lab Scheduled0
 Contact DHR0 Contact DHR0
 Contact Total3.00 Contact Total52.50
 
 Non-contact DHR0 Non-contact DHR Total0

 Total Out of Class Hours:  105.00Total 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:
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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: Untitled document
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:TransferableEffective:Fall 1981Inactive:
 
UC Transfer:Effective:Inactive:
 
C-ID:

Certificate/Major Applicable: Certificate Applicable Course



COURSE CONTENT

Outcomes and Objectives:
Upon completion of the course, students will be able to:
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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
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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:
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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:
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Creative Strategy in Advertising, by Jewler and Drewniany, (10th). Wadsworth Publishing, 2011.

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