HOLY CROSS OF DAVAO COLLEGE Sta. Ana Avenue, Davao City

Bachelor of Science in Business Administration (BSBA)

Major: Marketing Management

COURSE OUTLINE

Advertising

I. Course Number: MM 4 Credit: 3 units

II. Course Title: Advertising Pre-Requisite: MM 1

III. Course Description:

This course provides a comprehensive overview of advertising and promotion from an integrated marketing communications (IMC) perspective. It also studies the factors important for the development of a successful advertising management from a branding perspective, which will cover topics such as situation analysis, selection of target markets, development of objectives, creative guidelines, media selection and scheduling, budgeting, and performance evaluation.

IV. Course Objectives:

At the end of the course, the student should be able to:

1. Give details of the basic principles and concepts of advertising and promotions and how these relate to other marketing functions (e.g., branding, pricing, etc.).

2. Explain how key elements within the marketing communications mix (e.g., advertising, promotion, direct marketing and the Internet) are integrated,

3. Learn how consumer behavior, creative strategy, the communication process, media strategy, market research, and program evaluation tools are used to design effective advertising and promotion programs.

4. Recognize how broadcast media (e.g., television, radio), print media (e.g., magazines, newspapers), support media (e.g., outdoor advertising), direct marketing (e.g., postal mail), and interactive media (e.g., the Internet) are used in advertising and promotion.

5. Give worth to creativity, relevance and production quality in the development of effective advertisements.

6. Appreciate the social, ethical and economic aspects interplay of advertising and promotion.

7. Design and present an advertising promotion campaign plan for a selected product/service.

8. Create copy and design visuals for a TRIP (television, radio, internet and print ad campaign, applying the techniques and competencies discussed in the course.

V. Course Outline No. of Hours

A. Advertising Process 13.5 hours 1. Introduction to Integrated Marketing Communications 2. The Communication Process 3. Introduction to Advertising and Brand Promotion

4. Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations

5. The Agency in Cyberspace 6. Social and Economic Aspects of Advertising and Branding 7. Ethics, Regulation and Social Responsibility in Advertising

B. Planning and Strategy in Advertising 13.5 hours

1. Consumer Behavior and Segmentation Marketing, Positioning and Value 2. Advertising and Promotion Research 3. Source, Message and Channel Factors

No. of Hours 4. Ad Planning and Strategy 5. The Print Advertisement and Media 6. Establishing Objectives and Budgeting for the

Promotional Program 7. Creative Strategy: Planning Development, Implementation

and Evaluation 8. Message Strategy and Art Direction/Production 9. Media Planning

C. Advertising Messages 13.5 hours

1. TV Advertising and the Broadcast Media 2. The Internet and Social Media 3. Advertisement: Celebrity Advertising and

Sponsorship/Event Marketing 4. Sales Promotion, Point-of-Purchase Advertising 5. Direct Marketing 6. Public Relations 7. Measuring the Effectiveness of the Advertising and

Promotion Program

D. Advertising Promotion Campaign Plan 13.5 hours 1. Executive Summary

Section One: Client Background 2. Brief History 3. Current Campaign Goals 4. Target Audience

Section Two: Research 5. Client Assessment: Situational Analysis 6. Testing of Creative Ideas

Section Three: Advertising Plan 7. Creative and Media Plan 8. Public Relations Plan 9. Media Mix 10. Media Budget

Section Four: Monitoring and Evaluation

11. Implementation Schedule 12. Campaign Evaluation Plan

VI. References

A. Bibliography Arens, William F., Contemporary Advertising. McGraw-Hill/ Irwin, New York Barker and et.al. (2013) Social Media Marketing: A Strategic Approach. South Western Cengage Learning USA Chitty William and et.al (2012). Integrated Marketing Communications. 2nd Edition, Cengage Learning Asia Pte. Ltd, USA Gifford, Clive . (2006). Advertising and Marketing. Hernemann Library, Chicago, Illinois Hackley, Chris Advertising and Promotion. Sage Publication, London Kotler & Armstrong.Garry (2011) Principles of Marketing, 16th Edition. Pearson Education Snith Asia Pte. Ltd. Singapore Kotler, Philip et.al. (2010). Principles of Marketing a Global Edition, Pearson Education, Inc. Singapore OGuinn, Thomas C. et.al. (2007). Advertising. South Western College Publishing, Cincinnati, Ohio. Young, Felina C. and et.al.(2009) Principles of Marketing. Rex Printing Company, Inc. Sta. Mesa Quezon City

VII. Course Requirements

A. Quizzes B. Periodic Examinations C. Graded Class Participation D. Company/Agency Visit E. Seminar/Workshop F. Advertising Promotion Campaign Plan

VIII. Grading System

Midterm Grade Tentative Final Grade Prelim Examination 25% Semi-final Examination 25% Midterm Examination 25% Final Examination 25% Class Standing 50% Class Standing 50% Total 100% Total 100% Midterm Grade + Tentative Final Grade

Final Grade = 2