Advertising
Advertising
Advertising
COURSE BASICS
Credit Hours 3
Lecture(s) Nbr of Lec(s) Per Week 03 Duration 1 hour
Recitation/Lab (per week) Nbr of Lec(s) Per Week N/A Duration 0
Tutorial (per week) Nbr of Lec(s) Per Week N/A Duration 0
COURSE DISTRIBUTION
Core NA
Elective Elective
Non Credit NA
Open for Student Category Juniors & Seniors (6th year, 7th Semester)
ADVERTISING
COURSE DESCRIPTION/OBJECTIVE
By the end of this course it is expected that the student will be able:
1. To explain the structure of advertising and promotion industry and the roles of its separate
players, have assets to analyze promotion programs and identify main objectives distinguishing
their singularities from marketing goals as well as to recognize, organize, and measure
effectiveness of separate elements of advertising plan and its outcomes.
2. To compare and generalize different promotion programs is also one of the man tasks of the
course. As a result of the above, students are expected to be able to criticize selected promotion
programs, outline their strengths and weaknesses and point out the measurable improvement
possibilities (e.g. rearrangement of selected communication elements and explanation of their
possible effects).
INTRODUCTION
Advertising: Definition, functions and classifications.
The evolution of modern advertising.
.Week 01
Advertising and the social, ethical and legal issues.
The advertising business: The company‟s own
department, Advertising agencies and the media.
THE MARKETING MIX AND ADVERTISING
Advertising and the product.
Week 02 & 3 Advertising and the price.
Advertising and the place.
Advertising and the promotion.
THE ADVERTISING RESEARCH STAGES
Advertising strategy determination.
Week 04 & 05
Concept development and testing.
Testing and evaluation of advertising.
COPYWRITING AND ADVERTISING STRATEGY
Message strategy: The product marketing facts for
Week 06 & 07 copywriters.
Copy platform.
Objectives of creative copy.
The structure of copy.
How to write effective copy.
Common pitfalls and copywriting.
DESIGNING THE ADVERTISING
The advertisement layouts.
Week 08
The design principles.
The features of the best layout design.
MEDIA PLANNING AND SELECTION
Role of media in marketing framework.
Week 09 Defining media objectives.
Developing media strategies.
Media selection and scheduling.
ADVERTISING MEDIA
Print media: Newspapers and magazines
Electronic media: Television, radio and limitations of
Week 10 & 11 cable.
Direct mail and the creative mix.
Out-of-home media.
Transit advertising
SITE DESIGN BASICS
Four cornerstone approach
Week 12
Personas and scenarios
How to write project briefs
SITE DESIGN USABILITY
Week 13 Usability Best Practices
Domain name management
E MARKETING COMMUNICATIONS
Online advertising methods
Week 14 & 15
Online promotional tools
Permission based email
Conclusion Session
Week 16 Terminal Exam (to be announced by the University)
TEXT BOOKS
1. Bovee & Arens; Contemporary Advertising, IRWIN Inc.
REFERENCE BOOKS
1. Bovee, Thill, Dovel, Woo; Advertising Excellence, The McGraw Hill Inc.
2. Wright M:G; Advertising, McGraw Hill Inc.
3. Wilmshurst & Mackay; The Fundamentals of Advertising, Butterworth Heinemann
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