JOUR 125 - Fundamentals of Advertising
Description: Fundamentals of Advertising introduces the student to the contemporary
advertising process. Research, planning, creativity, production, media
placement and sales are discussed, along with individual mediums and their
forms, functions and roles in society. Major emphasis is placed on the
areas of advertising/marketing research, planning and creativity,
including integrated marketing communications. 3 hrs./wk. Supplies: Refer to the instructor’s course syllabus for details about any supplies that may be required. Prerequisites: NONE Textbook(s): For information see - http://bookstore.jccc.net Course Fees: NONE Course Objectives: Upon successful completion of this course the student should be able to:
Content Outline & Competencies: I. Advertising Perspectives
A. Dimensions of Advertising
1. Define the terms "advertising", "marketing", and
"communication".
2. Analyze the definition of advertising and explain the
relationship of each of its six components to the four elements of
marketing strategy.
3. List and explain the five functions of advertising as it relates
to products, services and ideas.
4. List and explain the three functions of advertising as it relates
to the consumer.
5. Using "The Abundance Principle", identify and explain the effect
of advertising on the seven components of national economics.
B. Classifications of Advertising
1. List and explain two components used to classify advertising by
target audience.
2. List and explain four components used to classify advertising by
geographic area.
3. List and explain eight components used to classify advertising by
the type of medium in which it appears.
4. List and define three components used to classify advertising by
its function or purpose.
C. History of Advertising
1. List and explain the significance of 11 prominent dates in the
history of advertising from 3000 B.C. to the present day.
2. List five product/marketing ages of world history, and explain
the forms of advertising used during each.
3. Explain how advancements in technology have contributed to the
development and use of advertising through history.
D. U.S. Advertising
1. List eight major eras in U.S. advertising, and explain the
identifying characteristic of each.
2. Explain the significance of the consumer revolt which took place
in the early 1900s and its impact on manufacturers and advertisers.
3. List a combination of seven persons, cities, and media involved
in the advancement of advertising in the United States, and explain why
the contribution of each is important.
II. Advertising and Society
A. Controversies
1. List and explain seven major social criticisms of advertising.
2. List and explain the primary defense of each criticism.
3. Define the "reasonable person rule", and explain its value in
advertising.
4. Explain the pros and cons concerning the reality of subliminal
advertising.
B. Ethics
1. List and explain eight unfair and deceptive advertising
practices.
2. List and explain the eight advertising principles of American
business.
3. Differentiate and explain an "ethical dilemma" and "ethical
lapse".
4. List and explain three levels of ethical responsibility.
5. List and explain the FTC’s three remedies for unfair or deceptive
advertising.
C. Regulation
1. List four governmental regulators of advertising, and explain
their jurisdiction.
2. List two non-governmental regulators of advertising, and explain
their jurisdiction.
3. List four media regulators of advertising, and explain how they
operate.
4. Describe the establishment of the National Advertising Review
Council, and explain its function.
III. The Advertising Industry
A. Clients
1. List and define four types of advertisers from local to global.
2. Explain the value of local advertising to regional, national, and
transnational marketers.
3. Define "cooperative advertising", and explain the difference
between vertical and horizontal cooperation.
4. Explain the value of cooperative advertising to the local
advertiser.
5. List and define four types of local advertisers.
6. List three types of local advertising, and explain the purpose of
each.
B. Advertising Agencies
1. Explain the role of an advertising agency.
2. List and describe three ways ad agencies are classified.
3. List and describe seven operations conducted by an advertising
agency.
4. List and describe three ways ad agencies receive income.
5. List and describe the four stages of client-agency relationship.
6. Describe and evaluate the key factors of the client-agency
relationship.
7. List and explain the advantages/disadvantages of an in-house
agency.
8. List and describe six personnel roles/career opportunities within
an advertising agency.
C. Suppliers
1. List and describe four major suppliers to the advertising
business.
2. Explain the importance of each group to the industry.
D. Media
1. List and describe six major classifications of advertising
media.
2. List and describe three major difficulties encountered by
transnational advertisers.
IV. The Foundations of Advertising
A. Markets and Marketing
1. Differentiate between the terms "market" and "marketing", and
explain why the knowledge of each is important.
2. List four types of markets and explain their composition.
3. List and explain three responsibilities of marketing.
4. List and explain the "four Ps" of the marketing mix.
5. List and explain three marketing activities.
B. Consumers and Human Behavior
1. List and explain three personal processes in consumer behavior.
2. List and explain three non-personal influences in consumer
behavior.
3. List and explain three interpersonal influences in consumer
behavior.
4. Using Abraham Maslow’s model, identify and explain the hierarchy
of needs in consumer motivation.
C. Market Segmentation
1. Define market segmentation and explain its value in the
advertising process.
2. List and explain four methods of market segmentation, including
geographic, demographic, behavioristic and psychographic.
3. Using the "four Ps" of the marketing mix, explain how each may be
used to match a product to a target market.
D. Product Identification/Differentiation and Distribution
1. List and describe three methods manufacturers use to identify
their products.
2. List and explain three ways different brands of the same product
may be differentiated.
3. List and explain three phases of product life cycle.
4. List seven product pricing strategies, and explain the value of
each in marketing and advertising.
5. List and describe three methods of product distribution, and
explain the reasoning behind each.
6. List four promotion strategies, and describe an example of each.
7. Explain the term "vertical marketing system", and list six
foreign countries in which it is being adapted.
V. Marketing and Advertising Research/Planning
A. Terminology
1. Differentiate between "market research" and "marketing research",
and explain the three-fold goal of each.
2. Define "advertising research", and explain why it is important to
the marketing/advertising process.
3. Differentiate between a marketing plan and advertising plan, and
explain why each is important to the marketing/advertising process.
B. Methodology
1. List and explain five steps in the marketing/advertising research
process.
2. Differentiate between internal and secondary data, and explain
why each is important.
3. List three methods of quantitative research, and explain how they
are used.
4. List two methods of qualitative research, and explain their use.
C. Applications
1. List and explain three main objectives in applying research data
to marketing and advertising strategy.
2. Explain the value of the research process to the marketing plan.
3. Explain the value of the research process to the advertising
plan.
4. Define the term "big idea", and explain its value in
advertising.
VI. Crafting Marketing and Advertising Strategies
A. Formats
1. Differentiate between top-down and bottom-up marketing, and
explain the advantages of each.
2. Define "relationship marketing", and list three reasons why it is
important in contemporary marketing/advertising.
3. List and explain five levels of relationships formed between a
company and its stakeholders.
4. Define "integrated marketing communications", and identify its
primary link to relationship marketing.
5. List four sources of branded messages, and explain their
relationship to the "integration triangle".
B. Objectives
1. List five levels of the Advertising Pyramid, and explain how they
relate to the development of marketing and advertising strategy.
2. List and explain four elements of the creative mix and how they
relate to the development of marketing/advertising strategy.
3. Define the term "product concept", and explain its relationship
to marketing/advertising strategy.
C. Budgeting
1. List and explain five relationships between advertising and
sales/profits.
2. List and describe nine methods used to allocate the advertising
budget.
3. Describe two fallacies associated with the budgeting process.
VII. Media Planning
A. Scope
1. List and explain five challenges facing today’s media planner.
2. Differentiate between traditional and non-traditional media
options.
3. List 20 off-the-wall media options used by today’s advertisers,
and explain the effectiveness of each.
B. Terminology
1. Differentiate between a medium and a medium vehicle, and explain
how each relates to marketing/advertising strategy.
2. Differentiate between reach and frequency, and explain the
mathematical formula for determining each.
3. Explain cost per thousand, and the mathematical formula for
determining it.
4. Describe the term "rate card", and explain its use in media
planning.
C. Process
1. List and explain five elements of the media mix.
2. List four factors for evaluating specific media vehicles, and
explain their relevance to the media planning process.
3. List and explain five factors affecting the probability of
advertising exposure.
4. List and explain six factors known to increase attention value.
5. List and explain five reasons for using a mixed-media approach in
an advertising campaign.
6. Describe three scheduling patterns used to build continuity in a
campaign.
7. List three additional scheduling patterns and explain how each
works.
VIII. Integrating Advertising With Other Elements of the Communications
Mix
A. Direct Marketing/Mail
1. Define "direct marketing", and list six objectives it fulfills.
2. Explain the impact of direct marketing in today’s business
world.
3. Explain the value of direct marketing as a part of Integrated
Marketing Communications.
4. List and explain seven types of direct marketing activities.
5. Differentiate between direct marketing and direct mail, and list
seven types of direct mail advertising.
6. List and explain seven advantages of direct mail.
7. List and explain five drawbacks of direct mail.
8. List and explain the six secrets of successful direct mail
advertising.
9. List and explain three distribution flags in direct mail
advertising.
B. Personal Selling
1. Explain personal selling, and list six types of this activity.
2. List and explain six advantages of personal selling
3. List and explain five disadvantages of personal selling.
4. List and explain four communications functions accomplished
through personal selling.
C. Sales Promotion
1. Define "sales promotion", and list its three key elements.
2. List and explain two purposes of sales promotion.
3. List and explain three positive effects of sales promotion on
brand volume.
4. List and explain four negative effects of sales promotion on
brand value.
5. Differentiate between push and pull sales promotion techniques
and list five common types of each.
D. Digital Interactive Media
1. List four components of digital interactive media, and explain
their value in the marketing/advertising process.
2. List five forms of Internet advertising, and explain their use by
consumers.
3. List and explain 10 advantages of Internet advertising.
4. List and explain seven disadvantages of Internet advertising.
G. Out-of-Home, Exhibitive and Supplementary Media
1. Differentiate between out-of-home, exhibitive, and supplementary
media and list three examples of each.
2. Examine and explain the pros and cons of outdoor advertising.
3. Examine and explain the pros and cons of transit advertising.
4. List and explain four pivotal areas of trade-show planning.
5. Differentiate between consumer and business-to-business specialty
advertising and list three examples of each.
6. List four examples of emerging media, and explain the value of
each.
IX. Public Relations, Sponsorship and Corporate Advertising
A. Public Relations
1. Describe public relations, and explain its value to marketers.
2. Using the acronym ROPE, explain the public relations process.
3. List three key players in the history of public relations, and
explain the contributions of each.
4. List three publics served by public relations, and explain their
composition.
5. List four goals of public relations and explain the value of
each.
6. Describe two public relations models, and explain their
differences.
7. List two similarities of public relations and advertising.
8. List three differences between public relations and advertising.
9. List seven public relations activities.
10. List six public relations tools, and explain how each is used.
B. Sponsorship
1. Describe sponsorship, and explain its value to marketers and
advertisers.
2. Explain sponsorship’s link to sales promotion and public
relations.
3. List and explain seven benefits of sponsorship.
4. List and explain three drawbacks of sponsorship.
5. List and describe five categories of sponsorship.
6. List two methods of sponsorship and explain the benefits of
each.
7. List and describe three methods for evaluating sponsorship
results.
C. Corporate Advertising
1. Describe "corporate advertising", and explain its role as part of
the integrated marketing communications program.
2. List and describe four areas encompassed by corporate
advertising.
X. Creating Advertisements and Commercials
A. Advertising Strategy
1. List and explain five levels of the creative pyramid.
2. List and describe four elements used to determine advertising
strategy.
3. Differentiate between fact-based and value-based thinking, and
explain the benefit of each in advertising strategy development.
B. Message Strategy
1. List and describe three elements of message strategy
development.
2. Define the term "big idea", and explain its purpose in
constructing an advertising message.
3. Using John Caples’ methodology, list 10 ways of finding a big
idea.
4. List David Ogilvy’s five-question approach for recognizing a big
idea.
C. Creative Strategy
1. List and describe four elements of creative strategy.
2. List and explain four roles assumed by the art director and
copywriter in the creative process.
3. Using Roger von Oech’s suggestions, list and explain seven
methods for manipulating ideas in the creative process.
4. Define "U.S.P.", and explain its value in advertising.
5. Explain the term "tag line" and describe its value in
advertising.
6. Differentiate among seals, slogans and signatures, and explain
the value of each in advertising.
D. Creative Execution
1. Print Media
a. List and explain eight steps in producing a print
advertisement.
b. Differentiate between art and copy, and list the components of
each.
c. List and explain 10 purposes of a visual.
d. List and explain 10 methods for determining the purpose of a
visual.
e. List and explain five basic rules in print advertisement
design.
f. List and explain six functions of a headline.
g. List and define five categories of headlines.
h. List and explain three purposes of a subhead.
i. List and explain four purposes of text copy.
j. List and explain five categories of text copy.
k. List and express five important caveats in writing text copy.
l. Explain the purpose of a lead-in paragraph.
m. Explain the purpose of interior paragraphs.
n. Differentiate between the trial close and close, and explain
the importance of each in print advertising.
2. Electronic Media
a. Explain the purpose of a script in producing a radio
commercial.
b. List and explain 10 guidelines for creating effective radio
commercials.
c. List and explain 17 creative ways to sell on radio.
d. Explain the purpose of a storyboard in producing a television
commercial.
e. Define the term "animatic" and explain its purpose in the
television production process.
f. List and describe 10 techniques for creating effective
television commercials.
g. List and describe eight formats for radio and television
commercials.
3. Creative Caveats
a. List five common pitfalls in advertising copywriting, and
explain how to avoid them.
b. List and describe four basic rules to follow when translating
advertising messages into foreign languages.
E. Producing Advertisements and Commercials
1. Print Advertising
a. List and explain four major phases of print production.
b. List and describe five groups of type used in print
advertising.
c. List and describe two classes of type used in print
advertising.
d. List four considerations in selecting a typeface, and explain
why each is important.
2. Electronic Advertising
a. List and explain three major steps in producing a radio spot.
b. List and explain three major steps in producing a television
commercial.
XI. Buying Print, Electronic, and Supplementary Media
A. Magazines
1. List and define three categories of magazines.
2. List three advantages of magazines as an advertising medium.
3. List three disadvantages of magazines as an advertising medium.
B. Newspapers
1. List and describe three methods of categorizing newspapers.
2. List and describe four types of newspaper advertising.
3. Differentiate between a rate card and a tear sheet, and explain
the purpose of each.
4. List and describe four advantages of newspapers as an advertising
medium.
5. List and describe four disadvantages of newspapers as an
advertising medium.
C. Television
1. List and describe three categories of television advertising.
2. List and describe three types of television advertisement.
3. List and describe seven dayparts (segments) of the television
broadcast day.
4. List and explain three advantages of television as an advertising
medium.
5. List and explain four disadvantages of television as an
advertising medium.
D. Radio
1. List and describe two categories of radio advertising.
2. List and describe two types of radio advertisement.
3. List and describe five dayparts of the radio broadcast day.
4. List and explain five advantages of radio as an advertising
medium.
5. List and explain four disadvantages of radio as an advertising
medium.
E. Digital/Interactive
1. List and describe four categories of digital/interactive media.
2. List and explain three advantages of digital/interactive media
advertising.
3. List and explain three disadvantages of digital/interactive media
advertising.
F. Outdoor/Transit/Supplementary
1. List and describe two types of outdoor advertising media.
2. List and describe five advantages of using outdoor media.
3. List and describe five disadvantages of using outdoor media.
4. List and describe five types of transit media.
5. List and describe four advantages of using transit media.
6. List and describe three disadvantages of using transit media.
7. List and describe four supplementary media and explain their
value as advertising venues.
XII. Applications
A. Using the principles and procedures of effective advertising, create
an advertising campaign.
B. Revise and edit to produce final copy.
Methods of Evaluation of Competencies: Evaluation of student mastery of course competencies will be accomplished using the following methods: A. Activities: 1. Tests – Four tests are given during the semester; one for each unit studied. (There is no comprehensive final exam.) 2. Assignments – These simple exercises provide hands-on experience and active participation in studying and implementing various principles/methods involved in the course. 3. Term Project – The development of a complete advertising campaign for the Kansas City market highlights the course during the latter part of the semester. This project includes a budgeted marketing plan based on research and analysis, plus a creative campaign utilizing local print, broadcast and supplementary media. 4. Class Attendance/Participation – Fundamentals of Advertising is a Communications Program course. Attendance and participation are tantamount to the student’s comprehension of the material studied. These areas constitute 10 percent of the course grade. B. Grading: All work will be graded on a point system and computed into percentages. The final grade is based on the percentage of points earned at semester’s end. Grading Criteria: 90 - 100% = A 80 - 89% = B 70 - 79% = C 60 - 69% = D Below 60% = F Point Summary: 4 tests @ 60 points each = 240 points (40% of grade) 20 assignments @ 5 points each = 100 points (10% of grade) 1 term project @ 200 points = 200 points (33% of grade) Attendance/Participation @ 60 points maximum = 60 points (10% of grade) Total: 600 points (100%) Caveats:
Disabilities: If you are a student with a disability, and if you will be requesting accommodations, it is your responsibility to contact Access Services. Access Services will recommend any appropriate accommodations to your professor and his/her director. The professor and director will identify for you which accommodations will be arranged. JCCC provides a range of services to allow persons with disabilities to participate in educational programs and activities. If you desire support services, contact the office of Access Services for Students With Disabilities (913) 469-8500, ext. 3521 or TDD (913) 469-3885. The Access Services office is located in the Success Center on the second floor of the Student Center. |
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