Mass Com 411: ADVERTISING MANAGEMENT

Syllabus

Wesleyan University-Philippines                                                                Mass Com 411 – Advertising Management
College of Arts and Sciences                                                                                                  Course Credit: 3 units 
 

COURSE DESCRIPTION

The course tackles the business side of the advertising industry – the organizational setup of advertising agencies and the functions of the different components. The advertising route is traced from the advertiser, to the media, to the consumers.
 
COURSE OBJECTIVES
 At the end of the course, the students are expected to:
 Cognitive
 be familiar with the setup and functions of different types of advertising organizations.
Affective
develop an appreciation for the values of creativity and teamwork which are necessary for a successful stint in the field of advertising.
Psychomotor
be able to conceptualize and prepare an advertising campaign.


METHODOLOGY

Lectures
Listening and viewing sessions
Practical exercises
Interaction with advertising practitioners
 


COURSE OUTLINE

  Topic                                                                                                  Timeline
COURSE ORIENTATION  1 week
REVIEW OF ADVERTISING PRINCIPLES AND PRACTICES  2 weeks
ADVERTISING ORGANIZATIONS 
          Advertising Department
          Full-service independent advertising agency
          The advertising route
          Other advertising-related organizations
 		  4 weeks
THE ADVERTISING CAMPAIGN
         The Product/Service
         The Marketing Goal
         The Advertising Objective
         Advertising Campaign Plan
         Media Planning
         Evaluation of the Ad Campaign		  5 weeks
PRACTICUM
         Research, planning and production of an advertising campaign 
         proposal		  6 weeks
________
18 weeks

CONSULTATION HOURS

 Monday to Friday      12:00 Noon – 1:00 PM


REQUIREMENTS

Individual Projects
Individual Reports
Research Projects 
Preparation of ad campaign proposal


GRADING SYSTEM

Term Examination --------------------------------- 40%

Academic Exercises:

Quizzes/Homework --------------------- 40%
Class Participation----------------------- 10%
Attendance-----------------------------------10%


REFERENCES

Wells, William. Advertising Principles and Practice. New Jersey: Prentice-Hall, 1989.

Goddard, Angela. The language of Advertising. London: Routledge, 1998.

Belch, George E. Introduction to Advertising and Promotion Management. Illinois, 1990.

Kleppner, O. (1980). Advertising Procedures. New Jersey. Prentice Hall.

Boyd, Fryburger & Westfall. (1964) Cases in Advertising Management. New York. McGraw-Hill

 
 
Online Reference Materials
The Role of Advertising

The Role of Advertising Today

Possible Advertising Objectives

Six Types of Advertising and How To Use Them

Types of Advertising Media

Evaluating Alternative Types of Advertising

General Advertising Principles

Principles of Effective Print Advertising

Unique Selling Proposition

Copywriting Tips

Ethics: Advertising Review Handbook

Critical Look: What Value is There in Studying Advertising?

Advertising: Selected Glossary

Advertising Terminology
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