Mass Com 321: ADVERTISING PRINCIPLES

Syllabus


Wesleyan University-Philippines                                                              Mass Com 321 – Advertising Principles
College of Arts and Sciences                                                                                           Course Credit: 3 units
 

COURSE DESCRIPTION

An introductory course on advertising designed to familiarize Mass Communication students with the principles and practices of this persuasive form of communication.
COURSE OBJECTIVES
 At the end of the course, the students are expected to:
 Cognitive
 be familiar with the various basic advertising principles, techniques and practices.
Affective
realize the importance and impact of persuasive communication in their daily lives.
Psychomotor
relate and apply the communication principles and theories they have learned in the preparation of advertising materials.


METHODOLOGY

Lectures
Viewing sessions
Practical exercises
Group and individual advertising projects


COURSE OUTLINE

  Topic                                                                                                   Timeline
COURSE ORIENTATION  1 week
DEFINITION OF ADVERTISING  1 week
ADVERTISING’S ROLE IN BUSINESS   1 week
TYPES OF ADVERTISEMENTS  1 week
THE ADVERTISING SPIRAL  1 week
ADVERTISING OBJECTIVES  1 week
THE TARGET MARKET  1 week
CREATIVE PROCESS OF ADVERTISING
          The various types of advertising copies: print, radio,tv, film  4 weeks
          Use of artwork  2 weeks
THE ADVERTISING MEDIA
          Print: Newspaper and magazine  2 weeks
          Radio  1 week
          Television and film  1 week
          Outdoor Ads  1 week
          Transit Ads  1 week

18 weeks

CONSULTATION HOURS

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


REQUIREMENTS

Individual/group projects
Scrapbooks
Research projects
Critiques


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.


 

Online Reference Materials


Advertising: Definition, background information (Wikipedia)

Advertising: Definition, background information (Encarta)

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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