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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