Mar 01, 2024  
2023 - 2024 Catalog 
2023 - 2024 Catalog
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MGT 143 - Principles of Advertising

Credits: 3
Instructional Contact Hours: 3

Provides a broad view of advertising from the marketing and consumer point of view. Includes topics on historical background, economic and social aspects, roles of advertising, advertising stages, target marketing, media, using selected behavioral science information in advertising, and obtaining proper advertising appeal.

Prerequisite(s): None
Corequisite(s): None
Lecture Hours: 45 Lab Hours: 0
Meets MTA Requirement: None
Pass/NoCredit: Yes

Outcomes and Objectives  

  1. Demonstrate a familiarity with the history of advertising.
    1. Describe the development of product promotion.
    2. Describe advertising and the American industrial revolution.
    3. Describe the emergence of responsible advertising.
  2. Demonstrate an understanding of the roles of advertising.
    1. Describe advertising as a marketing communication tool.
    2. Define advertising and the marketing mix.
    3. Discuss advertising as both consumer and trade communication.
  3. Demonstrate an understanding of advertising planning.
    1. Identify the elements and stages of the advertising campaign.
    2. Define brand equity, brand loyalty, and customer experience (CX).
  4. Demonstrate an understanding of target marketing.
    1. Define prime prospects.
    2. Discuss trends to watch.
    3. Define niche marketing and positioning.
    4. Define demographics and psychographics.
  5. Demonstrate a familiarity with the advertising agency and other media services.
    1. Define an agency.
    2. Describe how agencies were developed.
    3. Describe a full-service agency.
    4. Discuss other advertising services.
  6. Demonstrate a familiarity with the advertiser's operation.
    1. Discuss how advertising budgets are set.
    2. Discuss the aplication of budget strategies.
    3. Describe the agency/client relationships.
  7. Demonstrate an understanding of basic media strategy.
    1. Define media planning.
    2. Describe new technology and media options.
    3. Discuss unique characteristics of each media.
    4. Describe components of the media plan.
    5. Discuss the balance between media effectiveness and efficiency.
  8. Demonstrate an understanding of the use of television as a leading advertising medium.
    1. Describe television rating services.
    2. Discuss connected TV (CTV) and digital streaming.
  9. Demonstrate an understanding of the use of radio as the most fragmented of all major media.
    1. Describe radio’s transition from a traditional to digital medium.
    2. Discuss the lack of visual element of radio.
    3. Describe the rating system in radio.
  10. Demonstrate an understanding of the use of newspapers.
    1. Discuss newspaper readership trends from a traditional to digital medium.
    2. Describe newspaper marketing techniques.
    3. Discuss options available to advertisers.
  11. Demonstrate an understanding of the use of magazines and their dependence on narrowly defined audiences who have common interests.
    1. Describe the evolution of magazines from a mass to class medium.
    2. Discuss cost and selectivity considerations.
    3. Discuss magazine options available to advertisers.
    4. Describe the differences between business and consumer magazines.
  12. Demonstrate an understanding of the use of out-of-home advertising.
    1. Discuss outdoor as a supplement to other media.
    2. Describe the image of outdoor advertising.
    3. Describe the formats of out-of-home and transit.
    4. Describe the measurement of the outdoor audience.
  13. Demonstrate an understanding of the use of direct-response and direct-mail advertising.
    1. Discuss the direct marketing social factors.
    2. Discuss the privacy issues and the future of direct response.
    3. Describe digital technology and database marketing.
    4. Define specialized techniques of direct mail.
  14. Demonstrate an understanding of the use of digital and social media as advertisers increasingly transfer media budgets from traditional to digital forms.
    1. Discuss the “push” and “pull” of tradtional and digital media respectively.
    2. Discuss digital growth due to several factors, such as the extensive adoption of smartpones, increased internet penetration, the proliferation of social media, the popularity of video streaming platforms, and an upsurge in ecommerce sales.
    3. Discuss three types of digital media: paid, earned, and owned.
    4. Describe digital marketing channels: display, SEO, SEM, content marketing, social media, PPC, email, and video.
  15. Demonstrate an understanding of research in advertising as an informational tool.

    A. Define account planning.
    B. Discuss the need for marketing research.
    C. Describe the research steps in advertising.
    D. Discuss the types of advertising research.
  16. Demonstrate an understanding of creating advertising copy and why great advertising copy is essential to great advertising.
    1. Describe the nature and use of appeals.
    2. Define advertising elements.
    3. Define copy style.
    4. Define slogans.
    5. Describe the structure of an advertisement.
    6. Describe the creative work plan.
  17. Demonstrate a working knowledge of the complete advertising campaign that fits into the total integrated marketing communication program.
    1. Conduct a situation analysis.
    2. Create objectives and strategy.
    3. Develop media objectives.
    4. Develop a digital advertising campaign.

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