JOU 165 - Principles of Advertising

1. Study the classic definitions of advertising
   1. Discuss the elements of effective advertising
   2. Define advertising
   3. Identify advertising?s types and roles
   4. Identify at least five players in the advertising world
   5. Explain the evolution of the advertising industry and the current issues it faces
2. Know the ethics, regulations and social responsibility of advertising
   1. Discuss the social issues advertisers face
   2. List the key ethical issues that affect advertising
   3. Identify the main factors in advertising?s legal and regulatory environment
   4. summarize how the FTC and other federal agencies govern advertising
   5. Debate whether advertising self-regulation fulfills advertiser?s responsibility to society
3. Compare the advertising and marketing process
   1. Define marketing and how advertising relates to marketing strategy
   2. Explain the marketing concept
   3. Outline the tools of marketing and explain advertising?s relationship to them
   4. Describe the role of the advertising agency, its organization, and compensation methods
4. Explain the consumer audience
   1. Define consumer behavior and describe its relationship to advertising
   2. Explain what societal and cultural factors affect advertising and consumers
   3. Describe psychological influences on consumers
   4. Summarize the purchase decision-making process
5. Demonstrate an understanding of account planning and research
   1. Explain the value of marketing research
   2. Describe the differences between strategic research and evaluative research
   3. Identify the factors that affect message development research
   4. Summarize key evaluative research objectives and methods
   5. Outline advertising research challenges
6. Demonstrate an understanding as to how advertising works
   1. Explain how a basic communication model differs from interactive communication
   2. Explain how the advertising communication model works
   3. Outline the message reception and response process
   4. Summarize the key factors in brand communication
7. Explain advertising planning and strategy
   1. Explain how advertising strategy and planning lead to more effective advertising
   2. Identify the key elements of a marketing plan
   3. List the key elements of an advertising plan, including its relationship to the marketing plan
   4. Describe the main parts of a creative platform and types of copy strategy
8. Explain media planning and buying
   1. Explain how media planning fits into the advertising process
   2. Outline how media planners set media objectives
   3. Describe how media planners develop media strategies
   4. Explain the functions and special skills of media buyers
   5. Summarize the process of staging a media plan
9. Understand print media
   1. Describe the newspaper medium and identify its strengths and weaknesses
   2. Identify the key factors that advertisers should know to make effective decisions about the magazine medium
   3. Explain factors that advertisers should consider for making out-of-home media decisions
   4. Analyze the factors that advertisers use to make decisions about directories
   5. Discuss the factors that contribute to an effective print media strategy
10. Understand broadcast and interactive online media
    1. Discuss the structure of television, how it?s organized, its use as an advertising medium, the TV audience, and the advantages and disadvantages of TV advertising
    2. Discuss the structure of radio, how it is organized, its use as an advertising medium, its audience, and the advantages and disadvantages of radio advertising
    3. Discuss the structure of interactive media, how it is organized, its use as an advertising medium, its audience, and the advantages and disadvantages of radio advertising
11. Understand the creative side of advertising
    1. Define creative advertising
    2. Explain how creative advertising leads to a Big Idea
    3. Describe the characteristics of creative people and their creative process
    4. Identify the key elements in a creative strategy
    5. Outline the key parts of a creative brief
    6. Explain how creative advertising relates to advertising effectiveness
12. Understand how copywriting works
    1. Identify the food and bad practices in copywriting
    2. Describe the various copy elements of a print ad
    3. Explain the message characteristics and tools of radio advertising
    4. Discuss the major elements of television commercials
    5. Discuss how Web advertising is written
13. Understand design and production
    1. Explain why visual communication is so important in advertising
    2. List the principles of layout
    3. Explain how design is affected by requirements of different media
    4. Describe how art and color are reproduced
    5. Explain how the art director creates TV commercials
    6. Identify the critical steps in planning and producing broadcast commercials
    7. Summarize the techniques of Web design.
14. Understand direct-response marketing
    1. Distinguish between direct marketing and direct-reponse advertising
    2. Explain some types of direct marketing
    3. Name the players in direct marketing
    4. Evaluate the various media that direct-response programs can use
    5. Explain how databases are used in direct marketing
    6. Discuss the role of direct marketing in integrated marketing programs
15. Study international advertising
    1. Explain the evolution of global marketing
    2. Summarize how international management affects international advertising
    3. Discuss the approaches to international advertising
    4. List the special problems international advertisers face