MKT 150 - Principles of Advertising

1. Define the role advertising plays in the promotional mix
2. Differentiate advertising from public relations or sales promotion
3. Identify the basics of the communication process
   1. Understand the role advertisers and agencies play within the industry structure
   2. Distinguish between brand management and sales promotions
   3. Know the connection between ad messages, media selection and target markets
4. Apply the concept of positioning to products/business/services
   1. Use target market information to create positioning statements
   2. Select appropriate advertising options for positioning statement
5. Outline the elements of a print ad
   1. Demonstrate effective copy writing
   2. Demonstrate the concept of ad layout
6. Evaluate the strengths and weaknesses of various media options
7. Develop an advertising campaign written prospectus for a product/business/service
   1. Identify the background and objectives of a client company
   2. Identify primary and secondary markets
   3. Analyze a client company’s opportunities and challenges relative to competitors
   4. Develop and rationalize a media plan
   5. Develop an effective, customized creative strategy
   6. Demonstrate the use of radio and/or television advertising
   7. Prepare an advertising budget
   8. Show understanding of the importance of evaluating results of an ad campaign
   9. Summarize and attempt to sell an advertising campaign
8. Develop an advertising campaign presentation for a product/business/service
   1. Convey awareness of professional advertising presentation requirements
   2. Define clear advertising campaign objectives
   3. Identify primary and secondary target markets
   4. Communicate benefits client company offers to target market
   5. Develop and rationalize a media plan
   6. Prepare an advertising budget
   7. Demonstrate understanding of effective ad layout and design
   8. Show understanding of importance of evaluating results of an ad campaign
   9. Summarize and attempt to sell advertising campaign
   10. Demonstrate positive human relations skills in group work