|
Sep 07, 2024
|
|
|
|
MKT 150 - Principles of Advertising Credits: 3 Lecture Hours: 3 Lab Hours: 0 Practicum Hours: 0 Work Experience: 0 Course Type: Open Provides a broad overview and hands-on application of advertising and promotion. Topics include advertising objectives and strategies, appropriate media selection and creative development for effectively reaching a target market with a promotional message. Competencies
- Define the role advertising plays in the promotional mix
- Differentiate advertising from public relations or sales promotion
- Identify the basics of the communication process
- Understand the role advertisers and agencies play within the industry structure
- Distinguish between brand management and sales promotions
- Know the connection between ad messages, media selection and target markets
- Apply the concept of positioning to products/business/services
- Use target market information to create positioning statements
- Select appropriate advertising options for positioning statement
- Outline the elements of a print ad
- Demonstrate effective copy writing
- Demonstrate the concept of ad layout
- Evaluate the strengths and weaknesses of various media options
- Develop an advertising campaign written prospectus for a product/business/service
- Identify the background and objectives of a client company
- Identify primary and secondary markets
- Analyze a client company’s opportunities and challenges relative to competitors
- Develop and rationalize a media plan
- Develop an effective, customized creative strategy
- Demonstrate the use of radio and/or television advertising
- Prepare an advertising budget
- Show understanding of the importance of evaluating results of an ad campaign
- Summarize and attempt to sell an advertising campaign
- Develop an advertising campaign presentation for a product/business/service
- Convey awareness of professional advertising presentation requirements
- Define clear advertising campaign objectives
- Identify primary and secondary target markets
- Communicate benefits client company offers to target market
- Develop and rationalize a media plan
- Prepare an advertising budget
- Demonstrate understanding of effective ad layout and design
- Show understanding of importance of evaluating results of an ad campaign
- Summarize and attempt to sell advertising campaign
- Demonstrate positive human relations skills in group work
Add to Portfolio (opens a new window)
|
|