JOU 165 - Principles of Advertising

1. Classify advertising as it relates to mass communication
   1. Define advertising
   2. Chart the history of advertising
   3. Summarize current trends in advertising
2. Examine advertising campaigns
   1. Review notable advertising campaigns
   2. Define branding
   3. Review the most successful brands
   4. Explain brand positioning
3. Break down target markets
   1. Define market segmentation
   2. Describe audience demographics
   3. Give examples of user status, product usage rates, and purchase occasion
4. Compare persuasion techniques
   1. Differentiate logos, pathos, and ethos
   2. Summarize the peripheral and central routes of persuasion
   3. Give examples of features and benefits
   4. Summarize product utility
5. Critique advertisements
   1. Explain the Creative Pyramid: attention, interest, credibility, desire, and action
   2. Diagram parts of a print ad: the visual, headline, subhead, body copy, and logo
   3. Break down the elements of a TV commercial
   4. Identify the elements of a native advertisement on social media
6. Appraise advertising media
   1. Compare print, audio, and video as advertising options
   2. Examine the pros and cons of interactive media
   3. Characterize outdoor and out-of-home advertising
   4. Explain the media buying process
7. Break down ethical and legal guidelines for advertising
   1. Discuss ethical tenets in advertising
   2. Give examples of stereotypes in advertising
   3. Summarize the FTC’s role
   4. Define deceptive advertising
   5. Describe externalities
   6. Outline the Central Hudson test
8. Formulate an advertising campaign
   1. Create a SWOT analysis
   2. Develop marketing objectives
   3. Choose appropriate media options
   4. Identify a target audience
   5. Compose copy for a radio advertisement
   6. Propose a way to evaluate a campaign