Raritan Valley Community College

Advertising

Fall 2001

 

Professor Allan Korn

Phone:      800 7ALLANK

Fax:           732 257-7520

E-mail:       AJKAZPHARM@aol.com

 

Course

Description:     This course will introduce you to the field of advertising and promotion management and will emphasize the role of advertising and promotion in the marketing communications program of an organization.  You will gain an understanding of advertising and its role in contemporary marketing by examining other promotional areas such as direct marketing, sales promotion, publicity/public relations, and personal selling. You will study the various factors to be considered in planning, developing, and implementing advertising campaigns and programs.  In addition, we will consider the regulatory, social and economic factors that influence, and are in turn influenced by, an organization’s advertising and promotional program. Through the study of advertising, this course will give you many valuable tools to use in any profession.  You will learn to:

·         plan and think strategically

·         evaluate the potential of alternative courses of action

·         cooperate with a team in developing creative solutions to a problem

·         express your ideas with clarity and simplicity

·         persuade others to your point of view

·         appreciate and assess the quality of different creative endeavors

 

 

Course

Requirements:             Read all assigned material before its in class discussion.  Submit written assignments on the date due.  Attend and participate in class.  A group project will be required which will demonstrate your understanding of the overall marketing process, consumer behavior, communications theory, the media of advertising and promotion and your ability to effectively plan and implement an advertising and promotional program.  In addition, you will be required to verbally support your positions, effectively present concepts and show that you have mastered the subject matter.

 

 

Grades:                        Grades will be determined by performance on exams and quizzes (65%), class participation (15%), project (20%)

 

 

Text:                            Wells, Burnett, Moriarty, Advertising Principles and Practice

(5th edition), 2000

 

 

Note:    Changes may occur in the chapter discussion sequence and or value of course requirements, if so you will be notified.

 

 

 

Raritan Valley Community College

ADVERTISING COURSE OUTLINE

Fall 2001

DATE

TOPICS FOR DISCUSSION

SUPPLEMENTAL READING

SEPT 10

SEPT 12

The dimensions of advertising

CHAPTER 1

 

SEPT 17

 

SEPT 19

The economic, social & regulatory aspects of advertising

NO CLASS

CHAPTER 2

 

 

SEPT 24

SEPT 26

Consumer behavior, scope and foundations of advertising

CHAPTER 4

 

OCT  1

 OCT  3   

Marketing mix, inputs to advertising planning, determining advertising strategy

CHAPTERS

3 & 7

OCT  8

OCT 10

OCT 15

Marketing, media and advertising planning

CHAPTERS

5 & 6

OCT 17

Exam

 

OCT 22

OCT 24

OCT 29

Review exam.  Creative strategy

CHAPTER 11

 

OCT 31

Creative execution

 

 

NOV  5

NOV  7

Media planning and buying

CHAPTER 8

 

NOV 12

NOV 14

Using and producing ads for print media

Online media

CHAPTERS

9 & 10

NOV 19

Exam

 

NOV 21

Review exam.

 

NOV 26

NOV 28

DEC  3

Integrating marketing communications

CHAPTERS

15, 16, & 19

DEC  5

DEC 10

DEC 12

Projects

 

 

DEC 17

Review

 

DEC 19

Final exam. 

 

 

 

Text: Wells, Burnett, Moriarty, Advertising Principles and Practice (5th edition) 2000