Chabot College
Fall, 2002
Course Outline for Business 34
INTRODUCTION TO ADVERTISING
Catalog Description:
34 - Introduction to Advertising
3 units
Contributions of advertising to marketing and communication, including coordination and
development of sales promotion programs, media selection, copy writing, layout, research
and budgeting. 3 hours.
Prerequisite Skills:
None
Expected Outcomes for Students:
Upon completion of this course, the student should be able to:
1.
2.
3.
discuss advertising as an instrument of marketing, mass communication and as a social
and economic institution;
define the procedures and considerations in development of an advertising campaign
from initial research to final evaluation;
evaluate campaigns and individual advertisements from the standpoint of the seller, the
buyer, and the creator of the advertising.
Course Content:
1.
2.
3.
4.
5.
6.
7.
8.
The nature of advertising
a. history
b. social and economic aspects
The psychology of advertising:
a. human motivation
b. mass communication
Inter-relationships in advertising:
a. product
b. buyer and seller
c. advertising departments
d. media evaluation
Advertising media
a. printed, broadcast, and position media
b. point-of-purchase media
Visualization and layout
a. elements of layout and design
b. color vs. black and white
Production of broadcast advertising
a. radio
b. television
Advertising research
a. procedures
b. evaluation
Advertising campaigns
a. types
b. prerequisites
c. media decisions
d. budgeting
e. merchandising the advertising
Chabot College
Course Outline for Business 34, Page 2
Introduction to Advertising
Fall 2002
Course Content: (Continued)
9.
The future of advertising
a. advertising, management and mass communication
b. advertising as a social institution
Methods of Presentation:
1.
2.
3.
Lecture
Group project
Case problems
Assignments and Methods of Evaluating Student Progress:
1.
2.
Typical Assignments:
a. Homework (e.g. find websites of two to three advertising agencies and prepare a
report that compares services provided by each agency)
b. Term project (e.g. develop an advertisement in two different media for an assigned
product)
Methods of Evaluating Student Progress:
a. Graded project paper/presentations
b. Examinations
c. Final examination
Textbook(s) (Typical):
INTRODUCTION TO ADVERTISING AND PROMOTION, Belch-Belch, McGraw Hill, 2001
CONTEMPORARY ADVERTISING, Arens, McGraw Hill, 2002
Special Student Materials:
None
mc 12/05/01
COBUS34