Course: MAC 225 Introduction to Advertising (2 Credits. Compulsory)
Course Duration: Two hours per week for 15 weeks (30 hours) as taught in the 2011/2012
session.
Lecturer: Oketunmbi, E. O. Ola
M.Ed. Communication and Language Arts (Ibadan);
M.Sc. Mass Communication (Lagos);
B.A. Mass Communication (Nigeria);
Member, Advertising Practitioners’ Council of Nigeria (APCON);
Department of Mass Communication,
Faculty of Communication and Information Sciences,
University of Ilorin,
Ilorin, Nigeria.
E-mail: ebony.ok@gmail.com
oketunmbi.eoo@unilorin.edu.ng
Office Location: Ground Floor, Educational Technology Centre, University of Ilorin, Nigeria.
Consultation Hours: 3-4 pm (Tuesdays and Thursdays).
Course Content
Importance and relevance of advertising in industrial, commercial and governmental
establishments. Creativity, planning and budgeting as relevant issues in advertising. Media
selection and advertising.
Course Description
The course introduces students of mass communication, especially, those majoring in public
relations and advertising, to the concept of advertising and the challenges that necessitated a
proliferation of definitions of the subject. The course also deals with the meaning, dynamism,
pervasiveness, role players, media, and process of advertising. It compares advertising with other
elements of Integrated Marketing Communication and identifies basic regulators and regulations
of advertising in Nigeria.
Course Justification
Given the fact that advertising is a specialized brand of human communication that, without
exception, permeates all academic disciplines, professions and spheres of human endeavour,
there is no gainsaying that contemporary human society is unimaginable without advertising.
This course is therefore a necessary pointer to the links between advertising and the sustenance
of contemporary human life.
Course Objectives
The primary objective of the course is to expose students to the basics of advertising and by the
end of the course, the students should be able to:
Page 1 of 34
1.
2.
3.
4.
5.
6.
Explain why advertising has many definitions;
Outline the similarities and differences between advertising and other elements of
Integrated Marketing Communication;
Identify the major roles and roles-players in advertising;
Analyze the basic process of creating advertisements;
Differentiate the basic regulators and regulations of advertising in Nigeria;
Describe various media of advertising and plan for their use in advertising campaigns.
Course Requirements
Participants in the course are required to:
1. Attend at least 75% of classes in the course punctually;
2. Participate in course activities regularly;
3. Have a yahoo e-mail account, join and participate in an on-line discussion group
dedicated to the course; and
4. Word process all assignments and presentations.
Methods of Grading
Performance in the course will be graded using the guidelines in the table below.
Criterion
Assignments
Participation in on-line discussions
Test
Final examination
Total
Percentage Score of Total Marks
10
10
10
70
100
Course Delivery Strategies
The face-to-face method of lecture delivery strategy is adopted for the course. The students are
told what to read or do ahead of the next class. There will also be an on-line discussion forum for
students’ participation.
Lecture Contents
Week 1: Introduction and Overview of the Course
Objectives
The lecture will guide the students through various approaches to viewing advertising through
conceptual analyses of key concepts. At the end of lecture, the student should be able to:
1. Explain the etymological origin of advertising;
2. Give reasons for the proliferation of definitions of advertising;
3. Recite at least two definitions of advertising; and
4. Describe advertising in own words.
Description
First Hour
Introduction of the Course.
Page 2 of 34
Second Hour
Definitions and Analyses of the Concept of Advertising.
Study Questions
1. Explain the etymological origin of advertising.
2. Give reasons for the proliferation of definitions of advertising.
3. Justify Albert Lasker’s definition of advertising.
4. Study ten other definitions of advertising (that were not discussed in class) then compare
and contrast them with those discussed in class.
5. Describe advertising in your own words.
6. Demonstrate your understanding of the concept of advertising by constructing your own
definition of the subject.
Reading List
1. Abelman 2, 4, R. (1999). Preaching to the choir: profiling tv advisory ratings users.
Journal of Broadcasting & Electronic Media, 43(4), 529-550.
2. Advertising 2, 4 Practitioners Council of Nigeria. (1992). Marketing politics:
Advertising strategies and tactics. Lagos, Nigeria: Author.
3. Advertising 2, 4 Practitioners Council of Nigeria. (1992). The professional examinations
syllabus. Lagos, Nigeria: Author.
4. Advertising 2, 4 Practitioners Council of Nigeria. (2009). 2009 register of advertising
practitioners. Lagos, Nigeria: Author.
5. Advertising 2, 4 Practitioners Council of Nigeria. (date not available). The Nigerian code
of advertising practice and sales promotion (4th ed.). Lagos, Nigeria: Author.
6. Agba 2, 4, P. C. & N. Okoro (1995) Fundamentals of graphic communication, Enugu,
Nigeria: Acena Publishers.
2, 4
7. Ajayi
, B. O. (2005). Understanding outdoor advertising. Lagos, Nigeria: Fem
Publicity.
8. Alabi 2, 4, S. (2006 & 2007). Media management: Managing the advertising function in
the Nigerian newspaper industry. Journal of communication and society, 1(2
&3), 23-33.
9. Andsager 2, 4, J. L., E. W. Austin, & B. E. Pinkleton (2001). Questioning the value of
realism: Young adults’ processing of messages in alcoholic-related public service
announcements and advertisements. Journal of Communication, 51(1), 121-142.
10. Anyacho2, 4, R. C. (2007). Advertising principles and practice: The Nigerian perspective,
(place of publication and publisher not available).
11. Arens2, 4, W. F. (2002). Contemporary advertising (8th ed). New York, United States of
America: McGraw-Hill Companies.
12. Asemota2, 4, M. M. (2006). Names you cant ignore: Advertising across the ages (2).
Lagos, Nigeria: APCON.
13. Asemota2, 4, M. M. (2006). Names You Cant Ignore: Advertising revolution in Nigeria
(1). Lagos,
Nigeria: APCON.
14. Baran2, 4, S. J. (2002). Introduction to mass communication: media literacy and culture
(3rd ed.). Boston: United States of America: McGraw Hill Companies.
15. Baran2, 4, S. J. (2002). Introduction to mass communication: media literacy and culture
(4th ed.). Boston: United States of America: McGraw Hill Companies.
Page 3 of 34
16.
17.
18.
19.
20.
21.
22.
23.
24.
25.
26.
27.
28.
29.
30.
31.
32.
33.
34.
35.
Belch2, 4, G. E. & M. A. Belch (2004). Advertising and promotion: An integrated
marketing communications perspective (6th ed.). New Delhi, India: Tata McGrawHill.
Bel-Molokwu2, 4, J. & D. Obiaku (Eds.) (1997). Advertising in Nigeria: Some
fundamental issues. Lagos, Nigeria: Advertising Practitioners Council of Nigeria.
Bel-Molokwu2, 4, J. (2000). Principles of advertising (Advertising Practitioners Council
of Nigeria Advertising education series No. 3). Lagos, Nigeria: Advertising
Practitioners Council of Nigeria.
2, 4
Bitner , I. R. (1989). Mass communication: an introduction (5th ed.). New Jersey,
States of America: Prentice Hall.
Chan-Olmsted2, 4, S. M. & Y. Kim (2002). The pbs brand versus cable brands: Assessing
the brand image of public television in a multichannel environment. Journal of
Broadcasting & Electronic Media, 46(2), 300-320.
Chan-Olmsted2, 4, S. M. (2002). Branding and internet marketing in the age of digital
media. Journal of Broadcasting & Electronic Media, 46(4), 641-645.
Coupland2, 4, J. (2000). Past the ‘perfect kind of age”? Styling selves and relationships in
over-50s dating advertisements. Journal of Communication, 50(3), 9-30.
DeFleur2, 4, M.L. & E.E. Dennis (1998). Understanding mass communication: A liberal
arts perspective (6th ed.). Boston, States of America: Houhgton Muffin
Company.
Idemili2, 4, S. O. & N. Okoro (1997). An analysis of the positioning concept in Nigerian
advertising, using display advertisements in the guardian and daily times
newspapers. Nsukka Journal of the Humanities, (8), 36-51.
John-Kamen2, 4, A. U (2006). Advertising: Genesis, evolution, principles, practice.
Enugu, Nigeria: Snaap Press.
Mojekwu2, 4, J. (2000). Quantitative analysis (Advertising Practitioners Council of
Nigeria Advertising education series No. 1). Lagos, Nigeria: Advertising
Practitioners Council of Nigeria.
Norris, J. S. (1987). Advertising (3rd ed.). New Delhi, India: Prentice-Hall.
Odiboh, O. O. (2002). Integrated marketing communication (Advertising Practitioners
Council of Nigeria Advertising education series No. 4). Lagos, Nigeria:
Advertising Practitioners Council of Nigeria.
Ogunsanya2, 4, A. (2000). Advertising management. Lagos, Nigeria: Richmind Books.
Okoro2, 4, N (1998). The business of advertising. Enugu, Nigeria: Acena.
Okwechime2, 4, C. (2009). Essentials of advertising in Nigeria (2nd ed.). Asaba, Nigeria:
Prime Legacies.
Olatunji2, 4, L. (1998). Glossary of advertising marketing and communication terms.
Lagos, Nigeria: Capitol Books.
Osunbiyi2, 4, B (1999). Advertising: Principles and practice. Abeokuta, Nigeria:
Gbenga Gbesan Desi Associates.
Osunbiyi2, 4, B (2002). Contemporary conflicting issues in advertising: Opening up the
debate. Abeokuta, Nigeria: Jice Communication.
Phillips2, 4, B. J. & B. Gyoerick (1999). The cow, the cook, and the quaker: Fifty years of
spokes-character advertising. Journalism & Mass Communication Quarterly,
76(4), 713-728.
Page 4 of 34
36.
37.
38.
39.
40.
Schmidt2, 4, T. L. & J. C. Hitchon (1999). When advertising and public relations
converge: An application of schema theory to the persuasive impact of alignment
ads. Journalism & Mass Communication Quarterly, 76(3), 435-455.
2, 4
Slater , M. D., D. Rouner, D. Karan, K. Murphy & F. Beuvais (1999). Placing alcohol
warnings before, during, and after tv beer ads: Effects on knowledge and reposes
to the ads and the warnings. Journalism & Mass Communication Quarterly,
76(3), 468-484.
Smitth2, 4, P. R. & J. Taylor (2003). Marketing communications: An integrated approach
(3rd ed.). London, United Kingdom: Kogan Page.
2, 4
The
Certified Marketing Communications Institute of Nigeria. (date not available).
Professional qualifying and examination pack. Lagos, Nigeria: Author.
Waterman2, 4, D. & Yan, M. Z. (1999). Cable advertising and the future of basic cable
networking. Journal of Broadcasting & Electronic Media, 43(4), 643-658.
Week 2: History of Advertising (Global and Local Perspectives)
Objectives
By the end of week 2, the student should be able to describe the origin, evolution, and current
status of advertising from both the global and local perspectives.
Description
First Hour
History of Advertising: Global Perspective.
Second Hour
History of Advertising Local Perspective.
Study Questions
1. Outline the major landmarks in the history of advertising at the global level.
2. Identify the founder of modern advertising and highlight his contributions to the industry.
3. Describe the advent of advertising in Nigeria.
4. Identify the principal body that regulates advertising in Nigeria.
5. Identify the legal basis of advertising regulation in Nigeria.
6. Compare and contrast the advent of advertising in Nigeria with that of a named foreign
country.
Reading List
1. Abelman 2, 4, R. (1999). Preaching to the choir: profiling tv advisory ratings users.
Journal of Broadcasting & Electronic Media, 43(4), 529-550.
2. Advertising 2, 4 Practitioners Council of Nigeria. (1992). Marketing politics:
Advertising strategies and tactics. Lagos, Nigeria: Author.
3. Advertising 2, 4 Practitioners Council of Nigeria. (1992). The professional examinations
syllabus. Lagos, Nigeria: Author.
4. Advertising 2, 4 Practitioners Council of Nigeria. (2009). 2009 register of advertising
practitioners. Lagos, Nigeria: Author.
Page 5 of 34
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
16.
17.
18.
19.
20.
21.
22.
23.
Advertising 2, 4 Practitioners Council of Nigeria. (date not available). The Nigerian code
of advertising practice and sales promotion (4th ed.). Lagos, Nigeria: Author.
2, 4
Agba
, P. C. & N. Okoro (1995) Fundamentals of graphic communication, Enugu,
Nigeria: Acena Publishers.
Ajayi 2, 4, B. O. (2005). Understanding outdoor advertising. Lagos, Nigeria: Fem
Publicity.
2, 4
Alabi , S. (2006 & 2007). Media management: Managing the advertising function in
the Nigerian newspaper industry. Journal of communication and society, 1(2
&3), 23-33.
Andsager 2, 4, J. L., E. W. Austin, & B. E. Pinkleton (2001). Questioning the value of
realism: Young adults’ processing of messages in alcoholic-related public service
announcements and advertisements. Journal of Communication, 51(1), 121-142.
Anyacho2, 4, R. C. (2007). Advertising principles and practice: The Nigerian perspective,
(place of publication and publisher not available).
2, 4
Arens , W. F. (2002). Contemporary advertising (8th ed). New York, United States of
America: McGraw-Hill Companies.
Asemota2, 4, M. M. (2006). Names you cant ignore: Advertising across the ages (2).
Lagos, Nigeria: APCON.
Asemota2, 4, M. M. (2006). Names You Cant Ignore: Advertising revolution in Nigeria
(1). Lagos,
Nigeria: APCON.
Baran2, 4, S. J. (2002). Introduction to mass communication: media literacy and culture
(3rd ed.). Boston: United States of America: McGraw Hill Companies.
2, 4
Baran , S. J. (2002). Introduction to mass communication: media literacy and culture
(4th ed.). Boston: United States of America: McGraw Hill Companies.
Belch2, 4, G. E. & M. A. Belch (2004). Advertising and promotion: An integrated
marketing communications perspective (6th ed.). New Delhi, India: Tata McGrawHill.
Bel-Molokwu2, 4, J. & D. Obiaku (Eds.) (1997). Advertising in Nigeria: Some
fundamental issues. Lagos, Nigeria: Advertising Practitioners Council of Nigeria.
Bel-Molokwu2, 4, J. (2000). Principles of advertising (Advertising Practitioners Council
of Nigeria Advertising education series No. 3). Lagos, Nigeria: Advertising
Practitioners Council of Nigeria.
2, 4
Bitner , I. R. (1989). Mass communication: an introduction (5th ed.). New Jersey,
States of America: Prentice Hall.
Chan-Olmsted2, 4, S. M. & Y. Kim (2002). The pbs brand versus cable brands: Assessing
the brand image of public television in a multichannel environment. Journal of
Broadcasting & Electronic Media, 46(2), 300-320.
Chan-Olmsted2, 4, S. M. (2002). Branding and internet marketing in the age of digital
media. Journal of Broadcasting & Electronic Media, 46(4), 641-645.
Coupland2, 4, J. (2000). Past the ‘perfect kind of age”? Styling selves and relationships in
over-50s dating advertisements. Journal of Communication, 50(3), 9-30.
DeFleur2, 4, M.L. & E.E. Dennis (1998). Understanding mass communication: A liberal
arts perspective (6th ed.). Boston, States of America: Houhgton Muffin
Company.
Page 6 of 34
24.
25.
26.
27.
28.
29.
30.
31.
32.
33.
34.
35.
36.
37.
38.
39.
40.
Idemili2, 4, S. O. & N. Okoro (1997). An analysis of the positioning concept in Nigerian
advertising, using display advertisements in the guardian and daily times
newspapers. Nsukka Journal of the Humanities, (8), 36-51.
John-Kamen2, 4, A. U (2006). Advertising: Genesis, evolution, principles, practice.
Enugu, Nigeria: Snaap Press.
Mojekwu2, 4, J. (2000). Quantitative analysis (Advertising Practitioners Council of
Nigeria Advertising education series No. 1). Lagos, Nigeria: Advertising
Practitioners Council of Nigeria.
Norris, J. S. (1987). Advertising (3rd ed.). New Delhi, India: Prentice-Hall.
Odiboh, O. O. (2002). Integrated marketing communication (Advertising Practitioners
Council of Nigeria Advertising education series No. 4). Lagos, Nigeria:
Advertising Practitioners Council of Nigeria.
Ogunsanya2, 4, A. (2000). Advertising management. Lagos, Nigeria: Richmind Books.
Okoro2, 4, N (1998). The business of advertising. Enugu, Nigeria: Acena.
Okwechime2, 4, C. (2009). Essentials of advertising in Nigeria (2nd ed.). Asaba, Nigeria:
Prime Legacies.
Olatunji2, 4, L. (1998). Glossary of advertising marketing and communication terms.
Lagos, Nigeria: Capitol Books.
Osunbiyi2, 4, B (1999). Advertising: Principles and practice. Abeokuta, Nigeria:
Gbenga Gbesan Desi Associates.
Osunbiyi2, 4, B (2002). Contemporary conflicting issues in advertising: Opening up the
debate. Abeokuta, Nigeria: Jice Communication.
Phillips2, 4, B. J. & B. Gyoerick (1999). The cow, the cook, and the quaker: Fifty years of
spokes-character advertising. Journalism & Mass Communication Quarterly,
76(4), 713-728.
Schmidt2, 4, T. L. & J. C. Hitchon (1999). When advertising and public relations
converge: An application of schema theory to the persuasive impact of alignment
ads. Journalism & Mass Communication Quarterly, 76(3), 435-455.
2, 4
Slater , M. D., D. Rouner, D. Karan, K. Murphy & F. Beuvais (1999). Placing alcohol
warnings before, during, and after tv beer ads: Effects on knowledge and reposes
to the ads and the warnings. Journalism & Mass Communication Quarterly,
76(3), 468-484.
2, 4
Smitth , P. R. & J. Taylor (2003). Marketing communications: An integrated approach
(3rd ed.). London, United Kingdom: Kogan Page.
2, 4
The
Certified Marketing Communications Institute of Nigeria. (date not available).
Professional qualifying and examination pack. Lagos, Nigeria: Author.
Waterman2, 4, D. & Yan, M. Z. (1999). Cable advertising and the future of basic cable
networking. Journal of Broadcasting & Electronic Media, 43(4), 643-658.
Week 3: The Objective of Advertising
Objectives
By the end of lecture 3, the student should be able to:
1. Differentiate the concepts of role of advertising from goal of advertising;
2. Explain the goal of advertising; and
Page 7 of 34
3.
Identify at least five roles in the society through which advertising seeks to achieve its
goal.
Description
First Hour
The Objective of Advertising.
Second Hour
How Advertising Achieves Its Objective.
Study Questions
1. Explain how the concept role of advertising is different from goal of advertising;
2. Describe the basic goal of advertising;
3. Identify at least five roles in the society through which advertising seeks to achieve its
goal;
4. Discuss how does the educator role of advertising facilitates the goal of advertising;
5. Justify the notion that, as far as the advertiser is concerned, any other gratification
prospects derive from advertising is secondary to the goal of advertising.
6. Identify ten other ways (that were not discussed in class) through which advertising seeks
to influence the behaviour of prospects.
Reading List
1. Abelman 2, 4, R. (1999). Preaching to the choir: profiling tv advisory ratings users.
Journal of Broadcasting & Electronic Media, 43(4), 529-550.
2. Advertising 2, 4 Practitioners Council of Nigeria. (1992). Marketing politics:
Advertising strategies and tactics. Lagos, Nigeria: Author.
3. Advertising 2, 4 Practitioners Council of Nigeria. (1992). The professional examinations
syllabus. Lagos, Nigeria: Author.
4. Advertising 2, 4 Practitioners Council of Nigeria. (2009). 2009 register of advertising
practitioners. Lagos, Nigeria: Author.
5. Advertising 2, 4 Practitioners Council of Nigeria. (date not available). The Nigerian code
of advertising practice and sales promotion (4th ed.). Lagos, Nigeria: Author.
2, 4
6. Agba
, P. C. & N. Okoro (1995) Fundamentals of graphic communication, Enugu,
Nigeria: Acena Publishers.
7. Ajayi 2, 4, B. O. (2005). Understanding outdoor advertising. Lagos, Nigeria: Fem
Publicity.
8. Alabi 2, 4, S. (2006 & 2007). Media management: Managing the advertising function in
the Nigerian newspaper industry. Journal of communication and society, 1(2
&3), 23-33.
9. Andsager 2, 4, J. L., E. W. Austin, & B. E. Pinkleton (2001). Questioning the value of
realism: Young adults’ processing of messages in alcoholic-related public service
announcements and advertisements. Journal of Communication, 51(1), 121-142.
10. Anyacho2, 4, R. C. (2007). Advertising principles and practice: The Nigerian perspective,
(place of publication and publisher not available).
11. Arens2, 4, W. F. (2002). Contemporary advertising (8th ed). New York, United States of
America: McGraw-Hill Companies.
Page 8 of 34
12.
13.
14.
15.
16.
17.
18.
19.
20.
21.
22.
23.
24.
25.
26.
27.
28.
29.
30.
31.
32.
Asemota2, 4, M. M. (2006). Names you cant ignore: Advertising across the ages (2).
Lagos, Nigeria: APCON.
Asemota2, 4, M. M. (2006). Names You Cant Ignore: Advertising revolution in Nigeria
(1). Lagos,
Nigeria: APCON.
Baran2, 4, S. J. (2002). Introduction to mass communication: media literacy and culture
(3rd ed.). Boston: United States of America: McGraw Hill Companies.
Baran2, 4, S. J. (2002). Introduction to mass communication: media literacy and culture
(4th ed.). Boston: United States of America: McGraw Hill Companies.
Belch2, 4, G. E. & M. A. Belch (2004). Advertising and promotion: An integrated
marketing communications perspective (6th ed.). New Delhi, India: Tata McGrawHill.
Bel-Molokwu2, 4, J. & D. Obiaku (Eds.) (1997). Advertising in Nigeria: Some
fundamental issues. Lagos, Nigeria: Advertising Practitioners Council of Nigeria.
Bel-Molokwu2, 4, J. (2000). Principles of advertising (Advertising Practitioners Council
of Nigeria Advertising education series No. 3). Lagos, Nigeria: Advertising
Practitioners Council of Nigeria.
Bitner2, 4, I. R. (1989). Mass communication: an introduction (5th ed.). New Jersey,
States of America: Prentice Hall.
Chan-Olmsted2, 4, S. M. & Y. Kim (2002). The pbs brand versus cable brands: Assessing
the brand image of public television in a multichannel environment. Journal of
Broadcasting & Electronic Media, 46(2), 300-320.
Chan-Olmsted2, 4, S. M. (2002). Branding and internet marketing in the age of digital
media. Journal of Broadcasting & Electronic Media, 46(4), 641-645.
Coupland2, 4, J. (2000). Past the ‘perfect kind of age”? Styling selves and relationships in
over-50s dating advertisements. Journal of Communication, 50(3), 9-30.
DeFleur2, 4, M.L. & E.E. Dennis (1998). Understanding mass communication: A liberal
arts perspective (6th ed.). Boston, States of America: Houhgton Muffin
Company.
2, 4
Idemili , S. O. & N. Okoro (1997). An analysis of the positioning concept in Nigerian
advertising, using display advertisements in the guardian and daily times
newspapers. Nsukka Journal of the Humanities, (8), 36-51.
John-Kamen2, 4, A. U (2006). Advertising: Genesis, evolution, principles, practice.
Enugu, Nigeria: Snaap Press.
Mojekwu2, 4, J. (2000). Quantitative analysis (Advertising Practitioners Council of
Nigeria Advertising education series No. 1). Lagos, Nigeria: Advertising
Practitioners Council of Nigeria.
Norris, J. S. (1987). Advertising (3rd ed.). New Delhi, India: Prentice-Hall.
Odiboh, O. O. (2002). Integrated marketing communication (Advertising Practitioners
Council of Nigeria Advertising education series No. 4). Lagos, Nigeria:
Advertising Practitioners Council of Nigeria.
Ogunsanya2, 4, A. (2000). Advertising management. Lagos, Nigeria: Richmind Books.
Okoro2, 4, N (1998). The business of advertising. Enugu, Nigeria: Acena.
Okwechime2, 4, C. (2009). Essentials of advertising in Nigeria (2nd ed.). Asaba, Nigeria:
Prime Legacies.
Olatunji2, 4, L. (1998). Glossary of advertising marketing and communication terms.
Lagos, Nigeria: Capitol Books.
Page 9 of 34
33.
34.
35.
36.
37.
38.
39.
40.
Osunbiyi2, 4, B (1999). Advertising: Principles and practice. Abeokuta, Nigeria:
Gbenga Gbesan Desi Associates.
Osunbiyi2, 4, B (2002). Contemporary conflicting issues in advertising: Opening up the
debate. Abeokuta, Nigeria: Jice Communication.
Phillips2, 4, B. J. & B. Gyoerick (1999). The cow, the cook, and the quaker: Fifty years of
spokes-character advertising. Journalism & Mass Communication Quarterly,
76(4), 713-728.
Schmidt2, 4, T. L. & J. C. Hitchon (1999). When advertising and public relations
converge: An application of schema theory to the persuasive impact of alignment
ads. Journalism & Mass Communication Quarterly, 76(3), 435-455.
2, 4
Slater , M. D., D. Rouner, D. Karan, K. Murphy & F. Beuvais (1999). Placing alcohol
warnings before, during, and after tv beer ads: Effects on knowledge and reposes
to the ads and the warnings. Journalism & Mass Communication Quarterly,
76(3), 468-484.
2, 4
Smitth , P. R. & J. Taylor (2003). Marketing communications: An integrated approach
(3rd ed.). London, United Kingdom: Kogan Page.
2, 4
The
Certified Marketing Communications Institute of Nigeria. (date not available).
Professional qualifying and examination pack. Lagos, Nigeria: Author.
Waterman2, 4, D. & Yan, M. Z. (1999). Cable advertising and the future of basic cable
networking. Journal of Broadcasting & Electronic Media, 43(4), 643-658.
Week 4: Types of Advertising
Objectives
By the end of lecture 4, the student should be able to:
1. Identify at least two criteria for classifying advertising;
2. Explain why there are many criteria for classifying advertising;
3. Classify advertising using at least two criteria.
Description
First Hour
Criteria for Classifying Advertising.
Second Hour
Classification of Advertising.
Study Questions
1. Differentiate classes of advertising from criteria for classifying advertising.
2. Identify at least two criteria for classifying advertising.
3. Give reasons for the proliferation of criteria for classifying advertising.
4. Explain why the specification of classification criteria is an imperative for effective
classification of advertising.
5. Compare and contrast Arens’ and Bel-Molokwu’s criteria for classifying advertising.
6. Specify a classification criterion for advertising aside from the ones discussed in class
and classify advertising accordingly.
Page 10 of 34
Reading List
1. Abelman 2, 4, R. (1999). Preaching to the choir: profiling tv advisory ratings users.
Journal of Broadcasting & Electronic Media, 43(4), 529-550.
2. Advertising 2, 4 Practitioners Council of Nigeria. (1992). Marketing politics:
Advertising strategies and tactics. Lagos, Nigeria: Author.
3. Advertising 2, 4 Practitioners Council of Nigeria. (1992). The professional examinations
syllabus. Lagos, Nigeria: Author.
4. Advertising 2, 4 Practitioners Council of Nigeria. (2009). 2009 register of advertising
practitioners. Lagos, Nigeria: Author.
5. Advertising 2, 4 Practitioners Council of Nigeria. (date not available). The Nigerian code
of advertising practice and sales promotion (4th ed.). Lagos, Nigeria: Author.
2, 4
6. Agba
, P. C. & N. Okoro (1995) Fundamentals of graphic communication, Enugu,
Nigeria: Acena Publishers.
7. Ajayi 2, 4, B. O. (2005). Understanding outdoor advertising. Lagos, Nigeria: Fem
Publicity.
8. Alabi 2, 4, S. (2006 & 2007). Media management: Managing the advertising function in
the Nigerian newspaper industry. Journal of communication and society, 1(2
&3), 23-33.
9. Andsager 2, 4, J. L., E. W. Austin, & B. E. Pinkleton (2001). Questioning the value of
realism: Young adults’ processing of messages in alcoholic-related public service
announcements and advertisements. Journal of Communication, 51(1), 121-142.
10. Anyacho2, 4, R. C. (2007). Advertising principles and practice: The Nigerian perspective,
(place of publication and publisher not available).
2, 4
11. Arens , W. F. (2002). Contemporary advertising (8th ed). New York, United States of
America: McGraw-Hill Companies.
12. Asemota2, 4, M. M. (2006). Names you cant ignore: Advertising across the ages (2).
Lagos, Nigeria: APCON.
13. Asemota2, 4, M. M. (2006). Names You Cant Ignore: Advertising revolution in Nigeria
(1). Lagos,
Nigeria: APCON.
14. Baran2, 4, S. J. (2002). Introduction to mass communication: media literacy and culture
(3rd ed.). Boston: United States of America: McGraw Hill Companies.
2, 4
15. Baran , S. J. (2002). Introduction to mass communication: media literacy and culture
(4th ed.). Boston: United States of America: McGraw Hill Companies.
16. Belch2, 4, G. E. & M. A. Belch (2004). Advertising and promotion: An integrated
marketing communications perspective (6th ed.). New Delhi, India: Tata McGrawHill.
17. Bel-Molokwu2, 4, J. & D. Obiaku (Eds.) (1997). Advertising in Nigeria: Some
fundamental issues. Lagos, Nigeria: Advertising Practitioners Council of Nigeria.
18. Bel-Molokwu2, 4, J. (2000). Principles of advertising (Advertising Practitioners Council
of Nigeria Advertising education series No. 3). Lagos, Nigeria: Advertising
Practitioners Council of Nigeria.
2, 4
19. Bitner , I. R. (1989). Mass communication: an introduction (5th ed.). New Jersey,
States of America: Prentice Hall.
20. Chan-Olmsted2, 4, S. M. & Y. Kim (2002). The pbs brand versus cable brands: Assessing
the brand image of public television in a multichannel environment. Journal of
Broadcasting & Electronic Media, 46(2), 300-320.
Page 11 of 34
21.
22.
23.
24.
25.
26.
27.
28.
29.
30.
31.
32.
33.
34.
35.
36.
37.
38.
39.
40.
Chan-Olmsted2, 4, S. M. (2002). Branding and internet marketing in the age of digital
media. Journal of Broadcasting & Electronic Media, 46(4), 641-645.
Coupland2, 4, J. (2000). Past the ‘perfect kind of age”? Styling selves and relationships in
over-50s dating advertisements. Journal of Communication, 50(3), 9-30.
DeFleur2, 4, M.L. & E.E. Dennis (1998). Understanding mass communication: A liberal
arts perspective (6th ed.). Boston, States of America: Houhgton Muffin
Company.
Idemili2, 4, S. O. & N. Okoro (1997). An analysis of the positioning concept in Nigerian
advertising, using display advertisements in the guardian and daily times
newspapers. Nsukka Journal of the Humanities, (8), 36-51.
John-Kamen2, 4, A. U (2006). Advertising: Genesis, evolution, principles, practice.
Enugu, Nigeria: Snaap Press.
Mojekwu2, 4, J. (2000). Quantitative analysis (Advertising Practitioners Council of
Nigeria Advertising education series No. 1). Lagos, Nigeria: Advertising
Practitioners Council of Nigeria.
Norris, J. S. (1987). Advertising (3rd ed.). New Delhi, India: Prentice-Hall.
Odiboh, O. O. (2002). Integrated marketing communication (Advertising Practitioners
Council of Nigeria Advertising education series No. 4). Lagos, Nigeria:
Advertising Practitioners Council of Nigeria.
Ogunsanya2, 4, A. (2000). Advertising management. Lagos, Nigeria: Richmind Books.
Okoro2, 4, N (1998). The business of advertising. Enugu, Nigeria: Acena.
Okwechime2, 4, C. (2009). Essentials of advertising in Nigeria (2nd ed.). Asaba, Nigeria:
Prime Legacies.
Olatunji2, 4, L. (1998). Glossary of advertising marketing and communication terms.
Lagos, Nigeria: Capitol Books.
Osunbiyi2, 4, B (1999). Advertising: Principles and practice. Abeokuta, Nigeria:
Gbenga Gbesan Desi Associates.
Osunbiyi2, 4, B (2002). Contemporary conflicting issues in advertising: Opening up the
debate. Abeokuta, Nigeria: Jice Communication.
Phillips2, 4, B. J. & B. Gyoerick (1999). The cow, the cook, and the quaker: Fifty years of
spokes-character advertising. Journalism & Mass Communication Quarterly,
76(4), 713-728.
Schmidt2, 4, T. L. & J. C. Hitchon (1999). When advertising and public relations
converge: An application of schema theory to the persuasive impact of alignment
ads. Journalism & Mass Communication Quarterly, 76(3), 435-455.
Slater2, 4, M. D., D. Rouner, D. Karan, K. Murphy & F. Beuvais (1999). Placing alcohol
warnings before, during, and after tv beer ads: Effects on knowledge and reposes
to the ads and the warnings. Journalism & Mass Communication Quarterly,
76(3), 468-484.
2, 4
Smitth , P. R. & J. Taylor (2003). Marketing communications: An integrated approach
(3rd ed.). London, United Kingdom: Kogan Page.
The 2, 4 Certified Marketing Communications Institute of Nigeria. (date not available).
Professional qualifying and examination pack. Lagos, Nigeria: Author.
Waterman2, 4, D. & Yan, M. Z. (1999). Cable advertising and the future of basic cable
networking. Journal of Broadcasting & Electronic Media, 43(4), 643-658.
Page 12 of 34
Week 5: Advertising Chain and Process
Objectives
By the end of lecture 5, the student should be able to:
1. Differentiate the concepts of chain and process as they relate to advertising;
2. Identify the elements that constitute the chain of advertising; and
3. Explain the process of advertising.
Description
First Hour
Differences between Chain and Process in Advertising.
Second Hour
The Process of Advertising.
Study Questions
1. Differentiate the concepts of chain and process as they relate to advertising.
2. Identify the major actors in the process of advertising.
3. Explain the activities of the major actors in the process of advertising.
4. Identify the elements that constitute the chain of advertising.
5. Explain the process of advertising.
6. Critically examine Bel-molokwu’s multi-stage approach to the process of advertising and
recommend ways of improving on it.
Reading List
1. Abelman 2, 4, R. (1999). Preaching to the choir: profiling tv advisory ratings users.
Journal of Broadcasting & Electronic Media, 43(4), 529-550.
2. Advertising 2, 4 Practitioners Council of Nigeria. (1992). Marketing politics:
Advertising strategies and tactics. Lagos, Nigeria: Author.
3. Advertising 2, 4 Practitioners Council of Nigeria. (1992). The professional examinations
syllabus. Lagos, Nigeria: Author.
4. Advertising 2, 4 Practitioners Council of Nigeria. (2009). 2009 register of advertising
practitioners. Lagos, Nigeria: Author.
5. Advertising 2, 4 Practitioners Council of Nigeria. (date not available). The Nigerian code
of advertising practice and sales promotion (4th ed.). Lagos, Nigeria: Author.
6. Agba 2, 4, P. C. & N. Okoro (1995) Fundamentals of graphic communication, Enugu,
Nigeria: Acena Publishers.
2, 4
7. Ajayi
, B. O. (2005). Understanding outdoor advertising. Lagos, Nigeria: Fem
Publicity.
8. Alabi 2, 4, S. (2006 & 2007). Media management: Managing the advertising function in
the Nigerian newspaper industry. Journal of communication and society, 1(2
&3), 23-33.
9. Andsager 2, 4, J. L., E. W. Austin, & B. E. Pinkleton (2001). Questioning the value of
realism: Young adults’ processing of messages in alcoholic-related public service
announcements and advertisements. Journal of Communication, 51(1), 121-142.
Page 13 of 34
10.
11.
12.
13.
14.
15.
16.
17.
18.
19.
20.
21.
22.
23.
24.
25.
26.
27.
28.
29.
30.
Anyacho2, 4, R. C. (2007). Advertising principles and practice: The Nigerian perspective,
(place of publication and publisher not available).
Arens2, 4, W. F. (2002). Contemporary advertising (8th ed). New York, United States of
America: McGraw-Hill Companies.
Asemota2, 4, M. M. (2006). Names you cant ignore: Advertising across the ages (2).
Lagos, Nigeria: APCON.
Asemota2, 4, M. M. (2006). Names You Cant Ignore: Advertising revolution in Nigeria
(1). Lagos,
Nigeria: APCON.
2, 4
Baran , S. J. (2002). Introduction to mass communication: media literacy and culture
(3rd ed.). Boston: United States of America: McGraw Hill Companies.
Baran2, 4, S. J. (2002). Introduction to mass communication: media literacy and culture
(4th ed.). Boston: United States of America: McGraw Hill Companies.
2, 4
Belch , G. E. & M. A. Belch (2004). Advertising and promotion: An integrated
marketing communications perspective (6th ed.). New Delhi, India: Tata McGrawHill.
Bel-Molokwu2, 4, J. & D. Obiaku (Eds.) (1997). Advertising in Nigeria: Some
fundamental issues. Lagos, Nigeria: Advertising Practitioners Council of Nigeria.
Bel-Molokwu2, 4, J. (2000). Principles of advertising (Advertising Practitioners Council
of Nigeria Advertising education series No. 3). Lagos, Nigeria: Advertising
Practitioners Council of Nigeria.
Bitner2, 4, I. R. (1989). Mass communication: an introduction (5th ed.). New Jersey,
States of America: Prentice Hall.
Chan-Olmsted2, 4, S. M. & Y. Kim (2002). The pbs brand versus cable brands: Assessing
the brand image of public television in a multichannel environment. Journal of
Broadcasting & Electronic Media, 46(2), 300-320.
Chan-Olmsted2, 4, S. M. (2002). Branding and internet marketing in the age of digital
media. Journal of Broadcasting & Electronic Media, 46(4), 641-645.
Coupland2, 4, J. (2000). Past the ‘perfect kind of age”? Styling selves and relationships in
over-50s dating advertisements. Journal of Communication, 50(3), 9-30.
DeFleur2, 4, M.L. & E.E. Dennis (1998). Understanding mass communication: A liberal
arts perspective (6th ed.). Boston, States of America: Houhgton Muffin
Company.
2, 4
Idemili , S. O. & N. Okoro (1997). An analysis of the positioning concept in Nigerian
advertising, using display advertisements in the guardian and daily times
newspapers. Nsukka Journal of the Humanities, (8), 36-51.
John-Kamen2, 4, A. U (2006). Advertising: Genesis, evolution, principles, practice.
Enugu, Nigeria: Snaap Press.
Mojekwu2, 4, J. (2000). Quantitative analysis (Advertising Practitioners Council of
Nigeria Advertising education series No. 1). Lagos, Nigeria: Advertising
Practitioners Council of Nigeria.
Norris, J. S. (1987). Advertising (3rd ed.). New Delhi, India: Prentice-Hall.
Odiboh, O. O. (2002). Integrated marketing communication (Advertising Practitioners
Council of Nigeria Advertising education series No. 4). Lagos, Nigeria:
Advertising Practitioners Council of Nigeria.
Ogunsanya2, 4, A. (2000). Advertising management. Lagos, Nigeria: Richmind Books.
Okoro2, 4, N (1998). The business of advertising. Enugu, Nigeria: Acena.
Page 14 of 34
31.
32.
33.
34.
35.
36.
37.
38.
39.
40.
Okwechime2, 4, C. (2009). Essentials of advertising in Nigeria (2nd ed.). Asaba, Nigeria:
Prime Legacies.
Olatunji2, 4, L. (1998). Glossary of advertising marketing and communication terms.
Lagos, Nigeria: Capitol Books.
Osunbiyi2, 4, B (1999). Advertising: Principles and practice. Abeokuta, Nigeria:
Gbenga Gbesan Desi Associates.
Osunbiyi2, 4, B (2002). Contemporary conflicting issues in advertising: Opening up the
debate. Abeokuta, Nigeria: Jice Communication.
Phillips2, 4, B. J. & B. Gyoerick (1999). The cow, the cook, and the quaker: Fifty years of
spokes-character advertising. Journalism & Mass Communication Quarterly,
76(4), 713-728.
Schmidt2, 4, T. L. & J. C. Hitchon (1999). When advertising and public relations
converge: An application of schema theory to the persuasive impact of alignment
ads. Journalism & Mass Communication Quarterly, 76(3), 435-455.
2, 4
Slater , M. D., D. Rouner, D. Karan, K. Murphy & F. Beuvais (1999). Placing alcohol
warnings before, during, and after tv beer ads: Effects on knowledge and reposes
to the ads and the warnings. Journalism & Mass Communication Quarterly,
76(3), 468-484.
Smitth2, 4, P. R. & J. Taylor (2003). Marketing communications: An integrated approach
(3rd ed.). London, United Kingdom: Kogan Page.
2, 4
The
Certified Marketing Communications Institute of Nigeria. (date not available).
Professional qualifying and examination pack. Lagos, Nigeria: Author.
Waterman2, 4, D. & Yan, M. Z. (1999). Cable advertising and the future of basic cable
networking. Journal of Broadcasting & Electronic Media, 43(4), 643-658.
Week 6: Assessment Test I
Objectives
To conduct a two-hour continuous assessment test based on the class discussions, study
questions, and assignments of weeks 1 to 5 and thereby sensitize students to prepare for the final
examination in the course.
First Hour
Assessment Test
Second Hour
Assessment Test
Study Questions
As listed under weeks 1 to 5.
Reading List
As listed under weeks 1 to 5.
Week 7: Media of Advertising
Objectives
By the end of lecture 7, the student should be able to:
Page 15 of 34
1.
2.
3.
4.
Differentiate medium and media of advertising;
Identify at least six criteria for classifying media of advertising;
Classify media of advertising using specified criteria;
Explain the concepts of media classes, media sub-classes, media vehicles, and media
units.
Description
First Hour
What Is a Medium?
Second Hour
Classes of Media in Advertising.
Study Questions
1. Differentiate medium and media of advertising.
2. Identify 20 different media of advertising and classify them using four classification
criteria.
3. Identify at least six criteria for classifying media of advertising.
4. Classify media of advertising using specified criteria.
5. Explain the concepts of media classes, media sub-classes, media vehicles, and media
units.
6. For a named advertising media class, identify five corresponding advertising media subclasses, five corresponding advertising media vehicles, and five corresponding
advertising media units.
Reading List
1. Abelman 2, 4, R. (1999). Preaching to the choir: profiling tv advisory ratings users.
Journal of Broadcasting & Electronic Media, 43(4), 529-550.
2. Advertising 2, 4 Practitioners Council of Nigeria. (1992). Marketing politics:
Advertising strategies and tactics. Lagos, Nigeria: Author.
3. Advertising 2, 4 Practitioners Council of Nigeria. (1992). The professional examinations
syllabus. Lagos, Nigeria: Author.
4. Advertising 2, 4 Practitioners Council of Nigeria. (2009). 2009 register of advertising
practitioners. Lagos, Nigeria: Author.
5. Advertising 2, 4 Practitioners Council of Nigeria. (date not available). The Nigerian code
of advertising practice and sales promotion (4th ed.). Lagos, Nigeria: Author.
2, 4
6. Agba
, P. C. & N. Okoro (1995) Fundamentals of graphic communication, Enugu,
Nigeria: Acena Publishers.
7. Ajayi 2, 4, B. O. (2005). Understanding outdoor advertising. Lagos, Nigeria: Fem
Publicity.
8. Alabi 2, 4, S. (2006 & 2007). Media management: Managing the advertising function in
the Nigerian newspaper industry. Journal of communication and society, 1(2
&3), 23-33.
9. Andsager 2, 4, J. L., E. W. Austin, & B. E. Pinkleton (2001). Questioning the value of
realism: Young adults’ processing of messages in alcoholic-related public service
announcements and advertisements. Journal of Communication, 51(1), 121-142.
Page 16 of 34
10.
11.
12.
13.
14.
15.
16.
17.
18.
19.
20.
21.
22.
23.
24.
25.
26.
27.
28.
29.
30.
Anyacho2, 4, R. C. (2007). Advertising principles and practice: The Nigerian perspective,
(place of publication and publisher not available).
Arens2, 4, W. F. (2002). Contemporary advertising (8th ed). New York, United States of
America: McGraw-Hill Companies.
Asemota2, 4, M. M. (2006). Names you cant ignore: Advertising across the ages (2).
Lagos, Nigeria: APCON.
Asemota2, 4, M. M. (2006). Names You Cant Ignore: Advertising revolution in Nigeria
(1). Lagos,
Nigeria: APCON.
2, 4
Baran , S. J. (2002). Introduction to mass communication: media literacy and culture
(3rd ed.). Boston: United States of America: McGraw Hill Companies.
Baran2, 4, S. J. (2002). Introduction to mass communication: media literacy and culture
(4th ed.). Boston: United States of America: McGraw Hill Companies.
2, 4
Belch , G. E. & M. A. Belch (2004). Advertising and promotion: An integrated
marketing communications perspective (6th ed.). New Delhi, India: Tata McGrawHill.
Bel-Molokwu2, 4, J. & D. Obiaku (Eds.) (1997). Advertising in Nigeria: Some
fundamental issues. Lagos, Nigeria: Advertising Practitioners Council of Nigeria.
Bel-Molokwu2, 4, J. (2000). Principles of advertising (Advertising Practitioners Council
of Nigeria Advertising education series No. 3). Lagos, Nigeria: Advertising
Practitioners Council of Nigeria.
Bitner2, 4, I. R. (1989). Mass communication: an introduction (5th ed.). New Jersey,
States of America: Prentice Hall.
Chan-Olmsted2, 4, S. M. & Y. Kim (2002). The pbs brand versus cable brands: Assessing
the brand image of public television in a multichannel environment. Journal of
Broadcasting & Electronic Media, 46(2), 300-320.
Chan-Olmsted2, 4, S. M. (2002). Branding and internet marketing in the age of digital
media. Journal of Broadcasting & Electronic Media, 46(4), 641-645.
Coupland2, 4, J. (2000). Past the ‘perfect kind of age”? Styling selves and relationships in
over-50s dating advertisements. Journal of Communication, 50(3), 9-30.
DeFleur2, 4, M.L. & E.E. Dennis (1998). Understanding mass communication: A liberal
arts perspective (6th ed.). Boston, States of America: Houhgton Muffin
Company.
2, 4
Idemili , S. O. & N. Okoro (1997). An analysis of the positioning concept in Nigerian
advertising, using display advertisements in the guardian and daily times
newspapers. Nsukka Journal of the Humanities, (8), 36-51.
John-Kamen2, 4, A. U (2006). Advertising: Genesis, evolution, principles, practice.
Enugu, Nigeria: Snaap Press.
Mojekwu2, 4, J. (2000). Quantitative analysis (Advertising Practitioners Council of
Nigeria Advertising education series No. 1). Lagos, Nigeria: Advertising
Practitioners Council of Nigeria.
Norris, J. S. (1987). Advertising (3rd ed.). New Delhi, India: Prentice-Hall.
Odiboh, O. O. (2002). Integrated marketing communication (Advertising Practitioners
Council of Nigeria Advertising education series No. 4). Lagos, Nigeria:
Advertising Practitioners Council of Nigeria.
Ogunsanya2, 4, A. (2000). Advertising management. Lagos, Nigeria: Richmind Books.
Okoro2, 4, N (1998). The business of advertising. Enugu, Nigeria: Acena.
Page 17 of 34
31.
32.
33.
34.
35.
36.
37.
38.
39.
40.
Okwechime2, 4, C. (2009). Essentials of advertising in Nigeria (2nd ed.). Asaba, Nigeria:
Prime Legacies.
Olatunji2, 4, L. (1998). Glossary of advertising marketing and communication terms.
Lagos, Nigeria: Capitol Books.
Osunbiyi2, 4, B (1999). Advertising: Principles and practice. Abeokuta, Nigeria:
Gbenga Gbesan Desi Associates.
Osunbiyi2, 4, B (2002). Contemporary conflicting issues in advertising: Opening up the
debate. Abeokuta, Nigeria: Jice Communication.
Phillips2, 4, B. J. & B. Gyoerick (1999). The cow, the cook, and the quaker: Fifty years of
spokes-character advertising. Journalism & Mass Communication Quarterly,
76(4), 713-728.
Schmidt2, 4, T. L. & J. C. Hitchon (1999). When advertising and public relations
converge: An application of schema theory to the persuasive impact of alignment
ads. Journalism & Mass Communication Quarterly, 76(3), 435-455.
2, 4
Slater , M. D., D. Rouner, D. Karan, K. Murphy & F. Beuvais (1999). Placing alcohol
warnings before, during, and after tv beer ads: Effects on knowledge and reposes
to the ads and the warnings. Journalism & Mass Communication Quarterly,
76(3), 468-484.
Smitth2, 4, P. R. & J. Taylor (2003). Marketing communications: An integrated approach
(3rd ed.). London, United Kingdom: Kogan Page.
2, 4
The
Certified Marketing Communications Institute of Nigeria. (date not available).
Professional qualifying and examination pack. Lagos, Nigeria: Author.
Waterman2, 4, D. & Yan, M. Z. (1999). Cable advertising and the future of basic cable
networking. Journal of Broadcasting & Electronic Media, 43(4), 643-658.
Week 8: Advertising Agency
Objectives
By the end of the lecture 8, the student should be able to:
1. Explain the concepts agency and advertising agency;
2. Describe the structure of a typical advertising agency;
3. Identify the major functions of advertising agencies; and
4. Discuss the activities in an advertising agency.
Description
First Hour
What is Advertising Agency?
Second Hour
Types and Functions of Advertising Agency.
Study Questions
1. Explain the concepts agency and advertising agency.
2. Describe the structure of a typical advertising agency.
3. Explain the 3Ps of advertising.
4. Discuss the activities in an advertising agency.
Page 18 of 34
5.
Using the 3Ps of advertising as a guide, identify and explain the functions of advertising
agencies.
Reading List
1. Abelman 2, 4, R. (1999). Preaching to the choir: profiling tv advisory ratings users.
Journal of Broadcasting & Electronic Media, 43(4), 529-550.
2. Advertising 2, 4 Practitioners Council of Nigeria. (1992). Marketing politics:
Advertising strategies and tactics. Lagos, Nigeria: Author.
3. Advertising 2, 4 Practitioners Council of Nigeria. (1992). The professional examinations
syllabus. Lagos, Nigeria: Author.
4. Advertising 2, 4 Practitioners Council of Nigeria. (2009). 2009 register of advertising
practitioners. Lagos, Nigeria: Author.
5. Advertising 2, 4 Practitioners Council of Nigeria. (date not available). The Nigerian code
of advertising practice and sales promotion (4th ed.). Lagos, Nigeria: Author.
2, 4
6. Agba
, P. C. & N. Okoro (1995) Fundamentals of graphic communication, Enugu,
Nigeria: Acena Publishers.
7. Ajayi 2, 4, B. O. (2005). Understanding outdoor advertising. Lagos, Nigeria: Fem
Publicity.
8. Alabi 2, 4, S. (2006 & 2007). Media management: Managing the advertising function in
the Nigerian newspaper industry. Journal of communication and society, 1(2
&3), 23-33.
9. Andsager 2, 4, J. L., E. W. Austin, & B. E. Pinkleton (2001). Questioning the value of
realism: Young adults’ processing of messages in alcoholic-related public service
announcements and advertisements. Journal of Communication, 51(1), 121-142.
10. Anyacho2, 4, R. C. (2007). Advertising principles and practice: The Nigerian perspective,
(place of publication and publisher not available).
2, 4
11. Arens , W. F. (2002). Contemporary advertising (8th ed). New York, United States of
America: McGraw-Hill Companies.
12. Asemota2, 4, M. M. (2006). Names you cant ignore: Advertising across the ages (2).
Lagos, Nigeria: APCON.
13. Asemota2, 4, M. M. (2006). Names You Cant Ignore: Advertising revolution in Nigeria
(1). Lagos,
Nigeria: APCON.
2, 4
14. Baran , S. J. (2002). Introduction to mass communication: media literacy and culture
(3rd ed.). Boston: United States of America: McGraw Hill Companies.
2, 4
15. Baran , S. J. (2002). Introduction to mass communication: media literacy and culture
(4th ed.). Boston: United States of America: McGraw Hill Companies.
2, 4
16. Belch
, G. E. & M. A. Belch (2004). Advertising and promotion: An integrated
marketing communications perspective (6th ed.). New Delhi, India: Tata McGrawHill.
17. Bel-Molokwu2, 4, J. & D. Obiaku (Eds.) (1997). Advertising in Nigeria: Some
fundamental issues. Lagos, Nigeria: Advertising Practitioners Council of Nigeria.
18. Bel-Molokwu2, 4, J. (2000). Principles of advertising (Advertising Practitioners Council
of Nigeria Advertising education series No. 3). Lagos, Nigeria: Advertising
Practitioners Council of Nigeria.
19. Bitner2, 4, I. R. (1989). Mass communication: an introduction (5th ed.). New Jersey,
States of America: Prentice Hall.
Page 19 of 34
20.
21.
22.
23.
24.
25.
26.
27.
28.
29.
30.
31.
32.
33.
34.
35.
36.
37.
38.
39.
Chan-Olmsted2, 4, S. M. & Y. Kim (2002). The pbs brand versus cable brands: Assessing
the brand image of public television in a multichannel environment. Journal of
Broadcasting & Electronic Media, 46(2), 300-320.
Chan-Olmsted2, 4, S. M. (2002). Branding and internet marketing in the age of digital
media. Journal of Broadcasting & Electronic Media, 46(4), 641-645.
Coupland2, 4, J. (2000). Past the ‘perfect kind of age”? Styling selves and relationships in
over-50s dating advertisements. Journal of Communication, 50(3), 9-30.
DeFleur2, 4, M.L. & E.E. Dennis (1998). Understanding mass communication: A liberal
arts perspective (6th ed.). Boston, States of America: Houhgton Muffin
Company.
2, 4
Idemili , S. O. & N. Okoro (1997). An analysis of the positioning concept in Nigerian
advertising, using display advertisements in the guardian and daily times
newspapers. Nsukka Journal of the Humanities, (8), 36-51.
John-Kamen2, 4, A. U (2006). Advertising: Genesis, evolution, principles, practice.
Enugu, Nigeria: Snaap Press.
Mojekwu2, 4, J. (2000). Quantitative analysis (Advertising Practitioners Council of
Nigeria Advertising education series No. 1). Lagos, Nigeria: Advertising
Practitioners Council of Nigeria.
Norris, J. S. (1987). Advertising (3rd ed.). New Delhi, India: Prentice-Hall.
Odiboh, O. O. (2002). Integrated marketing communication (Advertising Practitioners
Council of Nigeria Advertising education series No. 4). Lagos, Nigeria:
Advertising Practitioners Council of Nigeria.
Ogunsanya2, 4, A. (2000). Advertising management. Lagos, Nigeria: Richmind Books.
Okoro2, 4, N (1998). The business of advertising. Enugu, Nigeria: Acena.
Okwechime2, 4, C. (2009). Essentials of advertising in Nigeria (2nd ed.). Asaba, Nigeria:
Prime Legacies.
Olatunji2, 4, L. (1998). Glossary of advertising marketing and communication terms.
Lagos, Nigeria: Capitol Books.
Osunbiyi2, 4, B (1999). Advertising: Principles and practice. Abeokuta, Nigeria:
Gbenga Gbesan Desi Associates.
Osunbiyi2, 4, B (2002). Contemporary conflicting issues in advertising: Opening up the
debate. Abeokuta, Nigeria: Jice Communication.
Phillips2, 4, B. J. & B. Gyoerick (1999). The cow, the cook, and the quaker: Fifty years of
spokes-character advertising. Journalism & Mass Communication Quarterly,
76(4), 713-728.
Schmidt2, 4, T. L. & J. C. Hitchon (1999). When advertising and public relations
converge: An application of schema theory to the persuasive impact of alignment
ads. Journalism & Mass Communication Quarterly, 76(3), 435-455.
Slater2, 4, M. D., D. Rouner, D. Karan, K. Murphy & F. Beuvais (1999). Placing alcohol
warnings before, during, and after tv beer ads: Effects on knowledge and reposes
to the ads and the warnings. Journalism & Mass Communication Quarterly,
76(3), 468-484.
Smitth2, 4, P. R. & J. Taylor (2003). Marketing communications: An integrated approach
(3rd ed.). London, United Kingdom: Kogan Page.
The 2, 4 Certified Marketing Communications Institute of Nigeria. (date not available).
Professional qualifying and examination pack. Lagos, Nigeria: Author.
Page 20 of 34
40.
Waterman2, 4, D. & Yan, M. Z. (1999). Cable advertising and the future of basic cable
networking. Journal of Broadcasting & Electronic Media, 43(4), 643-658.
Week 9: Excursion to Selected Advertising Agencies
Objectives
By the end of the week 9, the student should be able to:
1. Describe the structure of a typical advertising agency from a participating observer’s
point of view; and
2. Discuss the activities in a named advertising agency.
Description
First Hour
Academic Excursion to Selected Advertising Agencies.
Second Hour
Academic Excursion to Selected Advertising Agencies.
Study Questions
1. Describe the structure of the advertising agency you visited.
2. Relate the 3Ps of advertising the advertising agency you visited.
3. Discuss the activities in the advertising agency you visited.
4. Which department is the livewire of the advertising agency you visited? Justify your
position.
5. Aside from the ones you visited, list twenty advertising agencies operating in at least five
states in Nigeria with their office and e-mail addresses.
Reading List
1. Abelman 2, 4, R. (1999). Preaching to the choir: profiling tv advisory ratings users.
Journal of Broadcasting & Electronic Media, 43(4), 529-550.
2. Advertising 2, 4 Practitioners Council of Nigeria. (1992). Marketing politics:
Advertising strategies and tactics. Lagos, Nigeria: Author.
3. Advertising 2, 4 Practitioners Council of Nigeria. (1992). The professional examinations
syllabus. Lagos, Nigeria: Author.
4. Advertising 2, 4 Practitioners Council of Nigeria. (2009). 2009 register of advertising
practitioners. Lagos, Nigeria: Author.
5. Advertising 2, 4 Practitioners Council of Nigeria. (date not available). The Nigerian code
of advertising practice and sales promotion (4th ed.). Lagos, Nigeria: Author.
2, 4
6. Agba
, P. C. & N. Okoro (1995) Fundamentals of graphic communication, Enugu,
Nigeria: Acena Publishers.
7. Ajayi 2, 4, B. O. (2005). Understanding outdoor advertising. Lagos, Nigeria: Fem
Publicity.
8. Alabi 2, 4, S. (2006 & 2007). Media management: Managing the advertising function in
the Nigerian newspaper industry. Journal of communication and society, 1(2
&3), 23-33.
Page 21 of 34
9.
10.
11.
12.
13.
14.
15.
16.
17.
18.
19.
20.
21.
22.
23.
24.
25.
26.
27.
Andsager 2, 4, J. L., E. W. Austin, & B. E. Pinkleton (2001). Questioning the value of
realism: Young adults’ processing of messages in alcoholic-related public service
announcements and advertisements. Journal of Communication, 51(1), 121-142.
Anyacho2, 4, R. C. (2007). Advertising principles and practice: The Nigerian perspective,
(place of publication and publisher not available).
Arens2, 4, W. F. (2002). Contemporary advertising (8th ed). New York, United States of
America: McGraw-Hill Companies.
Asemota2, 4, M. M. (2006). Names you cant ignore: Advertising across the ages (2).
Lagos, Nigeria: APCON.
Asemota2, 4, M. M. (2006). Names You Cant Ignore: Advertising revolution in Nigeria
(1). Lagos,
Nigeria: APCON.
Baran2, 4, S. J. (2002). Introduction to mass communication: media literacy and culture
(3rd ed.). Boston: United States of America: McGraw Hill Companies.
Baran2, 4, S. J. (2002). Introduction to mass communication: media literacy and culture
(4th ed.). Boston: United States of America: McGraw Hill Companies.
Belch2, 4, G. E. & M. A. Belch (2004). Advertising and promotion: An integrated
marketing communications perspective (6th ed.). New Delhi, India: Tata McGrawHill.
Bel-Molokwu2, 4, J. & D. Obiaku (Eds.) (1997). Advertising in Nigeria: Some
fundamental issues. Lagos, Nigeria: Advertising Practitioners Council of Nigeria.
Bel-Molokwu2, 4, J. (2000). Principles of advertising (Advertising Practitioners Council
of Nigeria Advertising education series No. 3). Lagos, Nigeria: Advertising
Practitioners Council of Nigeria.
2, 4
Bitner , I. R. (1989). Mass communication: an introduction (5th ed.). New Jersey,
States of America: Prentice Hall.
Chan-Olmsted2, 4, S. M. & Y. Kim (2002). The pbs brand versus cable brands: Assessing
the brand image of public television in a multichannel environment. Journal of
Broadcasting & Electronic Media, 46(2), 300-320.
Chan-Olmsted2, 4, S. M. (2002). Branding and internet marketing in the age of digital
media. Journal of Broadcasting & Electronic Media, 46(4), 641-645.
Coupland2, 4, J. (2000). Past the ‘perfect kind of age”? Styling selves and relationships in
over-50s dating advertisements. Journal of Communication, 50(3), 9-30.
DeFleur2, 4, M.L. & E.E. Dennis (1998). Understanding mass communication: A liberal
arts perspective (6th ed.). Boston, States of America: Houhgton Muffin
Company.
Idemili2, 4, S. O. & N. Okoro (1997). An analysis of the positioning concept in Nigerian
advertising, using display advertisements in the guardian and daily times
newspapers. Nsukka Journal of the Humanities, (8), 36-51.
John-Kamen2, 4, A. U (2006). Advertising: Genesis, evolution, principles, practice.
Enugu, Nigeria: Snaap Press.
Mojekwu2, 4, J. (2000). Quantitative analysis (Advertising Practitioners Council of
Nigeria Advertising education series No. 1). Lagos, Nigeria: Advertising
Practitioners Council of Nigeria.
Norris, J. S. (1987). Advertising (3rd ed.). New Delhi, India: Prentice-Hall.
Page 22 of 34
28.
29.
30.
31.
32.
33.
34.
35.
36.
37.
38.
39.
40.
Odiboh, O. O. (2002). Integrated marketing communication (Advertising Practitioners
Council of Nigeria Advertising education series No. 4). Lagos, Nigeria:
Advertising Practitioners Council of Nigeria.
Ogunsanya2, 4, A. (2000). Advertising management. Lagos, Nigeria: Richmind Books.
Okoro2, 4, N (1998). The business of advertising. Enugu, Nigeria: Acena.
Okwechime2, 4, C. (2009). Essentials of advertising in Nigeria (2nd ed.). Asaba, Nigeria:
Prime Legacies.
Olatunji2, 4, L. (1998). Glossary of advertising marketing and communication terms.
Lagos, Nigeria: Capitol Books.
Osunbiyi2, 4, B (1999). Advertising: Principles and practice. Abeokuta, Nigeria:
Gbenga Gbesan Desi Associates.
Osunbiyi2, 4, B (2002). Contemporary conflicting issues in advertising: Opening up the
debate. Abeokuta, Nigeria: Jice Communication.
Phillips2, 4, B. J. & B. Gyoerick (1999). The cow, the cook, and the quaker: Fifty years of
spokes-character advertising. Journalism & Mass Communication Quarterly,
76(4), 713-728.
Schmidt2, 4, T. L. & J. C. Hitchon (1999). When advertising and public relations
converge: An application of schema theory to the persuasive impact of alignment
ads. Journalism & Mass Communication Quarterly, 76(3), 435-455.
2, 4
Slater , M. D., D. Rouner, D. Karan, K. Murphy & F. Beuvais (1999). Placing alcohol
warnings before, during, and after tv beer ads: Effects on knowledge and reposes
to the ads and the warnings. Journalism & Mass Communication Quarterly,
76(3), 468-484.
2, 4
Smitth , P. R. & J. Taylor (2003). Marketing communications: An integrated approach
(3rd ed.). London, United Kingdom: Kogan Page.
2, 4
The
Certified Marketing Communications Institute of Nigeria. (date not available).
Professional qualifying and examination pack. Lagos, Nigeria: Author.
Waterman2, 4, D. & Yan, M. Z. (1999). Cable advertising and the future of basic cable
networking. Journal of Broadcasting & Electronic Media, 43(4), 643-658.
Week 10: Advertising, IMC, Journalism, and Propaganda (Comparison)
Objectives
By the end of the week, the student should be able to:
1. Explain the concept of IMC;
2. Identify the elements of IMC;
3. Define the elements of IMC;
4. Compare the elements of IMC with advertising.
Description
First Hour
Definitions of IMC, Journalism, and Propaganda.
Second Hour
Comparison of Advertising with IMC, Journalism, and Propaganda.
Page 23 of 34
Study Questions
1. Explain the concept of IMC.
2. Identify the elements of IMC.
3. Define the elements of IMC.
4. Compare the elements of IMC with advertising.
5. Take a defended stance on the notion that contemporary communication complexities
necessitate the use of IMC in various communication campaigns.
Reading List
1. Abelman 2, 4, R. (1999). Preaching to the choir: profiling tv advisory ratings users.
Journal of Broadcasting & Electronic Media, 43(4), 529-550.
2. Advertising 2, 4 Practitioners Council of Nigeria. (1992). Marketing politics:
Advertising strategies and tactics. Lagos, Nigeria: Author.
3. Advertising 2, 4 Practitioners Council of Nigeria. (1992). The professional examinations
syllabus. Lagos, Nigeria: Author.
4. Advertising 2, 4 Practitioners Council of Nigeria. (2009). 2009 register of advertising
practitioners. Lagos, Nigeria: Author.
5. Advertising 2, 4 Practitioners Council of Nigeria. (date not available). The Nigerian code
of advertising practice and sales promotion (4th ed.). Lagos, Nigeria: Author.
6. Agba 2, 4, P. C. & N. Okoro (1995) Fundamentals of graphic communication, Enugu,
Nigeria: Acena Publishers.
2, 4
7. Ajayi
, B. O. (2005). Understanding outdoor advertising. Lagos, Nigeria: Fem
Publicity.
8. Alabi 2, 4, S. (2006 & 2007). Media management: Managing the advertising function in
the Nigerian newspaper industry. Journal of communication and society, 1(2
&3), 23-33.
9. Andsager 2, 4, J. L., E. W. Austin, & B. E. Pinkleton (2001). Questioning the value of
realism: Young adults’ processing of messages in alcoholic-related public service
announcements and advertisements. Journal of Communication, 51(1), 121-142.
10. Anyacho2, 4, R. C. (2007). Advertising principles and practice: The Nigerian perspective,
(place of publication and publisher not available).
11. Arens2, 4, W. F. (2002). Contemporary advertising (8th ed). New York, United States of
America: McGraw-Hill Companies.
12. Asemota2, 4, M. M. (2006). Names you cant ignore: Advertising across the ages (2).
Lagos, Nigeria: APCON.
13. Asemota2, 4, M. M. (2006). Names You Cant Ignore: Advertising revolution in Nigeria
(1). Lagos,
Nigeria: APCON.
2, 4
14. Baran , S. J. (2002). Introduction to mass communication: media literacy and culture
(3rd ed.). Boston: United States of America: McGraw Hill Companies.
15. Baran2, 4, S. J. (2002). Introduction to mass communication: media literacy and culture
(4th ed.). Boston: United States of America: McGraw Hill Companies.
16. Belch2, 4, G. E. & M. A. Belch (2004). Advertising and promotion: An integrated
marketing communications perspective (6th ed.). New Delhi, India: Tata McGrawHill.
17. Bel-Molokwu2, 4, J. & D. Obiaku (Eds.) (1997). Advertising in Nigeria: Some
fundamental issues. Lagos, Nigeria: Advertising Practitioners Council of Nigeria.
Page 24 of 34
18.
19.
20.
21.
22.
23.
24.
25.
26.
27.
28.
29.
30.
31.
32.
33.
34.
35.
36.
37.
Bel-Molokwu2, 4, J. (2000). Principles of advertising (Advertising Practitioners Council
of Nigeria Advertising education series No. 3). Lagos, Nigeria: Advertising
Practitioners Council of Nigeria.
2, 4
Bitner , I. R. (1989). Mass communication: an introduction (5th ed.). New Jersey,
States of America: Prentice Hall.
Chan-Olmsted2, 4, S. M. & Y. Kim (2002). The pbs brand versus cable brands: Assessing
the brand image of public television in a multichannel environment. Journal of
Broadcasting & Electronic Media, 46(2), 300-320.
Chan-Olmsted2, 4, S. M. (2002). Branding and internet marketing in the age of digital
media. Journal of Broadcasting & Electronic Media, 46(4), 641-645.
Coupland2, 4, J. (2000). Past the ‘perfect kind of age”? Styling selves and relationships in
over-50s dating advertisements. Journal of Communication, 50(3), 9-30.
DeFleur2, 4, M.L. & E.E. Dennis (1998). Understanding mass communication: A liberal
arts perspective (6th ed.). Boston, States of America: Houhgton Muffin
Company.
Idemili2, 4, S. O. & N. Okoro (1997). An analysis of the positioning concept in Nigerian
advertising, using display advertisements in the guardian and daily times
newspapers. Nsukka Journal of the Humanities, (8), 36-51.
John-Kamen2, 4, A. U (2006). Advertising: Genesis, evolution, principles, practice.
Enugu, Nigeria: Snaap Press.
Mojekwu2, 4, J. (2000). Quantitative analysis (Advertising Practitioners Council of
Nigeria Advertising education series No. 1). Lagos, Nigeria: Advertising
Practitioners Council of Nigeria.
Norris, J. S. (1987). Advertising (3rd ed.). New Delhi, India: Prentice-Hall.
Odiboh, O. O. (2002). Integrated marketing communication (Advertising Practitioners
Council of Nigeria Advertising education series No. 4). Lagos, Nigeria:
Advertising Practitioners Council of Nigeria.
Ogunsanya2, 4, A. (2000). Advertising management. Lagos, Nigeria: Richmind Books.
Okoro2, 4, N (1998). The business of advertising. Enugu, Nigeria: Acena.
Okwechime2, 4, C. (2009). Essentials of advertising in Nigeria (2nd ed.). Asaba, Nigeria:
Prime Legacies.
Olatunji2, 4, L. (1998). Glossary of advertising marketing and communication terms.
Lagos, Nigeria: Capitol Books.
Osunbiyi2, 4, B (1999). Advertising: Principles and practice. Abeokuta, Nigeria:
Gbenga Gbesan Desi Associates.
Osunbiyi2, 4, B (2002). Contemporary conflicting issues in advertising: Opening up the
debate. Abeokuta, Nigeria: Jice Communication.
Phillips2, 4, B. J. & B. Gyoerick (1999). The cow, the cook, and the quaker: Fifty years of
spokes-character advertising. Journalism & Mass Communication Quarterly,
76(4), 713-728.
Schmidt2, 4, T. L. & J. C. Hitchon (1999). When advertising and public relations
converge: An application of schema theory to the persuasive impact of alignment
ads. Journalism & Mass Communication Quarterly, 76(3), 435-455.
2, 4
Slater , M. D., D. Rouner, D. Karan, K. Murphy & F. Beuvais (1999). Placing alcohol
warnings before, during, and after tv beer ads: Effects on knowledge and reposes
Page 25 of 34
to the ads and the warnings. Journalism & Mass Communication Quarterly,
76(3), 468-484.
38. Smitth2, 4, P. R. & J. Taylor (2003). Marketing communications: An integrated approach
(3rd ed.). London, United Kingdom: Kogan Page.
39. The 2, 4 Certified Marketing Communications Institute of Nigeria. (date not available).
Professional qualifying and examination pack. Lagos, Nigeria: Author.
40. Waterman2, 4, D. & Yan, M. Z. (1999). Cable advertising and the future of basic cable
networking. Journal of Broadcasting & Electronic Media, 43(4), 643-658.
Week 11: Advertising, IMC, Journalism, and Propaganda (Contrasts)
Objectives
By the end of the week, the student should be able to:
1. Differentiate the elements of IMC from advertising;
2. Differentiate journalism from advertising; and
3. Differentiate propaganda from advertising.
Description
First Hour
How Advertising Differs from Elements of IMC, Journalism, and Propaganda.
Second Hour
How Advertising Differs from Elements of IMC, Journalism, and Propaganda.
Study Questions
1. Differentiate the elements of IMC from advertising.
2. Differentiate journalism from advertising.
3. Differentiate propaganda from advertising.
4. Which element of IMC is most different from advertising?
5. Give reasons for your answer to question 4 above.
Reading List
1. Abelman 2, 4, R. (1999). Preaching to the choir: profiling tv advisory ratings users.
Journal of Broadcasting & Electronic Media, 43(4), 529-550.
2. Advertising 2, 4 Practitioners Council of Nigeria. (1992). Marketing politics:
Advertising strategies and tactics. Lagos, Nigeria: Author.
3. Advertising 2, 4 Practitioners Council of Nigeria. (1992). The professional examinations
syllabus. Lagos, Nigeria: Author.
4. Advertising 2, 4 Practitioners Council of Nigeria. (2009). 2009 register of advertising
practitioners. Lagos, Nigeria: Author.
5. Advertising 2, 4 Practitioners Council of Nigeria. (date not available). The Nigerian code
of advertising practice and sales promotion (4th ed.). Lagos, Nigeria: Author.
2, 4
6. Agba
, P. C. & N. Okoro (1995) Fundamentals of graphic communication, Enugu,
Nigeria: Acena Publishers.
7. Ajayi 2, 4, B. O. (2005). Understanding outdoor advertising. Lagos, Nigeria: Fem
Publicity.
Page 26 of 34
8.
9.
10.
11.
12.
13.
14.
15.
16.
17.
18.
19.
20.
21.
22.
23.
24.
25.
26.
Alabi
2, 4
, S. (2006 & 2007). Media management: Managing the advertising function in
the Nigerian newspaper industry. Journal of communication and society, 1(2
&3), 23-33.
Andsager 2, 4, J. L., E. W. Austin, & B. E. Pinkleton (2001). Questioning the value of
realism: Young adults’ processing of messages in alcoholic-related public service
announcements and advertisements. Journal of Communication, 51(1), 121-142.
Anyacho2, 4, R. C. (2007). Advertising principles and practice: The Nigerian perspective,
(place of publication and publisher not available).
2, 4
Arens , W. F. (2002). Contemporary advertising (8th ed). New York, United States of
America: McGraw-Hill Companies.
Asemota2, 4, M. M. (2006). Names you cant ignore: Advertising across the ages (2).
Lagos, Nigeria: APCON.
Asemota2, 4, M. M. (2006). Names You Cant Ignore: Advertising revolution in Nigeria
(1). Lagos,
Nigeria: APCON.
2, 4
Baran , S. J. (2002). Introduction to mass communication: media literacy and culture
(3rd ed.). Boston: United States of America: McGraw Hill Companies.
2, 4
Baran , S. J. (2002). Introduction to mass communication: media literacy and culture
(4th ed.). Boston: United States of America: McGraw Hill Companies.
2, 4
Belch , G. E. & M. A. Belch (2004). Advertising and promotion: An integrated
marketing communications perspective (6th ed.). New Delhi, India: Tata McGrawHill.
Bel-Molokwu2, 4, J. & D. Obiaku (Eds.) (1997). Advertising in Nigeria: Some
fundamental issues. Lagos, Nigeria: Advertising Practitioners Council of Nigeria.
Bel-Molokwu2, 4, J. (2000). Principles of advertising (Advertising Practitioners Council
of Nigeria Advertising education series No. 3). Lagos, Nigeria: Advertising
Practitioners Council of Nigeria.
2, 4
Bitner , I. R. (1989). Mass communication: an introduction (5th ed.). New Jersey,
States of America: Prentice Hall.
Chan-Olmsted2, 4, S. M. & Y. Kim (2002). The pbs brand versus cable brands: Assessing
the brand image of public television in a multichannel environment. Journal of
Broadcasting & Electronic Media, 46(2), 300-320.
Chan-Olmsted2, 4, S. M. (2002). Branding and internet marketing in the age of digital
media. Journal of Broadcasting & Electronic Media, 46(4), 641-645.
Coupland2, 4, J. (2000). Past the ‘perfect kind of age”? Styling selves and relationships in
over-50s dating advertisements. Journal of Communication, 50(3), 9-30.
DeFleur2, 4, M.L. & E.E. Dennis (1998). Understanding mass communication: A liberal
arts perspective (6th ed.). Boston, States of America: Houhgton Muffin
Company.
Idemili2, 4, S. O. & N. Okoro (1997). An analysis of the positioning concept in Nigerian
advertising, using display advertisements in the guardian and daily times
newspapers. Nsukka Journal of the Humanities, (8), 36-51.
John-Kamen2, 4, A. U (2006). Advertising: Genesis, evolution, principles, practice.
Enugu, Nigeria: Snaap Press.
Mojekwu2, 4, J. (2000). Quantitative analysis (Advertising Practitioners Council of
Nigeria Advertising education series No. 1). Lagos, Nigeria: Advertising
Practitioners Council of Nigeria.
Page 27 of 34
27.
28.
29.
30.
31.
32.
33.
34.
35.
36.
37.
38.
39.
40.
Norris, J. S. (1987). Advertising (3rd ed.). New Delhi, India: Prentice-Hall.
Odiboh, O. O. (2002). Integrated marketing communication (Advertising Practitioners
Council of Nigeria Advertising education series No. 4). Lagos, Nigeria:
Advertising Practitioners Council of Nigeria.
Ogunsanya2, 4, A. (2000). Advertising management. Lagos, Nigeria: Richmind Books.
Okoro2, 4, N (1998). The business of advertising. Enugu, Nigeria: Acena.
Okwechime2, 4, C. (2009). Essentials of advertising in Nigeria (2nd ed.). Asaba, Nigeria:
Prime Legacies.
Olatunji2, 4, L. (1998). Glossary of advertising marketing and communication terms.
Lagos, Nigeria: Capitol Books.
Osunbiyi2, 4, B (1999). Advertising: Principles and practice. Abeokuta, Nigeria:
Gbenga Gbesan Desi Associates.
Osunbiyi2, 4, B (2002). Contemporary conflicting issues in advertising: Opening up the
debate. Abeokuta, Nigeria: Jice Communication.
Phillips2, 4, B. J. & B. Gyoerick (1999). The cow, the cook, and the quaker: Fifty years of
spokes-character advertising. Journalism & Mass Communication Quarterly,
76(4), 713-728.
Schmidt2, 4, T. L. & J. C. Hitchon (1999). When advertising and public relations
converge: An application of schema theory to the persuasive impact of alignment
ads. Journalism & Mass Communication Quarterly, 76(3), 435-455.
Slater2, 4, M. D., D. Rouner, D. Karan, K. Murphy & F. Beuvais (1999). Placing alcohol
warnings before, during, and after tv beer ads: Effects on knowledge and reposes
to the ads and the warnings. Journalism & Mass Communication Quarterly,
76(3), 468-484.
Smitth2, 4, P. R. & J. Taylor (2003). Marketing communications: An integrated approach
(3rd ed.). London, United Kingdom: Kogan Page.
The 2, 4 Certified Marketing Communications Institute of Nigeria. (date not available).
Professional qualifying and examination pack. Lagos, Nigeria: Author.
Waterman2, 4, D. & Yan, M. Z. (1999). Cable advertising and the future of basic cable
networking. Journal of Broadcasting & Electronic Media, 43(4), 643-658.
Week 12: Advertising Regulators and Regulations
Objectives
By the end of the lecture, the student should be able to:
1. Differentiate the concepts of regulators and regulations as they apply to advertising in
Nigeria;
2. Identify the major legal instrument behind the advertising industry in Nigeria;
3. Identify the major sectoral associations behind the advertising industry in Nigeria.
Description
First Hour
The Concepts of Regulators and Regulations.
Second Hour
APCON Decree 55 of 1988.
Page 28 of 34
Study Questions
1. Differentiate the concepts of regulators and regulations as they apply to advertising in
Nigeria.
2. Identify the major legal instrument behind the advertising industry in Nigeria.
3. Name the five sectoral associations that APCON collaborates with in discharging its
statutory powers.
4. Outline the major powers of the five sectoral associations that APCON collaborates with
in discharging its statutory functions.
5. Outline the responsibilities of APCON.
6. List and discuss ten specific provisions contained in APCON’s Code of Advertising
Practice and Nigerian Advertising Laws, Rules, and Regulations.
Reading List
1. Abelman 2, 4, R. (1999). Preaching to the choir: profiling tv advisory ratings users.
Journal of Broadcasting & Electronic Media, 43(4), 529-550.
2. Advertising 2, 4 Practitioners Council of Nigeria. (1992). Marketing politics:
Advertising strategies and tactics. Lagos, Nigeria: Author.
3. Advertising 2, 4 Practitioners Council of Nigeria. (1992). The professional examinations
syllabus. Lagos, Nigeria: Author.
4. Advertising 2, 4 Practitioners Council of Nigeria. (2009). 2009 register of advertising
practitioners. Lagos, Nigeria: Author.
5. Advertising 2, 4 Practitioners Council of Nigeria. (date not available). The Nigerian code
of advertising practice and sales promotion (4th ed.). Lagos, Nigeria: Author.
2, 4
6. Agba
, P. C. & N. Okoro (1995) Fundamentals of graphic communication, Enugu,
Nigeria: Acena Publishers.
7. Ajayi 2, 4, B. O. (2005). Understanding outdoor advertising. Lagos, Nigeria: Fem
Publicity.
8. Alabi 2, 4, S. (2006 & 2007). Media management: Managing the advertising function in
the Nigerian newspaper industry. Journal of communication and society, 1(2
&3), 23-33.
9. Andsager 2, 4, J. L., E. W. Austin, & B. E. Pinkleton (2001). Questioning the value of
realism: Young adults’ processing of messages in alcoholic-related public service
announcements and advertisements. Journal of Communication, 51(1), 121-142.
10. Anyacho2, 4, R. C. (2007). Advertising principles and practice: The Nigerian perspective,
(place of publication and publisher not available).
11. Arens2, 4, W. F. (2002). Contemporary advertising (8th ed). New York, United States of
America: McGraw-Hill Companies.
12. Asemota2, 4, M. M. (2006). Names you cant ignore: Advertising across the ages (2).
Lagos, Nigeria: APCON.
13. Asemota2, 4, M. M. (2006). Names You Cant Ignore: Advertising revolution in Nigeria
(1). Lagos,
Nigeria: APCON.
2, 4
14. Baran , S. J. (2002). Introduction to mass communication: media literacy and culture
(3rd ed.). Boston: United States of America: McGraw Hill Companies.
2, 4
15. Baran , S. J. (2002). Introduction to mass communication: media literacy and culture
(4th ed.). Boston: United States of America: McGraw Hill Companies.
Page 29 of 34
16.
17.
18.
19.
20.
21.
22.
23.
24.
25.
26.
27.
28.
29.
30.
31.
32.
33.
34.
35.
Belch2, 4, G. E. & M. A. Belch (2004). Advertising and promotion: An integrated
marketing communications perspective (6th ed.). New Delhi, India: Tata McGrawHill.
Bel-Molokwu2, 4, J. & D. Obiaku (Eds.) (1997). Advertising in Nigeria: Some
fundamental issues. Lagos, Nigeria: Advertising Practitioners Council of Nigeria.
Bel-Molokwu2, 4, J. (2000). Principles of advertising (Advertising Practitioners Council
of Nigeria Advertising education series No. 3). Lagos, Nigeria: Advertising
Practitioners Council of Nigeria.
2, 4
Bitner , I. R. (1989). Mass communication: an introduction (5th ed.). New Jersey,
States of America: Prentice Hall.
Chan-Olmsted2, 4, S. M. & Y. Kim (2002). The pbs brand versus cable brands: Assessing
the brand image of public television in a multichannel environment. Journal of
Broadcasting & Electronic Media, 46(2), 300-320.
Chan-Olmsted2, 4, S. M. (2002). Branding and internet marketing in the age of digital
media. Journal of Broadcasting & Electronic Media, 46(4), 641-645.
Coupland2, 4, J. (2000). Past the ‘perfect kind of age”? Styling selves and relationships in
over-50s dating advertisements. Journal of Communication, 50(3), 9-30.
DeFleur2, 4, M.L. & E.E. Dennis (1998). Understanding mass communication: A liberal
arts perspective (6th ed.). Boston, States of America: Houhgton Muffin
Company.
Idemili2, 4, S. O. & N. Okoro (1997). An analysis of the positioning concept in Nigerian
advertising, using display advertisements in the guardian and daily times
newspapers. Nsukka Journal of the Humanities, (8), 36-51.
John-Kamen2, 4, A. U (2006). Advertising: Genesis, evolution, principles, practice.
Enugu, Nigeria: Snaap Press.
Mojekwu2, 4, J. (2000). Quantitative analysis (Advertising Practitioners Council of
Nigeria Advertising education series No. 1). Lagos, Nigeria: Advertising
Practitioners Council of Nigeria.
Norris, J. S. (1987). Advertising (3rd ed.). New Delhi, India: Prentice-Hall.
Odiboh, O. O. (2002). Integrated marketing communication (Advertising Practitioners
Council of Nigeria Advertising education series No. 4). Lagos, Nigeria:
Advertising Practitioners Council of Nigeria.
Ogunsanya2, 4, A. (2000). Advertising management. Lagos, Nigeria: Richmind Books.
Okoro2, 4, N (1998). The business of advertising. Enugu, Nigeria: Acena.
Okwechime2, 4, C. (2009). Essentials of advertising in Nigeria (2nd ed.). Asaba, Nigeria:
Prime Legacies.
Olatunji2, 4, L. (1998). Glossary of advertising marketing and communication terms.
Lagos, Nigeria: Capitol Books.
Osunbiyi2, 4, B (1999). Advertising: Principles and practice. Abeokuta, Nigeria:
Gbenga Gbesan Desi Associates.
Osunbiyi2, 4, B (2002). Contemporary conflicting issues in advertising: Opening up the
debate. Abeokuta, Nigeria: Jice Communication.
Phillips2, 4, B. J. & B. Gyoerick (1999). The cow, the cook, and the quaker: Fifty years of
spokes-character advertising. Journalism & Mass Communication Quarterly,
76(4), 713-728.
Page 30 of 34
36.
37.
38.
39.
40.
Schmidt2, 4, T. L. & J. C. Hitchon (1999). When advertising and public relations
converge: An application of schema theory to the persuasive impact of alignment
ads. Journalism & Mass Communication Quarterly, 76(3), 435-455.
2, 4
Slater , M. D., D. Rouner, D. Karan, K. Murphy & F. Beuvais (1999). Placing alcohol
warnings before, during, and after tv beer ads: Effects on knowledge and reposes
to the ads and the warnings. Journalism & Mass Communication Quarterly,
76(3), 468-484.
Smitth2, 4, P. R. & J. Taylor (2003). Marketing communications: An integrated approach
(3rd ed.). London, United Kingdom: Kogan Page.
2, 4
The
Certified Marketing Communications Institute of Nigeria. (date not available).
Professional qualifying and examination pack. Lagos, Nigeria: Author.
Waterman2, 4, D. & Yan, M. Z. (1999). Cable advertising and the future of basic cable
networking. Journal of Broadcasting & Electronic Media, 43(4), 643-658.
Week 13: Assessment Test II
Objectives
To conduct a two-hour continuous assessment test based on the class discussions, study
questions, and assignments of weeks 7 to 12 and thereby sensitize students to prepare for the
final examination in the course.
Description
First Hour
Assessment Test II
Second Hour
Assessment Test II
Study Questions
As listed under weeks 7 to 12.
Reading List
As listed under weeks 7 to 12.
Weeks 14 and 15: Revision and Conclusion
Objectives
To revise and conclude the course as well as help students prepare for final examination in the
course through interactive questions and answers session.
Description
First Hour (Week 14)
Revision.
Second Hour(Week 14)
Revision.
Page 31 of 34
First Hour (Week 15)
Revision.
Second Hour(Week 15)
Conclusion.
Revision Questions
1. Adjudicate the debate on the phenomenon of advertising with five antagonists’ and five
protagonists’ points.
2. Enumerate seven criteria for classifying media of advertising.
3. How is advertising different from public relations, publicity, sales promotion, direct
marketing, personal selling, propaganda, and journalism?
4. How is advertising similar to public relations, publicity, sales promotion, direct
marketing, personal selling, propaganda, and journalism?
5. Identify and discuss the major provisions of the principal law that regulates the practice
of advertising in Nigeria.
6. Justify the proliferation of definitions of advertising.
7. Using a specified criterion, classify the following media: automobiles, bags, bill-boards,
books, booklets, brochures, calendars, clothes, diaries, films, fliers, head gears, household
appliances, human body, Internet, key-holders, magazines, mobile-phones, newsletters,
newspapers, pamphlets, pens, posters, radio, television, umbrellas, utensils wall clocks,
and World Wide Web.
8. Using the 3Ps concept, outline the functions of advertising agencies.
9. With appropriate examples, react to the notion that “the only objective of advertising is to
influence prospects’ behaviour”.
10. With close reference to major players and their roles in advertising, critically debate the
maxim, “he who pays the piper dictates the tune for dancers”.
Reading List
1. Abelman 2, 4, R. (1999). Preaching to the choir: profiling tv advisory ratings users.
Journal of Broadcasting & Electronic Media, 43(4), 529-550.
2. Advertising 2, 4 Practitioners Council of Nigeria. (1992). Marketing politics:
Advertising strategies and tactics. Lagos, Nigeria: Author.
3. Advertising 2, 4 Practitioners Council of Nigeria. (1992). The professional examinations
syllabus. Lagos, Nigeria: Author.
4. Advertising 2, 4 Practitioners Council of Nigeria. (2009). 2009 register of advertising
practitioners. Lagos, Nigeria: Author.
5. Advertising 2, 4 Practitioners Council of Nigeria. (date not available). The Nigerian code
of advertising practice and sales promotion (4th ed.). Lagos, Nigeria: Author.
6. Agba 2, 4, P. C. & N. Okoro (1995) Fundamentals of graphic communication, Enugu,
Nigeria: Acena Publishers.
2, 4
7. Ajayi
, B. O. (2005). Understanding outdoor advertising. Lagos, Nigeria: Fem
Publicity.
8. Alabi 2, 4, S. (2006 & 2007). Media management: Managing the advertising function in
the Nigerian newspaper industry. Journal of communication and society, 1(2
&3), 23-33.
Page 32 of 34
9.
10.
11.
12.
13.
14.
15.
16.
17.
18.
19.
20.
21.
22.
23.
24.
25.
26.
27.
Andsager 2, 4, J. L., E. W. Austin, & B. E. Pinkleton (2001). Questioning the value of
realism: Young adults’ processing of messages in alcoholic-related public service
announcements and advertisements. Journal of Communication, 51(1), 121-142.
Anyacho2, 4, R. C. (2007). Advertising principles and practice: The Nigerian perspective,
(place of publication and publisher not available).
Arens2, 4, W. F. (2002). Contemporary advertising (8th ed). New York, United States of
America: McGraw-Hill Companies.
Asemota2, 4, M. M. (2006). Names you cant ignore: Advertising across the ages (2).
Lagos, Nigeria: APCON.
Asemota2, 4, M. M. (2006). Names You Cant Ignore: Advertising revolution in Nigeria
(1). Lagos,
Nigeria: APCON.
Baran2, 4, S. J. (2002). Introduction to mass communication: media literacy and culture
(3rd ed.). Boston: United States of America: McGraw Hill Companies.
Baran2, 4, S. J. (2002). Introduction to mass communication: media literacy and culture
(4th ed.). Boston: United States of America: McGraw Hill Companies.
Belch2, 4, G. E. & M. A. Belch (2004). Advertising and promotion: An integrated
marketing communications perspective (6th ed.). New Delhi, India: Tata McGrawHill.
Bel-Molokwu2, 4, J. & D. Obiaku (Eds.) (1997). Advertising in Nigeria: Some
fundamental issues. Lagos, Nigeria: Advertising Practitioners Council of Nigeria.
Bel-Molokwu2, 4, J. (2000). Principles of advertising (Advertising Practitioners Council
of Nigeria Advertising education series No. 3). Lagos, Nigeria: Advertising
Practitioners Council of Nigeria.
2, 4
Bitner , I. R. (1989). Mass communication: an introduction (5th ed.). New Jersey,
States of America: Prentice Hall.
Chan-Olmsted2, 4, S. M. & Y. Kim (2002). The pbs brand versus cable brands: Assessing
the brand image of public television in a multichannel environment. Journal of
Broadcasting & Electronic Media, 46(2), 300-320.
Chan-Olmsted2, 4, S. M. (2002). Branding and internet marketing in the age of digital
media. Journal of Broadcasting & Electronic Media, 46(4), 641-645.
Coupland2, 4, J. (2000). Past the ‘perfect kind of age”? Styling selves and relationships in
over-50s dating advertisements. Journal of Communication, 50(3), 9-30.
DeFleur2, 4, M.L. & E.E. Dennis (1998). Understanding mass communication: A liberal
arts perspective (6th ed.). Boston, States of America: Houhgton Muffin
Company.
Idemili2, 4, S. O. & N. Okoro (1997). An analysis of the positioning concept in Nigerian
advertising, using display advertisements in the guardian and daily times
newspapers. Nsukka Journal of the Humanities, (8), 36-51.
John-Kamen2, 4, A. U (2006). Advertising: Genesis, evolution, principles, practice.
Enugu, Nigeria: Snaap Press.
Mojekwu2, 4, J. (2000). Quantitative analysis (Advertising Practitioners Council of
Nigeria Advertising education series No. 1). Lagos, Nigeria: Advertising
Practitioners Council of Nigeria.
Norris, J. S. (1987). Advertising (3rd ed.). New Delhi, India: Prentice-Hall.
Page 33 of 34
28.
29.
30.
31.
32.
33.
34.
35.
36.
37.
38.
39.
40.
Odiboh, O. O. (2002). Integrated marketing communication (Advertising Practitioners
Council of Nigeria Advertising education series No. 4). Lagos, Nigeria:
Advertising Practitioners Council of Nigeria.
Ogunsanya2, 4, A. (2000). Advertising management. Lagos, Nigeria: Richmind Books.
Okoro2, 4, N (1998). The business of advertising. Enugu, Nigeria: Acena.
Okwechime2, 4, C. (2009). Essentials of advertising in Nigeria (2nd ed.). Asaba, Nigeria:
Prime Legacies.
Olatunji2, 4, L. (1998). Glossary of advertising marketing and communication terms.
Lagos, Nigeria: Capitol Books.
Osunbiyi2, 4, B (1999). Advertising: Principles and practice. Abeokuta, Nigeria:
Gbenga Gbesan Desi Associates.
Osunbiyi2, 4, B (2002). Contemporary conflicting issues in advertising: Opening up the
debate. Abeokuta, Nigeria: Jice Communication.
Phillips2, 4, B. J. & B. Gyoerick (1999). The cow, the cook, and the quaker: Fifty years of
spokes-character advertising. Journalism & Mass Communication Quarterly,
76(4), 713-728.
Schmidt2, 4, T. L. & J. C. Hitchon (1999). When advertising and public relations
converge: An application of schema theory to the persuasive impact of alignment
ads. Journalism & Mass Communication Quarterly, 76(3), 435-455.
2, 4
Slater , M. D., D. Rouner, D. Karan, K. Murphy & F. Beuvais (1999). Placing alcohol
warnings before, during, and after tv beer ads: Effects on knowledge and reposes
to the ads and the warnings. Journalism & Mass Communication Quarterly,
76(3), 468-484.
2, 4
Smitth , P. R. & J. Taylor (2003). Marketing communications: An integrated approach
(3rd ed.). London, United Kingdom: Kogan Page.
2, 4
The
Certified Marketing Communications Institute of Nigeria. (date not available).
Professional qualifying and examination pack. Lagos, Nigeria: Author.
Waterman2, 4, D. & Yan, M. Z. (1999). Cable advertising and the future of basic cable
networking. Journal of Broadcasting & Electronic Media, 43(4), 643-658.
Key:
1
2
3
4
5
Available in the University Library
Available in local bookshops
Available on the Web
Personal collection
Departmental libraries.
Page 34 of 34