ASSUMPTION UNIVERSITY
ALBERT LAURENCE SCHOOL OF COMMUNICATION ARTS
ADVERTISING DEPARTMENT
COURSE OUTLINE 2/2011
Course Code and Title: AD3118 Selected Topics in Advertising
(Creative Consumer Sales Promotion)
Total Credits: 3 Credits (3-0-6)
Type of Course: Major Elective Course
Prerequisite(s): CA2004 Introduction to Advertising
Lecturer(s): A.Pitchanut Nueangjamnong
Email: ordinary.kat@gmail.com
th
Office: 7 floor, Albert Laurence School of Communication Arts
Assumption University of Thailand envisions itself as




an international community of scholars;
enlivened by Christian inspiration;
engaged in the pursuit of Truth and Knowledge;
serving human society, especially through the creative use if interdisciplinary
approaches and cybertechnology
Assumption University of Thailand envisions its graduates as



healthy and open-minded persons, characterized by personal integrity, an independent
mind, and creative thinking;
professionally competent, willing to exercise responsible leadership for economic
progress in a just society;
able to communicate effectively with people from other nations and to participate in
globalization
Albert Laurence School of Communication Arts envisions itself as
1. a community of professionals in the field of communication arts;
2. inspired through the pursuit of learning through service;
3. engaged in the pursuit of excellence
Albert Laurence School of Communication Arts envisions its graduates as
1. creative thinking with high personal integrity;
2. professionally competent who are also ethically sound and socially responsible;
3. flexible to the changes in the communication industry
Course Description
An exploration and analysis of selected topics in advertising. The topic will be announced
semester by semester.
(A study of basic theories and principles of consumer sales promotion and advertising. This
course focuses on application of generating creative advertising strategy for consumer sales
promotion program.)
Aims of the Course
1. Students should be able to explain the basic theories and principles consumer sales
promotion.
2. Students should be able to generate creative advertising strategy for consumer sales
promotion.
3. Students should be able to practice the creative consumer sales promotion program.
Teaching and Learning Resources
School of Management Marketing Group, University of Surrey (2006). Marketing. EssexPearson
Education Limited.
Terence A. Shimp (1999). Advertising promotion: Supplemental aspects of integrated marketing
communications (5th ed.). South Carolina, SC: Harcourt College Pub.
Other teaching and learning resources will be announced during the course.
Marks Allocation
Assignment 10%
Class exercise 35%
Course Project 20%
Final Examination 35%
Total 100%
Grading System
A 90 – 100 C+ 65 – 69
A- 85 – 89 C 60 – 64
B+ 80 – 84 C- 55 – 59
B 75 – 79 D 50 – 54
B- 70 – 74 F 0 – 49
Attendance Policy
1. Students are required to attend at least 80% of the course. Students who are absent for
more than 80% of the course will receive “W” for their grades.
2. Students who are absent for more than 80% of the course before the midterm examination
will receive “W” for their grades.
3. Students who show up 15 minutes after the class had started but no later than 30 minutes
will be considered as late. If the student is considered late for 3 times, it will be equal to 1
absent.
Assignment and Project Submission Policy
1. All assignments must include the title page which includes the following information:
course code, course title, course section, name of lecturer, academic semester/year,
assignment/project title, student ID, name of student(s), and other additional information
specified by the lecturer. Students who fail to do so will receive “0” for their score.
2. Students must submit all assignments and projects before the deadline. Students who fail to
do so will receive “0” for their score.
3. With the approval of the lecturer, students who have valid reasons may be allowed to
submit their assignments and projects after the deadline. However, the students who do so
can only receive a maximum of “50%” from the total score.
Tentative Course Schedule and outline
Tentative
Lesson
Plan
1
Week/
Date
Topics
Teaching & Learning
Activities
29/05/12
Lectures
(IMC review)
2
5/06/12
3
12/06/12
Course Introduction
Overview of the role of marketing communication
- Marketing communication concept
- Advertising
- Sales promotion
- Events and Experiences
- PR
- Direct marketing
- Personal selling
(focus on advertising, consumer sales promotion)
Marketing objectives and consumer rewards
- Marketing objectives (Generating Trial
Purchases, Encouraging Repeat Purchases,
Reinforcing Brand image)
- Consumer rewards
(Sampling, Coupon, Premium, Price-off,
Bonus pack, Contest-Sweepstakes,
Continuity program)
Case study analysis
Creative brief for consumer sales promotion
- Objective
- Target audience
- Current position
- Repositioning
- Features/Benefits
- Key selling point
Case study analysis
Advertising message strategy design for consumer
sales promotion
- Cognitive
- Affective
- Conative
Case study analysis
Class exercise (5%)
Determining advertising appeal for consumer
sales promotion
- Fear
- Humor
- Sex
- Music
- Rationality
- Emotionality
- Scarcity
Case study analysis
Class exercise (5%)
Designing executional framework for consumer
sales promotion
4
5
6
19/06/12
26/06/12
03/07/12
Lectures
Discussions
Lectures
Discussions
Lectures
Discussions
Lectures
Discussions
Lectures
7
8
10/07/12
31/07/12
9
07/08/12
10
14/08/12
11
21/08/12
12
28/08/12
13
04/09/12
14
11/09/12
- Animation
- Slice-of-life
- Dramatization
- Testimonial
- Authoritative
- Demonstration
- Fantasy
- Informative
Case study analysis
Class exercise (5%)
Selecting Message source and spokesperson for
consumer promotion
Case study analysis
Class exercise (5%)
Course Project presentation (Part I) 10%
Midterm Examination
16/07/12 – 25/07/12
Generate creative ideas for consumer promotion
by applying advertising message strategy theory to
assigned business case
- Case study
- Encourage students to come up with their
own ideas and then compare those with
original successful one
Class exercise (5%)
Generate creative ideas for consumer promotion
by applying advertising appeal theory to assigned
business case
- Case study
- Encourage students to come up with their
own ideas and then compare those with
original successful one
Class exercise (5%)
Generate creative ideas for consumer promotion
by applying advertising executional framework
theory to assigned business case
- Case study
- Encourage students to come up with their
own ideas and then compare those with
original successful one
Class exercise (5%)
Creative consumer sales promotion in real world
Q&A
Assignment (10%)
Re-Cap and final review for final project and
examination
Course Project presentation (Part II) 10%
Final Examination (35%)
17/09/12-02/10/12
Discussions
Lectures
Discussions
Project presentation
Discussions
Discussions
Discussions
Professional Exposures
with Guest Speaker
Lecture
Discussions
** Last day to withdraw with “W” – August 24th, 2012**
(withdrawing after this date will be given “WF”)