COURSE SYLLABUS
Course Number:
MKT 121 - X
Department/Program: Marketing & Law
Semester:
1st
School Year: 2012 - 2013
Title: Advertising Management
School: JG SOM
Instructor: Albert C. Cuadrante
A. COURSE DESCRIPTION: This course is an introductory study of advertising from the
specific point of view of Account Management within the advertising agency. It involves the
understanding and appreciation of proper strategies--Advertising, Creative and Media -- as
bases for correct, effective and efficient advertising campaigns in the Philippines. It also
examines fully the roles played by the different department of an agency and the various
segments of the advertising industry that pertain to each of them. This course will benefit
future advertising practitioners whether as account managers in ad agencies, or as advertising
or brand managers of clients, or as heads of their own companies.
B. COURSE OBJECTIVES
1. To give students an appreciation of Advertising and Marketing Communications
development focusing on the CLIENT’s perspective
2. To enable students to more strategically evaluate and critique creative work presented to
them by Creative Advertising Agencies.
C. COURSE OUTLINE
I. Introduction
A. Advertising and Marketing: The relationship and the difference
B. The Evolution of Advertising
C. Types of Advertising
D. Roles and Functions of Advertising
E. The Advertising Development Process
F. The Key Players in Advertising
II.
Concept Development
A. Consumer Understanding: The root of advertising the works
1) Research Techniques
B. Parts of a Concept
1) Accepted Consumer Beliefs
2) Benefit Statement
3) Reason to Believe
C. Concept Writing: Using the promise board
III.
The Copy Strategy & Brand Equity
A. The Difference vs. a Concept
B. Brand Character: defining your brand’s personality
C. How to Evaluate a Copy Strategy
D. The Brand Equity Statement
IV.
The Advertising Brief
A. Generating the Right Insights and Recognizing Benefit Barriers
B. The ADMAP
V.
Television Advertising
A. The Advertising Idea: Developing a Campaign
B. The Selling Line
C. Drama
D. The Big Picture
E. Evaluating Storyboards
F. Commercial Production
VI.
Radio Advertising
A. Advantages and Disadvantages of Radio Ads
B. Evaluating Scripts
C. Sound Effects
VII.
Print Advertising
A. Principles of Print Advertising
B. Evaluating Print
VIII.
Rational vs. Emotional Advertising
IX.
Direct-to-Consumer Advertising: Relationship Marketing
X.
Below-the-line / Non Traditional Advertising & Communications
A. Point-of-Purchase Advertising / Merchandising Materials
B. Outdoor Ads
C. Packaging
D. PR
E. Promotions: How to support a campaign
F. New Media (e.g. Internet, mobile phones, etc.)
XI.
XII.
Advertising Ethics: Basic Guidelines of the Advertising Board of the Philippines
Media
A. Types of Media
B. Media Strategy Development and Planning
D. TIMEFRAME: 6:00 p.m. to 9:00 p.m.
E. REQUIRED READING: Advertising Principles and Practice 6th ed. Prentice Hall
Wells/Burnett/Moriarty
F. SUGGESTED READINGS: To be distributed in class.
G. COURSE REQUIREMENTS
1. Class participation and attendance- Since the class will be conducted with a discussion
format; active participation is a must. Apart from taking part in class discussions, this
involves coming to class on time and well prepared. Students are also expected to keep
abreast with the current marketing and advertising trends, issues, and developments both
locally and globally.
2. Quizzes and assignments- Quizzes are not announced. Individual assignments will be
given as appropriate.
3. Group work and case studies- Students will be given a chance to assume the different
roles in the advertising industry by working on selected case studies that involve the
coordination of the client, the accounts group, and the creatives. This also involves workin-progress submissions for each groups’ final project.
4. Midterm Presentation- Each group will be expected to present their advertising plans on a
common case. This will have both individual and group grades.
5. Final Presentation- On top of a holistic Advertising and Communications Plan, each
group is expected to present actually produced tri-media advertising.
H. GRADING SYSTEM
COMPONENT
INDIVIDUAL
Class participation
10%
Quizzes & Assignments
10%
Group Work & Cases
Midterm Presentation
20%
Final Presentation
20%
Total
60%
3.76 to 4.00
3.31 to 3.75
2.81 to 3.30
2.31 to 2.80
1.81 to 2.30
1.00 to 1.80
Below 1
Overcut
I.
GROUP
10%
15%
15%
40%
TOTAL
10%
10%
10%
35%
35%
100%
A
B+
B
C+
C
D
F
W
CLASSROOM POLICIES:
1.
2.
3.
4.
5.
Arrival < 15 mins from 6:00 p.m. is considered late.
Arrival > 15 mins to < 30 mins from 6:00 p.m. is considered a half-cut.
Arrival > 30 mins from 6:00 p.m. is already considered a cut.
Quizzes are unannounced and start exactly at 6:00 p.m.
Cellphones should be in silent mode and should be kept inside the bag. Texting or
making/taking calls during class is absolutely not allowed.
6. JGSOM dress code will be strictly enforced.
7. Dishonesty in all forms will be strongly penalized. This includes cheating and plagiarism.
J. CONSULTATION HOURS: By Appointment