THE OPEN UNIVERSITY OF TANZANIA
FACULTY OF ARTS AND SOCIAL SCIENCE
Department of Journalism and Media Studies
OMC 223: ADVERTISING 1
COURSE DESCRIPTION
This course explores issues related to advertising. Also, the course introduces students to the
history and basic principles of advertising, advertising skills, functions, advertising planning as
well as decision making in advertising.
COURSE CONTENT
KNOWLEDGE AREA I
Lecture One: The Nature of Advertising
1.1.Introduction to Advertising
1.2.Outstanding Attributes of Advertising
1.3.The relationship between Advertising, Sales Promotion, PR and Publicity
1.4. Size and Structure of Advertising Industry
1.5. Roles of Advertising
Lecture Two: Evolution of Advertising
2.1. Origin and Growth of Advertising
2.2. Types of Advertising
2.3. Techniques of Advertising
Lecture Three: Advertising and Communication
3.1. Communication Defined
3.2. Characteristics of Communication
3.4. Barriers of Communication
3.5. Advertising as Communication Process
KNOWLEDGE AREA II
Lecture Four: Advertising Agencies
4.1 Introduction to Advertising Agencies
4.2. Outstanding Features of Advertising Agencies
4.3. History of Advertising Agencies
Lecture Five: Advertisement Message Design and Development
5.1. Introduction to Visualization
5.2. Advertising Theme
5.3. Advertising Copy and It’s Components
5.4. Creativity in Advertising
KNOWLEDGE AREA III
Lecture Six: Advertising Media and Non-Media
6.1 Media Research
6.2 Media of Advertising
6.3 Relative Merits and Demerits of Advertising Media
6.4. How to select the Media of Advertising
KNOWLEDGE AREA IV
Lecture Seven: Advertising Goals and Objectives
7.1. Introduction to Advertising goals and objectives
7.2. Approaches to the Task of Objective Setting
7.3. The Sales School of Thought
7.4. Communicative Effect School of Thought (Dagmar Approach)
7.5. Challenges to DAGMAR
Lecture Eight: Copy Layout and Advertising Response
PART A: Layout
8.1. Introduction to Layout
8.2. Functions of Layout
8.3. Design and Layout
8.4. Types and Principles of Good Layout
PART B: Advertising Response
8.5. Traditional Vs. Modern Views
8.6. Methods of Gaining Attention and Believes
KNOWLEDGE AREA V
Lecture Nine: Consumer Behaviour and Advertising
9.1. Individual Consumer Behaviour
9.2. The Importance of Behavioural Science in Advertising
9.3. Social and Cultural Influence in Advertising Behaviour
9.4. Consumer and Communication Process
Lecture Ten: Customers and Advertising Appeals
PART A: Types of Customers and Buying Motives
10.1. Types of Customers
10.2. Classification
10.3. Buying Motives Classification
PART B: Advertising Appeals
10.4. Essential of an appeal
10.5. Ad appeals and buying motives
10.6. Classification of Ad Appeals
KNOWLEDGE AREA V
Lecture Eleven: Ethical and Legal Framework of Advertising
11.1. International Regulatory Framework
11.2. Tanzania’s Advertising Regulatory Framework
11.3. Issues of Ethics in Advertising
READINGS
Alter, S. (1995). Truth Well Told: McCann-Erickson and the pioneering of global Advertising.
McCann-Erickson Worldwide.
George, B. & Michael, B. (2004). Advertising and Promotion. USA: McGraw-Hill Companies.
John, W. & Adrian, M. (1999). The Fundamentals of Advertising. Second Edition. Ed. Biddles
Great Britain: Guildford and King’s Lynn.
Laird, W. (1998). Advertising progress: American business and the rise of consume Marketing.
Baltimore: Johns Hopkins University Press.
William, W., John, B. & Sandra, M. (1989). Advertising Principles and Practice. USA:
Prentice Hall, Inc, A Simon & Schuster Company, Englewood Cliffs.
Petrone, D. (1996). Tobacco Advertising: The Great Seduction. Atglen, Pennsylvania: Schiffer
Publishing Ltd.
Sivulka, J. (1998). Soap, Sex, and Cigarettes: A Cultural History of American Advertising.
Belmont, California: Wadsworth
Solomon, D. (1995). Defining Advertising Goals for Measured Advertising Results. Second
Edition. NTC Business Books.
Sontaki, N. (2003). Advertising and Sales Management. New Delhi: Kalyani Publishers.
Veronis, S. (2005). Communications Industry Forecast 2005-2009. New York.
Vinikas, V. (1992). Soft soap, hard sell: American hygiene in an age of Advertisement. Ames:
Lowa State University Press.