Santa Monica College
Course Outline For
BUSINESS 22, Introduction To Advertising
Course Title: Introduction To Advertising
Total Instructional Hours (usually 18 per unit): 54
Hours per week (full semester equivalent) in
3.00
Lecture:
Units: 3.00
In-Class Lab: 0
Date Submitted:
Date Updated:
Transferability:
IGETC Area:
CSU GE Area:
SMC GE Area:
May 2011
November 2014
Transfers to CSU
Does NOT satisfy any area of IGETC:
Does NOT satisfy any area of CSU GE:
Does NOT satisfy any area of SMC GE:
Degree Applicability:
Prerequisite(s):
Pre/Corequisite(s):
Corequisite(s):
Skills Advisory(s):
None
None
None
None
I.
II.
III.
Arranged:
Catalog Description
Advertising psychology, strategies, and methods are covered in this introduction to the
field. Topics include planning advertising campaigns for all types of media. Class
projects give the student practice in creating and communicating ideas using
advertising strategy and techniques.
Examples of Appropriate Text or Other Required Reading: (include all publication
dates; for transferable courses at least one text should have been published within the
last five years)
1. Kleppner's Advertising Procedure, 10, Lane, R. King, K. Reichert, T., Prentice
Hall © 2011, ISBN: 9780136110828
Course Objectives
Upon completion of this course, the student will be able to:
1. Use marketing and advertising terminology.
2. Translate creative thoughts into tangible visuals for others to comprehend
and/or critique.
3. Write messages that attract prospective buyers and that influence people?s
views on specific ideas.
4. Distinguish between and analyze media strategies, ratings, CPM, etc.
5. Compare and contrast the interrelated concepts of personal selling, marketing,
public relations, and sales promotion.
6. Analyze and plan advertising campaigns for all types of media.
IV.
V.
Methods of Presentation:
Lecture and Discussion , Other (Specify)
Other Methods: Homework assignments, outside reading, slideshows, videos
Course Content
% of
course
Topic
5%
Intro to advertising and its social and economic place in global business
5%
The advertising industry
5%
Advertising/public relations firms
5%
Account planning and research
5%
Developing advertising plans
5%
Target marketing, segmentation and marketing mix
5%
Creative strategy and process
5%
Creative execution: art and copy
5%
Print, electronic and digital media
5%
Print advertising
5%
Television advertising
5%
Radio Advertising
5%
Digital interactive media
5%
Direct mail
5%
Out-of-home
5%
Trade shows, sales promotion
5%
Media planning and buying
5%
Direct marketing, personal selling
5%
Public relations, sponsorship, corporate advertising
5%
The complete campaign
100%
Total
VI.
Methods of Evaluation: (Actual point distribution will vary from instructor to
instructor but approximate values are shown.)
Percentage Evaluation Method
VII.
30 %
Exams/Tests
20 %
Quizzes
15 %
Projects
5%
Class Participation
15 %
Homework
15 %
Written assignments
100 %
Total
Sample Assignments:
1. Participate in a threaded discussion on a current issue in the advertising
industry.
2. Create an original advertising campaign for an identified product or service,
including the media plan. And, integrates the advertising campaign with other
promotional and marketing methods.
VIII.
Student Learning Outcomes
1. Produce creative visual advertising layouts and critique the layouts of others.
2. Write and design effective advertising messages.
3. Develop and critque advertising campaigns for all types of media based on
media research, ratings, and CPM.
4. Demonstrate a level of engagement in the subject matter that reveals their
understanding of the value of the course content beyond the task itself,
specifically as it relates to linking the relevance of course content to careers in
business and accounting and their personal lives.