COURSE Outline
DEPARTMENT OF MASS COMMUNICATION
Forman Christian College Lahore
(A Chartered University)
COURSE INFORMATION
Course Title:
PRINCILPLES of ADVERTISING
Course Number:
MCOM 304
Credit Hours:
03
Semester:
Fall 2014
Prerequisite:
MCOM 103
Class sections:
A&B
INSTRUCTOR INFORMATION
Instructor:
AMBER MUBEEN
Office:
Room # 25 Sinclair Hall
Visiting hours:
MWF: 3:00-4:00pm
Email:
ambermubeen@fccollege.edu.com
Blog:
ambermubeen.wordpress.com
Course Introduction
This is a higher level course that is designed to teach the students with all the advanced
level concepts, used in advertising. Different elements of an effective advertising campaign
including its objectives, budgeting, creative strategy, media planning and various other
components of promotional mix would be covered in this course.
Learning Objectives




To develop an understanding regarding advertising and its key roles
To understand role of advertising campaign in the brand management
To be able to design print & electronic advertising campaigns
To know the importance of different promotional tools and to get an idea about IMC
plan
1
COURSE OUTLINES
Weeks
Content
Activities /Assignments
Week 1
Introduction & course outlines
Discussion about advertising
industry in Pakistan.
Understanding advertising concept
Basic players of advertising
Types of advertising
Model of mass-mediated
communication
Week 2
The Audience for Advertising,
audience categories & audience
geography,
Discussion about changing trends
in advertising and its reasons.
The concept of Marketing
Concept of Marketing Mix & IMC
Week 3
The role of advertising in marketing
mix
Role of adverting in market
segmentation, differentiation, and
positioning.
Selling style: Hard or soft
Class Activity: 01
Class will be divided in three
groups.
One group will discuss one
international advertising campaign
with its message and promotional
strategies.
2nd group will discuss one Pakistani
advertising campaign.
3rd group will share about any
Indian advertising campaign.
Week 4
Role of advertising agencies/
Different tends of Advertising in
Pakistan
Visit of one professional from a
renowned advertising agency
Scope and structure of the
2
advertising industry
Centralized and decentralized
advertising departments
Week 5
Week 6
Week 7
Advertising strategy and planning
/communication objectives
Assignment 01
Planning Advertising campaign
(Detail is given at the end of the
course outline)
Creative writing in Advertising
Creative process, creative strategy
Copy writing
Print media advertisement
Excellent and poor copy writing
examples will be shared in the
class.
Class Activity
Planning TVC /Story board
Students will write copy for one
advertisement preferably for the
same product which is given for 1st
assignment. As it will help to polish
your both assignments.
Week 8
Designing outdoor campaign
Week 9
Midterm
Week 10
Integrated brand promotion
Assignment 02
Sales promotion, event sponsorship, Produce one TVC. (Detail is given at
traditional support media, direct
the end of the course outline)
marketing,
Week 11
Public Relations and corporate
advertising
Week 12
Ethics in Advertising
Class Activity
One case study of national or
international advertising campaign
will be shared by the same group
(Working for 1st assignment) in the
class. Students must be having
hard copy of case study along with
them while discussion)
Week 13
Media planning & Budging
3
Week 14
Research in advertising
Lecture
Tools and methods of research in
advertising
Week 15
Discussion for TV concepts
Week 16
Final Term
Assignment 01:
Planning Advertising campaign
1. One product category will be given to each group (2 members each) by instructor to
work on advertising campaign.
2. Students will plan it according to class lecture as different steps of designing advertising
campaigns will be shared. Plan your given product according to the lecture.
2nd Assignment
Produce advertisement for the same product which is given to you for advertising campaign. As
a learner there is no time constraint for you but ideal duration for this advertisement will be
between 45-50sec.
1. Think a creative concept and then design its story board having visuals and copy.
2. Now produce it according to your story board.
Note: You can use your cell phone, camcorder or any other available device to shoot this TVC.
As there is no marks deduction for not using professional camera.
Grading/Evaluation






Mid Term
30
Final Term
30
First assignment (Advertising plan)
15
nd
2 assignment (TVC)
15
Attendance
05
Class activities
05
(Rubrics for both assignments will be uploaded on blog)
Course Requirements
1. The attendance percentage for passing the course is 80%.
4
2. Assignments must be submitted in time.
3. No credit will be given to plagiarized assignments.
4. Students must participate in every discussion, field trip and other course activities.
RECOMMENDED BOOKS:
O, Guinn, Allen, Semenik (2003). Advertising, and integrated brand promotion.
Bovee, Thill, Dovel, Wood (1995). Advertising Excellence
Wells, Burnett, Moriarty. Advertising Principles and practices. Prentice Hall.
Arens, F. William. (2004). Contemporary Advertising. Boston: McGraw-Hill
Banik, C. G. (2005). PR & Media Relations. Mumbai: Jaico Publishing house.
Belch, E. George & Belch E. Michael. (2007). Advertising and Promotion: An Integrated
Marketing Communication Perspective. Boston: McGraw-Hill
Jewler & Drewniany (2005). Crearive Stretagy in Advertising. NY: Thompson Wadsworth.
Jefkins, F. (2000). Advertising. Dehli: Perarson education.
The grading system for the course is as follows:
Grades
Quality Pts
Numerical Value
Meaning
A
4.00
93 – 100
Superior
A-
3.70
90 – 92
B+
3.30
87 – 89
B
3.00
83 – 86
B-
2.70
80 – 82
C+
2.30
77 – 79
C
2.00
73 – 76
C-
1.70
70 - 72
D+
1.30
67 – 69
D
1.00
60 – 66
Passing
F
0.00
59 or below
Failing
Good
Satisfactory
Good luck
5