Academic Catalog

BUSI 57: PRINCIPLES OF ADVERTISING

Foothill College Course Outline of Record

Foothill College Course Outline of Record
Heading Value
Effective Term: Summer 2022
Units: 4
Hours: 4 lecture per week (48 total per quarter)
Advisory: Demonstrated proficiency in English by placement via multiple measures OR through an equivalent placement process OR completion of ESLL 125 & ESLL 249; not open to students with credit in ADVT 57 or BUSI 81.
Degree & Credit Status: Degree-Applicable Credit Course
Foothill GE: Non-GE
Transferable: CSU
Grade Type: Letter Grade (Request for Pass/No Pass)
Repeatability: Not Repeatable

Student Learning Outcomes

  • Students will demonstrate an understanding and appropriate use of advertising terms and concepts in the written component of the term project.
  • Students will research, analyze, and interpret marketing data.
  • Students will apply advertising strategies in assigned case studies and discussions.

Description

Introduction to advertising campaign management: the selection of the target market and market segments; campaign goal setting; selection of channels and media; identification of strategy; design and implementation, evaluation of key metrics. Evaluation of the relationship between advertising and society, consumer and business.

Course Objectives

The student will be able to:

  1. Demonstrate an understanding of the meaning of advertising.
  2. Identify the relationship between advertising and society, the consumer, and business.
  3. Develop an advertising analysis.
  4. Evaluate consumer behavior.
  5. Develop an advertising budget.
  6. Create an advertising campaign.

Course Content

  1. History and growth of advertising
  2. Economic and social effects of advertising
  3. Controls on advertising
    1. Self-regulation
    2. Legal regulation
  4. Effective and persuasive communication
  5. Consumer behavior
    1. Models of behavior
    2. Influences on behavior
  6. Campaign planning
    1. General and specific objectives
    2. Analyzing the product
    3. Analyzing and segmenting the market
    4. The appeal
    5. Brand identification, slogans, and trademarks
    6. IMC: Integrated Marketing Communication
  7. Media
    1. Selection factors
      1. Cost
      2. Effectiveness
    2. Newspapers
    3. Magazines
    4. Direct mail
    5. Television
    6. Online
    7. Social media
    8. Alternative
  8. Ad creation
    1. Headlines
    2. Copy
    3. Illustration
    4. Type
    5. Layout
  9. Budgeting
  10. Key metrics and testing

Lab Content

Not applicable.

Special Facilities and/or Equipment

When taught via Canvas, on-going access to computer with internet access.

Method(s) of Evaluation

Methods of Evaluation may include but are not limited to the following:

Class and group discussions
Written critical analysis
Examinations to measure understand course content
Research and analysis of current practices in advertising
Ad campaign project and presentation

Method(s) of Instruction

Methods of Instruction may include but are not limited to the following:

Lecture
Discussion
Cooperative learning exercises
Field work
Oral presentations
Electronic discussions/chat
Demonstration
Community service
Field trips

Representative Text(s) and Other Materials

Clow, Kenneth E., and Donald Baack. Integrated Adevrtising, Promotion, and IMC. 2018.

1. MyLab and Mastering online learning platform (if teaching with Clow and Baack textbook)

2. Pathstream online learning platform

Types and/or Examples of Required Reading, Writing, and Outside of Class Assignments

  1. Analysis of issues dealing with ethics in advertising.
  2. Critical thinking cases or article analysis through industry publications or student research.
  3. Term project: group/individual written advertising plan and presentation.
  4. Decision making: selecting target audience for ad campaign.

Discipline(s)

Business