DMC COLLEGE FOUNDATION, INC. STA.

FILOMENA, DIPOLOG CITY PRINCIPLES AND TECHNIQUES OF PRINT AND NON-TRADITIONAL ADVERTISING (MKTG. AD 1) SYLLABUS Instructor: E-mail: Consultation hours: Ms. Nessan Jane Sellote njsellote@yahoo.com 1-2 PM MWF Semester: School year: Time / Day / Rm.: No. of Units: Second 2010-2011 8-10 AM/Monday/NB203 Two (2) Lecture

Course Pre-requisite: Mktg. 1 Course Description:

This course will cover the principles and techniques of advertising in print and non-traditional electronic media which includes radio, television, cinema, and the internet. The viewpoint of the creative department in an advertising agency is taken and what is its role in the advertising industry and the business world as whole.

Course Requirement: Students enrolled in this course are expected to apply their previous knowledge of the marketing principles and strategies on the creation of an effective advertisement which makes use of appropriate advertising media. At the end of the course, students will be able to come up with their own advertisement which will promote a particular product or business. Course Objective: References: Alstiel, Thomas. Advertising Strategy:Creative Tactics from the Outside/ In.2005 Brown, G.F..Advertising for Results.2003. Parker, Luke. The Encyclopedia of Free Online Advertising. 2nd Edition. 2007. Tabije, Ismael. Advertising and Promotions. www.bestmanagementarticles.com.2006 Prepared by: Nessan Jane Sellote Coordinator, SBME To provide students with the foundation in advertising, equip them with the basic principles and skills of advertising, enhance their creativity and imagination, and to develop their marketing management skills in terms of positioning and promoting a product or business.

Criteria for Grading: Quizzes/ Activities / Assignments Major Exam Long Quiz Attendance 20% 40% 30% 10% 100% Timefr ame 2 hrs Prelim Midterm Semi-Finals Finals 25% 25% 25% 25% 100%

Week Week 1

Objectives At the end of this chapter, students will be introduced to advertising and its importance in the marketing process. In this chapter, students will be acquainted with process inside the creatives department in an advertising agency. In this chapter, students will be able to relate marketing with advertising and

Content 1. Introduction to Advertising a. Definition and Characteristics of Advertising b. Forms of Advertising c. Advertising and the Marketing Process 2. Consumer Audience 3. Accounts Planning and Research 4. How Advertising Works

Methodology Lecture-discussion Give sensible examples Give assignments

References Alstiel, Thomas. Advertising Strategy:Creative Tactics from the Outside/ In.2005

Evaluation Quiz Seatwork

Week 2

2 hrs

Lecture-discussion Give sensible examples Give assignments

. Alstiel, Thomas. Advertising Strategy:Creative Tactics from the Outside/ In.2005

Quiz

Week 3

5. 6. 7. 8.

Marketing Concept Four Tools in Marketing Relationship Marketing Ad Agencies: Combining Marketing and

2 hrs

Lecture-discussion Give sensible examples Give assignments

. Alstiel, Thomas. Advertising Strategy:Creative Tactics from the Outside/ In.2005 .

Quiz Seatwork

Week 4

Week 5

Week 6

understand they complement and collaborate with each other. In this chapter, students will be able to understand some important influences that affect consumer behavior and decision process. In this week, students will be able to learn the planning and research process before and advertisement is conceptualized. In this section, students will understand how consumers think. In this chapter, students will be able to learn how to make an advertising plan and how to select an appropriate medium or media.

Advertising

9. Consumer Behavior 2 hrs 10. Social and Cultural Influences of Consumers 11. Psychological Influences of Consumers 12. Decision Process

Lecture-discussion Give sensible examples Give assignments

Alstiel, Thomas. Advertising Strategy:Creative Tactics from the Outside/ In.2005

Quiz Groupwork

13. Research and Accounts Planning 14. Strategic Research and Account Planning 15. The Strategy Document 16. Evaluative Research 17. Research Challenges 18. Advertisings Impact 19. Psychology of Advertising 20. How Brands Work 21. Strategic Planning 22. The Marketing Plan 23. Advertising Plan 24. Creative Plan and Copy Strategy 25. Media Planning 26. Setting Media Objectives 27. Media Selection Procedures 28. Media Buying Functions

2 hrs

Lecture-discussion Give sensible examples Give assignments

Alstiel, Thomas. Advertising Strategy:Creative Tactics from the Outside/ In.2005

Quiz

2 hrs

Lecture-discussion Give sensible examples Give assignments Lecture-discussion Give sensible examples Giving Assignments

Alstiel, Thomas. Advertising Strategy:Creative Tactics from the Outside/ In.2005 Alstiel, Thomas. Advertising Strategy:Creative Tactics from the Outside/ In.2005

Quiz

Week 7 &8

4 hrs

Quiz Groupwork

Week 9 & 10

Week 11 & 12

Week 13

Week 14, 15 & 16

In this chapter, students will be familiarized with the types of print media and strategies of implementation. In this chapter, students will be immersed in radio and television advertising and how to apply them for effective advertising. In this section, students creativity and imagination will be enhanced as well as the ability to apply strategies and processes. In this section, students previous knowledge will be applied and put into practice by creating their own advertisements using the different forms of advertising.

29. Print Media 30. Newspapers 31. Magazines 32. Out-of-Home Advertising 33. Transit Advertising 34. Directories 35. Print Media Strategy 36. Television Industry 37. Television Advertising 38. Structure of Radio 39. Interactive Media

4 hrs

Lecture-discussion Give sensible examples Giving Assignments Lecture-discussion Give sensible examples Giving Assignments

Alstiel, Thomas. Advertising Strategy:Creative Tactics from the Outside/ In.2005

Quiz Seatwork Groupwork

4 hrs

Alstiel, Thomas. Advertising Strategy:Creative Tactics from the Outside/ In.2005

Quiz Seatwork Groupwork

40. Creative Advertising 41. Creative Roles 42. Creative Person 43. Creative Process 44. Creative Strategy

2 hrs

Lecture-discussion Give sensible examples Giving Assignments

Alstiel, Thomas. Advertising Strategy:Creative Tactics from the Outside/ In.2005

Quiz Seatwork

45. Print Advertising 46. Copywriting for Print 47. Print Production 48. Radio Commercials 49. Tv and Film Advertising 50. Television Art Direction 51. Planning and Execution 52. Broadcast Production 53. Direct Marketing 54. Direct-Response Industry 55. Integrated Direct Marketing

6 hrs

Lecture-discussion Give sensible examples Give assignments Give project

Alstiel, Thomas. Advertising Strategy:Creative Tactics from the Outside/ In.2005 Tabije, Ismael. Advertising and Promotions. www.bestmanagementarticles. com.2006

Quiz Groupwork

Week 17 & 18

At the end of these lessons, students will be equipped with the knowledge and skills in public relations and marketing promotion activities.

56. Sales Promotions 57. Consumer Promotions 58. Trade Promotions 59. Marketing and Promotions 60. Practice of Public Relations 61. Types of Public Relations Activities 62. Public Relation Tools 63. Non-profit Public Relations

4 hrs

Lecture-discussion Give sensible examples

Alstiel, Thomas. Advertising Strategy:Creative Tactics from the Outside/ In.2005

Quiz