MRKT 248 - Promotion & Advertising

3 Credit: (3 lecture, 0 lab, 0 clinical) 3 Contact Hours: [Reading Level 3  and Writing Level 3 ]

Goal 1:  Analyze the elements of an advertising campaign.

1. Differentiate between advertising and publicity.
2. Explain the three essential criteria of advertising.
3. Explain integrated brand promotion.
4. Differentiate between audience and target audience.
5. Explain the importance of copywriting.

Goal 2:  Summarize the importance of creating a strong brand.

1. Define brand.
2. Explain brand extension.
3. Define brand loyalty.
4. Describe brand equity.
5. Explain the concept of branded entertainment.

Goal 3:  Explain advertising’s role in the marketing mix.

1. Define market segmentation.
2. Explain differentiation.
3. Describe positioning strategies.
4. Explain economies of scale.
5. Differentiate between consumer and business markets.

Goal 4:  Explain the evolution of the advertising industry since 1900.

1. Explain the 1906 Pure Food and Drug Act.
2. Explain the 1938 Wheeler-Lea Amendments to the FTC act.
3. Explain subliminal advertising.
4. Explain the creative revolution.
5. Define the FTC.
6. Define the national advertising review board.
7. Define E-business.

Goal 5:  Analyze why using good ethics in advertising is important.

1. Explain the arguments for advertising.
2. Explain the arguments against advertising.
3. Differentiate between deception and puffery.
4. Discuss issues involved in advertising controversial products.
5. Discuss examples of unfair advertising.
6. Explain issues of Internet privacy.
7. Explain the Telephone Consumer Fraud and Abuse Prevention Act.

Goal 6:  Explain why consumer behavior affects advertising.

1. Define a need state.
2. Explain the consumer decision maker model.
3. Differentiate between functional and emotional benefits.
4. Differentiate between internal and external information searches.
5. Explain cognitive dissonance.
6. Define attitude.
7. Define culture.
8. Show a correlation between culture and values.
9. Explain social stratification.

Goal 7:  Compare methods of conducting advertising research.

1. Explain the four ways to judge research.
2. Explain the two parts of advertising research.
3. Define focus groups.
4. Differentiate between sources of data.
5. Define copy research.
6. Explain the evaluative criteria for advertisements.
7. Explain copy research methods.

Goal 8:  Demonstrate the ability to create an advertising plan.

1. Diagram the advertising plan model.
2. Conduct a situation analysis.
3. Create an advertising budget.
4. Create an advertising strategy.
5. Work in teams to create a written advertisement.
6. Employ methods of evaluation the advertising plan.

Goal 9:  Explain how advertising internationally can differ from advertising domestically.

1. Define ethnocentrism.
2. Define the categories of countries economic development.
3. Compare customs and rituals.
4. Explain the creative challenge.
5. Explain the media challenge.
6. Explain the regulatory challenge.

Goal 10:  Evaluate how the various types of advertisements differ from one another.

1. Compare the advantages and disadvantages of newspapers.
2. Compare the advantages and disadvantages of magazines.
3. Compare the advantages and disadvantages of television.
4. Compare the advantages and disadvantages of radio.
5. Explain reach.
6. Explain frequency.
7. Explain the advantage and disadvantage of Internet.
8. Define three consumer market sales promotion techniques.
9. Explain the risks of sales promotions.
10. Compare public relations and publicity.