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Dec 26, 2024
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BUS 211 - Principles of Advertising
Credits: 3
3 Lecture Hours
Description
In this course, students explore the role of advertising and its relationship to the field of marketing. Emphasis is placed on the purpose of advertising, various types of media and current trends in advertising techniques. Students discover the importance of research and planning in the field of advertising. Additional topics include market research, media evaluation, ad preparation and sales promotion.
Learning Outcomes
Upon successful completion of the course, the student will:
- Define the fundamentals of marketing and advertising.
- Explain the role and purpose of advertising.
- Examine the elements and creation of an advertising campaign including research, planning and creative strategies.
- Compare and contrast the function and components of both full-service and limited-service advertising agencies.
- Categorize the different types of advertising and media options.
Listed Topics
- Marketing mix
- Advertising principles
- Social responsibility, ethics and regulation
- Public relations
- Strategic research
- Strategic planning
- Media
- The creative side of advertising
- Promotion
- Integrated marketing campaign (IMC)
Reference Materials
Current textbook and supplementary materials including study guides, videos, handouts and library resources.
Students who successfully complete this course acquire general knowledge, skills and abilities that align with CCAC’s definition of an educated person. Specifically, this course fulfills these General Education Goals: - Communication
- Culture Society & Citizenship
Approved By: Dr. Quintin B. Bullock Date Approved: 2/18/2022
Last Reviewed: 2/18/2022
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