INTRODUCTION TO ADVERTISING

Course Description

This course is designed to introduce students to the basic concepts, theories and historical development of advertising as a form of communication in modern society. The course analyses the different roles of advertising, such as an economic force and a form of cultural representation with strong social implications. Students are expected to read, watch, analyze and discuss a variety of advertisements and commercials as part of the course. In an interactive class atmosphere and a creative learning environment, students will have the opportunity to focus on advertising not only as a marketing tool that helps reinforce brand loyalty and product consumption, but also as a cultural product which is an indispensable part of contemporary popular culture.

INTRODUCTION TO ADVERTISING

Evaluation Tools (Active Term)

No evaluation items have been defined.

Course outcomes

1. 01 Students learn the different roles of advertising in modern societies
2. 02 Understand how advertising is used as a marketing tool that helps reinforce brand loyalty and product consumption
3. 03 Learn that advertising is a cultural product which is an indispensable part of contemporary popular culture
4. 04 Learn about the historical development of advertising

Course Syllabus

Reference Books & Course Materials

1. 01 M: ADVERTISING, 2018. 3rd Edition. William F. Arens, David H. Schaefer, Michael F. Weigold. Copyright © 2018 by McGraw-Hill Education.
2. 02 Advertising: strategy, creativity and media. 2013. Chris Fill, Graham Hughes, Scott De Francesco, Pearson Education Ltd, Pearson Education Ltd.

Learning Outcomes

1. L01 Recognize different types and roles advertising plays in modern societies. SOLO 2
2. L02 Define advertising as an important marketing tool that encourage more contact and reinforce brand loyalty. SOLO 2
3. L03 Assess attractive advertising message for selected target market to pursue. SOLO 5
4. L04 Evaluate old and new advertising and media plans for new decisions. SOLO 5
5. L05 Distinguish different message types for different product categories and services. SOLO 4

Program Outcomes

1. P01 Conduct research, planning, implementation of a plan, and evaluate the results.
2. P02 Demonstrate their knowledge of media and digital media communications related to the publicity of institutions and organizations.
3. P03 Conduct advertising and campaign processes for traditional and new media.
4. P04 Carry out internal and external communication processes within institutions and organizations.
5. P05 Use the necessary audio-visual communication tools within the fields of public relations and advertising.
6. P06 Show sensitivity toward remaining loyal to universal values, laws and ethical principles while practicing their profession.
7. P07 Proves his/her basic theoretical knowledge in the fields of public relations, advertising and communication.
8. P08 Expresses his/her knowledge of crisis management and how to find solutions to problems within the field of public relations.
9. P09 Expresses his/her knowledge of perception and reputation management for institutions and organizations.

Po-Lo Matrix