Universidad de Zamboanga

College of Business Management

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COURSE SYLLABUS
ELECT

Advertising and Sales Promotion

INSTRUCTOR:

AHMAD A. ALAWADDIN
5th Floor, UZ City Campus

OFFICE LOCATION:
OFFICE HOURS:

8:00am 5:00 pm; Monday Saturday

CONTACT NUMBER:
E-MAIL ADDRESS:

Smart (09082623296)
fhids_23@yahoo.com

ON LINE CHAT:

Yahoo Online Chat

CONSULTATION SCHEDULE:

9:00 10:00 AM TTHS

INSTRUCTORS WEB PAGE:

www.fhid23.blogspot .com

SCHOOL WEB PAGE:

www.uz.edu.ph

CLASS HOURS:

2-3 TTS

CLASS CODE:
PRE REQUISITES:

None

No. of units

3 units

No. of Hours :

54 hours

1.

COURSE DESCRIPTION

This course focus on creating ideas of advertising experts focus much more specifically on
practical strategies behind tactical approaches considering the consumers lifestyles.. This
course is organized in six chapters, namely: Chapter 1- Introduction to Advertising, which
explores concept intended to appreciate and understand advertising roles in the marketing of
organizations products and services., further it discusses importance of advertising as
integral part of marketing communication. Chapters 2, 3, and 4 feature the Advertising
Media, including Broadcast, Print and Out-of-Home. Principles in the creation of effective
advertisement will also be integrated as well as guidelines for media placement decision.
Other elements of Marketing Communications integrates sales promotion, public relations,
publicity, personal selling, event marketing, point-of-purchase advertising, directories and
yellow pages, as a supplementary tools for integrated marketing communication.
2.

GENERAL OBJECTIVES
To understand the theory and concept of Advertising and Sales promotion s

3.

COURSE OUTLINE
A. PRE-MID (14 HOURS)

A.1 Objectives:
At the end of every chapter, the students of are able to:
1. Define, Advertising in general, .
2. Discuss the nature and Scope of Advertising
3. Discuss and explain the advertising media ( Broadcast,)
A.2 Coverage of Topics:
Chapter 1

Introduction to Advertising
Introduction
Nature and Scope of Advertising
Advertising and Sales Hexagon
Classification of Advertising

Stages in the Advertising Cycles

The Advertising Triangle
The Advertising Department A Client
The Advertising Agency
The Advertising Theme
Chapter 2

The Advertising Media- Broadcast

Radio Broadcasting
Steps in Radio Advertisement Production
Common Techniques in Radio Advertisement
Production
Qualities that Make Radio Advertisement More Effective
Television Advertising
Script Development
Visual Techniques for Television Commercial
Elements of Production
Buying Television Time

A.3

ACTIVITIES/REQUIREMENTS
1. Quizzes
2. Recitation
3. Requirement

B. MINTERM (14 hours)

B.1 Objectives:
At the end of every chapter the student should be able to discuss what is Advertising
Media ( Print and Out- of Home and Direct Response)
B.2 Coverage of Topics:
Chapter 3

The Advertising Media- Print

Newspaper Advertising
Types of Newspaper Advertising
The Rate Structure for Newspaper Advertising

Magazine Advertising
Magazine Elements
Chapter 4

The Advertising Media : Out-of-Home and Direct Response

Outdoor Advertising
Transit Advertising
Direct Response Advertising
Direct Response Media
Direct Mail
Home Television Shopping
Telephone Marketing
Electronic Business- Internet Advertising
Measuring Effectiveness of the Internet
The Website
The Basic Media Strategy

B.3 ACTIVITIES/REQUIREMENTS
1. Quizzes
2. Recitation
3. Film Viewing
4. Reflection
5. Requirement ( Individual presentation of the advertisement)
C. PREFINAL (13 H0URS)
C.1 Objectives:
At the end of every chapter, the student should be able to enumerate and discuss the other
elements of Marketing Communication/Promotional Mix. And familiarize some of the
advertising organization and its legal environment.
C.2 Coverage of Topics
Chapter 5

Other Elements of Marketing Communication/Promotional Mix

Sales Promotion
Sales Promotion Devices
Introductory Sales Promotion Devices for Consumers
Public Relations and Publicity
Personal Selling
Event Marketing
Point-of- Purchase Advertising
Directories and Yellow Pages
Chapter 6

Advertising Organization and Its legal Environment

The Advertising Organization
Senate Bill No. 1714: An Act Regulating the Placement of Billboard Signs

C.3 ACTIVITIES/RQUIREMENTS:
1. Quizzes
2. Recitation
3. Actual exposures to different Advertising agencies

4. Group report
D. FINALS (13 HOURS)
D.1 Objectives:
At the end of the Chapter, the students are able to discuss Creative Advertisement
and Creative Marketing in a new Competitive Landscape .
D.2 Coverage of topics:
Chapter 7

Creative Advertisement in a New Competitive Landscape

D.3 ACTIVITIES/REQUIREMENTS
1. Quizzes
2. Recitation

3. Seminar
4. Group output ( Advertisement )

IV. TEXTBOOK AND REFERENCES

Advertising Principles: Marketing Communication Approach
By: Ruby F. Alminar Mutya, DBA , 2007
www.google.com
www.yahoo.com
V.GRADING SYSTEM
QUIZZES---------------------------------------- 30 %
CLASS PARTICIPATION ------------------- 15 %
VALUES ---------------------------------------- 5 %
MAJOR EXAM -------------------------------- 50 %
TOTAL ------------------------------------------100%
PREPARED BY:
AHMAD A. ALAWADDIN
Instructor
Noted by:
RACHEL D. LAURIAGA, MBE
Program Chairperson, CBM
APPROVED BY:
ANDREA G. TITULAR
Dean, CBM