HOLY

CROSS OF DAVAO COLLEGE

Sta. Ana Avenue, Davao City

Bachelor of Science in Business Administration (BSBA)
Major: Marketing Management

COURSE OUTLINE

Advertising

I. Course Number: MM 4



Credit: 3 units

II. Course Title: Advertising


Pre-Requisite: MM 1

III. Course Description:

This course provides a comprehensive overview of advertising and promotion from an
integrated marketing communications (IMC) perspective. It also studies the factors important for
the development of a successful advertising management from a branding perspective, which will
cover topics such as situation analysis, selection of target markets, development of objectives,
creative guidelines, media selection and scheduling, budgeting, and performance evaluation.

IV. Course Objectives:

At the end of the course, the student should be able to:

1. Give details of the basic principles and concepts of advertising and promotions and how
these relate to other marketing functions (e.g., branding, pricing, etc.).
2. Explain how key elements within the marketing communications mix (e.g., advertising,
promotion, direct marketing and the Internet) are integrated,
3. Learn how consumer behavior, creative strategy, the communication process, media
strategy, market research, and program evaluation tools are used to design effective
advertising and promotion programs.
4. Recognize how broadcast media (e.g., television, radio), print media (e.g., magazines,
newspapers), support media (e.g., outdoor advertising), direct marketing (e.g., postal
mail), and interactive media (e.g., the Internet) are used in advertising and promotion.
5. Give worth to creativity, relevance and production quality in the development of
effective advertisements.
6. Appreciate the social, ethical and economic aspects interplay of advertising and
promotion.
7. Design and present an advertising promotion campaign plan for a selected
product/service.
8. Create copy and design visuals for a TRIP (television, radio, internet and print ad
campaign, applying the techniques and competencies discussed in the course.

V. Course Outline

No. of Hours

13.5 hours

A. Advertising Process

1. Introduction to Integrated Marketing Communications

2. The Communication Process
3. Introduction to Advertising and Brand Promotion


4. Organizing for Advertising and Promotion: The Role
of Ad Agencies and Other Marketing Communication Organizations
5. The Agency in Cyberspace
6. Social and Economic Aspects of Advertising and Branding
7. Ethics, Regulation and Social Responsibility in Advertising

B. Planning and Strategy in Advertising

13.5 hours

1. Consumer Behavior and Segmentation Marketing, Positioning and Value

2. Advertising and Promotion Research
3. Source, Message and Channel Factors











No. of Hours
4. Ad Planning and Strategy
5. The Print Advertisement and Media
6. Establishing Objectives and Budgeting for the
Promotional Program
7. Creative Strategy: Planning Development, Implementation
and Evaluation
8. Message Strategy and Art Direction/Production
9. Media Planning

C. Advertising Messages





1. TV Advertising and the Broadcast Media
2. The Internet and Social Media
3. Advertisement: Celebrity Advertising and
Sponsorship/Event Marketing
4. Sales Promotion, Point-of-Purchase Advertising
5. Direct Marketing
6. Public Relations
7. Measuring the Effectiveness of the Advertising and
Promotion Program

D. Advertising Promotion Campaign Plan



1. Executive Summary
Section One: Client Background
2. Brief History
3. Current Campaign Goals
4. Target Audience
Section Two: Research
5. Client Assessment: Situational Analysis
6. Testing of Creative Ideas
Section Three: Advertising Plan
7. Creative and Media Plan
8. Public Relations Plan
9. Media Mix
10. Media Budget
Section Four: Monitoring and Evaluation

13.5 hours

13.5 hours

VI.

11. Implementation Schedule

12. Campaign Evaluation Plan


References
A. Bibliography

Arens, William F., Contemporary Advertising. McGraw-Hill/ Irwin, New York

Barker and et.al. (2013) Social Media Marketing: A Strategic Approach. South Western
Cengage Learning USA

Chitty William and et.al (2012). Integrated Marketing Communications. 2nd Edition, Cengage
Learning Asia Pte. Ltd, USA

Gifford, Clive . (2006). Advertising and Marketing. Hernemann Library, Chicago, Illinois

Hackley, Chris Advertising and Promotion. Sage Publication, London

Kotler & Armstrong.Garry (2011) Principles of Marketing, 16th Edition. Pearson Education
Snith Asia Pte. Ltd. Singapore

Kotler, Philip et.al. (2010). Principles of Marketing a Global Edition, Pearson Education, Inc.
Singapore

OGuinn, Thomas C. et.al. (2007). Advertising. South Western College Publishing, Cincinnati,
Ohio.

Young, Felina C. and et.al.(2009) Principles of Marketing. Rex Printing Company, Inc. Sta.
Mesa Quezon City

VII.

Course Requirements
A.
B.
C.
D.
E.
F.

VIII.

Quizzes
Periodic Examinations
Graded Class Participation
Company/Agency Visit
Seminar/Workshop
Advertising Promotion Campaign Plan

Grading System
Midterm Grade



Tentative Final Grade

Prelim Examination

25%
Semi-final Examination 25%
Midterm Examination
25%
Final Examination

25%
Class Standing

50%
Class Standing

50%
Total

100%
Total

100%



Midterm Grade + Tentative Final Grade


Final Grade