POWER School of Technology, Inc.

Tanza, Cavite

ProfMM3 – Advertising
2nd Semester Syllabus

I. Course Information

Course Description
This course provides a comprehensive overview of advertising and promotion. This also
covers different factors that is essential for the development of a successful advertising
management from branding perspective, which also includes situation analysis, effective
advertising planning, media selection and scheduling, and evaluation of the effectiveness of the
strategy selected.

Prerequisite: ProfMM1

Textbook and Course Materials

 Book Name: Advertising and Sales Promotion
 Author: Ken Kaser
 Edition: Philippine Edition
 ISBN: 13:978-981-4687-37-9

Recommended Text and Other Readings

 The Role of Advertising in Promoting a Product, Svetlana Frolova, PDF Book
 Basic Principle of Advertising and Public Relation, Dr. Bandana Pandey, PDF Book

Course Requirements
 Reaction Paper
 Case Studies
 Reporting
 Defense
 Quizzes
 Major Examination

Course Structure
The course will be delivered in a form of lecture, discussion and group discussion. Also,
students will be exposed to reporting to enhance their public speaking skills and they will be
given case studies to develop analytical skills.

II. Student Learning Outcome

At the end of this course, the students should be able to:
 Give details of the basic principles and concepts of advertising and promotion and how
these relate to other marketing functions.
 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 program.
 Explain how key elements within the marketing communication mix.
 Give worth to creativity, relevance and production quality in the development of effective
advertisement.
 Appreciate the social, ethical and economic aspects interplay of advertising and
promotion.
 Design and present an advertising promotion plan for a selected product/service.
  Created an advertisement.

III. Topic Outline/Schedule

 Week 1: What is Advertising

- History of advertising
- Influences on advertising
- The advertising industry and careers
 Week 2: Consumer Behavior
- The consumer is in change
- Consumer purchase classification
- Influences on consumer behavior
 Week 3: The Basics of Marketing
- The marketing concept
- The target market
- Market segmentation
 Week 4: Product and Price Planning
- Product development
- Product life cycle
 Week 5: Distribution Planning
- Channel distribution
- Supply chain management
- Distribution logistics
 Week 6: Promotion Planning
- Promotion
- Advertising and public relation
- Personal selling and sales promotion
- Other type of promotion
 Week 7: Advertising Media
- Traditional advertising media
- The internet and advertising
- Alternative forms of advertising media
 Week 8: Effective Advertising and Sales Promotion
- Developing an effective advertising campaign
- Marketing research for advertising
- Developing an effective sales promotion strategy
 Week 9: Communicating Effective Advertising and Promotional Messages
- Role of communication
- Type of communication
- Effective advertising and promotional messages
 Week 10: Management of Effective Advertising
- The advertising plan
- Creation of the advertisement
- Analysis and evaluation of advertising messages
 Week 11: Consumer – Oriented Advertising and Sales Promotion
- Consumer-oriented advertising
- Consumer-oriented sales promotions
- Branding and positioning
 Week 12: The Economics of Advertising
- Advertising and the economy
- Financial planning for advertising
- Factors affecting the advertising budget
 Week 13: Legal and Ethical Issues Affecting Advertising
- Government regulation
 - Self-regulation
- Ethics in advertising
 Week 14: Advertising in a Multicultural Market
- A global vision
- Diversity and advertising
- Cross-cultural communication
 Week 15: Planning Your Future in Advertising
- A career in advertising
- The workplace
- Leadership, career development and team building

IV. Grading Policy

Graded Course Activities

Category Percentage
Attendance and Behavior 15%
Quiz and Reaction Paper 20%
Reporting 20%
Case Study 20%
Major Examination 25%
Total 100%

Late Work Policy

Be sure to pay close attention to deadlines – there will be no make-up reaction papers,
case studies, quizzes and reporting. Late work will not be accepted without a serious and valid
reason and instructor approval.

Grade Equivalent
Grade Equivalent Description
1.00 99-100 Excellent
1.25 96-98
1.50 93-95 Very Good
1.75 90-92
2.00 87-89 Satisfactory
2.25 84-86
2.50 81-83 Average
2.75 78-80
3.00 75-77 Passing
5.00 Below 75 Failed
4.00 Inc. Incomplete
6.00 D Dropped

V. Course Policies
 Absences
Units Allowable Hours of Considered
Absences per Term Failed
5 15 hrs 16th hrs
4 12 hrs 13th hrs
3 9 hrs 10th hrs
2 6 hrs 7th hrs
 Tardiness
Class Hour Allowable
Minutes Late
1 15
1½ 20
2 30
3 30

 Submission of Course Requirements

Powerpoint presentation, reaction paper and case studies will be submitted through Google
Classroom. This course will have ICT integration, to familiarize the students with different
online platforms.