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EMK 3607 Advertising Management

Course Description

Studies the advertising process and the available techniques to plan, implement, and monitor an advertising campaign.  Focuses on the application of these techniques to a full-service advertising agency.

Course Objectives

After completing this course, students will be able to

  • Discuss analysis and presentation skills
  • Discuss a broad experience base from which to draw in the future
  • Explain similarities/dissimilarities between marketing situations and draw appropriate conclusions
  • Articulate and defend position statements or decisions

Week 1

Lecture: Introduction


  • Explain the course topics
  • Describe expected course outcomes
Lecture: The Global Marketing Management, Economic, and Trade Environment


  • Explain how Advertising complements other elements of Marketing Communications
  • Summarize ways that new technology has contributed to a more personal relationship between advertisers and customers
  • Analyze the role of brand equity as a determinant of a product’s long-term success
  • Discuss the primary advantages and disadvantages of brand extension

Week 2

Lecture: Planning the Advertising


  • Identify each stage in the first half of the advertising spiral
  • Define the content of the advertising message in each stage
  • Explain the key elements in the AFG planning cycle
  • Evaluate the positioning of various brands

Week 3

Lecture: Managing the Advertising


  • Define the attributes and services of a full-service advertising agency
  • Explain the Marketing Services System
  • Determine how to set an advertising budget
  • Evaluate the effectiveness of Integrated Marketing Communications

Week 4

Lecture: Media Part One


  • Discuss why media planning is becoming more creative
  • Compare and contrast cable networks with broadcast networks
  • Explain the primary advantages of radio as a media choice
  • Define the term relationship marketing in the context of newspaper advertising

Week 5

Lecture: Media Part Two


  • Explain why an advertiser would want to use both television and magazines
  • Evaluate the alternatives to advertising in business magazines
  • Define the major categories of out-of-home advertising
  • Identify the factors behind the growth of direct-response advertising
  • Analyze the effectiveness of point-of-purchase advertising

Week 6

Lecture: Creating the Advertising Part One


  • Explain the types of research used in advertising execution development
  • Identify the characteristics of an effective slogan
  • Summarize the functions of art directors and copywriters
  • Differentiate among the three basic printing processes

Week 7

Lecture: Creating the Advertising Part Two


  • Develop analysis and presentation skills
  • Articulate and defend position statements or decisions
  • Estimate the cost-relationship factors involved in the making of a TV commercial
  • Identify the elements of good radio commercials
  • Explain how packaging is related to advertising
  • Define ad continuity

Week 8

Lecture: Other Environments of Advertising


  • Develop analysis and presentation skills
  • Articulate and defend position statements or decisions
  • Discuss the importance of cultural considerations in executing international advertising
  • Describe the role of the Advertising Council in encouraging social advertising

The course description, objectives and learning outcomes are subject to change without notice based on enhancements made to the course. December 2013