BA 174 - Advertising

Description
This course introduces the student to the exciting world of advertising and idea people who are creating advertising and integrated communications. Students learn the role of the advertising agency; copy structure; trademarks; illustrations; layout; market research; advertising production; and use of newspapers, magazines, radio, television, outdoor advertising, direct mail, display, and packaging.

Credit Hours: 3
Contact Hours: 3
Prerequisites/Other Requirements: None
English Prerequisite(s): None
Math Prerequisite(s): None
Course Corequisite(s): None
Academic Program Prerequisite: None
Consent to Enroll in Course: No Department Consent Required
Dual Enrollment Allowed?: Yes
Number of Times Course can be taken for credit: 1
Programs Where This Course is a Requirement:
Business Administration, A.B., Marketing, A.B., Pre-Marketing, A.B. (3+1, Davenport University)

General Education Requirement:
None
General Education Learner Outcomes (GELO):
NA
Course Learning Outcomes:
1. Define advertising and integrated marketing communications and differentiate it from public relations.

2. Understand and describe the different classifications of advertising.

3. Discuss key milestones in the evolution of modern advertising.

4. Explain the significance of marketing warfare to produce advertising.

5. Enumerate some of the most important functions of advertising.

6. Debate the effect of advertising on the value and price of products.

7. Cite the advantages and disadvantages of various advertising and IMC media.

8. Explain how advertisers measure exposure to outdoor media.

9. Describe the types of standard outdoor advertising structures.

10. Identify common types of digital and social media.

11. Describe or demonstrate how to develop an advertising and integrated marketing communications plan.

12. Use high-quality, credible, relevant sources to support writing.

13. Consider the context, costs, benefits and consequences of potential solutions to problems or issues.

Course Outline:
I. An Introduction to Advertising

A. What is Advertising?

B. The Environment of Advertising

C. The Business of Advertising

II. Understanding the Target Audience

A. Targeting and Marketing Mix

B. Communication and Consumer Behavior

III. The Planning Process

A. Account Planning and Research

B. Marketing, Advertising, and IMC Planning

IV. The Creative Process

A. Creating Ads: Strategy and Process

B. Creative Execution: Art and Copy

V. Reach the Target Audience

A. Print Media

B. Audio and Visual Media

C. Digital Interactive Media

D. Out-of-Home, Direct-Mail, and Promotional Product Advertising

VI. Integrating Marketing Communications Elements

A. Media Planning and Buying

B. IMC: Direct Marketing, Personal Selling, Packaging, and Sales Promotion

C. IMC: Public Relations, Sponsorship, and Corporate Advertising

Approved for Online and Hybrid Delivery?:
Yes
Instructional Strategies:
Lecture/Discussion: 10-50%

Facilitated Class Disucssion: 10-50%

Student Presentations and Q & A: 0-30%

Group Work: 0-30%
Mandatory Course Components:
None
Equivalent Courses:
None

Accepted GRCC Advanced Placement (AP) Exam Credit: None
AP Min. Score: NA
Name of Industry Recognize Credentials: None

Course prepares students to seek the following external certification:
No
Course-Specific Placement Test: None
Course Aligned with ARW/IRW Pairing: N/A

Mandatory Department Assessment Measures:
None

Course Type:
Program Requirement- Offering designed to meet the learning needs of students in a specific GRCC program.
Course Format:
Lecture - 1:1
Total Lecture Hours Per Week: 3
People Soft Course ID Number: 100015
Course CIP Code: 52.9999
Maximum Course Enrollment: 24
High School Articulation Agreements exist?: No
If yes, with which high schools?: NA
Non-Credit GRCC Articulation Agreement With What Area: No
Identify the Non Credit Programs this Course is Accepted: NA

School: School of Business & Industry
Department: Business
Discipline: BA
Faculty Credential Requirements:
Master’s Degree (GRCC general requirement), Professionally qualified through work experience in field (Perkins Act or Other) (list below)
Faculty Credential Requirement Details:
Professor must posses proven successful marketing and advertising experience.

Major Course Revisions: N/A
Last Revision Date Effective: 20230216T17:58:04
Course Review & Revision Year: 2027-2028