ࡱ> CEBc bjbj <'QbQb .#.#.#.#.#B#B#B#8z##4B#60#####$$$5555555$H795.#&$$&&5.#.###5***&j.##.##5*&5**C475#Y I'X455064::':,75:.#75L$Z$@*?%4s%l$$$55O)N$$$6&&&&:$$$$$$$$$B !: GROSSMONT COLLEGE Official Course Outline BUSINESS 144 - ADVERTISING Course Number Course Title Semester Units Hours BUS 144 Advertising 3 3 hours lecture: 48-54 hours 96-108 outside-of-class hours 144-162 total hours Course Prerequisites None. Recommended Preparation None. Catalog Description A basic course in the study of advertising, and its role within the larger framework of the marketing mix. Advertising agency structure, employment options, and the process and costs involved in agencies producing campaigns will be reviewed. Traditional versus online media vehicles will be reviewed and compared. Advertising strategy for social media networks will be explained. Copywriting, art and layout, mechanical production, and planning will be discussed. Successful advertising campaigns will be reviewed and evaluated as well as consumer buying behavior as it relates to advertising Course Objectives The student will: Compare and contrast the importance of advertising in our free enterprise economy as well as consumer behavior in relation to the advertising appeal. Evaluate the various jobs in advertising and their function and the knowledges and attitudes necessary in the development of advertising copy. Exhibit a skill in written persuasion using the principles of advertising. Analyze the proper uses of the various advertising media, the use of advertising budgets, and occupational futures in advertising. Instructional Facilities Standard classroom. Special Materials Required of Student None. Course Content Review of Market Fundamentals: Marketing Mix. The Promotion Mix. Consumer Psychology. Review of Media Option: NewspapersDisplay and Classified Advertising Radio and Television. Outdoor and Point of Purchase. Direct Mail and E-Commerce. BUSINESS 144 ADVERTISING page 2 Method of Instruction Lectures to cover basic topics and to cover materials not in the text. Class discussion of each topic after the foundation of knowledge is laid. Considerable attention to human behavior and motivation. Student preparation and analyses of advertisement. Guest speakers. Field trip to a center of advertising. Special attention paid to the utilization of advertising principles. Methods of Evaluating Student Performance Essay and objective tests. Oral presentation of topic of interest. Essay final exam. Outside Class Assignments Visit local advertising agencies and report results to class. Texts Required Text(s): Arens, William F. Contemporary Advertising. New York, NY: McGraw-Hill Education Group, latest edition. Supplementary texts and workbooks: None. Addendum: Student Learning Outcomes Upon completion of this course, our students will be able to do the following: Demonstrate the principles of advertising and design an advertising plan. Design effective promotional programs for a wide assortment of media applications. Understand the elements and ethical issues relating to advertising. Date approved by the Governing Board: 5/16/17   FHOUWcdrsxyz   ( ; < q u w ޶޶޶޶޶޶޶޶hrhCJOJQJhrCJOJQJhG;LCJOJQJh CJOJQJh0JCJOJQJh 0JCJOJQJh h0J>*CJOJQJh0J>*CJOJQJh>*CJOJQJhCJOJQJ2+,GHyz    0hd*$`h & F 0d*$ 0d*$ 0@ & hd*$`hgd  0 d*$gd  & F 0@  d*$gd  d*$ $ d*$a$  ! 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