Class: MA IV Regular

Credit Hours: 03

Contact email: [email protected]

Objectives

This course is designed to develop the understanding of students on basic principles of advertising and its role in media and society. The media environment of 21st century basically revolves around the advertising revenues. The corporate and social world is also relaying on advertising for the promotion of their ideas, goods and services. So, in today’s world we can not denay the role of advertisers, advertising agencies and consumer. All persuits of advertising basically focusing on persuasive communication. The changes in technology also brought changes in the media messages and nature of media content which requires  understanding of principles and practices of advertising.

Learning outcomes

At the end of this course students will be able to demonstrate the following:

a working knowledge of the Advertising Industry, can effectively research and analyse markets and apply practical skills and theory in developing, executing and evaluating advertising campaigns.

Be able to deal with team and deadline responsibilities, time management, decision making and delegation in a competitive team environment.

Be able to develop a targeted message and choose the most effective methods, style and channels to reach selected recipients.

Have a good understanding of social, ethical, legal and cultural obligations in both local and global advertising.

Readings (BOOKS)**:

Aaker, D. A., & Biel, A. (2013). Brand equity & advertising: advertising's role in building strong brands. Psychology Press.

Bagwell, K. (2007). The economic analysis of advertising. Handbook of industrial organization, (Ed 3). Routleg

De Mooij, M. (2013). Global marketing and advertising: Understanding cultural paradoxes. Sage Publications.

Dyer, G. (2008). Advertising as communication. Routledge.

J.C., Reinard, Introduction to Communication Research, 2001 (ed), McGraw Hill.

Joseph and Dominic, Mass Media Research, 1999 (4th ed), Wadsworth Publishing Co. Belmont, California.

Moriarty, S., Mitchell, N. D., Wells, W. D., Crawford, R., Brennan, L., & Spence-Stone, R. (2014). Advertising: Principles and practice. Pearson Australia.

Schudson, M. (2013). Advertising, the uneasy persuasion (RLE Advertising): Its dubious impact on American society (Ed. 6). Routledge.

Ogilvy, D. (2013). Ogilvy on advertising. Vintage.

Assessment:

Assessment Summary* (Subject to the University & Department’s policy)

You will pass the course as long as you submit all pieces of work, make satisfactory efforts to attend and participate in class, and obtain a total mark grade of 50% or more for the course (i.e: you may fail any individual piece of work as long as your result is 50% or more subject to the University’s policy).

Class Participation:

10% of the assessment for this course has been design as class participation marks. The mark that you receive is based upon a number of criteria:

Attendance of lectures- an attendance record will be kept. If you are unable to attend because of illness, or for some other valid reason, you need to inform your tutor (preferably in advance) of the reason for your absence. Shortage of attendance due to alleged commitments in other courses is not acceptable unless written confirmation from the coordinator of the program is presented.

Readiness for lectures – you are to compromise to complete all preliminary work such as preliminary reading or activities so you are to fully participate in the lectures.

Class Activities and discussions – you are expected to actively take part in practical-based activities and tasks, and any discussion which rise from them. (Just present is not enough!)

Attendance is 10 % of Total Grade, Attendance will be calculated according to given criteria.

Presentation of assignment

General guidelines about presentation can be found on the reverse of the assignment cover sheets.

Take care to quote references in full. The purpose of reference is to supply enough information so that the reader can identify and obtain the item you quote if needed.

Provide a cover sheet for your assignment, which gives your name, scholar identification number, name of course and name of assignment. Please use 1.5-line spacing (or enough spacing for your tutor to write between the lines). Leave a line between paragraphs. Staple the pages at the top left and do not use any kind of cover or folder unless computer disks or other media are also to be submitted.

Note: Your all work will pass through pilgrims’ tests, if found copy, lifted and cheated from books, the university strict policy will be implemented.

Keep a copy of your assignment.

Assignments do go astray even with the best care in the world. If you can produce another copy, it is a great relief to all involved.

Extensions

Extension may be granted in advance for reasonable cause. Contact your tutor to discuss the situation. However, you should make every effort to get assignment in time.

If you wish to appeal any grade in this course, first contact the marker concerned, then the course coordinator, then the Director, if still unsatisfied, lodge a formal appeal as per university policy.

Your Personalities in this Course

You must read this Course Plan thoroughly.

It is compulsory for all scholars to attend lectures and practical. A roll will be take during lecture.

Student should let the Institute know AT ONCE if their circumstances change in such a way as to affect their performance. University has the mechanism for dealing with unavoidable study problems but little can be done after the course has been failed.

Policies

It is your responsibility to read and familiarize yourself with the policies and guidelines set out by University and Department’s faculty.

Time Table

Wednesday and Thursday 8:00 -9:30 AM