This course aims at making the students know about the basic concepts related to different dimensions of advertising and how they are different in theory and in practice. The course also covers the creative aspects of the subject like how advertising works, how advertising campaigns are designed and how these campaigns are handled by media organizations. Similarly, it also helps to demarcate marketing and its different tools and how advertising contributes as an effective tool of marketing.

This course is taught to BS-VIII (Reg), BS-VIII (SS1)

UNIVERSITY OF SARGODHA

COURSE OUTLINE                                                                                                 SPRING 2020

Course Title: ADVERTISING (THEORY & PRACTICE)

Course Code: COMS 419

Credit Hours: 3

Instructor: ZUNAIRA BASHIR

Email:  [email protected]

DESCRIPTION& OBJECTIVES

This course aims at making the students know about the basic concepts related to different dimensions of advertising and how they are different in theory and in practice. The course also covers the creative aspects of the subject like how advertising works, how advertising campaigns are designed and how these campaigns are handled by media organizations. Similarly, it also helps to demarcate marketing and its different tools and how advertising contributes as an effective tool of marketing.

READINGS

1. “Advertising: Principles & Practice” by Wells, Burnett & Moriarty. Prentice Hall, 1992.
2.  Advertising-imc-principles-and-practice-9th-edition

CONTENTS

1. Basic Concepts of Advertising

2. Types of Advertising

3. Elements of Advertising

4. Advertising Agency and Management: Advertising Campaigns, Setting Advertising Objectives,  

    Advertising Strategy, The Creative Process (symbols, types, logos, colour, photography, etc.),

    Concept Writing, Story Board and Copy Writing

5. Media Planning: Defining Media Objectives, Developing a Media Strategy, Media tactics

6. Creative Advertising

7. Marketing: Definition, Types, Components, Marketing and Consumer Behavior, The Marketing

    Context of Advertising, Marketing Segmentation and The Marketing Mix

8. Determinants of Advertising Strategy  

TIME TABLE

TIMINGS

DAY                         REGULAR                               SELF-SUPPORT

MONDAY                 08:00 am to 09:30 am             12:30 pm to 2:00 pm

TUESDAY                08:00 am to 09:30 am              12:30 pm to 02:00 pm

COURSE SCHEDULE

Starting/Ending Dates

Important Dates 

Start Date: January 13, 2020

End Date: May 08, 2020

Presenations: week 17

ASSESSMENT CRITERIA

Sessional (attendance + presentations + assignments + participations):          20      

Mid-term exam:                                                                                               30

Final exam + Advertising Campaign                                                              50

RULES AND REGULATIONS

1. Timely presence in the class

2. Maintenance of class decorum

3. No use of mobile phone