COURSE DESCRIPTION

Emphasizes the role of advertising in the marketing of goods and services. Discusses the different uses of advertising; types of media; how advertising is created; agency functions and legal, social and economic aspects of the industry. Introduces advertising display, copy and art work preparation, printing and selection of media. Lecture 3 hours per week.

GENERAL COURSE PURPOSE

MKT 220 is a one-semester course designed to give the student a working knowledge of the uses of advertising in all types of businesses. Emphasis is placed on the study of advertising media and their relative advantages. The basic techniques of developing written and broadcast advertisements are introduced in the course.

ENTRY LEVEL COMPETENCIES

An understanding of basic marketing and business activities is desirable.

COURSE OBJECTIVES

Upon completion of this course the student will be able to:

1. Define advertising and list its uses in the U.S. economy.
2. Draw an organization chart for an advertising agency and department.
3. Evaluate advertising media as to their relative advantages and disadvantages.
4. Read rate cards for print and broadcast media.
5. Develop some basic print and broadcast advertisements.

1. Introduction and history of advertising
2. who does advertising
3. Advertising agencies
4. Organization for advertising
5. Print media
6. Broadcast media
7. Using advertising research
8. Advertising budget
9. Writing headlines and copy
10. Review company and College advertising
11. Evaluate advertising campaigns – successful/unsuccessful
12. Guest speakers from industry