Course Outline Mass Communication Department

FACULTY OF MUSIC, SOCIAL SCIENCES AND DESIGN

JANUARY – APRIL 2010
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Course title : Introduction to Advertising

Course code : SM 103
Credit hours :3
Pre-requisite : Nil
Lecturer : Ruhizani Alias
Tutor :-
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COURSE DESCRIPTION:

This course aims to introduce students to the history and the basic principles of
advertising. The course discusses targeting, positioning and consumer purchasing
motivations as necessary tools to designing effective advertising. Students will learn how
to select and use various advertising media to meet specific marketing problems and
opportunities.

LEARNING OUTCOMES:

At the end of the semester, students should be able to:

• Demonstrate a basic understanding of the advertising industry and the basic
principles that guides its practitioners
• Define, discuss, apply basic communication theories and concepts for
commercial/advertising purposes
• Identify and discuss briefly the basic structure of an advertising agency, and
how each functional department contributes to the final communication piece
(e.g. research strategy, media creative, production and account management)
• Critically analyze and discuss the strengths and limitations of an
advertisement/ advertising campaign

GRADING:
Case study, research & case presentation 30%
Quizzes 10%
Final Project & Presentation 20%
Final exam 40%
Total 100%

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Course Outline Mass Communication Department

CONTENT:

1. Part I: Advertising Foundations

– The foundations of advertising
– Advertising role in Marketing
– Advertising and Society

2. Part II : Planning and Strategy

– How advertising works
– The consumer audience
– Strategic research
– Strategic planning

2. Part III: Advertising Media

– Print and Out-of-Home Media
– Broadcast media
– Interactive and alternative media
– Media planning and buying

2. Part IV: Creative Advertising

– The creative side and message strategy
– Copywriting
– Design and production

2. Part V: Integration and Evaluation

– Direct response
– Sales promotion, events and sponsorship
– Public Relations
– Special advertising situations
– Evaluation of effectiveness

MAIN TEXT:

Wells,W.D., Burnett, J., & Moriarty, S. (2006). Advertising: Principles and Practice. (7th
Ed). US: Prentice Hall.

SUPPORTING TEXTS:

O’Guinn,T., Allen, C. & Semenik, R.J. Advertising and Integrated Brand Promotion. US:
South West.

Clow, E. & Baack, D. Integrated Advertising, Promotion, Marketing Communication and

IMC Plan Pro Package. US: Prentice Hall.

Corder, L. The Marketing Toolbox: High-Impact, Affordable, Easy-to-Use Strategies for

Improving Your Business.

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Course Outline Mass Communication Department

Belch, G.E, & Belch, M.A. Advertising and Promotion: an integrated marketing
communications perspective. Boston: McGraw-Hill.

CLASS POLICIES:
• Readings
○ Students are highly advised to read related materials including main and
supporting texts before class. Even though only one main text is suggested
in this syllabus, students are encouraged to refer to other development
texts as well as supplement reading materials such as journals, magazines
and newspaper.

• Lecture & discussion

○ Class lectures and discussion will include materials from the main text
along with supplementary information from other sources. Discussion can
serve to clarify lectures and readings as well as introduce interesting
examples from real life situations. Students are encouraged to ask
questions and highlight related concerns either before, during, or after
class. In addition to both methods, students will be exposed to different
related concepts and principles through role play, practical activities and
movie viewing.

• Assignments
○ A detailed guideline for assignments will be given and discussed
accordingly in class. Students are advised to follow this guideline
properly so as to benefit most from doing the assigned tasks as well as to
avoid from losing crucial marks.

• Tests and final exam

○ Tests and exam will mainly cover various concepts; perspectives, contexts
and issues discussed throughout the semester and will be based on
understanding. Critical analyses as well as applied aspects are the
main strength of these assessments. Please take note once again that
these assessments are merely meant to fulfill half of the requirement
and not a real projection of student’s full comprehension on the
subject matter.

• Professionalism
○ This aspect consists of three main components; attitude, attendance and
participation.
– Attitude – It includes effort, respect and punctuality. Failure to show
these commitments may affect future professional attitudes.
– Attendance – Regular class attendance is expected and it’s very important
as the class lectures and discussion are not always covered by
recommended reading materials. Lecturer must be informed in advance
via emails (ruhizani@ucsi.edu.my) whenever students are unable to attend
classes and tutorials. Later, proofs must be produced to avoid from being

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Course Outline Mass Communication Department

barred. Please take note that missing from classes for unnecessary reasons
will only bring disadvantages to students themselves.
– Participation – Participation in class is essential in the learning process.
Students are expected to contribute actively to class discussion in one way
or another through careful listening to others’ ideas as well as expressing
own ideas.

• Consultation hours
○ Students are indeed welcome to see and discuss with the lecturer and tutor
regarding any queries. However, do take note on the specific hours
allocated for consultation. It is strongly advisable for students to come
and consult during this time. If it is not possible to conform to the
time due to the urgency, students can communicate with the lecturer
via email and e-forum.
○ Consultation hours:
Wednesdays: 9.00 am to 12.00 pm
Fridays: 9.00 am – 12.00 pm
(Other days/time by appointment only)