Department of Business and Economics

York College, City University of New York

Subject: MKT343 Advertising and Public Relations 3 Credits.
Instructor: Jasper Ojongtambia BS,MS,MFE,MBA ( NYU )
Office Hours: Weekly-Wed. 4.55pm-5.55pm
Description:
• Organization, planning and control of the advertising and public relation
functions
• The role of agencies and media
• The relationship of communication, publicity, and public opinion.
Prerequisite: Marketing 341 or permission of the instructor
Required Textbook:
Arens, William F. and Michael F. Weigold. Contemporary Advertising McGraw
Hill Education,
15th edition, 2017
Course Objectives: The objective of this course is to have the skills necessary to
assume an entry level position in advertising, marketing or a related field.:
By the end of this course, students will be able to:
• Appreciate the importance of maintaining ethical and profitable customer
relationships in order to ensure the success of the integrated marketing
communications effort.
• Demonstrate competency in the basic tools and issues of advertising.
• Review and apply the basic marketing concepts of segmenting, targeting and
positioning in analyzing markets, products and services with particular respect to
advertising.
• Demonstrate knowledge of the organization and function of the typical
advertising agency.
• Understand the basics of creative process, media planning, social media and
similar
emerging digital formats.

Evaluation and Grading:

Home Work Assignments 20%
Test 1 30%
Midterm 30%
Project and Presentation 15%
Finals 35%

Calculation of Final Semester Grade: Letter grades for the course are determined
by numerical grades as follows:
A+ 97.0-100
A 93.0-96.9
A- 90.0-92.9
B+ 87.0-89.9
B 83.0-86.9
B- 80.0-82.9
C+ 77.0-79.9
C 73.0-76.9
C- 70.0-72.9
D+ 67.0-69.9
D 60.0-66.9
F <59.0
Weekly Lesson:

Chap 1: Advertising and IMC Today

Chap 4: The Scope of Advertising
Chap 9: Planning Media Strategy
Page 610 in textbook Repositioning a brand: MasterCard’s “Priceless”
Campaign also Chap 10: Creative Strategy and the Creative Process
Chap 11: Creative Execution and Copy
Chap 12: Print, Electronic and Digital Media Production
Chap 13: Using Print Media
Chap 14: Electronic Media Television and Radio
Chap 15 Digital Interactive Media
Chap 16: Social Media
Chap 14: Electronic Media Television and Radio
Chap 15 Digital Interactive Media
Chap 16: Social Media
Chap 17 Using out-of-home, Exhibitive and Supplemental Media
Chap 18: Direct Marketing, Personal Selling and Sales Promotion
Chap 18: Direct Marketing, Personal Selling, Sales Promotion
Chap 19: Public Relations, Sponsorship and Corporate Advertising
Final Exam TBA by Office of the Registrar All topics and material after midterm