Active Outline

General Information

Course ID (CB01A and CB01B)
BUS D089.
Course Title (CB02)
Advertising
Course Credit Status
Credit - Degree Applicable
Effective Term
Fall 2023
Course Description
Advertising as human communication; historic, economic, and social aspects of advertising; why organizations use advertising; role of advertising agency; creative strategy (developing messages through art and copy) and media strategy (deciding where and when to place the messages); development of advertising budgets; analysis and creation of successful advertising campaigns.
Faculty Requirements
Course Family
Not Applicable

Course Justification

The course is CSU transferable, and is required for both Marketing and Advertising majors. The course is required for the Marketing Management A.A., Certificate of Achievement and Certificate of Achievement-Advanced. The course is also recommended for the Business Administration A.A. and Certificate of Achievement.

Foothill Equivalency

Does the course have a Foothill equivalent?
No
Foothill Course ID

Course Philosophy

Formerly Statement

Course Development Options

Basic Skill Status (CB08)
Course is not a basic skills course.
Grade Options
  • Letter Grade
  • Pass/No Pass
Repeat Limit
0

Transferability & Gen. Ed. Options

Transferability
Transferable to CSU only

Units and Hours

Summary

Minimum Credit Units
5.0
Maximum Credit Units
5.0

Weekly Student Hours

TypeIn ClassOut of Class
Lecture Hours5.010.0
Laboratory Hours0.00.0

Course Student Hours

Course Duration (Weeks)
12.0
Hours per unit divisor
36.0
Course In-Class (Contact) Hours
Lecture
60.0
Laboratory
0.0
Total
60.0
Course Out-of-Class Hours
Lecture
120.0
Laboratory
0.0
NA
0.0
Total
120.0

Prerequisite(s)

Corequisite(s)

Advisory(ies)

ESL D272. and ESL D273., or ESL D472. and ESL D473., or eligibility for EWRT D001A or EWRT D01AH or ESL D005.

Limitation(s) on Enrollment

Entrance Skill(s)

General Course Statement(s)

Methods of Instruction

Lecture and visual aids

Discussion of assigned reading

Homework and extended projects

Collaborative learning and small group exercises

Collaborative projects

Discussion and problem solving performed in class

Presentation and collective critique of collaborative projects

Assignments

  1. Required reading assignments from the text and supplemental sources
  2. Written assignments requiring students to consider how advertising influences behavior
  3. Development of advertising plan (Term Project)

Methods of Evaluation

  1. Participation in class discussion of assigned reading, homework projects, and current developments in marketing/advertising to demonstrate increasing understanding of course concepts and their application in real-world marketing strategies.
  2. Exams that appraise comprehension and require synthesis and application of course material
  3. Final exam is a term project to demonstrate comprehension and application of major concepts and themes from course material, plus ability to organize and coordinate work on deadline.

Essential Student Materials/Essential College Facilities

Essential Student Materials: 
  • None.
Essential College Facilities:
  • None.

Examples of Primary Texts and References

AuthorTitlePublisherDate/EditionISBN
Arens, Schaefer, and Wiegold, "Advertising, 2nd Edition" M-Series, McGraw-Hill/Irwin, 2015.

Examples of Supporting Texts and References

AuthorTitlePublisher
Advertising Age
YouTube.com (Advertisements)

Learning Outcomes and Objectives

Course Objectives

  • Assess the basic principles of advertising and integrated marketing communications (IMC) using the classic human communication model.
  • Discuss advertising's macroeconomic and social roles.
  • Analyze who pays for advertising and why (understand the communications aspect of marketing strategy).
  • Examine and integrate the basic principles of consumer behavior.
  • Formulate the role of advertising agencies and identify career opportunities in the profession.
  • Employ strategic, creative and technical expertise to create ads and develop complete IMC campaigns..

CSLOs

  • Relate contemporary advertising to the classic human communication model.

  • Distinguish advertising from other elements of integrated marketing communications (IMC) and explain its role in an organization's marketing strategy.

  • Identify the major social and economic aspects of advertising in the U.S. and contrast those with the role of advertising in other countries.

Outline

  1. Assess the basic principles of advertising and integrated marketing communications (IMC) using the classic human communication model.
    1. Source
    2. Encoding
    3. Message
    4. Channel
    5. Decoding
    6. Receiver
    7. Noise
  2. Discuss advertising's macroeconomic and social roles.
    1. Historic roots of contemporary advertising
    2. Advertising's role in developed, market-driven economies
    3. Social criticism of advertising
    4. Regulation of advertising
  3. Analyze who pays for advertising and why (understand the communications aspect of marketing strategy).
    1. Marketing strategies
    2. Target markets
    3. The marketing mix
    4. The role of IMC in the marketing mix and of advertising within IMC
  4. Examine and integrate the basic principles of consumer behavior.
    1. The general principles and complexity of consumer behavior in the United States and other countries
    2. The communications dimension of consumer behavior
  5. Formulate the role of advertising agencies and identify career opportunities in the profession.
    1. Key groups and career opportunities in the advertising profession
    2. Local, regional, national and transnational advertisers
    3. The role of the advertising agency
    4. Types of agencies
    5. How agencies work
    6. How agencies make money
    7. Advertising/IMC suppliers
    8. Advertising/IMC media
  6. Employ strategic, creative and technical expertise to create ads and develop complete IMC campaigns..
    1. Marketing strategy, communications strategy and the creative brief
    2. Role of the advertising artist
    3. Designing ads and campaigns
    4. Role of the copywriter
    5. Writing effective headlines, taglines and copy
    6. Media planning
    7. Media selection, scheduling and buying
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