MCCCD Program Description

Advertising Principles

Course: MKT263

First Term: 1995 Fall

Lecture 3 Credit(s) 3 Period(s) 3 Load
Subject Type: Occupational
Load Formula: S

Description: Introduces the advertising function within business, including media study, creative strategies, and advertising campaigns MKT271 suggested, but not required

MCCCD Official Course Competencies
1. Apply appropriate concepts of advertising`s role to given marketing situations. (I) 2. Identify advertising objectives appropriate to given business situations. (II) 3. Use analytical resources to identify market characteristics for given business situations. (II) 4. Select appropriate media for campaign, based on objectives, delineation, and target market identification. (III) 5. Apply appropriate psychological principles and mechanical techniques of creative advertising to given advertising plan. (IV) 6. Produce a complete advertising campaign, including market identification, objectives, media selection, creativity, and budget. (IV) 7. Use a cooperative business from the local community or a fictitious business and produce a working advertising plan document. (V)
MCCCD Official Course Competencies must be coordinated with the content outline so that each major point in the outline serves one or more competencies. MCCCD faculty retains authority in determining the pedagogical approach, methodology, content sequencing, and assessment metrics for student work. Please see individual course syllabi for additional information, including specific course requirements.

MCCCD Official Course Outline
I. Place and Role of Advertising A. Background B. Role II. Identifying Advertising Plans A. Identifying markets B. Identifying advertising objectives III. Media Selection A. Print B. Broadcast C. Outdoor D. Transit E. Direct mail F. Specialty IV. Creativity of Advertising A. Psychological principles B. Mechanical techniques V. Component Complication for Implementation A. Public relations and communication B. From plan to results: the entire campaign

MCCCD Governing Board Approval Date: 5/23/1995

All information published is subject to change without notice. Every effort has been made to ensure the accuracy of information presented, but based on the dynamic nature of the curricular process, course and program information is subject to change in order to reflect the most current information available.