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Advertising PDF
Advertising PDF
B. COURSE OBJECTIVES
1. To give students an appreciation of Advertising and Marketing Communications
development focusing on the CLIENT’s perspective
2. To enable students to more strategically evaluate and critique creative work presented to
them by Creative Advertising Agencies.
C. COURSE OUTLINE
I. Introduction
A. Advertising and Marketing: The relationship and the difference
B. The Evolution of Advertising
C. Types of Advertising
D. Roles and Functions of Advertising
E. The Advertising Development Process
F. The Key Players in Advertising
V. Television Advertising
A. The Advertising Idea: Developing a Campaign
B. The Selling Line
C. Drama
D. The Big Picture
E. Evaluating Storyboards
F. Commercial Production
XI. Advertising Ethics: Basic Guidelines of the Advertising Board of the Philippines
XII. Media
A. Types of Media
B. Media Strategy Development and Planning
E. REQUIRED READING: Advertising Principles and Practice 6th ed. Prentice Hall
Wells/Burnett/Moriarty
G. COURSE REQUIREMENTS
1. Class participation and attendance- Since the class will be conducted with a discussion
format; active participation is a must. Apart from taking part in class discussions, this
involves coming to class on time and well prepared. Students are also expected to keep
abreast with the current marketing and advertising trends, issues, and developments both
locally and globally.
2. Quizzes and assignments- Quizzes are not announced. Individual assignments will be
given as appropriate.
3. Group work and case studies- Students will be given a chance to assume the different
roles in the advertising industry by working on selected case studies that involve the
coordination of the client, the accounts group, and the creatives. This also involves work-
in-progress submissions for each groups’ final project.
4. Midterm Presentation- Each group will be expected to present their advertising plans on a
common case. This will have both individual and group grades.
H. GRADING SYSTEM
3.76 to 4.00 A
3.31 to 3.75 B+
2.81 to 3.30 B
2.31 to 2.80 C+
1.81 to 2.30 C
1.00 to 1.80 D
Below 1 F
Overcut W
I. CLASSROOM POLICIES: