INSTITUTE OF MANAGEMENT SCIENCES

University of Science & Technology, Bannu

Course: Principles of Advertising Program: BBA

Term: Credit Hours: 3
Course objectives
Advertising is designed as an introduction to the field of advertising. The emphasis is on
the use of communication to meet marketing objectives. This course will provide a broad
overview of many areas that pertain to advertising communication. Special attention will
be placed on understanding the consumer in order to communicate better. Although
creative issues will be examined, this is primarily a management, not a creative, course.
This course is intended to train you in the ways of advertising. You will need an
understanding of the “who, what and where” questions – advertising concepts in general,
the specific terms that are used, and issues that arise. But you will also have to apply
those concepts, theories, and tools, and to think through the issues to develop the best
possible advertising and executions for the product or service and relevant audience.
Expect lots of “how, when and why” questions which are answered by this course.

INDENTED LEARNING OUTCOMES

By the end of this course it is expected that the student will be able:
1. To explain the structure of advertising industry, classification of advertising. Major
role played in advertising world.
2. To compare and generalize different advertising Medias. So that students can make
choice of selected media.
3. Understand what to keep in mind while advertising in a specific society.
4. To understand issues in advertising.
5. To understand Business to Business advertising.
6. To come up with advertising plan.

Chapter 1
Introduction to Advertising
 Meaning/Definition of Advertising
 Types of Advertising
 Role of Advertising
 Functions of Advertising
 The five players of Advertising
 Characteristics of Effective Advertising

Reference: William Wells, John Burnett, Sandra Moriarty “Advertising” (Principles &
Practice) Latest Edition

Chapter 2 Advertising
& Society
  Ethical Issues
 Determining what is Ethical
 Social Responsibility
 Six key issues in Advertising
 Stereo typing in Advertising
 Advertising to Children
 Advertising of Controversial Product
 Subliminal Advertising

Reference: William Wells, John Burnett, Sandra Moriarty “Advertising” (Principles &
Practice) Latest Edition,

Chapter 3
Advertising Plan & Strategy
 The Advertising Plan
 Effectiveness of Advertising
 The Media Strategy

Reference: William Wells, John Burnett, Sandra Moriarty “Advertising” (Principles &
Practice) Latest Edition

Chapter 4 Advertising
Media
 Setting Media Objectives
 Developing Media Strategies
 Media Selection Procedure

Reference: William Wells, John Burnett, Sandra Moriarty “Advertising” (Principles &
Practice)Latest Edition

Chapter 5 Print
Media
 Newspapers Advertising
 Advantages & Disadvantages of Newspaper’s Advertising
 Changes in Newspapers industry
 Magazine Advertising
 Advantages & Disadvantages of Magazine Advertising
 Outdoor Advertising
 Transit Advertising

Reference: William Wells, John Burnett, Sandra Moriarty “Advertising” (Principles &
Practice) Latest Edition
Chapter 6
Broad Cast Media
  T.V. Advertising
 Advantages & Disadvantages
 Radio Advertising
 Advantages & Disadvantages
 Internet Advertising
 Advantages & Disadvantages

Reference: William Wells, John Burnett, Sandra Moriarty “Advertising” (Principles &
Practice) Latest Edition

Chapter 7
Retail & Business Advertising
 Retail Advertising
 Business to Business Advertising
 Types of business to business advertising
Reference: William Wells, John Burnett, Sandra Moriarty “Advertising” (Principles &
Practice) Latest Edition

Reference: 1. William Wells, John Burnett, Sandra Moriarty “Advertising” (Principles &
Practice) Latest Edition
2. Courtland L. Bovee, John V. Thill, George P. Dovel, Marian Burk Wood,
“Advertising Excellence” Latest Edition, The MC Graw Hill Inc.