Introduction to Advertising
GENERAL EDUCATION: This course does not fulfill a General Education requirement.

CATALOG DESCRIPTION: Covers fundamentals of business advertising and promotion, exploring how advertising can be integrated with other elements of the communication mix. Discusses diverse careers in advertising and provides opportunity to create ads for products, using various media.
DESCRIPTION: The structured and composed nonpersonal communication of information, usually paid for and usually persuasive in nature, about products (goods, services, and ideas) by identified sponsors through various media. This course presents the fundamentals of business advertising and promotion. It will explore how advertising can be integrated with other elements of the communication mix. The student will learn how to create advertisements for products (goods, services, and ideas) for identified sponsors through various media. The diverse careers available in advertising will also be discussed.
TOPICS: Areas of emphasis will be: How advertising works as an element of the marketing process; the functions and effects of advertising in business; the influence of economics on the evolution of advertising; and, advertising's overall impact on the society in which it operates.
OBJECTIVES: The objectives of this course will be to: (1) introduce students to the fundamental role of advertising in the communication process; (2) help students recognize some of the many legal issues advertisers face domestically and abroad; (3) describe the major types of media and the advantages/disadvantages of using them; (4) define reach and frequency; (5) outline the consumer perception process and explain why "perception is everything"; (6) explain the use of advertising layouts and the steps in creating them; (7) discuss the differences between formal and informal research and primary and secondary data and how it applies to advertising; (8) discuss the difference between social responsibility and ethics in advertising; and, (9) enumerate the different classifications of advertising.
REQUIREMENTS: The course will be taught with a "hands-on" approach to advertising and promotions. Students will be required to demonstrate their understanding of advertising through testing; by completing assignments including a portfolio of print ads; and, by completing a group advertising campaign for an organization. An overview of software which may be utilized for creating print ads will be introduced.
PREREQUISITES: COMM 111; or Business Comm(B 220); or a 300-level English writing class.
OTHER: COMM 235 Public Relations is a required class for all Advertising majors.
EFFECTIVE DATE: January 2002