Department of Management, Marketing, and International Business

MKT 352 - ADVERTISING PRINCIPLES

College of Business, Stephen F. Austin State University

Note: This "standard" course syllabus is only a guide. Actual requirements for a particular course and section of this course are described in the course section syllabus, which should be obtained from the course instructor at the beginning of the respective semester. Requirements listed herein are subject to change without notice.

Catalog Description: Introduction to theory and practice of advertising and promotion.

Prerequisite: Junior Standing

Course Objective: Upon completion, the student should be able to:

• identify the terms and concepts that are commonly used in promotion and advertising, as indicated by performance on tests, projects, and assignments.
• give the relationships which underlie these terms and concepts, as indicated by performance on tests, projects, and assignments.
• demonstrate preparation to comprehend the basic advertising and promotion concepts and functions, as indicated by overall performance in preparation and presentation of promotion and advertising projects.
• demonstrate the value of an ethical approach to promotion and advertising activities, as indicated by the student’s evaluation of descriptive situations which require value-based judgment in preparing a complete project or assignment.
• demonstrate a knowledge of international promotion and advertising functions, as indicated by selected advertising and promotion examples on activities, projects, and assignments.
• demonstrate preparation of evaluation tools for promotion and advertising campaigns, as indicated by suggested methods in projects, assignments, and tests.

Current Textbook: Contact course coordinator for current textbook.

Additional advertising textbooks and readings may be on reserve in the library.

Evaluation: Student performance will be measured through tests of either short answer, detailed answer, and/or multiple choice formats, written and oral projects, activities, and assignments.

Course Coordinator:  Dr. Marlene C. Kahla

Course Content:

Required Topics

• Definition of Basic Concepts
• Advertising's Role in the Organization
• Advertising's Role in Society
• Regulation of Advertising
• Situation Analysis
• Strengths, Weaknesses, Opportunities, and Threats
• Marketing Objectives and Strategies
• Advertising Objectives and Strategies
• Legal and Regulatory Environment
• Advertising and Sales Relationships
• Budgeting for Advertising
• Issues, Objectives and Platforms
• Media Objectives and Strategies
• Buying Media; Evaluating Effectiveness
• Coordinating Media Buys and Creative Genius
• Creative Development
• Creative Mechanics
• Working with Clients
• Preparing the Project and Presentation

Optional Topics

• New Media and Technology
• Art and Advertising
• Agency Structures

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