YVCC - INTRODUCTION TO ADVERTISING (BA 170) COMPETENCIES 1. ADVERTISING FUNDAMENTALS a. Define advertising and discuss its component parts. b. Explain the elements of a successful advertisement. c. Identify and describe the eight types of advertising. d. Explain the basic roles advertising plays in business and society. e. Explain the basic functions of advertising. f. Explain the impact on advertising of the invention of media forms such as print, radio, and television. g. Relate key figures in the history of advertising to their contributions to the field. h. Identify future trends in advertising. 2. ADVERTISING ETHICS AND REGULATIONS a. Discuss the major ethical issues that advertisers must address. b. Explain the current judicial position concerning the First Amendment rights of advertisers. c. Describe the role of the FTC in regulating advertising. d. List and explain the characteristics of other federal agencies governing advertising. e. Explain the remedies available to different groups when an ad is judged deceptive or offensive. f. Discuss the self-regulatory opportunities available to advertisers and agencies. 3. ADVERTISING AND THE MARKETING PROCESS a. Explain the concept of marketing and the role of advertising within the marketing strategy. b. Identify and explain the four types of markets. c. Explain the marketing concept and its evolution. d. Explain and define the 4P's of marketing and how they interface with advertising. 4. ADVERSTISING AGENCIES a. Explain the functions of an advertising agency. b. Explain how an agency is organized. c. Describe the pressures for change in the business. d. Explain how agencies are compensated. e. Identify and explain the impact of technology in this field. 5. THE CONSUMER AUDIENCE a. Explain the different factors that affect the responses of consumer to advertisements. b. Define the concept of culture and subculture as it applies to advertising and consumers. c. Distinguish between psychographics and demographics and explain how advertisers use each. d. Relate such concepts as family, race, and VALS, to the practice of advertising. 6. STRATEGIC RESEARCH a. Explain the difference between qualitative and quantitative research. b. Identify sources of exploratory research in government departments, trade associations, secondary and primary research suppliers, and advertisers' and agencies' research departments. c. Develop a research program using the five parts of a strategy document. d. Distinguish between primary and secondary research. e. Explain how research is used in the development of the creative message. 7. STRATEGIC PLANNING a. Identify the key elements of a marketing plan and an advertising plan. b. Explain how marketers allocate funds among advertising and other c. Marketing functions. d. Explain the difference between product-centered and prospect-centered strategies. e. List the key elements of a creative platform. 8. HOW ADVERTISING WORKS a. Describe the barriers that an effective advertisement must overcome. b. Describe the different levels on which a viewer or reader will react to an ad. c. Explain the different functions of an ad. d. Explain the concept of brand loyalty and its importance to advertising. e. Explain what "breakthrough advertising" is and how it works. 9. MEDIA STRATEGY PLANNING a. Explain the functions of media planning in advertising. b. Describe the central position of media planning in campaign development and how this function utilizes information from numerous sources, including product sales performance, competitor analysis, and message creative strategy, to form the campaign design. c. Describe the organization and purpose of the media and how each decision on selection and scheduling is coordinated with the client's sales objectives. d. Explain how planers use communication aperture to give direction to media planning strategy. e. Explain how the media's qualitative features (atmosphere and environment) are blended with their qualitative dimensions (reach, frequency, and efficiency) to provide the needed profile for selection. 10. PRINT MEDIA a. Describe the similarities and difference between newspapers and magazines. b. Explain the advantages and disadvantages of newspaper, magazine. and other forms of media advertising. c. Explain the major trends in print advertising. 11. BROADCAST MEDIA a. Describe the basic nature of both radio and television. b. Identify the audience for each medium and explain how that audience is measured. c. List and explain the advantages and disadvantages of using radio and television advertising. 12. MEDIA BUYING a. Explain how media buying is different from media planning and how it complements media planning. b. Describe the major duties of media buyer, research analyst, expert evaluator, negotiator, and troubleshooter. c. Explain how buyers translate media plan objectives into target-directed advertising schedules. d. Explain why negotiation skills are more important today in advertising strategies than ever before. 13. THE CREATIVE SIDE OF ADVERTISING a. List various characteristics of creative people. b. Explain what advertisers mean by a creative concept. c. Describe the various stages involved in creating an advertisement. d. Explain how the various elements in an advertisement work together to create an impact. e. Distinguish between effective copyrighting and ads. 14. CREATING PRINT ADVERTISING a. Distinguish between the key features of newspaper and magazine advertising. b. List the various elements of a print ad and their function. 15. CREATING BROADCAST ADVERTISING a. Understand the roles of the various people associated with television commercials, including the producer, director, and editor. b. List the various stages in the production of a television commercial. c. Identify the critical elements in radio and television commercials. d. Read and understand a radio script and television script. e. Compare and contrast radio ads and television commercials. 16. CREATING DIRECT-RESPONSE ADVERTISING a. Define direct-response advertising. b. Distinguish between direct-response advertising, direct marketing, and mail order. c. Evaluate the various media that direct-response advertising can utilize. d. Explain how today's technology has transformed the nature of direct response. 17. CREATING DIRECTORY AND OUT-OF-HOME ADVERTISING a. Understand how consumers use the Yellow Pages to search for information about stores, products, and services. b. Describe the characteristics of a well-written and well-designed Yellow Pages ad. c. Explain the difference between interior and exterior transit advertisements. d. Identify innovative media to use to deliver sales, reminder, and action messages. 18. SALES PROMOTION a. Explain the difference between sales promotion and advertising. b. Explain how promotion and advertising work together within the marketing mix. c. List several types of promotions, both for consumers and for re-sellers. d. Explain why advertisers are spending increasing sums of money on sales promotion. e. List and explain the advantages and disadvantages of sales promotion as compared to advertising. 19. PUBLIC RELATIONS a. Explain what public relations is, and how it differs from advertising, and what its advantages are. b. Explain how public relations, advertising, and other marketing communications can work together to achieve greater benefit for an organization. c. Identify the area in which public relations operates and some of the activities performed in those areas. d. Describe the value and importance of measuring the results of public relations efforts. 20. THE ADVERTISING CAMPAIGN a. Explain the role of the situation analysis in identifying key problems to be solved by the advertising. b. Describe the basic strategy decisions being developed for an advertising campaign. c. Analyze how the message strategy solves the key problem. d. Explain how the media plan relates to advertising objectives and message needs. e. Explain how the effectiveness of an advertising campaign is evaluated.
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