Sheridan Course Outlines

ADVG24579
Vertical Advertising

I: Administrative Information II: Course Details III: Topical Outline(s) Printable Version

Section I: Administrative Information

Total hours: 42.0
Credit Value: 3.0
Credit Value Notes: N/A
Effective: Fall 2008
Prerequisites: N/A
Corequisites: N/A
Equivalents: N/A
Pre/Co/Equiv Notes: N/A

Program(s): Advertising
Program Coordinator(s): Peggy Barnwell
Course Leader or Contact: Ian Fisher
Version: 3.0
Status: Approved (APPR)

Section I Notes: N/A

Section II: Course Details

Detailed Description
This course explores the differing advertising messages and strategies necessary for specialized sectors. These sectors may be characterized by target industry, ad message or medium. Major areas for review include trade-directed advertising, business-to-business, political, pharmaceutical, recruitment and advocacy messages.

Program Context

Advertising

Program Coordinator: Peggy Barnwell

This course expands students' exposure to important specialized segments of the advertising and promotional industry. It explores areas that may provide employment opportunities for graduates that perhaps may be overlooked during cursory career planning.

Course Critical Performance and Learning Outcomes

 Critical Performance:  Upon successful course completion students will
have demonstrated the ability to differentiate between advertising
messages appropriate to specialized advertising segments.

Learning Outcomes:  To achieve the critical performance, students will
have demonstrated the ability to:


1.  Contrast the advertising messages between consumer and 
    business-to-business advertising

2.  Describe the nature of political advertising messages and how 
    they differ from traditional advertising

3.  Differentiate between product advertising and recruitment 
    advertising

4.  Distinguish pharmaceutical promotion from mainstream 
    consumer-directed messages, in terms of its trade and technical 
    language

5.  Assess the impacts, both positive and negative of advocacy 
    advertising

6.  Evaluate specialized advertising messages for various audiences 
    in terms of their appropriateness for that target group

7.  Present message evaluations in a professional manner

8.  Execute effective interpersonal and group leadership skills

Evaluation Plan
Students demonstrate their learning in the following ways:

Vertical advertising analysis (individual)     20%
Industry sector presentation (team)            30%
2 Tests                                        50%

Provincial Context
The course meets the following Ministry of Training, Colleges and Universities requirements:

Essential Employability Skills
Essential Employability Skills emphasized in the course:

	Communication		Critical Thinking & Problem Solving		Interpersonal
	Numeracy		Information Management		Personal

Notes: N/A

Prior Learning Assessment and Recognition
PLAR Contact (if course is PLAR-eligible) : Office of the Registrar
Students may apply to receive credit by demonstrating achievement of the course learning outcomes through previous relevant work/life experience, service, self-study and training on the job. This course is eligible for challenge through the following method(s):

Challenge Exam	Portfolio	Interview	Other	Not Eligible for PLAR
	X	X

Notes: N/A

Section III: Topical Outline

Some details of this outline may change as a result of circumstances such as weather cancellations, College and student activities, and class timetabling.
Effective term: Fall 2008
Professor: Ian Fisher
Textbook(s):

Advertising and Promotion, Belch & Belch
Various Readings

Applicable student group(s): 3rd year Advertising students
Course Details:

Week	Topic	

1	1. Advertising Expectations and Course Introduction

        2. Review of Advertising Stratgegy, leading to the development
           of a template to be used throughout the course as a 
           benchmark for all of the different areas to be assessed.

2       1. Comparison of two markets that have has much in common as
           they do different;  GREYING VS. CHILDREN as targets for 
           advisors.
        2. Who are the advertisers speaking to?  How are these markets
           reached?  What are the similarities and differences?
           FOR NEXT WEEK: Greying vs Children Advertising comparison  
            
3       1. Charity/Non-Profit Marketing - What makes it successful?  
           What are the needs of the organization as well as its
           audience?
           DUE:  Greying vs. Children advertising comparison
                 14% of Final Mark

4       1. Advocacy

5       1. Pharma - Prescription drugs; regulations, changes
           Pharmas Assignment given out:  Comparison of Prescription
           to non prescription ad.

6       1. Pharma - Cosmetics, Health Supplements, Homeopathic 
           remedies

7       1. Business-to-Business - a significant economic force
        2. Trade advertising and promotion
           DUE: Pharma Assignment 15% OF FINAL

8       1. Green Advertising - Food, Healthy lifestyles

9       1.  Green Advertising - Environment
            Assignment given - based upon guest speaker regarding   
            Green Advertising

10      1. Government - Agencies, Boards and Commissions: Federal,
           Provincial, Regional, Municipal
           DUE:   Green Assignment 15% OF FINAL

11      1. Political

12      1. Point of Purchase
        2. Yellow Pages, Classifieds, HR Appointments & Recruitment
           DUE:  Scrapbook of Ad Analysis compiled throughout the
           term.  25% OF FINAL

13      PRESENTATIONS - 30% OF FINAL 

14      PRESENTATIONS - 30% OF FINAL

Sheridan Policies

All Sheridan policies can be viewed on the Sheridan policy website.

Academic Integrity: The principle of academic integrity requires that all work submitted for evaluation and course credit be the original, unassisted work of the student. Cheating or plagiarism including borrowing, copying, purchasing or collaborating on work, except for group projects arranged and approved by the professor, or otherwise submitting work that is not the student's own, violates this principle and will not be tolerated. Students who have any questions regarding whether or not specific circumstances involve a breach of academic integrity are advised to review the Academic Integrity Policy and procedure and/or discuss them with the professor.

Copyright: A majority of the course lectures and materials provided in class and posted in SLATE are protected by copyright. Use of these materials must comply with the Acceptable Use Policy, Use of Copyright Protected Work Policy and Student Code of Conduct. Students may use, copy and share these materials for learning and/or research purposes provided that the use complies with fair dealing or an exception in the Copyright Act. Permission from the rights holder would be necessary otherwise. Please note that it is prohibited to reproduce and/or post a work that is not your own on third-party commercial websites including but not limited to Course Hero or OneNote. It is also prohibited to reproduce and/or post a work that is not your own or your own work with the intent to assist others in cheating on third-party commercial websites including but not limited to Course Hero or OneNote.

Intellectual Property: Sheridan's Intellectual Property Policy generally applies such that students own their own work. Please be advised that students working with external research and/or industry collaborators may be asked to sign agreements that waive or modify their IP rights. Please refer to Sheridan's IP Policy and Procedure.

Respectful Behaviour: Sheridan is committed to provide a learning environment that supports academic achievement by respecting the dignity, self-esteem and fair treatment of every person engaged in the learning process. Behaviour which is inconsistent with this principle will not be tolerated. Details of Sheridan's policy on Harassment and Discrimination, Academic Integrity and other academic policies are available on the Sheridan policy website.

Accessible Learning: Accessible Learning coordinates academic accommodations for students with disabilities. For more information or to register, please see the Accessible Learning website (Statement added September 2016)

Course Outline Changes: The information contained in this Course Outline including but not limited to faculty and program information and course description is subject to change without notice. Any changes to course curriculum and/or assessment shall adhere to approved Sheridan protocol. Nothing in this Course Outline should be viewed as a representation, offer and/or warranty. Students are responsible for reading the Important Notice and Disclaimer which applies to Programs and Courses.

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