Advertising and Promotion
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  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 2003
Prerequisites: N/A
Corequisites: N/A
Pre/Co/Equiv Notes: N/A

Program(s): Cosmetic Techniques & Mgmt
Program Coordinator(s): Ann Callaghan
Course Leader or Contact: Ann Callaghan
Status: Approved (APPR)

Section I Notes: N/A

Section II: Course Details

Detailed Description
This course builds on the business concepts introduced in Year One. The focus is on exploring the advertising and promotional sectors with a specific application to the cosmetic industry. Legal, social, and ethical issues as well as types and roles of various media, creative execution and the advertising budget are examined. Application of the theory and concepts will be related to either a business or creatively directed cosmetic career.

Program Context

Cosmetic Techniques & Mgmt Program Coordinator: Ann Callaghan
This course is important to the Cosmetic Program as it provides students with the opportunity to develop the skills, knowledge, and professional values with regard to advertising and promotional activities in a retail, service oriented, or small business setting.

Course Learning Outcomes
Learning outcomes identify the critical performances, and the knowledge, skills and attitudes that successful students will have reliably demonstrated through the learning experiences and evaluation in the course. Successful students will have demonstrated the following:

* Define advertising and promotion
* Be aware of the social and ethical implications 
  of advertising.
* Define marketplace position and characterize 
  its relationship to advertising.
* Identify a variety of advertising sectors.
* Discuss appropriate budget and financial 
* Recognize effective advertising layout and 
  copywriting techniques.
* Examine advertising laws, regulations, and 
* Identify types and roles of various media.
* Be cognizant of the choice of alternative 
  advertising methods.
* List the types of advertising evaluation 
  methods available.
* Determine the role of advertising in general 
  and the relationship to cosmetics specifically.
* Evaluate advertising for correct application of 
  legal and ethical guidelines.
* Analyze and evaluate an advertising campaign 
  with regard to societal issues.
* Determine the appropriate advertising position 
  for a business.
* Evaluate the scope of advertising sectors.
* Plan and execute effective copywriting and 
  layout techniques.
* Create and implement appropriate budgeting 
* Determine and select the appropriate 
  advertising medium.
* Analyze advertising research/evaluation 
* Plan and implement an effective learner 
  directed seminar.
* Participating in class activities and exercise 
  in a positive and proactive manner.
* Appropriate completion of course material.
* Meeting assigned course and assignment 

Evaluation Plan
Students demonstrate their learning in the following ways:

Media Kit/or Test                   Week 9             30%
Seminar                             Week 10-13         30%
In class activities and exercises   Ongoing            15%
Independent Case Book               Week 13            25%
                                             TOTAL    100%

ASSIGNMENT CRITERIA:  See the end of Section III


1.  Students who miss a test for unforeseen circumstances with an
    acceptable and, where requested, documented explanation can write
    a make-up test with no penalty.  There may be time limits
    concerning the writing of the make-up test.  Students who are not
    able to submit assignments on time due to health or medical 
    reasons need to negotiate with the professor ahead of time or, if 
    that is not possible, submit documented explanation.

2.  Late Assignment Penalty:  Students who fail to submit work on 
    time or in the format requested, are subject to the late 
    assignment penalty.  The penalty is a 10% per day reduction in the
    value of the student's grade for up to five business days
    (excludes weekends or holidays).  After that point, the work is
    worth zero percent.

3.  Students are expected to keep a copy of the assignment and/or
    working notes for each assignment until the grade has been
    received.  The professor may ask for submission of the working
    notes at any time during the course.
Provincial Context
The course meets the following Ministry of Training, Colleges and Universities requirements:


Generic Skills
Generic Skills emphasized in the course:

X communication - written X communication - oral X communication - visual
X analytical X creative thinking X decision making
X interpersonal   numeracy X organizational
X problem solving X technological   other (see below)

Notes: N/A

General Education
This General Education course relates to the following themes as specified by the Ministry of Training, Colleges and Universities.

  asthetic appreciation   social understanding
  civic life   understanding science
  cultural understanding   understanding technology
  personal development   work and the economy

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 2003
Professor: Multiple Professors
Recommended Reading:
The Advertising Handbook for Small Business; Self 
Counsel Press; Dell Dennison
Canadian Advertising in Action; Prentice Hall 
Canada; Keith J. Tuckwell

Applicable student group(s): Cosmetic Techniques and Management Instructors: Ann Callaghan & Catherine Doherty
Course Details:
WEEK 1  
Course Overview
Introduction to Advertising
Ad review
Video: International Commercials

Advertising Laws and Guidelines 
Seminar Planning and Topic Selection 
Ad review
Video: Half Truths (bring magazines to class)

WEEK 3  
Current industry issues/Trends/Tools
Positioning Your Business & Yourself
Ad review

WEEK 4  
Advertising and Societal Issues
Intro to Design, Media Kits
Advertising Response
Ad review (bring magazines to class)

WEEK 5  
Media Selection and Advertising Budgets (Handouts)
Ad review

WEEK 6  
Effective Fonts & Copywriting, C.R.A.P.
Ad review (bring newspapers to class)
Copywriting workshop

WEEK 7  
Elements of Graphic Design - Grids, Layouts, Your Portfolio as a Tool
Ad review
Activity - Portfolio Guest Speaker T.B.A.


Field Practicum - NO CLASS
Direct Advertising/Alternative Media Independent Study

WEEK 9  
Test/Media Kit Due

WEEK 10  
Alternative/Specialized Forms of Communication
Promotion and Publicity 
Seminar Preparation
Ad review

WEEK 11  
Seminars 1, 2 and 3
Ad review

WEEK 12 
Seminars 4, 5 and 6
Ad review

WEEK 13  
Seminars 7 and 8 - Independent Case Book DUE
Ad review

WEEK 14  


ASSIGNMENT CRITERIA:  All details to be provided under separate cover.

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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