ADVG17005
The Business of Advertising
Sheridan
 
  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: Winter 2021
Prerequisites: N/A
Corequisites: N/A
Equivalents: N/A
Pre/Co/Equiv Notes: Program acceptance, entrance requirements

Program(s): Advertising and Marketing Comm, Advertising/Marketing CommMgmt
Program Coordinator(s): Marc Doucette
Course Leader or Contact: Yvonne Dineen
Version: 20210118_00
Status: Approved (APPR)

Section I Notes: N/A

 
 
Section II: Course Details

Detailed Description
Students explore the role of advertising and the advertising agency and the steps associated with the communication planning process. Students examine the cultural underpinnings to modern communications, including its pervasive influence on broader societal attitudes, ethics, stereotypes and norms. Students also identify the core elements of marketing communication and consumer behaviour and use this information to develop marketing communication objectives and strategies and gain the confidence to prepare and present an advertising pitch.

Program Context

 
Advertising and Marketing Comm Program Coordinator(s): Marc Doucette
This course is fundamental to the basic understanding of advertising and marketing communications including its importance and vitality as an industry, its various types and forms, where it fits within the realm of marketing, and its role as a marketing communications tool. This course is the foundation upon which learning and experiences in other Advertising and Marketing Communications Program courses build.

Advertising/Marketing CommMgmt Program Coordinator(s): Marc Doucette
This course is fundamental to the basic understanding of advertising and marketing communications including its importance and vitality as an industry, its various types and forms, where it fits within the realm of marketing, and its role as a marketing communications tool. This course is the foundation upon which learning and experiences in other Advertising and Marketing Communications Program courses build.


Course Critical Performance and Learning Outcomes

  Critical Performance:
By the end of this course, students will have demonstrated the ability to prepare a basic advertising campaign.
 
Learning Outcomes:

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

  1. Explain the communication process.
  2. Describe a basic communications model and the marketing communications planning process.
  3. Apply pertinent data from the industry and consumer marketplace in the development of advertising recommendations.
  4. Explain the relevance and importance of research to Advertising.
  5. Describe the role and types of advertising agencies.
  6. Formulate the core idea for an advertising campaign.
  7. Identify a brand's key benefit.
  8. Develop an effective advertising objective for a specified brand.
  9. Develop an effective "big idea" advertising recommendation for a specified brand.
  10. Consider the advantages and disadvantages of a proposed advertising strategy.
  11. Deliver an effective advertising recommendation presentation.
  12. Demonstrate contributions to effective group processes for idea development and problem solving.

Evaluation Plan
Students demonstrate their learning in the following ways:

 Evaluation Plan: IN-CLASS
 Individual Evaluations: Mid-term test20.0%
 Individual Evaluations: Final test20.0%
 Individual Evaluations: Assignment 15.0%
 Individual Evaluations:Quiz5.0%
 Group Evaluations: Assignment 220.0%
 Group Evaluations: Workshop5.0%
 Group Evaluations: Assignment 325.0%
Total100.0%

Evaluation Notes and Academic Missed Work Procedure:
All courses within the Advertising and Marketing Communications - Management program use the same late penalty policy. The penalty for a late assignment is 10% of the total value of the assessment for the first 24-hour period after it is due. For every additional 24-hour period, 20% will be deducted. After the third day (72 hours), the grade will be recorded as a zero (0) for that evaluation. There will be no resubmission of work unless, under exceptional circumstances, this has been agreed to or suggested by the instructor. A student must average at least 50% on the non-group components of the evaluation plan (as well as at least 50% overall) in order to receive credit for this course.

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


 

Essential Employability Skills
Essential Employability Skills emphasized in the course:

  • Communication Skills - Communicate clearly, concisely and correctly in the written, spoken, visual form that fulfills the purpose and meets the needs of the audience.
  • Communication Skills - Respond to written, spoken, or visual messages in a manner that ensures effective communication.
  • Critical Thinking & Problem Solving Skills - Use a variety of thinking skills to anticipate and solve problems.
  • Critical Thinking & Problem Solving - Apply a systematic approach to solve problems.
  • Information Management Skills - Analyze, evaluate, and apply relevant information from a variety of sources.
  • Information Management - Locate, select, organize and document information using appropriate technology and information systems.
  • Interpersonal Skills - Show respect for the diverse opinions, values, belief systems, and contributions of others.
  • Interpersonal Skills - Interact with others in groups or teams in ways that contribute to effective working relationships and the achievement of goals.
  • Personal Skills - Manage the use of time and other resources to complete projects.
  • Personal Skills - Take responsibility for one's own actions, decisions, and consequences.
  • Numeracy - Execute mathematical operations accurately.

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):

  • Portfolio
    Notes:  

 
 
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.
Instruction Mode: In-Class
Professor: Multiple Professors
Resource(s):
 TypeDescription
RequiredTextbookCanadian Advertising in Action, Tuckwell, Keith, Pearson Canada, 11th edition, 2017

Applicable student group(s): Advertising & Marketing Communications Management
Course Details:

Module 1: The Advertising Environment

  • Course introduction
  • Advertising relationship to marketing and marketing communications
  • Significance of advertising industry
  • Advertising agency overview - role, types, and compensation models
  • Forms of advertising
  • Presentation of favourite ad: 5%

Module 2: Consumer Culture and Advertising Law and Ethics

  • Consumer culture
  • Issues in contemporary advertising
  • Canadian Regulatory Agencies and Associations
  • Consumer Culture and Advertising Group Presentation 20%
  • Quiz 5%

Module 3:  Consumer Behaviour and Target Marketing, and their Relevance to Advertising

  • Consumer behaviour essentials
  • Identifying and selecting consumer target market
  • Mid-term test: 20%

Module 4:  Positioning, Consumer Insights, Unique Selling Points (USPs) and Emotional Selling Proposition (ESP)

  • Difference and significance
  • Brand positioning strategies and positioning statement
  • Review of industry resources

Module 5:  Advertising Planning

  • Marketing Communication Planning overview
  • Objectives and strategies
  • The Big Idea
  • The Pitch
  • The Pitch Workshop 5%

Final test: 20%

Final Assignment - 25%



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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