COURSE SYLLABUS: ADVERTISING I
Location: Heredia, Costa Rica
Partner Institution: Universidad Latina Heredia (Latina University Heredia)
Course Title (English): Advertising I
Course Title (Spanish): Publicidad I
Sessions Offered: Semester
Instructional in: Spanish
Classroom Contact Hours: 45
College Credit (Semester Credit Hours): 3 credit hours
College Credit (Quarter Units): 4 quarter units
Prerequisites: Advanced Spanish I
Course Code: BBP100
Course Description
To orient to the students in the basic concepts of the advertising process, a function that fulfills such an influential and persuasive variable in the process of the decision to purchase in the consumer. Advertising developed in a specific historical context and through time it has fulfilled determined functions, which require a clear methodology and systematic process, in which the research and the due justification of the creative proposals and consumer behavior are key for the success of the process of advertising communication. This course provides the basic tools that the future advertising professional must know and apply.
Course Objectives
General Objectives:
To analyze the basic concepts of the profession, including the main protagonists in the advertising process of and introduce them to the field of Advertising and Public Relations.
Specific Objectives:
• To foment in the student an analytical and critical capacity in current advertising
• To develop the creative thought
• To offer a general approach to the advertising environment
• To identify abilities for practical performance in advertising in the students
• To include/understand the origins, context and basic concepts of advertizing
Program Schedule
Course Structure:
5.1. UNIT I, Introduction to Advertising
5.2. UNIT II, Advertising in relation to the Marketplace
5.3. UNIT III, Protagonists in Advertising
5.4. UNIT IV, The Advertising Process
6.1. UNIT I, Introduction to Advertising
Specific objective: • To analyze the history of the advertising (origins and evolution), definition, types, function, social phenomena.
Subjects: • Historical precedents, functions and types of advertising.
6.2. UNIT II, The Advertising in relation to the Marketplace
Specific objective: • To recognize the area of action and development of the advertising activity.
Subjects: •Advertising in market research, the advertising spiral, the planning of marks and marketing.
6.3. UNIT III, Protagonists in Advertising
Specific objective: • To recognize each one of the protagonists in the process, as well as to identify clearly its roles, needs and responsibilities in the delivery of the message.
Subjects: • The consumer, the means, the client and the advertising agency.
6.4. UNIT IV, The Advertising Process
Specific objective: • To involve each student in an analytical, participatory and experiential way in each of the stages of the advertising process
Subjects: • Research, planning: briefing, creative strategy; execution: creativity, production, positioning of rule; evaluation: monitoring metrics and results.
Course Activities
MODULE & THEMES | PROFESSOR ACTIVITIES | STUDENT ACTIVITIES | SESSION |
Presentation of course material by the professor Module I: Introduction to advertising Subjects: Historical antecedents | Presentation and dynamic activity. Description of the program and methodology of the course. History of Advertising | Active participation by the students in the content of the program and the proposal of subjects. Expectations of the course and the profession. Analysis and discussion of current advertising. Reading: Pages 5 to 28, Kleppner Advertising | 1 |
Module I: Introduction to advertising Subjects: Functions and Types of Advertising Module II: Advertising in relation to the Market Subjects: Advertising in the marketing research mixture | What is advertising, marketing research, goods, services? Importance, functions, use, types of advertising. Communication of marketing research: personal sale, public promotion of sales, relations, advertising | Constant participation of the student with questions and commentaries. Delivery First Mini Card of reading, Pages 31 to 66, Kleppner Advertising | 2 |
Module II: Advertising in relation to the Market Subjects: The Spiral of advertising Planning of Marks | Service life of the product, Spiral of advertising Function, creation and positioning of the marks Product differentiation | Constant participation of the student with questions and commentaries. Delivery Second Mini Card of reading | 3 |
Module II: The Publicity in relation to the Market Subjects: Marketing Module III: The Advertising Protagonists Subjects: The Consumer | Direction to the product, consumer. Use of demographic, psychographic data, among others. Process of decision making | Constant participation by the student with questions and comments. Delivery of Second Mini Card reading. | 4 |
Module III: The Advertising Protagonists Subjects: The Means Kleppner Advertising | Visiting Presentation Press, radio, televisión, others | Constant participation by the student with questions and comments. Delivery Third Mini Card of reading, Pages 229 to 377, in Kleppner Advertising | 5 |
Module III: The Advertising Protagonists Subjects: The Client Agency of Advertising | Departments of Accounts, Means, Production, Traffic, Creativity, Design and Final Art | Constant participation by the student with questions and comments. Delivery and analysis of the first research Project. | 6 |
PARTIAL EXAM | FIRST PARTIAL EXAM | EVALUATED ON THE SUBJECTS SEEN IN CLASS AND THE CONCEPTS FROM THE TEXT BOOKS | 7 |
Module IV: The Advertising Process Subjects: Investigation Planning | Investigation in advertising Briefing, creative strategy and means strategy Planning of the press announcement (to title, visual slogan, elements, typography, etc.) | Constant participation by the student with questions and comments. Reading: pages 533 to 449 in Kleppner Advertising | 8 |
Extra class Walls A quota for the passage will take shelter of bus | It visits a radio broadcasting station and agency of advertising | List will go and class is worth by two lessons Second Research Project | 9 & 10 |
Module IV: The Advertising Process Subjects: Execution Evaluation | Process of creation of commercial and others. Monitoring and control of advertising | Constant participation by the student with questions and comments. Reading: Pages 610 to 563 Kleppner Advertising Delivery Fourth Mini Card of reading, Pages 477 to 506, Kleppner Advertising | 11 |
Applied Practical Quiz | Applied Practical Quiz ADVANCED REVIEW | Practical Quiz FINAL PROJECT | 12 |
PARTIAL EXAM | PARTIAL EXAM | EVALUATED ON THE SUBJECTS SEEN IN CLASS AND THE CONCEPTS FROM THE TEXT BOOKS | 13 |
Final Research Project | Evaluation of Final Research Project | Formal presentation of research project | 14 |
Course Methodology
The course is developed with participatory lessons with the student and professor, with previous reading of each module on the part of the students. Also, diverse techniques are applied that help in the development of the content and therefore in the achievement of the objectives, where the student will construct his own knowledge. Mini Card models of knowledge will be developed in order for the students to analyze, debate, and evaluate specific subjects and those of national interest. The student will research different regulating organizations and/or monitor the advertising activity in our country and participate in opinion forums. In addition, written work and group exhibitions will be carried out, also, experts in the field will be invited as guest lecturers, with the objective being to development a professional atmosphere.
Course Evaluation
Projects: The evaluation that is applied to each project (research project and final project) presents/displays in three modalities: a) The evaluation realized by the professor. b) The co-evaluation realized by the student altogether with the expository group. c) The self-evaluation realized by each student in its participation in the projects like member of the expository group.
Percentage Distribution
Concept | Percentage |
Mini knowledge cards | 10% |
First Exam | 20% |
Second Exam | 20% |
Practical Quiz | 10% |
First Research Project | 10% |
Second Research Project | 10% |
Final Project | 15% |
Participation and Attendance | 5% |
TOTAL | 100% |
Rules, Conduct, Guidelines, Special Recommendations
Classes start on time. Arriving more than 10 minutes late is equivalent to being tardy. Three tardies equal one absence. Students who arrive more than 30 minutes late are marked absent. A student who accumulates three (3) or more absences fails the course.
All assignments must be handed in on the due date.
Exams must be taken on the assigned date and will only be made up in case of documented emergencies. If an emergency occurs, it is the student’s responsibility to communicate with the professor and make arrangements.
There is a 17,000 colon charge for make-up tests/activities which require the professor´s presence.
The University provides, upon request, appropriate academic adjustments for qualified students with disabilities. Any student with a documented disability (physical or cognitive) who requires academic accommodations should contact the Academic Coordinator as soon as possible to request an official letter outlining authorized accommodations. Approved accommodations will not change the basic elements of the course/class.
Bibliography (Text and Materials)
Basic:
- Russell, Thomas, Lane, W. Ronald y Whitehill King, Karen. Kleppner Publicidad. Décimo Sexta Edición. México: Pearson Prentice Hall Hispanoamericana, S.A. 2005
Complementary:
- Arens, William F. Publicidad. Sétima edición. México Mc Graw Hill., 2000
- Thomas C. O´Guinn, Chris T. Allen, Richard J. Semenik. Publicidad y comunicación integral de marca. Tercera edición. México: Internacional Thomson Editores S.A., 2004
- Dominick, Joseph R. La Dinámica de la Comunicación Masiva. Sexta Edición. México: Mc Graw Hill / Interamericana Editores, S.A. de C.V. 2001
Contact Information:
SOL EDUCATION ABROAD
EMAIL: info@soleducation.com
WEB: www.soleducation.com
PHONE: 512.380.1003
FAX: 512.287.4886
MAIL: 503 Oakland Ave. Austin, TX 78703
(Translation of the syllabus from the Universidad Latina, Heredia)
Page of Copyright © Sol Education Abroad