Course: Advertising And Sales Promotion Course ... - SaigonTech

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Nov 30, 2012 ... advertising and sales promotion, principles and practices. The course ... 4.2 Students' project: advertising plan and final artwork for a product/ ...

Course: Advertising And Sales Promotion Course CRN: 32737 Course Code and name: MRKG 2349, Advertising and Sales Promotion ADSP Instructor: Tran Hung PhD., MBA Email: [email protected] Room: 604, Appointment is requested (Every Mondays & Fridays) HP: 0918-299-964 Semester: Fall 2012 Campus & Room Location: Quang Trung Tower, Class ADSP R204 Time: Fri - 13:00 - 16: 10 From: Sept 17th, 2012 - Jan 7th, 2013 Credit: 3 (lecture) Course Description: This course provides an overview on intergrated marketing communications focusing on advertising and sales promotion, principles and practices. The course emphasizes on using multimedia in persuasive communication. It also covers issues related to customer behavior, advertising budgeting and regulatory constraints in advertising Program Learning Outcomes 1. Explain the environmental factors which influence consumer and organizational decisionki process. making 2. Identify the marketing mix components in relation to market segmentation 3. Outline a marketing plan 4. Identify the elements of the communication process between buyers and sellers in business. 5. Utilize marketing research techniques to resolve into competitive marketing decisions. Course Student Learning Outcomes SLO: After the course course, students are expected to be able to SLOs

Course Objectives

1. Outline the principles, practices, and the use 1.1 Define goals, objectives and categories of of multi-media in persuasive communication. advertising (chapt 2) 1.2 Identify the relationship of the advertising spiral (chapt 3) 1.3 Describe strategic planning methods (chapt 3) 1.4 Identify the roles of television, radio, newspapers, magazines, out of home advertising, internet and direct response as advertising media (chapt 8, 9, 10, 11, 12, 13) 1.5 Describe the various segments of television, p p g radio, newspapers, magazines, out of home advertising, internet and direct response viewing (chapt 8, 9 ,10,11, 12,13) 1.6 Discuss the complementary roles of sales promotion and advertising (chapt 14) 1.7 Describe the various formats and executions of sales promotion (chapt 14)

2. Establish promotional strategies, goals, and objectives within budget constraints and regulatory agencies with concerns to specialized aspects of advertising, such as social effects, economic effects, and ethical considerations.

3. Create a multi-media campaign based on research for a specific product or service.

4. Start developing personal skills in advertising d ti i

2.1 Define prime prospects (chapt 4) 2.2 Explain integrated marketing management (chapt 6) 2.3 Differentiate marketing goals versus advertising goals (chapt 6) 2.4 Explain how advertising budgets are set (chapt 6) 2.5 Define basic functions of the media planner (chapt 7) 2.6 Explain the relationship between media planning and target marketing (chapt 7) 2.7 Describe various rating systems to measure audiences of media (chapt 8, 9, 10, 11, 12, 13) 3.1 Identify the nature and the use of appeals (chapt 16) 3.2 Describe elements of a creative work plan (chapt 16) 3.3 Construct concepts and executional ideas (chapt 17) 3.4 Contrast left brain and right brain ideas (chapt 17) 3.5 Explain principles of design (chapt 17) 3.6 Demonstrate elements of the complete advertising campaign (chapt 22) 4.1 Weekly students are requested to collect advertisng and give comments on predefined topics related to advertising principles 4.2 Students' project: advertising plan and final artwork for a product/ service

Textbook: • Lane, King, & Russell (2008). Kleppner’s Advertising Procedure. (17 ed.) NJ: Prentice Hall.

Additional Reading:(1) Terence A Shimp (1997) Advertising and Promotion 4th edi., The Dryden Press, chapt 10, 11,13 (2) George Belch a d Michael A Belch (1998): Advertising and Promotion 6th ed., McGrawHill, Chapt 8 8, 9 and 10) Types of Instruction: * Lecture: 50% * Class & Group discussion/presentation: 50% * Students are encouraged to read the topic in advance not only to know new english lexicon but also to think critically the contents. Home essays and exercises help students to understand the subject profoundly, as well as to gain some extra scores for the course. Email exchanges g with instructor and classmates are welcomed. Home essays are posted on weekly basis in moodle. Follow up of class activities, instructor's guides is via moodle. Course Policies * Students are expected to take exam on the scheduled dates. Make-up exams are not guaranteed. Late assignment is not allowed unless there is a written compromise amongst groups and instructor * Class attendance is important. Generally, the course material is covered in the textbook; however, lectures and small group discussion clarify the textbook material, update students with vietnam situation and develop necessary skills for future career * To avoid disruption of class, tardiness more than 10mn without advance notice is not granted. On the other hand, students can leave class 10mn after due time if instructor is not shown in class (without notice) * Cheating and Plagiarism: refer to Students' guidebook Grade Scheme * Home essays * Presentation: Additional reading * Mid term test * Project: Advertising plan & strategy; Final artwork of an advertising Total Final Grade A B C D F

15% 25% 30% 30% 100%

Final Score 90 - 100 80 - 89 70 - 79 60 - 69 0 -59

Timetable & contents Topic




21-Sep p

Introduction to course, Project Assignment & Discussion Chapt 2: Background of Advertising - Roles of Advertising



Chapt 3: Advertising Spiral and Brand Planning (Supplementary Reading: Planning the Advertising - Positioning pp 136 -150


Chapt 6: The Advertiser's Marketing and Advertising Operation (Supplemetary Reading: Full service agency, traditional agency organisation, other agency service. Pp 166 - 172; 184 - 188)



Chapt 7: Media Strategy (Supplementary Reading: Chapt 13 Terance Shimp; Chapt 10 George and Michael)





7 8

2-Nov 9-Nov


Chapt 8: TV 16-Nov (Supplementary Reading: Chapt 19: Problem with TV (590); Copy development and Production Timetable - Creating Commercial (592- 605)


Chapt 9: Radio 23-Nov (Supplementary Reading: Chapt 20: Nature of Medium (624 -626); Creating Radio Commercial (626 - 639)



Chapt 10 & 11: Newspapers and Magazines (Supplementary Reading: Chapt 18: Summary (587)



Chapt 12 & 13: Out of Home Advertising and Internet and Direct Response

13 14

14-Dec Chapt 14: Sales Promotion 21-Dec Chapt 14: Sales Promotion (continued)


28-Dec Project Presentation


Chapt 16: Creating the Message (Supplementary Reading: Chapt 11 Terance Shimp; Chapt 8 & 9 George d Mi h l) Chapt 17: The Total Concepts: Words and Visuals (Supplementary Reading: Chapt 10 Terance Shimp) Project preparation: The Complete Campaign Mid term Exam MCT & Essays Chapt 2, 3, 6, 7,16 and 17

16 1//2013 Project Presentation Schedule could be modified by instructor according to course progress


Type MCT Mid Term Essay

End Term


Number of questions/duration 30/40mins 2/75mins Plan and Strategy

Open/close book Close Open Advertising plan and strategy, Final artwork of Artwork an advertising

Points 30 70 60 40

Chapt 2, 3, 6,7, 16 and 17