Republic of the Philippines

PALAWAN STATE UNIVERSITY

College of Arts and Humanities
Puerto Princesa City

INSTITUTIONAL COURSE SYLLABUS TEMPLATE

Approval Sheet

Course Title: Advertising Principle and Practice

Course Code/ Number: AVC 32

Revision Level Effectivity Date Details of Origination/ Revision Author/ Subject Matter Expert
000 BANTILLO, BALTAZAR A.

Prepared by Recommending Approval Approved

_____________________________________________ _________________________________________
Name and Signature of Faculty Member Name and Signature of Department Chairperson Name and Signature of College Dean
Date: Date: Date:
 INSTITUTIONAL COURSE SYLLABUS

COURSE SYLLABUS IN PHILIPPINE ECONOMIC DEVELOPMENT

PSU Vision A premier State University in Southeast Asia that provides excellent and relevant higher education for sustainable development.
PSU Mission The Palawan State University is committed to upgrade the quality of life of the people by providing quality higher education opportunities
through excellent instruction, research, extension, production services and transnational collaboration.
PSU Shared Values E – Excellence; L – Leadership; A - Advocacy for Sustainable Development; S – Social Responsibility; T – Teamwork ; I – Integrity ;
C – Commitment
Institutional Outcomes The Palawan State University graduates are expected to be agents of change, creative and critical thinkers, effective communicators,
research-oriented learners, and value laden individuals.
Students in the discipline must exhibit the following competencies at the end of the undergraduate program. Graduates should be able to:

1. Compare, contrast and classify the major competencies in the discipline.

2. Recognize and define the distinctiveness of the discipline, its subfields, theories and methods.
Program Outcomes 3. Design and execute research inquiries using appropriate quantitative and qualitative methods guided by theories or conceptual
frameworks.
4. Demonstrate written, visual and oral presentation skills to produce and present analytical reports.
5. Critique, judge and respond to current issues and problems based on a substantive understanding of the historical and contemporary
developments in the national or global contexts.
6. Develop a predisposition towards ethical political involvement ad practice in various forms and on different levels of engagement.

College Goals To be the center of excellence for continuous development of culture, arts and humanities.

Program Objectives
Course Title
Course Code/ Number

Course Description
Credit Units 3.0

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 INSTITUTIONAL COURSE SYLLABUS

Course Prerequisites NONE

Link to Program
Outcomes Course Outcomes Program Outcomes
a b c D e f
Identify, analyze and criticize the advertising environment.
Critically examine the role in advertising and brand
promotion
Apply the basic principle and practice of advertising
Apply various techniques in producing Advertisments

Legend (for program outcomes):

I- Introduced concepts/ principle P- Practiced with supervision D- Demonstrated across different settings with minimal supervision

Course Outcomes At the end of the semester, students are expected to:
1. To understand what advertising is and its role in advertising and brand promotion and the economic effects of advertising.
2. To understand the structure of the advertising industry.
3. To identify, analyze, and understand the advertising environment.
4. To prepare the advertising message and fully integrate the creative process.
5. Understand the importance of placing the message in conventional and “new” media.
6. To demonstrate students an appreciation of Advertising and Marketing Communications development focusing on the CLIENT’s
perspective
7. To evaluate and critique creative work presented to them by Creative Advertising Agencies.
8. To describe the various media elements that can be employed in an advertising campaign and when they should be utilized.
9. To produce Print and Electronic media advertisements.

Course Format The teaching-learning strategies or activities that will be used in the course are the following:
a. Lecture or discussion aided by power point presentation or board and marker;
b. Paper-Pencil Test;
c. Paper-Pencil Examination;
d. Research paper and Position Paper;
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 INSTITUTIONAL COURSE SYLLABUS

e. Case Analysis
f. Group Report
g. Producing Print, Radio and TV as well as online advertisements

LEARNING PLAN
Intended Learning
Time Course Content/ Subject Teaching and Learning Resource Textbooks/
Course Outcomes Outcomes Assessment Tasks
Frame Matter/ Topic Activities Materials References
A. Introduction Advertising &
Activities to do: Video Clip IMC:
Define advertising and  Advertising and ORAL PRESENTATION Principles
distinguish it from other Integrated Marketing and Practice,
Mashable
forms of marketing Communication: The Illustrate the functions of Evaluation Requirements: 9th edition,
Brand X
communications. relationship and the advertising in a free-market Moriarty,
Week https://www.y Sandra;
difference economy.
1-2 outube.com/ Mitchell,
Explain Advertising and watch?v=7d3 Nancy D.;
Integrated Marketing  The Evolution of Questions to Pose: Rubrics for Rendering Oral Report: Wells, William
VAYGnXjY
Communication (IMC): Advertising D., Pearson
The relationship and the 1. What are the six key Organization of Thought 20% Education,
difference  Types of Advertising components of the Clarity of Discussion 20% Inc., 2012.
TEDx Talks
definition of Grammar 10% Published on
Identify and understand  Roles and Functions advertising? Report Content 50% Nov 11, 2015 A Advertising
the key players and their of Advertising ___________________________ https://www.y & Promotion:
roles in creating 2. Under what conditions Total 100% outube.com/ An Integrated
advertising  The Advertising might advertising not be watch?v=7d3 Marketing
Development paid for? VAYGnXjY Communicatio
Describe the impact of Process ns
advertising Perspective,
(11e), George
on society.  The Key Players in Textbook
PAPER-PENCIL TEST E. Belch &
Advertising
Michael A.
Analyze and describe the
Power Point Belch,
Roles and Functions of
Presentation McGraw-Hill
Advertising.  The Business of Education, 2
Advertising Penn Plaza,
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 INSTITUTIONAL COURSE SYLLABUS

Handouts/Re New York, NY

ading 10121.
Materials (Chapter 1)

M: Advertising,
(2e) William F.
Arens, David
H. Schaefer,
Michael F.
Weigold,
McGraw-Hill
Education,
2015 (Chapter
1)

B. Organizing for Questions to Pose Advertising &

Identify the types of Case Problem Analysis 1. Discuss how disruptions being IMC:
Advertising and
advertising agencies and Promotion: The Role created by the digital revolution Principles and
the roles they play. are impacting advertising Practice, 9th
of Ad Agencies and CAN ADVERTISING Textbook edition,
Other Marketing agencies. What changes do
Describe how companies AGENCIES advertising agencies need to Moriarty,
Communication SURVIVE THE DIGITAL Sandra;
organize for advertising Organizations make to respond to the impact
REVOLUTION? Mitchell,
and integrated marketing of digital technology? Power Point Nancy D.;
communications Organizing for Advertising 2. What are the challenges facing Wells, William
Week Presentation
functions. and Promotion in the Firm: traditional, fullservice D., Pearson
3-4
The Client’s Role advertising agencies given the Education,
Compare the advantages Rubrics for Assessment changes occurring in the area
 The Centralized Inc., 2012.
and disadvantages of Organization of Thought 20% of integrated marketing
System
different ways to organize Clarity of Discussion 20% communications? It has been
 The Decentralized
for advertising and Grammar 10% argued that the traditional
System Report Content 50% Handouts/Re
promotion. model of a full-service, lead Advertising &
 In-House Agencies ___________________________
agency is becoming obsolete. ading Promotion: An
Total 100% Materials
Do you agree or disagree with Integrated
Advertising Agencies this position? Marketing

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 INSTITUTIONAL COURSE SYLLABUS

Explain how to select,  Agency Consolidation 3. Discuss the pros and cons of Communicatio
compensate, and evaluate  The Ad Agency’s Role using an in-house advertising ns
Perspective,
advertising agencies.  Types of Ad Agencies agency. What are some of the
(11e), George
 Other Types of reasons why companies might
E. Belch &
Identify the role and Agencies and change from using an in-house
Michael A.
functions of specialized Services agency and hire an outside Belch,
marketing communication  Agency agency? McGraw-Hill
organizations. Compensation 4. Discuss the challenges Education, 2
advertising agencies face Penn Plaza,
Compare the pros and Commissions from Media in negotiating compensation New York, NY
cons of using an  Fee, Cost, and structures with their 10121.
integrated marketing Incentive-Based clients when the procurement
services agency. Systems department becomes
 Percentage Charges involved in the process. How
might an agency
 The Future of Agency
respond to clients who demand
Compensation
to see their labor
costs, overhead, and profit
Evaluating Agencies
margins as part of the
 Gaining and Losing
negotiation process?
Clients

Specialized Services
 Direct-Marketing
Agencies
 Sales Promotion
Agencies
 Agency versus Client

The Communication Advertising &

SHORT ESSAY
Process Video Clip: Promotion: An
Describe the Discuss the award-winning
https://www.you Integrated
Week communication process  The Nature of “Like a Girl” campaign
tube.com/watch Marketing
5-6 and its role in IMC. Communication developed by the Leo Burnett
?v=WZ0qJWNfu Communicatio
 Basic Model of agency for Procter & Gamble’s
R8 ns
Communication Always brand. Perspective,
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 INSTITUTIONAL COURSE SYLLABUS

Compare and contrast  Source Encoding 1. Why do you think this campaign Marketing 91 (11e), George
the basic model of the  Message Case Problem Analysis was so successful and resulted Published on E. Belch &
Michael A.
communication process.  Channel in such a strong viral response Jan 7, 2017 Belch,
 Receiver/Decoding among consumers?
McGraw-Hill
Discuss the role of word-  Noise HOW A VIRAL CAMPAIGN 2. Explain the concept of viral Education, 2
of-mouth influence and  Response/Feedback FOR ALWAYS marketing and how it relates to Penn Plaza,
viral marketing.  Analyzing the CHANGED THE MEANING word-of-mouth communication. New York, NY
Receiver OF “LIKE A GIRL” Find an example of a company 10121.
Discuss and describe that used viral marketing Video Clip:
 Identifying the Target
consumers’ cognitive successfully and one that https://www.you
Audience
processing of marketing encountered problems when
 The Response tube.com/watch
communications. using this technique.
Process ?v=dQNRWF1B
Describe the influence of  Traditional Response Evaluation Requirements: aTc
social media on the Hierarchy Models Evaluation Requirements:
consumer decision  Alternative Response Organization of Thought 20%
PowerPoint
Organization of Thought 20% Clarity of Discussion 20%
process. Hierarchies Grammar 10%
Clarity of Discussion 20%
 Implications of the Grammar 10% Report Content 50%
Analyze receivers’ Alternative Response Report Content 50% ___________________________ Textbook
Models ___________________________ Total 100%
responses to marketing
communications and their  The Social Consumer Total 100%

implications Decision Journey Handouts/Re

for promotional planning  Cognitive Processing ading
and strategy. of Communications Materials
 The Cognitive
Response Approach
 The Elaboration
Likelihood Model
Advertising &
MEDIA PLANNING AND Discussion: PowerPoint Promotion: An
Define the key Discuss some of the Group Oral Presentation:
STRATEGY Integrated
terminology Marketing
Week
in media planning.  An Overview of advantages of using
Media Planning and Strategy Communicatio
7-8 Media Planning programmatic media Textbook ns
Explain how to develop a  Developing the buying. Given that the The media landscape is rapidly
Perspective,
(11e), George
media plan. Media Plan majority of digital changing. E. Belch &
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 INSTITUTIONAL COURSE SYLLABUS

 Establishing Media display ads are purchased  Explain what is meant by this Handouts/Re Michael A.
Belch,
Describe the purpose of Objectives this way, do you think this statement. Then discuss some ading
McGraw-Hill
media objectives. of the reasons why this is Materials
 Developing and will be the only method Education, 2
occurring. Penn Plaza,
Compare and contrast Implementing media buyers use in the Video Clip: New York, NY
the characteristics of Media Strategies future?  What can traditional media do to https://www.y 10121.
Advertising &
various media.  Evaluation and continue to exist? A number of outube.com/ IMC: Principles
Follow-Up studies have examined the role watch?v=e41C and Practice,
Develop and implement  Characteristics of that personality and/or other ybwtPJI 9th edition,
media strategies. personal characteristics may Moriarty,
Media Right Media Sandra;
have on consumers’ media Plan Mitchell,
usage. Discuss some of these Published on Nancy D.;
studies. Do you think that these Sep 27, 2015 Wells, William
characteristics may have an D., Pearson
impact, Education,
Inc., 2012.
or should marketers rely primarily on
demographic characteristics?

Discuss the value of Group Presentation PAPER-PENCIL TEST Advertising &

setting objectives for ESTABLISHING OBJECTIVES Textbook Promotion: An
advertising and promotion. Integrated
AND BUDGETING FOR Questions to Pose:
Are social, digital, and Marketing
THE PROMOTIONAL 1. Explain why it is so difficult Communicatio
Describe the relationship mobile media changing the to directly measure the ns
between promotional PROGRAM
ways marketers use impact of advertising on Power Point Perspective,
Week objectives and marketing  The Value of consumer funnels—or are sales. What factors may
(11e), George
9-10 objectives. Presentation E. Belch &
Objectives
these funnels even inhibit this determination? Michael A.
 Determining Integrated Belch,
Compare the value of relevant?
sales objectives and
Marketing 2. Explain some of the reasons McGraw-Hill
Education, 2
communications objectives Communications Rubrics for Assessment
marketers are shifting their Penn Plaza,
as goals for promotional Objectives budget allocations from New York, NY
programs. Organization of Thought 20% traditional to digital and 10121.
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 INSTITUTIONAL COURSE SYLLABUS

 DAGMAR: An Approach Clarity of Discussion 20% social media. What are Handouts/Re
Relate the process of Grammar 10%
some of the advantages ading Advertising &
to Setting Objectives Content 50% IMC: Principles
budgeting for IMC. and disadvantages with this Materials
 Problems in Setting ______________________
reallocation?
and Practice,
Objectives _____ 9th edition,
Analyze the economic and Moriarty,
sales response  Establishing and Total
3. Why is it important for Sandra;
perspectives on budgeting. Allocating the 100% Mitchell,
marketers to set specific
Promotional Budget Nancy D.;
Examine the different
objectives for advertising Wells, William
methods of setting budgets. and promotion? What D., Pearson
criteria must these Education,
objectives meet to be Inc., 2012.
valid?
THE INTERNET: DIGITAL 1. The new media
Describe the role of the
AND SOCIAL MEDIA discussed in this ORAL RECITATION Video Clip:
Internet and digital and Superconnected
 The Growth of the chapter offer some
social media in an IMC : The Internet,
Internet distinct advantages GROUP REPORT: DIAGRAM Digital Media,
program. Advertising &
 Why the Rapid over traditional media, PRESENTATION and Techno-
Promotion: An
Adoption of the but also have 1. Explain why some companies Social Life
Explain how to evaluate https://www.yo Integrated
Internet? some disadvantages. seem to be fascinated by digital Marketing
the effectiveness of utube.com/wat
Discuss some of the and social media. What are
communications through  E-Commerce ch?v=EG4B- Communicatio
advantages and some of the factors that might Z00jiY
the Internet and digital and  The Internet and Rutgers SC&I Social
ns
disadvantages of support this thinking? What are Perspective,
social media. Integrated Media & Society
traditional and new some that might lead to (11e), George
Week Marketing Cluster
media. considering it misdirected? Published on Sep
E. Belch &
11-12 Examine the advantages Communications Michael A.
30, 2016
and disadvantages of the  Advertising on the Rubrics for Rendering Oral Report: Belch,
Internet and digital and Internet Textbook McGraw-Hill
social media.  IMC Using Social Organization of Thought 20% Education, 2
Clarity of Discussion 20% Handouts/Readi
and Other Media Grammar 10%
Penn Plaza,
Analyze the social and  Sales Promotion on Report Content 50%
ng Materials New York, NY
ethical issues associated the Internet ___________________________ 10121.
with the Internet and digital  Direct Marketing on Total 100%
and social media. the Internet Total 100%

Mobile
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 INSTITUTIONAL COURSE SYLLABUS

 The Role of Mobile Power Point

in the IMC Process Presentation
 Disadvantages of
Mobile
 Internet Metrics
 Audience
Measures and
Measures of
Effectiveness
 Advantages and
Disadvantages of
the Internet and
Digital and Social
Media
EVALUATION OF MEDIA: Questions to Pose:
Advertising
Discuss and relate how TELEVISION AND RADIO Lecture- For
Discuss these developments and
television advertising time Group Oral Presentation Discussion Dummies®,
TV how they are likely to impact TV’s
is purchased for network Case Analysis: (2e), Gary
 Advantages of role as an advertising medium. How
and local television as well Dahl, Wiley
Television might these factors impact the way Powerpoint
Publishing,
as cable television. THE FUTURE OF
 Limitations of marketers use television as part of Inc.
TELEVISION AND Handouts/Readi
Television their IMC programs? Indianapolis,
Describe and RADION ng Materials
Indiana, 2007
demonstrate the role of  Buying Television HOW IT WILL IMPACT Discuss how digital and social Textbook
Week television as an Time ADVERTISING Advertising &
media are influencing the way
13-14 advertising medium and  Network versus Spot IMC:
people watch television. What are
its advantages and  Methods of Buying Rubrics for Rendering Oral Report: Principles and
some of the ways television
limitations. Time Practice, 9th
advertisers can leverage social Video Clip
 Selecting Time Organization of Thought 20%
media to work to their advantage?
edition,
Relate how television
Clarity of Discussion 20% https://www.y Moriarty,
Periods and Grammar 10%
viewing audiences are outube.com/ Sandra;
Programs Report Content 50%
Discuss the way Nielsen measures watch?v=WR Mitchell,
measured and  Cable Television ___________________________
the listening audience for radio
Total 100% 6bje5o_hU Nancy D.;
developments in  Measuring the TV stations. Do you think the rating Wells, William
audience measurement. Audience methods are providing reliable D., Pearson
measures of radio audiences?
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 INSTITUTIONAL COURSE SYLLABUS

Disribe and demonstrate Radio Education,

the role of radio as an  Advantages of Radio Discuss how radio stations, as well Inc., 2012.
advertising medium and  Limitations of Radio as advertisers, can deal with the
its advantages and  Buying Radio Time clutter problem on radio and draw
limitations.  Time Classifications attention to their commercials.
 Audience Information
Examine how radio
advertising time is
purchased.

Analyze how radio

audiences are measured
and developments in
audience
measurement.
Group Output: Questions to Pose: Advertising &
Lecture-
CREATIVE STRATEGY: Case Analysis IMC:
Identify inputs to the 1. Discuss the role and Discussion
Principles and
creative process. PLANNING AND  Discuss the creative importance of creativity in Practice, 9th
DEVELOPMENT Video Clip:
challenges Intuit and advertising. Do you think edition,
https://www.yout
Describe and relate the  The Importance of the Wieden+Kennedy advertising agencies often ube.com/watch?
Moriarty,
Creativity in Advertising Sandra;
role of creative strategy in agency face in emphasize creativity at the v=vDmIC7RgRd
Mitchell,
advertising.  Advertising Creativity developing advertising expense of developing ads M
Nancy D.;
Advertising
 Planning Creative campaigns for a tax that can help generate
Management -
Wells, William
Strategy preparation software sales for a product or D., Pearson
Chapter 8
Education,
Week Analyze the development  The Creative Process product such as service? What can clients
Inc., 2012.
15-16 of creative strategy.  Creative Strategy TurboTax. Evaluate the do to avoid this problem?
Video Clip:
Development creative strategy W+K 2. Discuss the role an Advertising &
The Secret
Design approaches to used for the “It Doesn’t advertising slogan plays in Behind Coca-
Promotion: An
Integrated
developing the major Take a Genius to Do the development of an Cola Marketing
Marketing
selling ideas that are used Your Taxes” advertising campaign as Strategy
Communicatio
https://www.yo
as the basis for an well as some of the factors ns
utube.com/wat
advertising campaign Rubrics for Rendering Oral Report: that should be considered Perspective,
ch?v=XhMVWz
(11e), George
in developing an effective VXNNk
Organization of Thought 20% E. Belch &
tagline. Find an example of ThoughtCataly
Clarity of Discussion 20% Michael A.
st
Grammar 10% a good tagline as well as Belch,
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 INSTITUTIONAL COURSE SYLLABUS

Report Content 50% one that does not Published on McGraw-Hill

___________________________ Oct 5, 2017 Education, 2
communicate effectively.
Total 100% Penn Plaza,
Discuss the reasons why New York, NY
you view these as either 10121.
good or bad examples of
Individual Output advertising slogans.
.
 Find an example of an
ad or campaign that
you think reflects one of
the approaches used to
develop a major selling
idea such as unique
selling proposition,
brand image, inherent
drama, or positioning.
Discuss how the major
selling idea is reflected
in this ad or campaign.

Rubrics for Rendering Oral Report:

Organization of Thought 20%

Clarity of Discussion 20%
Grammar 10%
Report Content 50%
___________________________
Total 100%

CREATIVE STRATEGY: Individual Output Questions to Pose: Lecture- Advertising:

Identify creative Principles and
IMPLEMENTATION AND Essay: Discussion: Discussion
execution styles and their Practice,
EVALUATION 1. Choose a current Discuss some of the reasons why William D.
most appropriate
Week  Appeals and Execution advertising campaign emotion-based advertising Powerpoint Wells, Sandra
applications Moriarty, John
17 Styles and analyze it with appeals are effective. Give an
Burnett, (7e),
respect to the creative example of a company Handouts/Readi
Compare and analyze Pearson
 Creative Tactics guidelines discussed or brand that is using an advertising ng Materials
©2006
the different types of
in the last section of campaign based on
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 INSTITUTIONAL COURSE SYLLABUS

appeals used in  Client Evaluation and the chapter. Identify emotional appeals and analyze its Textbook Advertising &
Promotion: An
advertising. Approval of Creative any areas where you effectiveness.
Integrated
Work feel the campaign Marketing
Create tactics for the does not meet the Discuss the role of headlines in a Communicatio
creation of print ads and guidelines and print advertisement. What is the ns
Perspective,
TV commercials as well discuss why this is so. difference between a direct
(11e), George
as online advertising. headline and an indirect headline E. Belch &
2. The role of music in and when might each type be Michael A.
Examine guidelines for advertising. Find an used? Belch,
McGraw-Hill
clients to evaluate example of a
Education, 2
creative work. television commercial Penn Plaza,
that is using a specific New York, NY
song and discuss the 10121.
role the music plays
in delivering the
message.

Rubrics for Rendering Oral Report:

Organization of Thought 20%

Clarity of Discussion 20%
Grammar 10%
Report Content 50%
___________________________
Total 100%

Group Output Questions to Pose: Lecture- Advertising &

Explain the role and REGULATION OF Discussion Promotion: An
Oral Presentation:
function of various ADVERTISING AND Integrated
Discuss the need for regulation of
regulatory agencies. PROMOTION Powerpoint Marketing
Find several examples of advertising and other IMC tools. Do Communicatio
Presentation
Week  Overview of Regulation advertising claims or you advocate more or less ns
Describe how advertising
17  Self-Regulation slogans that are based on regulation of advertising and other Handouts/Readi
Perspective,
is regulated by federal (11e), George
and state regulatory  Self-Regulation by puffery rather than forms of promotion by ng Materials E. Belch &
Advertisers and substantiated claims. governmental agencies such as the Michael A.
bodies.
Agencies Discuss whether you feel Federal Trade Commission and the Textbook Belch,
these advertising claims Food and Drug Administration? McGraw-Hill
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 INSTITUTIONAL COURSE SYLLABUS

Relate and discuss the  Self-Regulation by can be defended on the Video Clip: Drug Education, 2
Promotion Penn Plaza,
regulation of sales Trade Associations basis of puffery.
New York, NY
promotion, direct  Self-Regulation by https://www.yout 10121.
marketing, and Internet Businesses ube.com/watch?
marketing.  The Advertising Self- v=4hc-yiK_JIY
Regulatory Council U.S. Food and
Evaluate the  Self-Regulation by Drug
effectiveness of self- Media Administration
regulation of advertising. Published on
 Appraising Self- Oct 22, 2013
Regulation
Video Clip:
AdBoard 39
Years of Self
Regulation
https://www.yout
ube.com/watch?
v=i-ROn3kAw7g

AdBoardPh

Textbooks:

Advertising & Promotion: An Integrated Marketing Communications Perspective, (11e), George E. Belch & Michael A. Belch, McGraw-Hill Education, 2 Penn
Plaza, New York, NY 10121.

Advertising: Principles and Practice, William D. Wells, Sandra Moriarty, John Burnett, (7e), Pearson ©2006

Course References Arens, William F., Contemporary Advertising. McGraw Hill/Irwin, New York Barker and et.al. 2013

Chitty William and et.al, Social Media Marketing: A Strategic Approach. South Western Cengage Learning USA, 2012

Contemporary Advertising and Integrated Marketing Communications (15e), William F. Arens, Michael F. Weigold, McGraw-Hill Education. 2017

Kotler & Armstrong.Garry, Advertising and Promotion. Sage Publication,London, 2011

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 INSTITUTIONAL COURSE SYLLABUS

Kotler, Philip et.al., Principles of Marketing, 16th Edition. Pearson Education Snith Asia Pte. Ltd. Singapore, 2010

Sandra Moriarty, Nancy D Mitchell, William D. Wells, Principles of Marketing a Global Edition, Pearson Education, Inc. Singapore, Prentice Hall, Year: 2011

Advertising & IMC: Principles and Practice (9th Edition) Sandra Moriarty, Nancy D Mitchell, William D. Wells, Prentice Hall, 2011.

Advertising For Dummies®, (2e), Gary Dahl, Wiley Publishing, Inc. Indianapolis, Indiana, 2007

Additional Materials
Course Requirements MAJOR REQUIREMENTS
1. Class participation and attendance- Since the class will be conducted with a discussion format; active participation is a must. Apart from taking part in class
discussions, this involves coming to class on time and well prepared. Students are also expected to keep abreast with the current marketing and advertising
trends, issues, and developments both locally and globally.
2. Quizzes and assignments- Quizzes are not announced. Individual assignments will be given as appropriate.
3. Group work and case studies- Students will be given a chance to assume the different roles in the advertising industry by working on selected case studies
that involve the coordination of the client, the accounts group, and the creatives. This also involves work–in progress submissions for each groups’ final
project.
4. Midterm Presentation- Each group will be expected to present their advertising plans on a common case. This will have both individual and group grades.
5. Final Presentation- On top of a holistic Advertising and Communications Plan, each group is expected to present actually produced tri-media advertising.

GRADING SYSTEM
COMPONENT INDIVIDUAL GROUP TOTAL
Class participation 10% -- 10%
Quizzes & Assignments 10% - 10%
Activities & Cases - 10% 10%
Midterm Exam 20% 20%
Final Exam 25% 25%
Project Presentation 15% 10% 25%
===== ======= =======
Total 60% 40% 100%

Course Policies General policies

A. Civility and respect for classmates and the instructor are expected in all instances.

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 INSTITUTIONAL COURSE SYLLABUS

B. Students should arrive to class on time but there will be fifteen (15) minutes grace period given to late comers; if they come to class
beyond that time, they are automatically absent.
C. Using phones or any electronic gadgets such as tablet, ipod, laptop, computer or any similar gadgets during the class session is not allowed
unless the instructor requires the student to do so.

Academic policies
A. The following shall be the major requirements of this course subject:

a. Major exams [Midterm and Final]

b. Midterm and final papers/projects
c. Class participations

B. During the examination day, students should never be late, but they are all entitled to a 15-minute grace period. Take note: the exam will
be taken on the schedule provided by the university thus all students under this subject should not be absent on the day of the exam unless
he/she can prove that his/her being absent on that day is valid and legal.
C. Dishonesty such as cheating and plagiarism are strictly prohibited in this class.
- Once a student is caught cheating (of any sort), he/she shall immediately be given a failing mark on that exam/test or activities.
- Likewise, once a student is caught plagiarizing the work (intellectual property) of another in any major paper shall automatically receive a
failing mark.
D. The final grade of the student shall either be: 1.0, 1.25, 1.5, 1.75, 2.0, 2.25, 2.5, 2.75, 3.0, 5.0 and unofficially dropped (UD). If the student’s
final grade is 70, 71, 72, 73, he/she shall take a removal exam. Removal exam shall only be taken once and on the schedule agreed by the
instructor and the student.
E. The student shall have all the rights to inquire of the ratings and grades given to him/her and the process on how such rating is computed.
F. To those who are absent during quiz administration/ recitation/reporting/activities, we will implement the “no-make up policy” which means
the student will never be given a chance to have those activities once he/she missed them unless he/she can provide a legal or valid reason.
G. Only six absences (excused/unexcused) shall only be allowed in the entire semester.
H. If there is any, submission of papers is only allowed until the deadline; no more extension.
I. Recitation is either announced or unannounced. Students must always be prepared. Shuffling of class cards will be the process.
J. Assigned reporters should report only on the designated time and day of their report.

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Consultation Period

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