BMK713 - Advertising and Promotion

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Last revision date May 25, 2020 12:23:16 AM
Last review date Aug 3, 2020 12:15:03 AM

Subject Title
Advertising and Promotion

Subject Description
This subject introduces the theory underpinning effective communication between marketers and their audiences and applies those theories in assessing the merits of actual campaigns across a variety of media. Students also learn the institutional characteristics of the advertising and communications industries.

Marketing communications and the every evolving world of advertising and promotion is exciting and highly engaging. Students will learn the critical communication essentials including, strategy, position creative design, traditional and non-traditional advertising elements as well as Canadian regulatory laws and ethical issues

Credit Status
One credit toward the Brand Management Post-Diploma Program.

Learning Outcomes
Upon successful completion of this subject the student will be able to:

1.Evaluate the strategic nature of advertising and promotional planning and the role that advertising plays in the context of ‘total solutions’ when solving problems, specifically, the process of strategic marketing communications planning.

2. Identify the challenges that agencies face when recommending ‘media neutral’ advertising and promotion campaigns to clients who are accustomed to more traditional creative and media solutions.

3. Evaluate existing advertising campaigns to clearly demonstrate key concepts associated with essential creative, media, and strategic marketing communication planning.

4. Write a comprehensive creative briefing document identifying the problem, target market profile, consumer insights, communication objectives, positioning statement, creative objectives, creative strategy, creative execution and mandatories required to support various marketing initiatives.

5. Apply the principles of communication theory and persuasion; the role of advertising-like messages and promotion-like messages through effective creative messages, appeals and executional framework.

6. Determining the appropriateness and role advertising versus promotion in the strategic communication plan in terms of their alignment to consumer insight, positioning strategy and communication objectives.
7. Develop a strategic marketing communications plan that supports the integrity of the brand’s characteristics, the market and the relationship between the various components of the marketing communication mix.
8. Evaluate and recommend various metrics to validate and measure ROI.


Essential Employability Skills
Communicate clearly, concisely and correctly in the written, spoken and visual form that fulfils the purpose and meets the needs of the audience.

Respond to written, spoken, or visual messages in a manner that ensures effective communication.

Use a variety of thinking skills to anticipate and solve problems.

Analyze, evaluate, and apply relevant information from a variety of sources.

Interact with others in groups or teams in ways that contribute to effective working relationships and the achievement of goals.

Manage the use of time and other resources to complete projects.

Academic Integrity
Seneca upholds a learning community that values academic integrity, honesty, fairness, trust, respect, responsibility and courage. These values enhance Seneca's commitment to deliver high-quality education and teaching excellence, while supporting a positive learning environment. Ensure that you are aware of Seneca's Academic Integrity Policy which can be found at: Review section 2 of the policy for details regarding approaches to supporting integrity. Section 2.3 and Appendix B of the policy describe various sanctions that can be applied, if there is suspected academic misconduct (e.g., contract cheating, cheating, falsification, impersonation or plagiarism).

Please visit the Academic Integrity website to understand and learn more about how to prepare and submit work so that it supports academic integrity, and to avoid academic misconduct.

All students and employees have the right to study and work in an environment that is free from discrimination and/or harassment. Language or activities that defeat this objective violate the College Policy on Discrimination/Harassment and shall not be tolerated. Information and assistance are available from the Student Conduct Office at

Accommodation for Students with Disabilities
The College will provide reasonable accommodation to students with disabilities in order to promote academic success. If you require accommodation, contact the Counselling and Accessibility Services Office at ext. 22900 to initiate the process for documenting, assessing and implementing your individual accommodation needs.