CAB180 - Advertising Principles and Practices

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Last revision date 2017-05-29 00:01:04.387
Last review date 2017-08-07 00:15:01.247

Subject Title
Advertising Principles and Practices

Subject Description
This subject will introduce the student to the principles of the advertising industry including the agency structure, strategic planning, research in human/audience behaviours, and business practices/principles. The student will learn the creative communication techniques required to communicate the positive virtues of the product and/or service thus giving the consumer reassurance that, if used, the product and/or service will benefit the consumer. Topics will include the techniques that are required to change, modify or re- establish opinions about services and/or products in today's consumer environment. Students will gain an understanding of the philosophies, formulas, stratagem and concepts, which will help them understand the human psyche. In addition, discussion will include the methods that are required to establish a positive relationship with products and/or services or to change their buying habits. The subject will help students recognize that audiences (consumers) have varied and specified sets of wants, needs, and desires.                  
The subject consists of two distinct parts offered in the first and second seven weeks:
Buyer Behavior, Persuasion and Response (Weeks 1-7)
Creative Advertising Strategies (Weeks 8-14)

Credit Status
Creative Advertising Diploma Program

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

Learning Outcomes Buyer Behavior, Persuasion and Response
  1. To verbalize an understanding of target market strategies and how persuasion and human appeals plays an integral part in the process.
  2. To articulate methods to entice consumers into a positive one-on-one relationships with the products advertised.
  3. To explain how the target audience develops comfort zones in order to change attitudes and buying behavioral patterns and how messages are developed from these theories.
  4. To articulate how to position ideas to make products unique and interesting to the buyer.
  5. Be an active participant contributing effectively to the assigned tasks and the process of group work within in-class and/or workshop exercises for evaluation.
  6. Understand the purpose of, and effectively meet all deadlines and project requirements.

Learning Outcomes Creative Advertising Strategies
  1. Design a basic questionnaire and use a set of tools in field research to uncover a target audience’s unmet but hidden needs,
  2. Capture Insights that can come from these encounters with consumers.
  3. Convert The Insights to the basis for The Big Idea in an advertising campaign.
  4. Recognize and present Creative Advertising Strategies that are well-thought out and presented with specific, honored theories and formats.
  5.  Prepare fact-finding material and approaches to communicating creative strategies.
  6. Articulate and present your observations about current advertising and explain the strategies that you feel the creative department has used from creative material you have researched and chosen.
  7. Prepare fact-finding material and approaches to communicating creative strategies.
  8. Be an active participant contributing effectively to the assigned tasks and the process of group work within in-class and/or workshop exercises for evaluation.
  9. Understand the purpose of, and effectively meet all deadlines and project requirements.

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.

Apply a systematic approach to solve problems.

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

Locate, select, organize, and document information using appropriate technology and information systems.

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

Show respect for diverse opinions, values, belief systems, and contributions of others.

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.

Take responsibility for one's own actions, decisions, and consequences.

Cheating and Plagiarism
Each student should be aware of the College's policy regarding Cheating and Plagiarism. Seneca's Academic Policy will be strictly enforced.

To support academic honesty at Seneca College, all work submitted by students may be reviewed for authenticity and originality, utilizing software tools and third party services. Please visit the Academic Honesty site on for further information regarding cheating and plagiarism policies and procedures.

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 Disabilities Services Office at ext. 22900 to initiate the process for documenting, assessing and implementing your individual accommodation needs.