CAB180 - Advertising Principles and Practices

Outline information
Semester
Schools offering this subject
Last revision date 2023-10-02 01:39:48.418
Last review date 2023-12-04 00:15:13.771

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)

PART ONE: Buyer Behavior, Persuasion and Response
                                                                      
In the first half/seven-week session, the subject introduces the student to the principles of human behavior and the techniques that are required to change, modify or reestablish 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, the methods required to entice the consumer to continue to establish a positive relationship with products and/or services or to change their buying habits if required or suggested to do so will be studied.

PART TWO: Creative Advertising Strategies

The focus of the second half/seven-week session the subject will help students recognize that audiences (consumers) have varied and specific sets of wants, needs and desires. The students are taught the game plan, the procedures required to have these targets positively respond to your creative messages. The student will learn the creative, communication techniques required to extol and communicate the positive virtues of the product and/or service thus giving the consumer reassurances that, if used, the product and/or service will benefit the consumer.

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.

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: http://www.senecapolytechnic.ca/about/policies/academic-integrity-policy.html 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 http://open2.senecac.on.ca/sites/academic-integrity/for-students to understand and learn more about how to prepare and submit work so that it supports academic integrity, and to avoid academic misconduct.

Discrimination/Harassment
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 student.conduct@senecapolytechnic.ca.

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.

Camera Use and Recordings - Synchronous (Live) Classes
Synchronous (live) classes may be delivered in person, in a Flexible Learning space, or online through a Seneca web conferencing platform such as MS Teams or Zoom. Flexible Learning spaces are equipped with cameras, microphones, monitors and speakers that capture and stream instructor and student interactions, providing an in-person experience for students choosing to study online.

Students joining a live class online may be required to have a working camera in order to participate, or for certain activities (e.g. group work, assessments), and high-speed broadband access (e.g. Cable, DSL) is highly recommended. In the event students encounter circumstances that impact their ability to join the platform with their camera on, they should reach out to the professor to discuss. Live classes may be recorded and made available to students to support access to course content and promote student learning and success.

By attending live classes, students are consenting to the collection and use of their personal information for the purposes of administering the class and associated coursework. To learn more about Seneca's privacy practices, visit Privacy Notice.