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BUS306: Advertising and Promotion

Unit 1: Introduction to Advertising   In this unit, you will review the definition of advertising and explore how it differs from other types of marketing communication.  You will also meet Shepardson, Stern and Kaminsky (SS+K), the advertising agency that will act as our guide through the development of a real-world advertising campaign. 

Unit 1 Time Advisory
Completing this unit should take you approximately 9.25 hours.
 
☐    Subunit 1.1: 6 hours
 
☐    Subunit 1.2: 3.25 hours

Unit1 Learning Outcomes
Upon successful completion of this unit, you will be able to:
- define advertising; - describe the functions of an advertising agency; and - distinguish advertising from other types of marketing communication.

1.1 What Is Advertising?   - Reading: Launch! Advertising and Promotion in Real Time: “Chapter 2: A User’s Manual: Advertising, Promotion and Marketing Essentials”; Advertising and Society: William M. O’Barr’s “What is Advertising?”; and the American Marketing Association’s “Definition of Marketing” Links: Launch! Advertising and Promotion in Real Time: “Chapter 2: A User’s Manual: Advertising, Promotion and Marketing Essentials (PDF); Advertising and Society: William M. O’Barr’s “What is Advertising?” (HTML); and the American Marketing Association’s “Definition of Marketing” (HTML)
 
Instructions: Read Chapter 2 on pages 24-57. After reading this chapter about the processes of advertising and the advertising industry, read O’Barr’s essay on the nature of advertising in marketing communication. Contrast these readings with the short definition of marketing on the American Marketing Association website.
 
Reading these selections should take you approximately 5 hours and 30 minutes to complete.
 
Terms of Use: Launch! was adapted by The Saylor Foundation under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 License without attribution as requested by the work’s original creator or licensee. Please respect the copyright and terms of use displayed on the other webpages above.

1.1.1 Advertising: Definition   - Web Media: North Carolina State University: Dr. Jonathan Casper’s “Advertising” Link: North Carolina State University: Dr. Jonathan Casper’s “Advertising” (iTunes U)
 
Instructions: Once you are on the site, scroll down to Video 8: Advertising. This video presents a detailed view of advertising from the perspective of a sports marketing manager.

 Watching this video and taking notes should take approximately 10
minutes.  
    
 Terms of Use: Please respect the copyright and terms of use
displayed on the webpage above.

1.2 The Advertising Industry   - Reading: Launch! Advertising and Promotion in Real Time: “Chapter 1: Meet SS+K: A Real Agency Pitches a Real Client” Link: Launch! Advertising and Promotion in Real Time: “Chapter 1: Meet SS+K: A Real Agency Pitches a Real Client” (PDF)
 
Instructions: Read Chapter 1 on pages 2-23. In addition to describing the case-based approach of the text, this chapter will give you an overview of the roles of the advertising agency and the advertiser. 
 
Reading this chapter should take you approximately 2 hours to complete.
 
Terms of Use: This text was adapted by The Saylor Foundation under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 License without attribution as requested by the work’s original creator or licensee.

  • Web Media: Western Kentucky University: Cliff Shaluta's “Future of Advertising Agencies" and Domino's Pizza's “Domino's Turnaround" Links: Western Kentucky University: Cliff Shaluta's “Future of Advertising Agencies” (YouTube) and Domino's Pizza's “Domino's Turnaround” (YouTube)
     
    Instructions: Watch Professor Shaluta's discussion of how the advertising industry is responding to new trends in the way consumers receive information.  Then, watch the Domino's Pizza video for an example of how a company can go beyond advertising to coordinate their message across multiple communication tools. By telling their unabridged story on YouTube, Domino's can explain how market research led to a fundamental change in their products in

    1.  
      Watching these videos should take you approximately 15 minutes to complete.
       
      Terms of Use: Please respect the copyright and terms of use displayed on the webpage above.
  • Lecture: Stanford University, Hasso-Platner Institute of Design: Rich Silverstein’s “A Conversation with Rich Silverstein” Link: Stanford University, Hasso-Platner Institute of Design: Rich Silverstein’s “A Conversation with Rich Silverstein” (iTunes U)
     
    Instructions: Watch this lecture in which advertising executive Rich Silverstein describes his experiences building a leading advertising agency.
     
    Watching this lecture and taking notes should take you approximately 1 hour.
     
    Terms of Use: Please respect the copyright and terms of use displayed on the webpage above.

Unit 1 Assessment   - Assessment: The Saylor Foundation's “Unit 1 Assessment” Link: The Saylor Foundation's “Unit 1 Assessment” (HTML)

 Instructions: Please complete the linked assessment. You must be
logged into your Saylor Foundation School account in order to access
this quiz.  If you do not yet have an account, you will be able to
create one, free of charge, after clicking the link.