COMM 320
Introduction to Advertising (3) Advertising management in business, including communication theory; common industry practices; basics of copy, media, and budget decision; and environmental influences. A student may not receive credit for both COMM 320 and MKTG 322.
COMM 320 Introduction to Advertising (3)
COMM 320 introduces students to the advertising industry and provides
a foundation for understanding what advertising is and how it developed
to its current state, what it tries to accomplish, how it works, and
how it can affect society. The class includes numerous examples of
advertising, from the 1880s to the 2010s, to illustrate the topics
covered. The goal is have students think more clearly and critically
about the commercial actors behind advertising, their strategic
objectives, how advertising messages help achieve specific marketing
goals, and the possible social impacts. This course provides the basis
for all further courses students take in the advertising sequence.
During the course students: learn the basic concepts and vocabulary
essential to the fields of advertising and brand promotion; understand
the process and effects of advertising and brand communications; are
introduced to the strategic and conceptual decisions advertisers face
when deciding the best way to both say and deliver a message within the
public marketplace; learn the landscape of the advertising industry,
including understanding how the industry works and how it is organized;
understand current trends in the advertising and marketing industries,
and examine their implications for both industry and society; are
exposed to the history and role of professionals and institutions in
shaping communications; gain an understanding of the diversity of groups
in a global society in relationship to communications.
Specific topics covered in the course include definitions of
marketing, advertising, and integrated marketing communication (IMC).
Students learn what it means to be a brand, as well as how brand equity
is developed by marketers. The fundamentals of brand positioning are
also explored, in the context of brand promotion and evolution. The
psychological processes that underlie persuasive commercial messages are
explored. The differences between subliminal and non-conscious routes
to persuasion are presented and discussed.
The course also includes a review of promotional activities outside
of traditional advertising, including public relations, direct
marketing, personal selling and sales promotions. The role of social
media and other online communications in the promotional mix are
explored. The legal and ethical dimensions of commercial communication
are outlined. Students are asked to think critically about the
implications of marketing harmful products, selling to susceptible
target audiences, using controversial appeals and the perpetuation of
negative stereotypes.
Students’ understanding of course content is assessed by three multiple-choice exams and four online quizzes.
Note : Class size, frequency of offering, and evaluation methods will vary by location and instructor. For these details check the specific course syllabus.