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Course Syllabus

 " In the end, probably, the training is the answer to a great many things. You can do a lot if you are properly trained." ---Queen Elizabeth II   Jane Nov.2004

 

Far Eastern University
IARFA Institute of Architecture and Fine Arts
Nicanor Reyes Jr. St. Sampaloc Manila, Philippines
 
Course Syllabus
 
General Information
Course Title      :    Advertising Design 1
CourseCode     :    ADV DES 1       
Rm                     :     610 IARFA bldg.
Class Sched     :    TF  4:30 -7:30 pm
 
Course Description
The study covers a proposal for an advertising campaign for a product, service,idea(logo or package design), institution (government and private agencies) using different mediums (media)  to reach the target market. Involving research, analysis of information and data gathering, problem solving, development of objectives and strategies, media planning, budgeting, conclusion and recommendation translated in the book form.
 
Course Objectives
General Objectives
1. To focus students on a major project like an advertising  campaign proposal to demonstrate their command on what they have learned.
2. To produce by the end of the term a proposal for a workable advertising camapaign either about a product, service, an idea (logo or package design) or  programs and projects about an institution.
 
Specific Objectives
1. To provide the students with knowledge and skills in advertsing research, problem solving/strategy development, writing the proposal and presenting it.
2. To orient the student of the market dynamics necessary to an analysis of the proposed advertisng campaign.
3. To be able to generate in the student improved decision making and better communacation skills.
4. To develop in the student knowledge in planning, exploration and utilization of a broad range of media, techniques and technology in the launching of advertising campaign.
5. To improve the student competency and skills in the presentation techniques.
 
Content Outline
1. Subject background and description/orientation
2. Introduction to Advertising Research:
    a. Definition of Terms
    b. Research methods and procedure
    c. Classification of research
    d. Methods of reserach
    e. Source of Information
3. The Thesis Format
4. Selection of Product, services, or company
5. Writing of letter of request
6. Formulation of questionnaire
7. Interview process
8. Analysis and evaluationof data/information
9. Setting marketing and advetising goals and objectives
10. Development of creative strategy
11. Writing of the Campaign Proposal
12. Review and Presentation
 
Classroom Activities/Tasks:
-Lecture/demonstration
-Brainstorming
-Consultation
-Research
-Reports
-Analysing, classifying, editing, and writing of the Campaign Proposal
-Review, presentation, and submission of the proposal in the book form
 
Related Learning Expeirence:
1. Reading books and journals, magazines, and newspapers on advertising
2. Watching and listening and observing to commercials on print, broadcast, outdoor, and other media
3. Visiting malls, supermarkets, galleries, and trade exhibits
4. Attending/participating in lectures, seminars, and workshops about Advertising, and how it works.
 
Suggested References: 
1. Methods of research and thesis writing by Jose F. Calderon and Expectation Gonzasles
2. Advertisng Research: Theory and Practice by Joel J. Davies
3. Successful Advertising Research Methods by Jack Haskem
4. How to write successful Advertising Plan by James W. Taylor
5. Advertisng Creativity: Techniques of Generating Ideas by James L Marra
6. Strategy in Advertsing by Leo Bogart
7. Contemporary Advertising by William Arens and Courtland L. Bovee
 
Evaluation
-Reaserch
-Consultation
-Periodic Exams
-Reports
-Draft Thesis
-Presentation
-Final Campaign Proposal(Book form)
 
The Book Format
Title Page....................................................l
Approval Sheet...........................................ll
(Addressed to Adviser and to the Dean)
Aknowledgement......................................lll
Dedication..................................................lV
Abstract.......................................................V
Table of Contents.....................................Vl
List of Illustration/s...................................Vll
List of Appendices....................................Vlll
 
Chapter 1- Introduction
1.1    Title
1.2    Introduction
1.3    Statement of the Problem
1.4    Significance of the Study
1.5    Scope and Delimitation of the Study
1.6    Limitation of the Study
1.7    Research Design and Methodology
1.8    Definition of Terms
 
Chapter 2- Review of Related Literature
 
Chapter 3- Situation Analysis
3.1    Company Background
         3.1.1 Company History
         3.1.2 Company Mission and Vision/ Corporate Philosophy
         3.1.3 Organizational Structure
3.2   Product Profile
         3.2.1 Tangible
         3.2.2 Intangible
3.3  Price Profile (Comparative)
3.4  Place Profile
3.5 Promotional Profile
3.6 People Profile ( Target Market )
      3.6.1 Demographics
      3.6.2 Psychographics
3.7 Market Analysis
     3.7.1 Socio-cultural Variables
     3.7.2 Technological Varaibles
     3.7.3 Economic Variables (Sales Trends)
     3.7.4 Political-Legal Variables
     3.7.5 Competitve Variables
3.8 SWOT (Strenghts, Weakness, Opportunities, Threats)
3.9 Competitve Analysis
 
Chapter 4- Campaign Proposal
4.1  Marketing
     4.1.1 Objectives
     4.1.2 Strategies
4.2  Advertising
     4.2.1 Objectives
     4.2.2 Strategies
4.3  Creative
     4.3.1 Objectives
     4.2.1 Strategies
4.4  Media
     4.4.1 Objectives
     4.4.2 Strategies
 
Chapter 5- Media Plan and Budget
5.1 Newspaper Ad
      5.1.1 Type of Ad:
              Newspaper:
              Size of Ad:
              Cost/Ad:
              Schedule:
              Total Cost:
              ---Total Newspaper Ad Cost:
5.2. Magazine Ad
     5.2.1 Type of Ad:
              Magazine
              Issue Date:
              Size of Ad:
              Cost/Ad:
              Schedule:
              Total Cost:
---Total magazine Ad Cost

5.3 Television Commercial
        5.3.1 Type of Ad:
              Title of Ad:
              Title of TV Show:
              Time Slot: 
              Cost/30s: (or apply the prpoposed length of TVC)
              Frequency:
             Cost/Episode:
             Schedule:
             Total Cost: 
             Totoal Televsion Commercial Cost:

5.4 Radio Commercial 
         5.4.1 Type of Ad:
             Title of Radio show/station:
             Title of TV Show:
             Time Slot:
             Cost/30s: (or apply the prpoposed length of RC)
             Frequency:
            Cost/Episode:
            Schedule:
            Total Cost:
            Total Radio Commercial Cost: 

5.5   Outdoor Advertising

      5.5.1 Bilboard Number:


  

  
 
To be Continued....
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

Far Eastern University
Institute of Architecture and Fine Arts
(IARFA)
 
Course Syllabus

 
General Information
Course Title ------     Advertising Design ll
CourseCode------     ADV DES 24
Section------------      FA 42
Rm-------------------     704 IARFA bldg.
Class Sched-----     TF  4-7
Term----------------     2nd Sem CY 2007-2008 
 
Course Description
Advertising Design ll (Thesis Production) is focused on the construction and visualization in the development of a comprehensive
advertising campaign, based on the study of the course ADV DES l (Thesis Research).
 
Course Objectives
General Objectives 
At the of the semester, the students are expected to:
1.  develop professionalism and expertise necessary to be successful in the world of advertiwing. The emphasis os on real-world-design experiments.
2.  to prepare the students for employment in the field of advertising, and commercial art.
3. develop skills using the basic tools in advertising. Control of these is essential in ensuring quality production
4. to acquire skills and knowledge in design, art production and advertisng layout, and desktop publishing

Specific Objectives
5. develop refinement skills through--visual outputs on concept, roughs, semi-compres
6. learn the use and techniques of the various graphics and illustrative projects as well as different media for production of final comprehensive layouts for ad campaign.
7. develop effective communication skills for the visual presentation of their ad campaign proposal.


 Course Requirements
1.Attendance will be checked regularly. It is the policy of the teacher that attendance is broadly defined as both physical and mental attendance. Therefore, students who choose to read unrelated materials or talk about unrelated matters are considered not attending class.
2. Prescribed School Uniform and Shoes during regular semester, the student is required to come to class wearing the prescribed school unifrom and shoes.
3. Active Class Participation and Assignments/Projects/Educational Field Trips student is expected to actively participate in class discussions and activites. He/she will encouraged to ask questions and/ or share ideas to the class. Assignments/plates are submitted and graded.
4. Quizzes and Examinations. Quizzes will be announced. Examinations will be given according to academic schedule.
5. Plates and other requirements must be submitted on designated time and date.

Methods of Instruction 
-Lectures/Discussions        
-Immersion thru readings, understanding and answering-answer sheets provided
 for a particular topic for the day of week
-Individual Assignments
-Reseach and Oral Reports

Evaluation                                            
Attendance                                                     
Periodical Exams
Quizzes 
Written Projects
Class Participation

Grading Scale
95-100 1.0--------- superior 90-91 1.5 -------- very good
92- 94 1.25 88-89 1.75
 
85-87 2.0 ---------- good 80-81 2.5-------- fair
82-84 2.25 78-79 2.75

75-77 3.0 ---------barely satisfactory
below 74 5.0--------- failure


 Content Outline

Prelim
Product Image
Refinement of the Book (Thesis 1)
Studies on the visuals: concept, roughs, semi-compres

Midterm
The Advertising Campaign
Outdoor Advertisng
-poster
-billboards (tri-visions, rolltex, tarps, signages, conventional )
Broadcast Advertising
-radio ad (script and music/sound)
-television commercial (jingle and storyboard for 15,30, & 60 sec.)
Collateral materials (below the line ad materails)
-brochures
-leaflets
-pop (point-of-purchase materials---bunting, shelf- talker,dangler,mobile, counter displays....)

Final
Thesis Deliberation 

 

 

Far Eastern University

Institute of Architecture and Fine Arts

(IARFA)

 

Course Syllabus

 

General Information

Course Title ------     Advertising Marketing

CourseCode------     ADV MAR

Section------------      FA42, FV0441

Rm-------------------     804 IARFA bldg.

Class Sched-----      TF  12-1:30, 1:30-3

Term----------------     2nd Sem CY 2007-2008 

 

Course Description

The course covers the introduction to marketing systems-its nature, elements, gives introduction on what “marketing really is”. Includes the Product in its development process, channels of distribution, promotional mixes, with emphasis on advertising. Also includes an overview on consumer education within the Philippine context , and the global marketing.

 

Course Objectives 

At the of the semester, the students are expected to:

1. acquire knowledge and understanding on “what marketing really”. And its relation to advertising, and promotion

2. consider and observe current trends in contemporary marketing and advertising

3. encourage students creativity in developing advertising and promo ideas that is anchored on “values”, and not just to sell and make profit

4. understand that marketing and advertising are indespensible tools in the field of selling goods, products and ideas.

5. learn of the other tools for marketing, including the promotional mixes, and elements involved

6. acquire and demonstrate values, positive ideas, and attitude as a channel to preserve society from degeneracy in this contemporary world of consumerism, brought about but the various influences and one of the major is the media.

 

 

Course Requirements
1.Attendance will be checked regularly. It is the policy of the teacher that attendance is broadly defined as both physical and mental attendance. Therefore, students who choose to read unrelated materials or talk about unrelated matters are considered not attending class.
2. Prescribed School Uniform and Shoes during regular semester, the student is required to come to class wearing the prescribed school uniform and shoes.
3. Active Class Participation and Assignments/Projects/Educational Field Trips student is expected to actively participate in class discussions and activities. He/she will encouraged to ask questions and/ or share ideas to the class. Assignments/plates are submitted and graded.
4. Quizzes and Examinations. Quizzes will be announced. Examinations will be given according to academic schedule.


Methods of Instruction 
-Lectures/Discussions        
-Immersion thru readings, understanding and answering-answer sheets provided
 for a particular topic for the day of week
-Individual Assignments
-Reseach and Oral Reports

Evaluation                                            
Attendance                                                     
Periodical Exams
Quizzes 
Written Projects
Class Participation

Grading Scale
95-100 1.0--------- superior 90-91 1.5 -------- very good
92- 94 1.25 88-89 1.75
 
85-87 2.0 ---------- good 80-81 2.5-------- fair
82-84 2.25 78-79 2.75

75-77 3.0 ---------barely satisfactory
below 74 5.0--------- failure
 

 

Textbook/References

1.       Ruby F. Almira-Mutya  “Elements of Marketing” 3rd ed. 2000 National Bookstore Mandaluyong

2.       Josiah Go  “Contemporary Marketing Strategies in the Philippine Setting 1993 Philippine marketing Assoc.

3.       Paco Underhill  “Why we Buy” Simon and Schuster NY 1999

4.       “Art and Advertising” Bk2 Anvil Publishing Inc 2000 Philippines

 

 

Content Outline

Prelim

The Marketing System, its Nature, and Elements

Definition

Analysis of Definition

The P's of Marketing

Operational Dimensions of Marketing

Market Concept vs. Selling Concept

The Product, Planning and Development

Why Products Fail and its Possible Solution

The Market Segmentation

 

Midterm

Advertising and The Promotional Mixes

Oral and Individual Reports on the following:

  -Product Positioning, Brand, Packaging, Label and its Types, New     Product development strategy , The Patent Law, Trademark, Trade name,  Service mark law, Copyright law, Intellectual property code, Pricing: objectives and price determination, Consumerism, Consumer's cooperative....

 

Final

The Buying Filipinos

Preview on Trends in Global Marketing

Review on Values/Ethics/Principles on Advertising

 

  

 

 

 

 

 

 

 

 

 

 

 

 








  
  
  
  
  
  
  
  
 


































Exercises---download and submit on tuesday  Dec.5, 06
 
Part l
A. Identify the marketing organizations for the following products:
Products                                          Marketing Organizations
 
1. Nido full cream powdered milk   _______________
2. Sarsi Softdrink                             ________________
3. Mr.Clean Detergent Bar             ________________
4. Cloud 9 Chocolate                      ________________
5. Close-up toothpaste                   ________________
 
B. Identiry one product, (either brandname or product type)
marketed ny the following organizations:
1. Unilever                                      _________________
2. Carlifornia Mfg. Corp              ___________________
3. Nestle, Philippines                 ____________________
4. Watsons                                  ____________________
5. Colgate-Palmolive                 ____________________
 
C. Describe briefly the target market characteristics of the following
products:
 
Products                                      Market Characteristics
1. Braces on teeth                  _______________________
2. Health Insurance              ________________________
3. Refrigerators                    _________________________
4. Second car in the family  ________________________
5. Infant formulas                  _________________________
 
Part ll. Make a list of all the sales promotions devices that you observed in each store below. Analyze which of these devices do you think is effective?
 
1. Supermarket:
    a.  ______________________
    b. ________________________
 
2. Department store:
   a. ________________________
   b.__________________________
 
3. Drug store:
  a.___________________________
  b.____________________________
 
4. Specialty Store:
 a._____________________________
 b._____________________________
 
 
Part lll. Public relations objectives should be in writing. Construct a one-sentence statement of objectives to convince that your food chain company is a good citizen of the community.
 
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FEU