" 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....