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MAM2090 Promotion – Print Advertising

Intermediate · 1 credit · BIT - Business, Admin, Finance and IT

Description
Students are introduced to communication channels, delivery strategies and advertising media that can be used to inform potential customers about products and services available in the marketplace.
Prerequisite
None
Parameters
Access to a computer work station, with graphics software, is recommended for print advertising.
Supporting courses
COM1020: Media & You MAM1010: Marketing & Management

Outcomes The student will:

  • 1 describe principles involved in the advertising process and apply these principles to print media

    • 1.1 explain what advertising is and what purpose it serves

    • 1.2 differentiate between publicity and advertising

    • 1.3 describe the various criticisms, controversies, laws and ethics regarding advertising

  • 2 evaluate print advertisements

    • 2.1 provide examples that illustrate a variety of target markets for the following types of advertisements; e.g., consumer products, consumer services, business products, business services, advocacy (institutional) advertising

    • 2.2 describe a variety of objectives that marketers use when developing advertising campaigns

    • 2.3 provide specific examples of geographical promotional strategies; e.g., local, regional, national, international

    • 2.4 identify and provide examples of various print and broadcast media and describe the advantages and disadvantages of each

    • 2.5 identify and analyze components of a print advertisement; e.g., borders, headline(s), illustrations or graphics, copy, logo (signature)

    • 2.6 compare costs in relation to return on investment; e.g., audience versus cost of creating/producing and placing advertisement

  • 3 design and create an effective print advertisement

    • 3.1 explain the steps in planning a print advertisement including:

      • 3.1.1 determine the form of print media; e.g., billboard, flyer, poster

      • 3.1.2 state the objective

      • 3.1.3 define the target audience

      • 3.1.4 select the buying motive; e.g., use of the Unique Selling Proposition (USP)

    • 3.2 demonstrate the use of effective layout arrangements such as:

      • 3.2.1 use of borders

      • 3.2.2 use of white space

      • 3.2.3 use of different fonts

      • 3.2.4 placement of the various components

    • 3.3 present and evaluate own print advertisement to teacher and/or peers

    • 3.4 create and present a portfolio of work completed in this course or add this work to an existing portfolio

  • 4 demonstrate basic competencies

    • 4.1 demonstrate fundamental skills to:

      • 4.1.1 communicate

      • 4.1.2 manage information

      • 4.1.3 use numbers

      • 4.1.4 think and solve problems

    • 4.2 demonstrate personal management skills to:

      • 4.2.1 demonstrate positive attitudes and behaviours

      • 4.2.2 be responsible

      • 4.2.3 be adaptable

      • 4.2.4 learn continuously

      • 4.2.5 work safely

    • 4.3 demonstrate teamwork skills to:

      • 4.3.1 work with others

      • 4.3.2 participate in projects and tasks

  • 5 identify possible life roles related to the skills and content of this cluster

    • 5.1 recognize and then analyze the opportunities and barriers in the immediate environment

    • 5.2 identify potential resources to minimize barriers and maximize opportunities

Program of Studies 2010. Source document, © Alberta Education.