MAM3100 Promotion – Broadcast Advertising

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

Description: Students are introduced to broadcast 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 voice recorder and an image capture device for broadcast advertising.
Supporting courses: MAM1010: Marketing & Management

Outcomes The student will:

1 investigate and report on basic broadcast media types and concepts
- 1.1 describe the types of broadcast advertising
- 1.2 describe the role of the Canadian Radio-television and Telecommunications Commission (CRTC)
- 1.3 describe the history of both radio and television
- 1.4 explain the types of ownership and programming found in radio and television
- 1.5 identify a variety of radio stations available to various listeners in the immediate area
- 1.6 describe the types of television stations that are:
  - 1.6.1 network-affiliated
  - 1.6.2 network-owned
  - 1.6.3 independent
- 1.7 describe other means of television advertising including cablevision, pay TV, videocassette recordings, satellite, infomercials
2 evaluate advertisements for radio, television and Web-based mediums
- 2.1 analyze the number of views per:
  - 2.1.1 hit
  - 2.1.2 time slot
- 2.2 analyze the effectiveness of advertisements
3 design and create an effective promotional advertisement for broadcast; e.g. television, radio
- 3.1 identify and calculate the costs of commercials in various time slots
- 3.2 identify elements involved in the preparation of a promotional spot
- 3.3 demonstrate the use of required production techniques when planning and producing promotional spots
- 3.4 present and evaluate promotional spots
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 create a transitional strategy to accommodate personal changes and build personal values
- 5.1 identify short-term and long-term goals
- 5.2 identify steps to achieve goals