Advertising WVEIS Code 0401

Advertising WVEIS Code 0401

This course focuses on the purpose of the promotional strategy of advertising and its role in the marketing environment. Emphasis is placed on the different types of print, broadcast and specialty media, and the advantages and disadvantages of each type. This course will also give an overview of other promotional tools used in the marketing arena.

Standard 1: Fundamentals of Marketing (0401.S.1)

Describe the Fundamentals of Marketing.

Fundamentals of Marketing Objectives

Students will:

0401.1.1 Define the role of marketing and its importance.

0401.1.2 Explain the functions of marketing.

0401.1.3 State the marketing concept.

0401.1.4 Describe the economic benefits of marketing.

0401.1.5 Identify the 4 P’s of the marketing mix.

0401.1.6 Illustrate the use of product positioning.

0401.1.7 Analyze variables in both the consumer and industrial markets (demographics, geographics, psychographics) that determine the target market.

0401.1.8 Construct a customer profile.

Standard 2: Promotion (0401.S.2)

Define Promotion.

Promotion Objectives

Students will:

0401.2.1 Explain the role of promotion.

0401.2.2 Explain the concept of the promotional mix.

0401.2.3 Develop a promotional plan.

0401.2.4 Evaluate ethical standards of various promotional media.

0401.2.5 Distinguish between advertising, publicity, sales promotion and visual merchandising.

Standard 3: Advertising as a Promotional Tool (0401.S.3)

Explore Advertising as a Promotional Tool.

Advertising as a Promotional Tool Objectives

Students will:

0401.3.1 Identify the characteristics and benefits of advertising.

0401.3.2 Explore advertising careers.

0401.3.3 Explore the history of advertising.

0401.3.4 Differentiate between the roles of an advertising agency and an in-house advertising department.

0401.3.5 Describe how the advertising agency industry is regulated.

Standard 4: Advertising Media (0401.S.4)

Analyze Various Types of Advertising Media.

Advertising Media Objectives

Students will:

0401.4.1 Identify the various types of media.

0401.4.2 Analyze the advantages and disadvantages of each type of media.

0401.4.3 Select the appropriate media for the target market.

0401.4.4 Identify standards for selecting advertising media.

0401.4.5 Evaluate the effectiveness of advertising media.

Standard 5: Advertising Budget (0401.S.5)

Describe the Purpose of an Advertising Budget.

Advertising Budget Objectives

Students will:

0401.5.1 Identify methods of advertising budgeting.

0401.5.2 Calculate media costs.

0401.5.3 Develop a budget.

0401.5.4 Develop an advertising schedule.

0401.5.5 Explain the role of advertising as an investment.

0401.5.6 Explain placement costs for print and broadcast advertisements.

Standard 6: Advertisement Development (0401.S.6)

Develop Advertisements.

Advertisement Development Objectives

Students will:

0401.6.1 Identify the parts of a print advertisement.

0401.6.2 Create advertising headlines.

0401.6.3 Write advertising body copy.

0401.6.4 Analyze illustrations.

0401.6.5 Choose appropriate styles of typeface.

0401.6.6 Explain the levels of Maslow’s Hierarchy of needs.

0401.6.7 Illustrate the types of eye flow patterns.

0401.6.8 Differentiate between the optical center and focal point.

0401.6.9 Explain the steps of developing print advertisements.

0401.6.10 Develop an advertisement layout.

0401.6.11 Develop a television storyboard.

0401.6.12 Write a radio commercial.

0401.6.13 Explain the psychological use of lines.

0401.6.14 Demonstrate the use of color in advertising.

0401.6.15 Create a slogan, logo and signature.

0401.6.16 Describe how to check advertising proofs.

Standard 7: Visual Merchandising as a Promotional Tool (0401.S.7)

Create a Visual Merchandising Display.

Visual Merchandising Objectives

Students will:

0401.7.1 Identify the characteristics and benefits of visual merchandising.

0401.7.2 Identify window and interior display arrangements.

0401.7.3 Illustrate types of display patterns of arrangements.

0401.7.4 Explain how exterior and interior features contribute to the store’s image.

0401.7.5 Identify the artistic considerations in display preparations.

0401.7.6 Select display fixtures.

0401.7.7 Design a display sign.

0401.7.8 Select merchandise for display.

0401.7.9 Create a display.

0401.7.10 Describe the procedures for maintaining and dismantling displays.

Standard 8: Public Relations/Publicity as a Promotional Tool (0401.S.8)

Define Public Relations/Publicity as a Promotional Tool.

Public Relations/Publicity Objectives

Students will:

0401.8.1 Identify the characteristics and benefits of public relations.

0401.8.2 Identify the audiences for public relations.

0401.8.3 Explain the importance of company participation in community activities.

0401.8.4 Write a media release.

Standard 9: Technology (0401.S.9)

Explore the Use of Technology in Promotion.

Technology Objectives

Students will:

0401.9.1 Identify technology-based promotion.

0401.9.2 Utilize software applications in the development of promotional tools.

Standard 10: Sales Promotion as a Promotional Tool (0401.S.10)

Define Sales Promotion as a Promotional Tool.

Sales Promotion Objectives

Students will:

0401.10.1 Identify the characteristics and benefits of sales promotion.

0401.10.2 Differentiate between the various types of sales promotion.

0401.10.3 Analyze the advantages and disadvantages of the various types of sales promotion.

0401.10.4 Select appropriate sales promotion.

0401.10.5 Develop a sales promotion.

0401.10.6 Evaluate the effectiveness of a sales promotion.

0401.10.7 Justify the need for sponsorship.