Advertising and Promotion

Credit: 0.50
Course Preface
Core Code: 37-01-00-00-001
Printable Version: Advertising and Promotion (pdf)

Course Description
This course provides the student with an understanding of basic marketing principles and training for entry-level job positions in the exciting, constantly changing service fields of advertising and display. Competing successfully as a specialist requires competency in human relations, communication, selling, management, mathematics, and budgeting. One should also understand the appropriate and productive use of display space, television, radio, newspaper, and other media. Specific training helps the student create, product, and accurately evaluate the efficiency of the various props, exhibits, and advertising strategies. Students taking marketing classes should have the opportunity to participate in the DECA Organization (student marketing leadership association). DECA related activities and curriculum can be used as an approved part of all marketing classes.

Core Standards of the Course

Standard 08.9904-01
Students will understand the concept of market identification and creativity in the promotional industry.

• Define the following terms: market, target market, mass marketing, marketing segmentation, demographic segmentation, geographic segmentation, psychographic segmentation and behavioral segmentation.
• Explain the importance of target markets to businesses.
• Describe advantages and disadvantages of mass marketing.
• Describe advantages and disadvantages of using market segments.
• Explain why the use of marketing segments is increasing.
• Describe demographic characteristics that are analyzed by marketers.
• Explain the value of geographic segmentation.
• Discuss the value of psychographic segmentation.
• Describe types of behavioral segmentation.

• Define the term creativity.
• Identify personal traits commonly associated with creativity.
• Describe ways in which employees can demonstrate creativity on the job.
• Describe specific techniques for developing/enhancing creativity.
• Explain how creativity can be applied beneficially to solve problems.
• Apply creativity to situations.

Standard 08.9904-02
Students will understand and demonstrate their knowledge of promotion.

• Define the term promotion.
• List users of promotion.
• Describe the benefits of using promotion.
• Describe the costs associated with the use of promotion.
• Describe the types of promotion objectives.
• Discuss the relationship of promotion and marketing.
• Praise the role that promotion plays in the free enterprise system.

• Define: promotional mix, advertising, personal selling, publicity, and sales promotion.
• Identify the elements of the promotional mix.
• Categorize examples of promotions according to the elements of the promotional mix.
• Describe the importance of the promotional mix.
• Identify factors affecting the promotional mix.
• Describe how the product being sold affects the promotional mix.
• Explain how the product’s market affects the promotional mix.
• Discuss how the distribution system affects the promotional mix.
• Explain how the product’s company affects the promotional mix.

• Define: product promotion, primary product promotion, secondary product promotion, institutional promotion, public service, public relations, and patronage.
• Identify types of product promotion.
• Describe the uses of product promotion.
• Identify types of institutional promotion.
• Describe uses of institutional promotion.
• Discuss the advantages of promotional activities.
• Discuss the disadvantages of promotional activities.

• Define the term advertising media.
• Identify types of advertising media.
• Identify types of print media.
• Categorize types of newspapers.
• Identify types of newspaper advertising.
• Categorize types of magazines.
• Identify types of broadcast media.
• Categorize types of broadcast advertising.
• Identify types of radio programming.
• Categorize purchase options for television advertising.
• Identify types of direct-mail promotions.
• Identify types of out-of-home media.
• Define specialty advertising.
• Identify examples of “other media.”
• Describe advantages associated with print advertising.
• Discuss limitations associated with print advertising.
• Explain advantages of broadcast advertising.
• Explain limitations of broadcast advertising.
• Explain advantages of broadcast advertising.
• Explain limitations of broadcast advertising.
• Describe advantages associated with direct-mail advertising.
• Discuss limitations of direct-mail advertising.
• Explain advantages of using out-of home advertising.
• Describe limitations of using out-of-home media.
• Explain advantages of using “other promotional” media.
• Describe limitations of “other promotional” media.

• Describe the importance of selecting appropriate advertising media.
• Discuss situational factors affecting the selection of advertising media.
• Describe media factors that affect the selection of advertising media.
• Describe media-scheduling strategies.
• Explain procedures for selecting appropriate advertising media.
• Demonstrate use of procedures in selecting appropriate advertising media.

• Define the following terms: headline, illustration, identification, copy, layout, and white space.
• Explain the purpose of each element in an advertisement.
• Describe the purpose of an ad’s layout.
• Identify approaches businesses can use with headlines to achieve the ad’s objectives.
• Explain ways businesses can use illustrations in advertisements to focus reader’s attention on the product.
• Describe copy techniques that businesses can use to create desire for a product in a print advertisement.
• Identify types of information contained in the identification elements of advertisements.
• Explain the importance of coordinating the elements in advertisements.

• Define: brand, brand name, brand mark, generic brand, national brand, private brand, and licensing.
• List the characteristics of a good brand.
• Explain the advantages to businesses of branding.
• Explain the advantages to customers of branding.
• Discuss the factors that affect the decision to brand/not brand.
• Describe the nature of the branding process.

• Define publicity.
• Identify characteristics of publicity.
• Describe advantages of publicity to businesses.
• Explain disadvantages of publicity to businesses.
• Discuss reasons for trying to obtain publicity.
• Explain publicity planning which businesses need to do.
• Describe steps for obtaining publicity.
• Demonstrate guidelines for obtaining publicity.

• Define: news releases, hard news, soft news, and captioned photograph.
• Identify subjects addressed in news releases.
• Explain who is responsible for writing news releases for businesses.
• Distinguish between hard news and soft news.
• Explain purposes of news releases.
• Describe techniques for catching an editor’s attention to get news release presented.
• Discuss guidelines to follow when preparing to write a news release.
• Explain procedures for writing the body of the release.
• Write a news release for a business situation.

• Define: primary circulation, secondary circulation, position preferences, zoning, flat rates, sliding-scale rates, combination rates, delivered circulation, guaranteed circulation, bleed pages, gatefolds, spreads, partial runs, split-run, selective binding, rating, gross rating points, run-of-schedule air time, painted bulletins, poster panels, spectaculars, direct mail, shared mail, cost per thousand (CPM), cost per gross rating point (CPRP), banner ads, and clickthroughs.
• Describe factors affecting the cost of newspaper advertising rates.
• Explain advertising rates in newspapers.
• Explain factors affecting the cost of magazine advertising rates.
• Discuss discounts that affect advertising rates in newspapers.
• Explain factors affecting television-advertising rates.
• Identify factors that impact the audience space and composition of television audiences.
• Explain how television ad rates are determined.
• Discuss how radio ad rates are determined.
• Describe factors affecting out-of-home media advertising rates.
• Identify factors affecting direct mail advertising rates.
• Read and determine advertising rates using a rate card.
• Distinguish between absolute and relative cost of media.
• Explain the process for determining the cost effectiveness of media vehicles.
• Discuss technique for calculating Internet advertising rates.
• Calculate the costs of advertising in media vehicles.