Course outline of MKT621

Introduction & Background:

Advertising plays a vital role in every countrys economy as it is practically the most effective
tool for communicating with end consumers directly. The course of advertising and promotion is
designed not just to introduce students to the basic advertising terminology but also to teach
them how different decisions regarding advertising campaigns, budgets and media are made. It
explains the application of advertising principles and theories. It is designed with the core
objective to develop, enhance and sharpen their knowledge in the field of marketing and
advertising.
Market Need:
Every marketing student should be exposed to advertising and promotion, since it is a major part
of the marketing mix. In Pakistan, the advertising industry is rapidly transforming. Media
development such as the development of social media has transformed the way consumers and
organizations see advertisements. Advertising has no boundaries. It is not confined to some
specific business and sector requiring a lot of innovation and creativity to compete in the intense
and competitive environment. Now companies tend to spend increasing amounts on marketing
and advertisement strategies which has increased the importance of this filed of advertising
bringing in more specialized advertisement organizations. These organizations believe that to
stay ahead of others in the market, they need to conduct research and market analysis thus
bringing in new ways of satisfying their clients.
Objectives:
Content of MKT621 has been designed to fulfill the following objectives:
To introduce the key concepts and theories of advertising and promotion.
To demonstrate the importance of advertising in the promotion of a product, service,
and/or idea.
To explain how companies may plan, manage and measure their marketing
communications
To expand the understanding about the contemporary issues in advertising and promotion
To teach how different campaigns are designed, scheduled and executed
To provide students with an appreciation and understanding of media types, selection and
budget allocation
To inform students about the evolving needs of market and development of new media to
fulfill such needs
To analyzing the marketing environment while developing the marketing plans and
selecting the media strategy

Learning outcomes:
By the end of this course it is expected that a student should be able to:

Identifyroleofadvertisingandpromotionintheoverallmarketingprogram.
Produceacomprehensiveadvertisingcampaign.
Assessthetypesofmedia,suchas:print,broadcast,interactiveandoutdoormedia.
Describeamarketingcommunicationsbudgetandhowcompaniesallocatemediaresources
withinabudget
Plananddevelopthecreativestrategyandadvertisingcampaign
Examinehowamediaplanisdeveloped.
Discusstheadvantagesanddisadvantagesofthebroadcastmedia(TVandradio)aswellas
issuesregardingthepurchaseofradioandTVtimeandaudiencemeasurement.
Evaluatetheroleofsupportmediasuchasoutdoorandtransitadvertisingandsomeofthe
manynewmediaalternatives.
Evaluateasituationinmarketingcommunicationterms.
Explainrapidlygrowingareasofdirectmarketing.

Course Objectives
To introduce the key concepts
and theories of advertising and
promotion.
To demonstrate the importance
of advertising in the promotion
of a product, service, and/or idea.
To explain how companies may
plan, manage and measure their
marketing communications
To Expand the understanding
about the contemporary issues in
advertising and promotion
To teach how different
campaigns are designed,
scheduled and executed
To provide students with an
appreciation and understanding
of media types, selection and
budget allocation
To inform students about the
evolving needs of market and
development of new media to
fulfill such needs
To analyzing the marketing
environment while developing
the marketing plans and selecting
the media strategy
To exposed students to various

Course Outcomes
Identify role of advertising and
promotion in the overall
marketing program.
Produce a comprehensive
advertising campaign.
Assess the types of media,
such as: print, broadcast,
interactive and outdoor media.
Describe a marketing
communications budget and
how companies allocate media
resources within a budget
Plan and develop the creative
strategy and advertising
campaign
Examine how a media plan is
developed.
Discuss the advantages and
disadvantages of the broadcast
media (TV and radio) as well
as issues regarding the
purchase of radio and TV time
and audience measurement.
Evaluate the role of support
media such as outdoor and
transit advertising and some of
the many new media
alternatives.

Graded Activities
Graded activities consist
of 2 assignments, 2 GDBs
and 4 quizzes.
Assignments and GDBs
topics will be based on
theoretical and practical
aspects of Advertising and
promotion
Students knowledge
about current trends
prevailing in Advertising
and promotion, real life
examples of advertising
field and theoretical
concepts and terms will be
tested through these
sessional activities.

research articles on the subject to

enhance their understanding of
what is happening in the world
of advertising
To make them to contribute in
the indigenous level by
conducting research in the
advertising field

Evaluate a situation in
marketing communication
terms.
Explain rapidly growing areas
of direct marketing.
You will learn to conduct
research after analyzing
different research papers.

Course Audience/Target Market:

Graduate and undergraduate students

Course Content:
Topics
Introduction To Advertising
Advertising And Society
Marketing Tools
Role And Functions Of Advertising
Advertising Planning
Positioning
Advertising Message
Advertising Budget
Advertising Research
Pre Placement Evaluation
Working Of Advertising
Advertising Response Hierarchy Models
Problem Solving Strategies
Consumer Behavior
Creativity In Advertising
Copy Writer
Why Advertising
Methods To Appreciate A Problem
Important Tool Of Advertising
Online Advertising
Sales Promotion
Publicity
Marketing Environment

Lectures
1,2,3
4
5, 6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23, 24
25
26
27

Semester
Activities

GDB #01

Assignment # 01

Marketing Plan
How To Be Good Clients
Client Agency Relationship
Newspaper Advertising
Other Advertising Medium
Utility Of Various Media
Other Advertising Media

28, 29
30
31
33
34
35
36

Continuous Tracking
Seasonal Advertising
Components Of Advertising
Criticism On Advertising
Effect Of Advertising

37
38
39
40
41

Creating Effective Design

Worksheets
Glossary Of Advertising
Concept Of An Ad

42
43
44
45

Recommended Books
Advertising and Promotion
6th Edition
George E. Belch and Michael A. Belch
McGraw-Hill
Advertising: Principles and Practice
7th Edition
William Wells, Sandra Moriarty and John Burnett
Pearson Education

Course Strategy:
In the pursuit of meeting course objectives we will be having the following activities:
Video Lectures:
3 Video lectures will be on air in one week.
MDBs:
MDBs will be replied on daily bases.
Quizzes:

4 quizzes will be taken in the whole semester. 2 quizzes each will be taken before and after the mid-term
exams.
Assignments:
2 assignments will be given in the whole semester. 1 assignment each will be given before and after the
mid-term exams.
GDB:
2 GDBs will be the part of the graded activities. 1 GDB each will be given before and after the mid-term
exams.
Exams:
Mid-Term exam will be taken from first 22 lectures of the course.
Final-Term exam will be taken from lecture number 1 to 45.