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MAC132Social Sciences2 Unitsbeginner

Principles of Advertising and Sales Promotion

This course introduces the principles of advertising and sales promotion, providing a foundational understanding of mass communication within this dynamic field. It explores the concepts, meanings, and operations of advertising and sales promotion, distinguishing them from related concepts. The course examines the evolution of advertising, the communication process, and the development of advertising campaigns. It also appraises the social and ethical effects of advertising, equipping students with essential knowledge for both academic and professional pursuits in mass communication and marketing.

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120h
Study Time
13
Weeks
9h
Per Week
none
Math Level
Course Keywords
AdvertisingSales PromotionMarketing CommunicationCommunication ProcessMedia Strategy

Course Overview

Everything you need to know about this course

Course Difficulty

Beginner Level
Perfect for newcomers to the field
35%
beginner
📚
Math Level
No Math
📖
Learning Type
Theoretical Focus

Course Topics

Key areas covered in this course

1

Basic Concepts of Advertising and Sales Promotion

2

Marketing Communication Mix

3

Evolution of Advertising

4

Communication Process

5

Advertising Campaign Development

6

Media Strategy

7

Social Effects of Advertising

8

Ethical Issues in Advertising

9

Regulation in Advertising

Total Topics9 topics

Ready to Start

No specific requirements needed

This course is designed to be accessible to all students. You can start immediately without any prior knowledge or specific preparation.

Assessment Methods

How your progress will be evaluated (3 methods)

Assignments

Comprehensive evaluation of course material understanding

Written Assessment

Tutor-Marked Assignments

Comprehensive evaluation of course material understanding

Written Assessment

Final Examination

Comprehensive evaluation of course material understanding

Computer Based Test

Career Opportunities

Explore the career paths this course opens up for you

Advertising Executive

Apply your skills in this growing field

Marketing Manager

Apply your skills in this growing field

Brand Manager

Apply your skills in this growing field

Media Planner

Apply your skills in this growing field

Public Relations Specialist

Apply your skills in this growing field

Industry Applications

Real-world sectors where you can apply your knowledge

Advertising AgenciesMarketing DepartmentsPublic Relations FirmsMedia OrganizationsCorporate Communications

Study Schedule Beta

A structured 13-week journey through the course content

Week
1

Module 1: Meaning and Scope of Advertising and Sales Promotion

3h

Unit 1: Basic Concepts of Advertising and Sales Promotion

3 study hours
  • •Define promotion, advertising, and sales promotion.
  • •Understand the differences between marketing, strategy, tactics, technique, and USP.
  • •Identify the roles of advertising agencies and firms.
Week
2

Module 1: Meaning and Scope of Advertising and Sales Promotion

3h

Unit 2: Related Concepts of Advertising and Sales Promotion

3 study hours
  • •Distinguish between advertising, publicity, and public relations.
  • •Understand merchandising, lobbying, sponsorship marketing, and propaganda.
  • •Analyze the relationships between these concepts and advertising.
Week
3

Module 1: Meaning and Scope of Advertising and Sales Promotion

3h

Unit 3: Advertising as a Form of Mass Communication

3 study hours
  • •Explain advertising as a form of mass communication.
  • •Discuss the communication model in advertising.
  • •Identify and discuss barriers to communication in advertising.
Week
4

Module 1: Meaning and Scope of Advertising and Sales Promotion

3h

Unit 4: Marketing Communication Mix

3 study hours
  • •Explain the meaning of the marketing communication mix.
  • •Enumerate the components of the marketing communication mix.
  • •Discuss the challenges in implementing integrated marketing communication (IMC) within organizations.
Week
5

Module 2: Evolution of Advertising and Sales Promotion

3h

Unit 1: Origin and Evolution of Advertising and Sales Promotion

3 study hours
  • •Explain the origin of advertising and sales promotion.
  • •Identify and describe different eras of advertising development.
  • •Show the link between the history of advertising and the development of society.
Week
6

Module 2: Evolution of Advertising and Sales Promotion

3h

Unit 2: Definition of the Communication Process

3 study hours
  • •Define communication.
  • •Discuss the principles of communication.
  • •Understand the importance of effective communication in advertising.
Week
7

Module 2: Evolution of Advertising and Sales Promotion

3h

Unit 3: Nature of Communication

3 study hours
  • •Discuss the meaning of source encoding.
  • •Explain the role of channels in communication.
  • •Understand the meaning of receiving/decoding and the importance of feedback.
Week
8

Module 2: Evolution of Advertising and Sales Promotion

3h

Unit 4: The Response Process in Communication

3 study hours
  • •Explain the process of communication.
  • •Discuss the AIDA model and its application in advertising.
  • •Understand the hierarchy of effects model, innovation adoption model, and information processing model.
Week
9

Module 3: Developing Advertising and Sales Promotion

3h

Unit 1: Overview and Definition of Advertising

3 study hours
  • •Define advertising in both early and modern contexts.
  • •Enumerate the elements of the definition of advertising.
  • •Explain the purpose of advertising and its role in marketing.
Week
10

Module 3: Developing Advertising and Sales Promotion

3h

Unit 2: Meaning of Sales Promotion

3 study hours
  • •Define sales promotion and its objectives.
  • •State the strengths and weaknesses of sales promotion.
  • •List and explain the different types of sales promotion.
Week
11

Module 3: Developing Advertising and Sales Promotion

3h

Unit 3: Types of Sales Promotion

3 study hours
  • •Identify and explain consumer-oriented sales promotion techniques.
  • •Explain trade-oriented sales promotion and its objectives.
  • •Discuss the various tools of trade-oriented sales promotion.
Week
12

Module 3: Developing Advertising and Sales Promotion

3h

Unit 4: Media Planning and Strategy Development

3 study hours
  • •Define media planning and its importance.
  • •Explain the process of developing a media plan.
  • •Discuss how to implement media strategies effectively.
Week
13

Modules 1-4

3h

Final Revision

3 study hours
  • •Review all modules and units.
  • •Focus on key concepts and definitions.
  • •Prepare for final examination.

This study schedule is in beta and may not be accurate. Please use it as a guide and consult the course outline for the most accurate information.

Course PDF Material

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Study Tips & Exam Preparation

Expert tips to help you succeed in this course

1

Review all study units and focus on key concepts and definitions.

2

Practice answering questions from the tutor-marked assignments.

3

Create summaries of each module to consolidate your understanding.

4

Pay special attention to the ethical and regulatory aspects of advertising.

5

Allocate sufficient time to revise media planning and strategy development.

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