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MAC331Social Sciences3 Unitsintermediate

Advertising Campaign Planning & Execution

This course is designed to enhance undergraduate students' knowledge of advertising campaign planning and execution. It emphasizes the importance of adequate planning arrangements before implementing an advertising program. Students will explore the need for planning, processes, and the role of research in advertising. The course also covers the organization structure of the Nigerian advertising industry, including APCON and sectoral bodies, and examines advertising media and campaign execution.

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208h
Study Time
13
Weeks
16h
Per Week
basic
Math Level
Course Keywords
Advertising CampaignPlanningExecutionResearchRegulation

Course Overview

Everything you need to know about this course

Course Difficulty

Intermediate Level
Builds on foundational knowledge
65%
intermediate
➕
Math Level
Basic Math
🔬
Learning Type
Hands-on Practice

Course Topics

Key areas covered in this course

1

Advertising Planning

2

Advertising Processes

3

Advertising Research

4

Advertising Ethics

5

Nigerian Advertising Industry

6

Advertising Media

Total Topics6 topics

Requirements

Knowledge and skills recommended for success

Basic Marketing Principles

Introduction to Mass Communication

💡 Don't have all requirements? Don't worry! Many students successfully complete this course with basic preparation and dedication.

Assessment Methods

How your progress will be evaluated (3 methods)

assignments

Comprehensive evaluation of course material understanding

Written Assessment

tutor-marked assessments

Comprehensive evaluation of course material understanding

Written Assessment

final examination

Comprehensive evaluation of course material understanding

Written Assessment

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

Media Planner

Apply your skills in this growing field

Brand Manager

Apply your skills in this growing field

Public Relations Officer

Apply your skills in this growing field

Industry Applications

Real-world sectors where you can apply your knowledge

Fast Moving Consumer Goods (FMCG)TelecommunicationsBankingMediaEntertainment

Study Schedule Beta

A structured 13-week journey through the course content

Week
1

Module 1: Imperative of Planning and Processes of Advertising

8h

Unit 1: Meaning and Need for Planning in Advertising

4 study hours
  • •Understand the meaning of planning in advertising.
  • •Identify the reasons why advertising should be planned.
  • •Analyze the benefits of planned advertising.

Unit 2: Processes of Advertising

4 study hours
  • •Identify the various stages of advertising.
  • •Explain the steps and their relevance.
  • •Discuss the inputs required to carry out advertising.
Week
2

Module 1: Imperative of Planning and Processes of Advertising

12h

Unit 3: Research in Advertising

4 study hours
  • •Discuss the role of research in advertising.
  • •Explain why any practitioner who ignores research will fail in his campaign.
  • •Justify the need for evaluation after every campaign.

Unit 4: Advertising Tripod

4 study hours
  • •Identify the components of the advertising tripod.
  • •Explain their individual roles in advertising.

Unit 5: 4 Ps Marketing

4 study hours
  • •Discuss the four components of the concept.
  • •Appreciate their pivotal roles in the marketing of products.
Week
3

Module 2: Organizational Structure of the Advertising Industry

12h

Unit 1: Advertising Practitioners Council of Nigeria (APCON)

4 study hours
  • •Appreciate the statutory responsibilities of APCON.
  • •Explain the organizational structure.
  • •Identify the strengths and weaknesses of APCON.

Unit 2: Association of Advertising Agency of Nigeria (AAAN)

4 study hours
  • •Identify the nature and functions AAAN.
  • •Explain the organizational composition AAAN.

Unit 3: Advertising Association of Nigeria (ADVAN)

4 study hours
  • •Explain the members of ADVAN.
  • •Discuss their roles and functions in the industry.
Week
4

Module 2: Organizational Structure of the Advertising Industry

8h

Unit 4: Newspaper Proprietors Association of Nigeria (NPAN)

4 study hours
  • •Explain the background of the print industry in Nigeria.
  • •Discuss it organs and contributions to the economy.

Unit 5: Outdoor Advertising Association of Nigeria (OAAN)

4 study hours
  • •Distinguish the peculiar role of OAAN.
  • •Explain its structural outlook.
Week
5

Module 2: Organizational Structure of the Advertising Industry

8h

Unit 6: Broadcasting Organization of Nigeria (BON)

4 study hours
  • •Narrate the historical background of BON.
  • •Explain the functions of BON.
  • •Discuss its structural outlook.

Unit 7: Media Independent Practitioners Association of Nigeria (MIPAN)

4 study hours
  • •Explain the reasons why MIPAN was established.
  • •Discuss the structure of the association.
Week
6

Module 3: Media of Advertising in Nigeria

12h

Unit 1: The Print Media Sector

4 study hours
  • •Have a broad picture of the Nigerian media scene.
  • •Understand the evolutionary changes in the industry.
  • •Appreciate the contribution of the Nigeria print media to Nigeria's development.

Unit 2: Newspapers as Platforms for Advertising

4 study hours
  • •Point out the positive features of newspaper as vehicle for advertising.
  • •Note their weaknesses as tools of advertising.
  • •Observe areas newspaper can be improved to enhance their operational capacity.

Unit 3: Magazines as Fora for Advertising

4 study hours
  • •Distinguish the peculiar difference between magazines and other print media.
  • •Discuss the strengths of magazine as a medium of advertising.
Week
7

Module 3: Media of Advertising in Nigeria

12h

Unit 4: Billboards as Advertising Instruments

4 study hours
  • •Identify the special features of outdoor advertising.
  • •Explain the merits and demerits of the medium.

Unit 5: The Broadcasting Media Sector

4 study hours
  • •Narrate the genesis of the broadcast sector.
  • •Explain its role in Nigeria's development.
  • •Discuss its potentials as a tool of advertising.

Unit 6: Radio as a Platform for Advertising

4 study hours
  • •Discuss the attendant qualities of radio.
  • •Explain the different areas radio differs from television.
Week
8

Module 3: Media of Advertising in Nigeria

12h

Unit 7: Television as a Special Advertising Tool

4 study hours
  • •Identify those special attributes that distinguish television as an instrument of advertising.
  • •Explain some of its disadvantages and prospects.

Unit 8: Advertising Through Cinema/Film/Home Videos

4 study hours
  • •Give a brief history of cinema.
  • •Explain its roles and merits as a tool of advertising.
  • •Explain its existing disadvantages.

Unit 9: Internet and Social Media as Advertising Channels

4 study hours
  • •Appreciate the interface between the internet and advertising.
  • •Explain the versatile avenues existing in the internet for advertising.
  • •Understand the merits and demerits of internet as a tool of advertising.
Week
9

Module 4: Advertising Campaign Execution

12h

Unit 1: Pre-Advertising Campaign Execution Arrangements

4 study hours
  • •Identify what proper execution of an advertising campaign entails.
  • •Explain the vital inputs required at this stage of advertising.
  • •Discuss the interface between proper planning and execution of advertising campaign programme.

Unit 2: Advertising Campaign Execution Proper

4 study hours
  • •Appreciate the importance and centrality of advertising campaign execution to the success of any programme.
  • •Discuss the measures that must taken for any advertising campaign to be fruitful.

Unit 3: Post-execution Activity: Evaluation

4 study hours
  • •Appreciate the role of evaluation in advertising.
  • •Identify the significance of this stage in the advertising process.
Week
10

Module 5: The Imperative of Advertising Regulation

8h

Unit 1: APCON as a Regulatory Agency

4 study hours
  • •Have a clearer background of APCON.
  • •Discuss the important mandates given to the agency.
  • •Identify the sectoral and complementary organs with which APCON is carrying out its responsibilities.

Unit 2: Regulating Advertising: Tools at APCONs Disposal

4 study hours
  • •Appreciate the detailed content of Decree no. 55 of 1988 and Code of Advertising Practice of APCON.
  • •Relate their contents to the statutory responsibilities of APCON.
Week
11

Module 5: The Imperative of Advertising Regulation

4h

Unit 3: Regulating Advertising: Areas Requiring Special Attention

4 study hours
  • •Identify some of the sensitive products requiring special care.
  • •Appreciate why they require special care when advertised.
  • •Explain how care can be taken to ensure such products are assisted by advertising to aid and not harm the consumers
Week
12

Module 5: The Imperative of Advertising Regulation

6h

Unit 1: APCON as a Regulatory Agency

6 study hours
  • •Review key concepts from Module 1.
  • •Practice applying planning processes to sample advertising scenarios.
  • •Discuss the importance of ethical considerations in advertising.
Week
13

Module 5: The Imperative of Advertising Regulation

6h

Unit 2: Basic Press Laws

6 study hours
  • •Review key concepts from Modules 2-5.
  • •Analyze case studies of successful and unsuccessful advertising campaigns.
  • •Prepare for final examination by focusing on key areas.

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

Create a detailed study schedule allocating specific time slots for each module and unit.

2

Summarize key concepts and theories from each unit into concise notes or flashcards.

3

Practice applying advertising principles to real-world case studies.

4

Review all Tutor-Marked Assignments (TMAs) and identify areas needing further attention.

5

Focus on understanding the APCON code of ethics and its application to different advertising scenarios.

6

Form study groups with classmates to discuss challenging concepts and share insights.

7

Simulate exam conditions by practicing with past questions and timing yourself.

8

Prioritize studying the areas of advertising regulation, media selection, and campaign execution.

9

Create concept maps linking advertising planning, research, and creative development.

10

Review the strengths and weaknesses of different advertising media and their suitability for various products.

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