Advertising Campaign Planning & Execution

1. Discuss the importance of planning in advertising.
2. Identify and explain the processes involved in advertising.
3. Analyze the role of research in advertising campaigns.
4. Evaluate the structure and functions of the Nigerian advertising industry.
5. Classify the different types of advertising media and their strengths and weaknesses.
6. Explain the execution of advertising campaigns.
7. Discuss the need for advertising regulation.

13 weeks, about 120 hours in total. Yours will differ.

1. Week 1Module 1: Imperative of Planning and Processes of Advertising

   • Unit 1: Meaning and Need for Planning in Advertising · 4 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 hours

     Identify the various stages of advertising.. Explain the steps and their relevance.. Discuss the inputs required to carry out advertising..

2. Week 2Module 1: Imperative of Planning and Processes of Advertising

   • Unit 3: Research in Advertising · 4 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 hours

     Identify the components of the advertising tripod.. Explain their individual roles in advertising..

   • Unit 5: 4 Ps Marketing · 4 hours

     Discuss the four components of the concept.. Appreciate their pivotal roles in the marketing of products..

3. Week 3Module 2: Organizational Structure of the Advertising Industry

   • Unit 1: Advertising Practitioners Council of Nigeria (APCON) · 4 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 hours

     Identify the nature and functions AAAN.. Explain the organizational composition AAAN..

   • Unit 3: Advertising Association of Nigeria (ADVAN) · 4 hours

     Explain the members of ADVAN.. Discuss their roles and functions in the industry..

4. Week 4Module 2: Organizational Structure of the Advertising Industry

   • Unit 4: Newspaper Proprietors Association of Nigeria (NPAN) · 4 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 hours

     Distinguish the peculiar role of OAAN.. Explain its structural outlook..

5. Week 5Module 2: Organizational Structure of the Advertising Industry

   • Unit 6: Broadcasting Organization of Nigeria (BON) · 4 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 hours

     Explain the reasons why MIPAN was established.. Discuss the structure of the association..

6. Week 6Module 3: Media of Advertising in Nigeria

   • Unit 1: The Print Media Sector · 4 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 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 hours

     Distinguish the peculiar difference between magazines and other print media.. Discuss the strengths of magazine as a medium of advertising..

7. Week 7Module 3: Media of Advertising in Nigeria

   • Unit 4: Billboards as Advertising Instruments · 4 hours

     Identify the special features of outdoor advertising.. Explain the merits and demerits of the medium..

   • Unit 5: The Broadcasting Media Sector · 4 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 hours

     Discuss the attendant qualities of radio.. Explain the different areas radio differs from television..

8. Week 8Module 3: Media of Advertising in Nigeria

   • Unit 7: Television as a Special Advertising Tool · 4 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 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 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..

9. Week 9Module 4: Advertising Campaign Execution

   • Unit 1: Pre-Advertising Campaign Execution Arrangements · 4 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 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 hours

     Appreciate the role of evaluation in advertising.. Identify the significance of this stage in the advertising process..

10. Week 10Module 5: The Imperative of Advertising Regulation

    • Unit 1: APCON as a Regulatory Agency · 4 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 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..

11. Week 11Module 5: The Imperative of Advertising Regulation

    • Unit 3: Regulating Advertising: Areas Requiring Special Attention · 4 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.

12. Week 12Module 5: The Imperative of Advertising Regulation

    • Unit 1: APCON as a Regulatory Agency · 6 hours

      Review key concepts from Module 1.. Practice applying planning processes to sample advertising scenarios.. Discuss the importance of ethical considerations in advertising..

13. Week 13Module 5: The Imperative of Advertising Regulation

    • Unit 2: Basic Press Laws · 6 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..