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MAC427Social Sciences2 Unitsintermediate

Economics & Social Issues in Advert & PR

This course explores the economic and social dimensions of advertising and public relations. It examines the structure, operations, laws, and ethics governing these fields in Nigeria, comparing them to practices in the United States and Britain. Key topics include social responsibility, truth and deception, consumerism, and the self-regulatory activities of professional associations. The course aims to equip students with a deep understanding of the ethical considerations and economic impacts within advertising and public relations.

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26h

Study Time

13

Weeks

2h

Per Week

none

Math Level

Course Keywords

AdvertisingPublic RelationsEthicsConsumerismSocial Responsibility

Course Overview

Everything you need to know about this course

Course Difficulty

Intermediate Level

Builds on foundational knowledge

65%

intermediate

📚

Math Level

No Math

🔬

Learning Type

Hands-on Practice

Course Topics

Key areas covered in this course

1

Advertising as an Institution

2

Public Relations Theory and Practice

3

Advertising and Public Relations Laws and Ethics

4

Self-Regulation in Advertising and Public Relations

5

Social Responsibility in Advertising and Public Relations

6

Consumerism and Consumer Rights

Total Topics6 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

Written Assessment

Career Opportunities

Explore the career paths this course opens up for you

Advertising Executive

Apply your skills in this growing field

Public Relations Specialist

Apply your skills in this growing field

Marketing Manager

Apply your skills in this growing field

Communications Manager

Apply your skills in this growing field

Brand Manager

Apply your skills in this growing field

Industry Applications

Real-world sectors where you can apply your knowledge

Advertising AgenciesPublic Relations FirmsCorporate Communications DepartmentsGovernment Information AgenciesNon-Profit Organizations

Study Schedule Beta

A structured 13-week journey through the course content

Week

1

Module 1: Advertising as an Institution

2h

Unit 1: Origin, Development and Definition of Advertising

2 study hours

•Read Unit 1: Origin, Development and Definition of Advertising.
•Trace the historical roots of advertising and its evolution in Nigeria.
•Understand the factors influencing advertising's growth.
•Define advertising and differentiate it from other promotional activities.

Week

2

Module 1: Advertising as an Institution

2h

Unit 2: Classification and Roles of Advertising

2 study hours

•Read Unit 2: Classification and Roles of Advertising.
•Classify advertising based on target audience, geography, and demand.
•Identify different types of advertising, including standard, public service, and corrective advertising.
•Analyze the economic and social roles of advertising.

Week

3

Module 1: Advertising as an Institution

2h

Unit 3: Organisation of Advertising

2 study hours

•Read Unit 3: Organisation of Advertising.
•Examine the roles of the advertiser, advertising agency, and media.
•Understand the functions of creative service, client service, and media service groups within an advertising agency.
•Explore the impact of media developments on advertising practices.

Week

4

Module 1: Advertising as an Institution

2h

Unit 4: The Economics of Advertising

2 study hours

•Read Unit 4: The Economics of Advertising.
•Analyze how advertising agencies generate revenue through commissions and other sources.
•Discuss the contribution of the advertising industry to the national economy.
•Examine the impact of advertising costs on agency income.

Week

5

Module 1: Advertising as an Institution

2h

Unit 5: The Advertising Campaign

2 study hours

•Read Unit 5: The Advertising Campaign.
•Identify the stages of an advertising campaign, from marketing strategy to evaluation.
•Understand the role of advertising research in campaign development.
•Explore different types of research, including formative, message, and tracking studies.

Week

6

Module 2: Theory and Practice of Public Relations

2h

Unit 1: History, Growth and Definition of Public Relations

2 study hours

•Read Unit 1: History, Growth and Definition of Public Relations.
•Trace the evolution of public relations as a profession.
•Discuss the growth of public relations in Nigeria.
•Define public relations as a management function and its roles in management.

Week

7

Module 2: Theory and Practice of Public Relations

2h

Unit 2: Methods of Public Relations

2 study hours

•Read Unit 2: Methods of Public Relations.
•Identify the media and tools used in public relations.
•Discuss the benefits of press relations, photography, exhibitions, and film in public relations.
•Explore the use of house journals and direct mails.

Week

8

Module 2: Theory and Practice of Public Relations

2h

Unit 3: The Public Relations Campaign

2 study hours

•Read Unit 3: The Public Relations Campaign.
•Discuss the eight basic steps in running a public relations campaign.
•Explain the essence of research in public relations campaigns.
•Organize a typical public relations campaign.

Week

9

Module 2: Theory and Practice of Public Relations

2h

Unit 4: The Economics and Revenue System in Public Relations

2 study hours

•Read Unit 4: The Economics and Revenue System in Public Relations.
•Explain how public relations firms earn their income.
•Discuss the volume of public relations contributions to national income.
•Analyze the fixed fee agreement, fixed fee with billing agreement, and consultancy models.

Week

10

Module 2: Theory and Practice of Public Relations

2h

Unit 5: Advertising, Public Relations and Marketing: An Interface

2 study hours

•Read Unit 5: Advertising, Public Relations and Marketing: An Interface.
•Discuss the evolution of the marketing concept and define marketing.
•Distinguish between the marketing mix and promotion mix.
•Explain the roles of advertising in the marketing mix and product life cycle.
•Discuss the relationship between image advertising and public relations.

Week

11

Module 3: Laws and Ethics of Advertising and Public Relations

4h

Unit 1: The Concept of Law and Ethics

2 study hours

•Read Unit 1: The Concept of Law and Ethics.
•Discuss various ethical principles and a model for individual ethical decisions.
•Relate the concept of ethics to the practice of advertising and public relations in Nigeria.

Unit 2: Statutory Controls of Advertising in Nigeria

2 study hours

•Read Unit 2: Statutory Control of Advertising in Nigeria.
•Explain the history and operations of the Advertising Practitioners Council of Nigeria (APCON).
•Discuss the regulatory and control functions of APCON.
•Identify other laws concerned with the regulation of advertising in Nigeria.

Week

12

Module 3: Laws and Ethics of Advertising and Public Relations

4h

Unit 3: Law and Code of Conducts of Public Relations in Nigeria

2 study hours

•Read Unit 3: Law and Code of Conducts of Public Relations in Nigeria.
•Explain the code of ethics for the practice of public relations in Nigeria.
•Understand the conduct towards the practice of public relations, the public, employers, and colleagues.

Unit 4: Regulation of Advertising in the Developed Countries: A Case Study Of the United States

2 study hours

•Read Unit 4: Regulation of Advertising in the Developed Countries: A Case Study Of the United States.
•Discuss both the government control and self-regulation of advertising in the United States.
•Compare advertising regulation in the United States with that in Nigeria.

Week

13

Module 3: Laws and Ethics of Advertising and Public Relations

2h

Unit 5: Control of Public Relations in Developed Countries: The Example of Britain

2 study hours

•Read Unit 5: Control of Public Relations in Developed Countries: The Example of Britain.
•Discuss the main provisions of the Institute of Public Relations (IPR) Code of Conduct in Britain.
•Compare the operations of the IPR in Britain with the NIPR in Nigeria.

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 detailed summaries of each unit, focusing on key definitions and concepts.

2

Develop case studies applying ethical principles to real-world advertising and PR scenarios.

3

Practice analyzing advertising campaigns, identifying target audiences, and evaluating effectiveness.

4

Review the APCON and NIPR codes of conduct, noting specific regulations and guidelines.

5

Compare and contrast advertising and PR practices in Nigeria, the US, and Britain.

6

Prepare arguments for and against the social responsibility of advertising and PR.

7

Outline the history, objectives, and membership of AAPN, ADVAN, OAAN, BON, NPAN, NIPR, PRCAN, and ACAMB.

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