CA 152 - The Business of Advertising

Course Description

  • Prerequisite: CA 101 and CA 145
  • CA majors only

Overview of the structure of the advertising industry including an in-depth look at current business practice and employment in the various areas of the industry.

Student Learning Outcomes

Upon successful completion of CA 152, the student will be able to:

  • Use vocabulary specific to the field of advertising.
  • Discuss advertising theory and its relationship to American business.
  • Identify career paths.
  • Recognize the personal commitment and skills required by the advertising business.
  • Do a job search.
  • Perform the following steps in the advertising design process:
    • investigate client needs
    • do marketing research
    • define the advertising problem
    • do a media plan
    • do a marketing plan
    • develop a campaign concept
    • do copy writing
    • do production
    • do art direction
    • do a campaign budget plan
  • Apply the principles of quality advertising to selected projects.
  • Provide advertising campaigns for positioning in local and national media based on the following factors:
    • marketing
    • client information
    • demographics
    • research methods
    • media buys
  • Write technical specifications, project objectives, and reports
  • Give oral presentations utilizing persuasive selling techniques.
  • Discuss the following advertising applications:
    • publications
    • books
    • newspapers
    • packaging
    • point of purchase
    • exhibits
    • specialty advertising materials
    • radio
    • television
    • ad campaigns for local markets
    • ad campaigns for national markets
  • Describe the impact of computer and telecommunications on the advertising design market.
  • Complete advertising design samples for the final Communication Arts Program portfolio.
  • Organize time and maintain schedules to meet deadlines.
  • Demonstrate flexibility in time management.