COURSE GUIDE DESCRIPTION INTRODUCTION COURSE AUDIENCE STUDY SCHEDULE

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1 COURSE GUIDE xi COURSE GUIDE DESCRIPTION You must read this Course Guide carefully from the beginning to the end. It tells you briefly what the course is about and how you can work your way through the course material. It also suggests the amount of time you are likely to spend in order to complete the course successfully. Please keep on referring to the Course Guide as you go through the course material as it will help you to clarify important study components or points that you might miss or overlook. INTRODUCTION HBCA4103 Principles of Advertising is one of the courses offered by Faculty of Applied Social Sciences at Open University Malaysia (OUM). This course is worth 3 credit hours and should be covered over 15 weeks. COURSE AUDIENCE This is a compulsory course for students taking communication programme, however it is also intended for students specializing in Multimedia Communications (Advertising). As an open and distance learner, you should be able to learn independently and optimise the learning modes and environment available to you. Before you begin this course, please confirm the course material, the course requirements and how the course is conducted. STUDY SCHEDULE It is a standard OUM practice that learners accumulate 40 study hours for every credit hour. As such, for a three-credit hours course, you are expected to spend 120 study hours. Table 1 gives an estimation of how the 120 study hours could be accumulated.

2 xii COURSE GUIDE Table 1: Estimation of Time Accumulation of Study Hours STUDY ACTIVITIES STUDY HOURS Reading module and completing assignments 70 Attending 5 sessions of tutorials at the rate of 2 hours per session 10 Accessing the internet 10 Completing assignments given 15 Revising 15 TOTAL STUDY HOURS ACCUMULATED 120 LEARNING OUTCOMES By the end of this course, you should be able to: 1. Explain the principles, concepts, functions and strategies of advertising; 2. Discuss the ethical issues, laws and social responsibilities in advertising; 3. Identify concepts of marketing and describe the relationship between advertising and marketing; 4. Explain the process of planning and media buying; 5. Describe the operations of advertising agencies and the relationship between advertising and marketing; 6. Discuss the process of producing advertisements under print and electronic media from planning to printing stages; 7. Interpret details and expand ideas both orally and through script writing, with precision, clarity and concreteness; and 8. Apply knowledge into creative work in print and electronic media. COURSE SYNOPSIS This course is divided into 10 topics. The synopsis for each topic is presented below: Topic 1 discusses the basic aspects of advertising which include the topics of definition, types, roles, functions and five important groups in advertising. This topic also discusses the evolution of advertising, a brief history of advertising in Malaysia, and

3 COURSE GUIDE xiii current issues in advertising and its relationship to society. Students can obtain a preliminary idea of the functions of advertising in todayês modern society. Topic 2 discusses relationship between advertising and society. Advertising and society are topics in existence ever since the early beginnings of advertising. These two factors are inter-dependent. Besides reaping profits, big companies carry out various activities in order to ensure that their companies can remain competitive and be accepted by society. The main important topics elaborated upon here are issues related to advertising and society, ethical issues in advertising and discussions about the advertising industry in Malaysia from the control, regulatory and social responsibility aspects. Students will be introduced to various ethical issues in advertising and existing problems in advertising ethics. Topic 3 describes the advertising and marketing process. Marketing activities are implemented based on the needs and wants of the consumer or market. The advertiser should produce whatever that can be sold or whatever that is required by the market. However, marketing is not just carried out by business industries only. Marketing is also carried out by non-business organisations, individuals, the government, etc. This topic focuses on discussions of topics like definition of marketing, concepts of marketing, role of advertising in marketing, marketing methods and advertising agencies. Topic 4 introduces students to the background, planning and strategies of advertising. Students will be exposed to the concepts of consumerism, accounts and research planning, advertising planning and strategies, as well as implementation of advertising. Topic 5 deals with the advertising media. The selection of media is one of the complex processes of marketing communication decision-making, as there exist a variety of choices in terms of media and schedules that have to be implemented. This topic discusses the process of planning and media buying. Students will be introduced to various concepts of planning and media buying. This topic also emphasises the implementation process, strategy as well as planning design and media buying. Topic 6 describes the print media in advertising. Advertising is a rapidly expanding field. It can target and influence consumers anywhere. It cannot be denied that advertising is now a part of our daily lives presenting itself without invitation and is such an influential communication medium, so much so that it sometimes can be disturbing and stressful for consumers. In this topic, students will be introduced to the print media. This topic focuses on types of print media, advantages and drawbacks of print media advertising and the main factors that need to be emphasised by advertisers to make the print media advertisements more effective. Students are also introduced to outdoor media.

4 xiv COURSE GUIDE Topic 7 discusses the role of electronic media in advertising. Lately, the total number of broadcast media in Malaysia is on the rise. This provides greater opportunities for the advertisers to advertise their goods and services over the broadcast media which is considered appropriate with advertising objectives and their target audience. The existence of the new stations not only hugely affects the advertising expenditure (Adex) but also affects the competitive rating of listeners. This topic introduces students to the broadcast advertising media i.e. radio and television and the on-line interactive media. It also discusses the pros and cons of each type of medium, structure and audience for each broadcast media. Topic 8 introduces the role of creativity in advertising. Creativity plays a very important role in advertising. Creative advertisements have the ability to attract media readers, listeners and viewers. To become creative, students should be able to make relevant connections with the audience and display sales ideas in extraordinary ways. Students will be introduced to the concepts of creativity, creative strategies and processes so that they can produce a creative advertisement which can appeal to the people. Topic 9 discusses creativity for print advertisements. How does one produce a print advertisement that is creative with the capacity to effectively deliver the message within the advertisement? How about the design layout and format of the advertisement? What are the criteria that creative directors, art directors and copy writers need to consider before a print advertisement can be produced? Since nowadays, there are just too many advertisements in the newspapers and magazines, not all these advertisements will get noticed by readers. More creative advertisements have the potential to attract greater attention. All these points will be discussed in this topic. Topic 10 discusses creativity of broadcast advertising, i.e. radio and television advertising. Students will be introduced to advertising format as well as radio and television advertisement script, types of radio and television advertisements and how a broadcast advertisement is created. It is hoped students will be able to produce creative advertisements at the end of this topic. TEXT ARRANGEMENT GUIDE Before you go through this module, it is important that you note the text arrangement. Understanding the text arrangement will help you to organise your study of this course in a more objective and effective way. Generally, the text arrangement for each topic is as follows: Learning Outcomes: This section refers to what you should achieve after you have completely covered a topic. As you go through each topic, you should

5 COURSE GUIDE xv frequently refer to these learning outcomes. By doing this, you can continuously gauge your understanding of the topic. Self-Check: This component of the module is inserted at strategic locations throughout the module. It may be inserted after one sub-section or a few subsections. It usually comes in the form of a question. When you come across this component, try to reflect on what you have already learnt thus far. By attempting to answer the question, you should be able to gauge how well you have understood the sub-section(s). Most of the time, the answers to the questions can be found directly from the module itself. Activity: Like Self-Check, the Activity component is also placed at various locations or junctures throughout the module. This component may require you to solve questions, explore short case studies, or conduct an observation or research. It may even require you to evaluate a given scenario. When you come across an Activity, you should try to reflect on what you have gathered from the module and apply it to real situations. You should, at the same time, engage yourself in higher order thinking where you might be required to analyse, synthesise and evaluate instead of only having to recall and define. Summary: You will find this component at the end of each topic. This component helps you to recap the whole topic. By going through the summary, you should be able to gauge your knowledge retention level. Should you find points in the summary that you do not fully understand, it would be a good idea for you to revisit the details in the module. Key Terms: This component can be found at the end of each topic. You should go through this component to remind yourself of important terms or jargon used throughout the module. Should you find terms here that you are not able to explain, you should look for the terms in the module. References: The References section is where a list of relevant and useful textbooks, journals, articles, electronic contents or sources can be found. The list can appear in a few locations such as in the Course Guide (at the References section), at the end of every topic or at the back of the module. You are encouraged to read or refer to the suggested sources to obtain the additional information needed and to enhance your overall understanding of the course.

6 xvi COURSE GUIDE PRIOR KNOWLEDGE No pre-requisite is required for this course. ASSESSMENT METHOD Please refer to myinspire. REFERENCES Wells, Burnett, Moriarty. (2006). Advertising: Principles and practise. (7th ed.). New Jersey: Prentice Hall. Adnan Hashim. (1994). Advertising in Malaysia. Petaling Jaya: Pelanduk Publications. Arens F. William. (2004). Contemporary advertising. (6th ed.). Boston: McGraw-Hill, Irwin. Jewler & Drewniany. (2005). Creative strategy in advertising. (8th ed.). Thompson: Wadsworth. Mohd Sidin & Noorbathi Badaruddin. (1993). Asas periklanan. KL: Dewan Bahasa dan Pustaka. TAN SRI DR ABDULLAH SANUSI (TSDAS) DIGITAL LIBRARY The TSDAS Digital Library has a wide range of print and online resources for the use of its learners. This comprehensive digital library, which is accessible through the OUM portal, provides access to more than 30 online databases comprising e- journals, e-theses, e-books and more. Examples of databases available are EBSCOhost, ProQuest, SpringerLink, Books24x7, InfoSci Books, Emerald Management Plus and Ebrary Electronic Books. As an OUM learner, you are encouraged to make full use of the resources available through this library.