GATEWAY (ICT) POLYTECHNIC SAAPADE

TEACHING WORKING TEMPLATE

Principles of Advertising
MAC 124
MLH 1
Course Outline
WEEK TOPIC REMARK
1 Explain the term advertising giving its various definitions
Explain the roles of advertising, publicity, promoting
public relations and propaganda showing they are
different from each other
2 Trace the history of the origin of development of
advertising
3-4 Explain the term advertising agency
Explain the term advertiser
Explain the term advertising media
Explain the term media independent
Explain the organizational structures of AD agencies,
advertiser’s organisation, media houses, media
independent outfits.
Explain the different functions of an advertising agency
Explain the different functions of an advertiser
organisation
Explain the different career prospects in advertising
5-6 Explain the roles that advertising play in society, e.g
information, awareness, promotion of ideas, etc,
Explain how advertising and marketing are interrelated.
Enumerate the conditions that make advertising a strong
force in society (e.g Mass Production and availability of
goods and services, improved customer awareness and
income, shrinking of the global market, etc.
 7 Explain the various types of advertising( selective, hard-
selling, soft selling, display classified, local, regional,
national, international, etc)
Enumerate and classify the major media of advertising
(e.g radio, television,newspaper, magazine, cinema,
outdoor, transit, etc.
Explain the characteristics of various advertising media
Define above-the-line and below-the-line advertising,
explaining their respective characteristics
8 Explain the major appeals applied in the formation of
advertising messages (Value, basic human needs, rational,
emotional, differences, etc.
Explain how psychological factors influence advertising
techniques
9-10 Explain what is implied by advertising research
Explain the importance of research in advertising giving
reasons
Explain the various methods of conducting research in
advertising
11-12 Identify the various stages of preparing advertising Practical
material e.g planning, research, brain storming, contact
reports, design and illustrations copy, layout, storyboard
production, etc.
Explain the term copywriting
Explain the term layout and list the various types of
layout
Demonstrate how to prepare simple copy and layout for
advertisements.
13-14 Explain the legal, social and ethical frame work for Facility Visit to
advertising with emphasis on Nigerians APCON,OAAN,
Explain what constitutes illegal advertisement ADVAN,BON,NPAN,
Give examples of such advertisement etc.
Explain the major provisions of the Nigerian Code of
Advertising Practice
Explain the history and roles of the listed:
Professional Bodies:
Advertising Practice Council, (APCON)
Association of Advertising Practitioners of Nigeria
(AAN)
Regulatory and Professional Bodies
Outdoor Advertising Regulatory and Professional bodies
Association of Nigeria(OAAN)
Advertisers Association of Nigeria (ADVAN)
Broadcasting Organisation of Nigeria (BON)
Newspaper of Nigeria Proprietors Association of Nigeria
(NPAN)
Media Independent Practitioners of Nigeria (MIPAN) in
the central advertising
Outline the constraints of consumerism