Course Title

Advertising Strategies

Course Description

This is a course of study in the basic functions of advertising; its role in marketing communications mix; economics, consumer behavior, and social influence. Students will explore advertising techniques and the technology used in advertising institutions and media; campaigns and appropriations; retail and business-to-business aspects to develop and implement a promotional plan. Students will participate in career development and identify their leadership potential through participation in the DECA (an association of marketing students) student organization.

Contact

Ida Fryhover
Program Specialist
405-743-5473
ifryh@okcareertech.org

OCAS Codes	OHLAP Credit	Course Length	Prerequisites
8322	No	120 Hours This course is given credit for the Carnegie Unit. This course is taught 175 days at 50 minutes per class period at the lowest common denominator in the high schools and 55 minutes per day in the Technology Center. (120 is based on a Carnegie Unit, which accounts for 175 forty-five(45)minute class periods per school year.)	Marketing Fundamentals Business and Marketing Communications

Knowledge and Skills

Explain the concepts and processes needed to move, store, locate, and/or transfer ownership of goods and services.
Explain distribution activities of channel members
Explain the importance of making place/location decisions
Trace the channels of distribution for selected products
Describe the impact channels of distribution have a the marketing function of promotion
Identify strategies of point of purchase/in-store marketing

Utilize concepts and strategies needed for career exploration, development, and growth.
Conduct self-assessment of marketing-communications skill set
Identify requirements for professional certifications
Assess services of professional organizations
Analyze marketing communications careers to determine interests
Explain factors affecting the growth and development of the marketing communications industry
Describe employment opportunities in the marketing communications industry
Describe traits important to the success of employees in marketing communications
Participate in student organization to develop leadership skills
Utilize networking opportunities through participation in student organization
Explore career development opportunities in student organization

Explore the concepts, systems, and tools needed to gather, access, synthesize, evaluate, and disseminate information for use in making business decisions.
Identify the role of marketing information management
Gather information and research about consumer behavior
Analyze media research tools
Select appropriate research techniques
Gather brand information
Conduct pre-campaign testing
Track performance of promotional activities
Track trends
Analyze consumer behavior
Conduct idea generation session

Identify the financial concepts used in making business decisions.
Set/monitor promotional budget
Prepare an advertising budget
Calculate advertising media costs
Interpret financial reports
Monitor financial transactions
Manage accounts
Estimate project costs
Prepare an advertising budget

Explore the concepts and processes needed to obtain develop, maintain, and improve a product or service mix in response to market opportunities.
Explore the role of product/service planning in marketing
Describe types of product mix strategies
Describe stages of a product life cycle
Describe factors affecting product/service planning
Describe the importance of branding/positioning in marketing
Identify the impact and value of brand development

Explore the concepts and strategies needed to communicate information about products, services, images, and/or ideas to achieve a desired outcome.
Identify elements of the promotional mix
Understand sales promotion as a promotional tool
Discuss the use of promotion to meet objectives of the marketing plan
Develop a promotional plan
Identify characteristics of print media
Identify characteristics of broadcast media
Identify characteristics of outdoor media
Identify characteristics of electronic/online media
Select advertising media
Identify elements of an advertisement
Create advertisements
Use visual merchandising as a promotional tool
Determine the role of public relations/publicity as a promotional tool
Compare benefits of the different forms of advertising media
Determine the purpose of tradeshows
Identify different strategies used to communicate with businesses and consumers
Explain the nature of mobile ad copy
Identify effective advertising headlines
Describe copy strategies
Discuss the nature of effective direct-marketing copy
Identify promotional messages that appeal to targeted audiences
Evaluate direct-marketing copy
Describe the use of color in advertisements
Describe the elements of design
Explain the use of illustrations in advertisements
Discuss the nature of typography
Explain type styles used in advertisements
Describe effective advertisement layouts
Identify types of drawing media
Explain the impact of color harmonies on composition
Describe digital color concepts
Check advertising proofs
Evaluate storyboards for broadcast advertisements
Assess collateral pieces for direct marketing
Critique advertisements
Explain word-of-mouth (WOM) strategies
Select word-of-mouth strategies appropriate for promotional objectives
Explain nature of buzz-marketing
Develop buzz marketing strategies
Explain considerations in developing viral marketing campaigns
Develop viral marketing strategies
Develop referral programs that can be used to build brand/promote products
Identify opportunities for product placement
Discuss types of direct marketing strategies
Determine advertising reach of media
Read media schedule
Calculate media costs
Select advertising media
Choose appropriate media outlets
Negotiate terms with media owner
Schedule ads and commercials
Select placement of advertisements
Buy ad space/time
Identify techniques to increase ad response time
Determine advertising campaign objectives
Select advertising strategies for campaign
Coordinate advertising research
Set media buying objectives
Develop media plan
Implement advertising strategies for campaign
Select strategies to leverage media buys
Implement strategies to leverage media buys

Implement marketing activities requiring the use of technology.
Utilize technology used in the advertising industry
Create advertisements using software applications
Design print materials
Create video presentations
Utilize e-marketing strategies
Describe use of corporate blogging
Explain use of RSS feed
Discuss use of podcasts
Describe use of advergaming
Discuss use of tagging
Explain use of social bookmarking
Identify characteristics of electronic/online media
Explain nature of online advertisements
Explain the nature of email marketing strategies
Describe mobile advertising strategies
Describe nature of effective internet ad copy
Assess content in digital media
Discuss use of search-engine optimization strategies
Evaluate targeted emails
Assess e-newsletter
Explain website development process
Identify strategies for attracting targeted audience to website
Describe technologies to improve website ranking/positioning on search engines
Explain website linking strategies
Identify website design/components

Explore the economic principles and concepts fundamental to marketing.
Determine the relationship between competition and marketing decisions
Describe the nature of competition in the marketplace

Explore fundamental business, marketing, management, and entrepreneurial concepts that affect business decision making.
Explain the fundamental concepts of marketing
Identify components of the marketing mix
Define market segments
Determine factors used to identify target markets

Accountability Measures, Assessments, or Evaluation Procedures

Required Brainbench Certifications (or equivalent industry certifications): Choose one

• Advertising Industry Knowledge
• Marketing Concepts

Recommended Additional Brainbench Certifications

• Business Ethics Awareness
• Business Concepts
• Telephone Concepts
• Interpersonal Communications
• Listening Skills

http://www.okcareertech.org/mkted/courseinfo/brainbench.htm

Recommended ODCTE Certifications:
Skills Standards
http://www.okcareertech.org/testing/Skills%20Standards/Marketing_Career_Cluster.htm

• Advertising Design

http://www.okcareertech.org/certify

Recommended Industry Certifications:
A*S*K Institute (MarkEd)

Industry Alignments

Recommended Industry Certifications:

• A*S*K

http://www.askinstitute.org

Aligned to National Standards for Marketing Education

Marketing Education Resource Center, Columbus, OH (2005)

Curriculum Resources

National Standards for Marketing Education
Marketing Education Resource Center
Columbus, OH
www.mark-ed.org

National Content Standards for Entrepreneurship Education
Consortium for Entrepreneurship Education
Columbus, OH
www.entre-ed.org

Marketing Essentials, L.S. Farese, G. Kimbrell, C.A. Woloszyk, 2006, Glencoe/McGraw-Hill, Woodland Hills, CA
http://www.marketingessentials.glencoe.com
Marketing LAPS, Learning Activity Packets, Mark-Ed,
http://www.mark-ed.org
Virtual Business, Retailing
http://www.knowledgematters.com
DECA
http://www.deca.org

This Course Found In These Career Majors