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Course Information
Business and Information Technology Education
Advertising Strategies
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.
Karen Green
Program Specialist
Marketing Fundamentals, Business and Marketing Communications or Entrepreneurship
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
• Identify external factors that affect planning

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

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

-Advertising Industry Knowledge

-Marketing Concepts

Recommended Additional Brainbench Certifications

-Business Ethics Awareness

-Business Concepts

-Telephone Concepts

-Interpersonal Communications

-Listening Skills

Recommended ODCTE Certifications:

Skills Standards

-Advertising Design

Recommended Industry Certifications:

A*S*K Institute (
Recommended Industry Certifications:

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

Marketing Education Resource Center, Columbus, OH (2005)
Recognized Primary Course Textbooks and Instructional Resources:

National Standards for Marketing Education
Marketing Education Resource Center
Columbus, OH

National Content Standards for Entrepreneurship Education
Consortium for Entrepreneurship Education
Columbus, OH
Marketing Essentials, L.S. Farese, G. Kimbrell, C.A. Woloszyk, 2006, Glencoe/McGraw-Hill, Woodland Hills, CA
Marketing LAPS, Learning Activity Packets, Mark-Ed,
Virtual Business, Retailing

Advertising and Integrated Brand Promotion 6th Edition
ISBN10: 0-538-47332-0, ISBN13: 978-0-538-47332-3
Cengage Publishing

Creative Strategies in Advertising Drewniany/Jewler
ISBN10: 1-4390-8270-7, ISBN13: 978-1-4390-8270-6
© 2011 | Paperback | 352 pages

Career Majors That Sequence This Course
Career Cluster Pathway Career Major
Marketing, Sales & Service Professional Sales and Marketing Assistant Sales Manager
Marketing, Sales & Service Integrated Marketing E-Marketing Specialist
Marketing, Sales & Service Management and Entrepreneurship Introduction to Entrepreneurship
Marketing, Sales & Service Marketing Communications and Promotion Marketing Assistant
Marketing, Sales & Service Marketing Communications and Promotion Marketing Communications Associate
Marketing, Sales & Service Integrated Marketing Mobile Marketing
Marketing, Sales & Service Marketing Communications and Promotion Public Information Specialist
Marketing, Sales & Service Marketing Communications and Promotion Public Relations Manager
Marketing, Sales & Service Management and Entrepreneurship Small Business Entrepreneur
Marketing, Sales & Service Professional Sales and Marketing Sports & Entertainment Marketing Assistant
Marketing, Sales & Service Professional Sales and Marketing Sports Marketing Assistant