Macit Koc, Ph.D. Candidate

TBA, Administrative Building
3 hours per week- Class Room : 5B
TBA-or by appointment Phone: +355-(0)4-273056-8

University of New York, Tirana
Faculty of Business and Economics
Rruga “Medar Shtylla” (former “Komuna e Parisit”), Tirana, Albania
Advertising – Course Syllabus for Fall (2012)

TEXTBOOK: Moriarty, S., Mitchell, N and Wells, W. (2009). Advertising. (8th Pearson International ed). New Jersey: Pearson Prentice Hall.

Recommended Readings: Lane, W. King, K and Reichert, T. (2011). Kleppner’s Advertising procedure.. (18th ed). New Jersey: Pearson Education .

MacRury, I. (2009). Advertising. Oxon: Routledge.
REFERENCE BOOK: Michael R. Czinkota & Ilkka A. Ronkainen (2004) International

Marketing, 7th Edition, Thomson. ISBN 0-0324-28289-3

REFERENCE BOOK: Warren J. Keegan & Mark C. Green (2005) Global Marketing,4th Edition, Pearson Prentice hall, ISBN0-13-196854-8



Advertising is a core paper. It is a paper suitable for anyone interested in the basic fundamentals of IMC, Integrated Marketing Communications and Marketing. This course prepares students with a grounding overviews in the areas of advertising process and practices namely in advertising research, (including the study of consumer behaviour), advertising strategy (including integrated marketing concepts –IMC), creative processes (copy writing and art direction), and media communication.

It provides a critical awareness of major environmental influences which impact on an organizations products and services. This paper is a combination of lectures and tutorials.

 To provide an overview of the steps in the making of advertisements
 To provide an understanding of the use of research in developing an ads.
 To give an understanding of consumers’ behavior to develop an effective strategy.
 To give students an understanding of advertising / marketing strategy.
 To provide students with an understanding in developing creative works with special reference to

copy writing and art direction.

Upon completion of this paper, students should be able to:

  •   Analyze the different stages of advertising processes in the context of integrated marketing settings.
  •   Analyze the use of advertising / consumer’s research in developing and ads.
  •   Demonstrate the use of different marketing and consumer strategies to develop advertising platform.
  •   Demonstrate the use of different communication strategies in deploying advertising messages.
  •   Apply creative works in creating advertising planning. TOPICS & DELIVERY PLAN:


Lecture Topics

Discussion Topics



Lecture 1:
Course Introduction Introduction to the course;

  •   Brief outline of the course
  •   Methods of assessments
  •   Students’ workload.
  •   Students’ Task
  •   Expectation of the course aims, objectives and expectations.
  •   Passion for the Business
  •   Introduction to advertising
  •   What is advertising
  •   Roles and types of advertising
  •   The development of advertising

Lecture and Class Discussions.

A copy of course outline given to class.

Chapter 1 of textbook : Pgs 49-73

Passion for the business Introduction to Advertising

Mediate 2010. Pages: 9-14


Lecture 2:
 Advertising’s role in Marketing
 What is marketing –IMC
 Key players
 How agency works with their clients
 Current development in marketing- Integrated

Marketing Communication- IMC
 Advertising and Society
 What is advertising role in society  How it is regulated
 Guides for ethical behavior

Lecture and Class Discussions.

Assignment 1

Students are given
A copy of assignment brief

Brief assignment is explain in class.

Chapter 2: Moriarty et al. Pgs 78-105


Pgs 110-140 Lecture 2 (notes)


Lecture 3: Principle: Strategy

A. How advertising works

 How advertising works
 How advertising works as communication  Advertising effectiveness
 Power of Brand communication
B. Consumer Audience
 How does consumer behavior work?
 Influence of consumer decisions
 Consumer decision process
 Segmentation and targeting the audience.

Lecture and
Class Discussions


Chapter 4: Moriarty et al.

Pages 146-170 Lecture 3 (notes)





Lecture 4: Strategic Research

  •   The quest for intelligence and insight
  •   Research methods used in Advertising
  •   How to learn from your product
  •   The competition

    Lecture 5: Strategic Planning

  •   Using consumer insight
  •   Identifying problems and opportunities, setting

    targets and developing message / brand


  •   Key principles for effective strategies
  •   Writing creative brief

    Lecture 6:
    Creative and Message Strategy

     Message planning
     Message Strategy Creative concepts and

     Creative teams

     Key principles for good, effective creative work.  Creative techniques – fact, demonstration,

    testimonial, comparisons, reversal.
     Intro to design elements – layout, visuals and

    types of presentation of concept.

    Lecture 7: Copywriting

Lecture and
Class Discussions

Lecture and
Class Discussions

Lecture and
Class Discussions


Chapter 6 Lecture 4 (notes)


Chapter 7 Moriarty at al. Pages 236-263

Lecture 5 (notes)

Chapter 12 Moriarty et al. Pages 396-426

Lecture 6 (notes)


Lecture Topics

Discussion Topics



 The language of advertising  Copywriting for print
 Copywriting for Radio
 Copywriting for TV

 Writing for the Web Lecture 8:

Design and Production

  •   Visual communication
  •   Intro to print production
  •   Intro to broadcast production
  •   Intro to web advertising production

Mid Term


Moriarty et al. Chapter 13 Pages 396-427



Lecture 9:
Media of Advertising

  •   Media basics
  •   Print Media
  •   Print media characteristics
  •   Newspapers
  •   Magazines
  •   Out of Home Advertising
  •   Broadcasting – TV
  •   Radio

    Lecture 10:
    Internet and Non Traditional Media

     Interactive media
     The Web as advertising medium
     Other non-traditional media –mobile phones  Video games etc

Lecture and Class Discussions

Lecture and Class Discussions Submission of Project. Deadline:

Plagiarism is not acceptable. (0 marks)


Moriarty et al Chapter 8 & 9 Pages 270-327

Lecture 9 (notes)

Moriarty et al. Chapter 10 Pages 330-354

Lecture 10 (notes)



Lecture 11:
Media Planning and Media Buying

 Media planning decisions
 Advantages and disadvantages of different

 Media tools and techniques
 Media plan
 Media Planning trends
 Overview of other marketing communication media.

Lecture 12:
Direct Response Marketing Key Ideas:

 The practice of direct marketing
 Customer relationship management  Tools of direct marketing

Lecture and
Class Discussions

Students’ Presentation of Project

Lecture and
Class Discussions

Students’ Presentation of Project


Moriarty et al. Chapter 11 Pages 358-390

Lecture 11 (notes)


Moriarty el al. Chapter 15 Pages 496-525


Sales Promotion, Events and Sponsorships

 The practice of sales promotion  Consumer promotions
 Trade promotion

Crossover promotion (sponsorships and event management)Promotion strategy

Lecture and
Class discussions

Brief Review of all the materials covered in the course

Moriarty et al. Chapter 16


Lecture 14:

Evaluation of Effectiveness

 Impact – dos it work  Message evaluation  Media evaluation
 Campaign evaluation

 Revision

* Revision

Final Exam Review

(Teaching Plan covers all of the topics as per syllabus submitted to the Dean of Faculty of Business and Economics and Department Chair for approval. )

Note-The delivery plan has been drafted assuming that the classes will begin from 7th October, 2011 and Final Exams will commence from the scheduled date.




 Class Attendance and Participation

10 %

 Assignment (Report -10% and Presentation-10%)


 Class Test/Quiz and/or Homework/Case study


 Mid-Term Exam

25 %

 Final Exam

35 %


100 %

Note: The Final Exam format is designed to reflect students’ critical thinking abilities and to effectively express his/her self on a variety of topics covered during the course of action.


  1. Type in A4 paper, single space; font type and size = Arial 12; margin = 1 inch for all sides.
  2. Include your group name and student ID no. in the cover page.
  3. Be original and creative.
  4. Include any references if some ideas were taken from books, magazines, or the Internet.
  5. Number of pages (excluding the cover page): Between 5-8 Pages.
  6. APA Style recommended but not required.


  •   Do not miss any classes; be punctual in the class – come on time.
  •   Try to participate/interact in class discussions.
  •   Seek your teacher’s professional help if you do not understand something.
  •   Work on your assignments and submit them early/on time.
  •   Be original in your work. Avoid cut-and-paste or download-and-print work. Never plagiarize!
  •   Do not just memorize concepts; rather, understand and think how you can use them in real-life situations.
  •   If you have any difficulties in learning and understanding some concepts during the class, do not be afraid

    to ask questions.

  •   When you are in a team, cooperate and help. Share your suggestions and offer your views.
  •   Plan effectively your free/available time to study your subjects. Balance your time between your studies

    and recreation.

Faculty: Business &Economics.

Grade: Undergraduate.

Course Program: UNYT.


Instructor: Macit Koc, Ph.D. Candidate

Credits: 3