MCM 103: Introduction to Advertising

Learning Outcomes

At the end of this course, the students will:

1. define advertising;
2. explain the evolution, objectives and functions advertising;
3. outline the principles and tenets of the advertising;
4. discuss advertising in the marketing mix; differentiate between the line and below the line advertising;
5. trace the history of advertising in Nigeria;
6. explain the development of advertising agencies;
7. discuss the indigenization of the advertising profession in Nigeria;
8. explain the regulation of advertising in Nigeria and different countries;
9. comparatively analyse advertising in different countries and discuss the roles of advertising in modern societies;
10. list and discuss some theories of advertising, particularly the theories of persuasion; and
11. apply theories of persuasion to some adverts running to link theory and practice

Course Contents

The course will focus on a general review of the fundamental principles and tenets of the advertising discipline. It shall also review the historical development of advertising in Nigeria; the development of advertising agencies; the organisation of the advertising profession in Nigeria; the regulation of advertising; and also, comparative analysis of advertising in different countries and its roles in modern societies.