Skip to Main Content

Advertising: Course outline (MKT-636)

Course description

This course centers on the examination and application of advertising to the planning, development and implementation of marketing strategies. Moreover, this course captures the impact of new media on advertising and on marketers’ ability to learn more about customer purchases and target them more precisely. Recognizing that new technologies may produce socially undesirable practices and also acknowledging the urgency of environmentally friendly business strategies, this course focuses on marketing ethics and social responsibility in context of advertising.

Course content


  • What is advertising?
  • Is Advertising the Only Tool in the Promotional Toolkit? 
  • Why Advertising?
  • What Are the Most Common Types of Advertising?
  • How Did Current Practices and Concepts Develop?
  • Eras and Ages,

What Are the Key Components of Advertising? INTEGRATED BRAND COMMUNICATION

  • The Agency World
  • Who Are the Key Players?
  • How Is the Practice of Advertising Changing?
  • Consumer in Charge  Blurring Lines and Converging Media Accountability and Effectiveness
  • Integrated Marketing Communication (IMC)
  • What Is Marcom’s Role in Branding?
  • How Does a Brand Acquire Meaning?
  • Why Integrated Marketing Communication?
  • Total Brand Communication, Organizing for IMC
  • Brand Communication in a Time of Change Accountability,  Global Marketing, Looking Ahead


  • What Is the Social Impact of Brand Communication?
  • What Are the Debates about Marcom’s Social Role?
  • Other Social Responsibility Issues
  • What Are Communicators’ Ethical Responsibilities?
  • Why and How Is Advertising Regulated?
  • Marketing Communication’s Legal Environment, Marketing Regulatory, Environment, 

The Impact of Regulation, Media Review of Advertising, Self-


  • Does Advertising Work?
  • How Does Marketing Communication Work?
  • The Mass Communication Approach, Advertising as Mass, Communication, 
  • Adding Interaction to Marketing Communication
  • What Are the Effects Behind Effectiveness?
  • Traditional Approaches, What Effects Are Critical?
  • What Are the Facets of Impact?
  • The Perception Facet: See/Hear,  The Emotional or Affective Facet: Feel
  • The Power of Brand Communication
  • Interaction and Impact, Strong and Weak Effects


  • What Influences Consumer Decisions?
  • Cultural Influences
  • How Do We Segment Consumer Groups?
  • Segmentation Strategies, Types of Segmentation, Demographics
  • Consumer Decision Making
  • The Paths to a Brand Decision
  • Targeting the Right Audience

Profiling the Target Audience, Microtargeting, Ethical Issues

  • The Implications of Islam for Advertising Messages:
    The Middle Eastern Context by Gillian Rice and Mohammed Al-Mossawi
  • Advertising Ethics: A Review by Mohammad Noorizzuddin Nooh

Recommended Book

Course content

  • Ethical Issues in Advertising in Pakistan: An Islamic Perspective by Waheed Akhter, Abdus Sattar Abassi and Sadia Umar
  • A Qualitative Insight into Islamic Advertising Ethics by Mohammad Noorizzuddin Nooh
  • International Marketing Ethics from an Islamic Perspective: A Value-Maximization Approach by Muhammad Saeed, Zafar U. Ahamd and Syeda Masooda Mukhtar
  • Promotional Tools of Marketing: An Islamic Perspective by Muhammad Anwar and Mohammad Saeed


  • Science and Art?
  • Who Are the Key Players? What Is the Role of Creativity? Message Strategies
  • The Strategic Approach, Strategic Formats
  • Creative Thinking: So How Do You Do It?
  • Creative Big Ideas, The Creative Leap,  Dialing Up Your
  • Creativity, The Creative Process: How to Get an Idea, Brainstorming
  • Managing Creative Strategies Extension: An Idea with Legs, Adaptation: Taking an Idea Global


  • Why Is Visual Communication Important?
  • Visual Impact, Visual Storytelling
  • What Is Art Direction?
  • The Designer’s Toolkit
  • What Do You Need to Know about Production?
  • Print Media Requirements, Print Art Reproduction, Binding and Finishing
  • What Do You Need to Know about Video Production?
  • Filming and Editing, The Process of Producing Videos
  • The TV Production Process
  •  Why Study Web Design?


  • What Do We Mean by Media?
  • Media Classifications, What Do Media Do?
  • The Evolution of Media Roles
  • The Media Industry,  Key Media Players
  • What Are the Fundamentals of Media Strategy?
  • The Media Plan, Key Strategic Media Concepts
  • The Basis for the Buy
  • How Is the Media Environment Changing?
  • IMC and Media
  • Channels to Contact Points


  • What Are the Key Print Media Characteristics?
  • Newspaper Basics, Magazine Basics, Directories,
  • What Are the Out-of-Home Media Characteristics?
  • Outdoor Advertising
  • What Are Broadcast Media Characteristics?
  • Radio Basics, Television Basics,
  • Other Video Formats
  • Movie Trailers and Disc Ads, Promotional Videos, Using Broadcast and Video Effectively


  • The students are given various case studies for reading and analysis. Every group of students consisting of 3-4 members is assigned one case study.  Each group has to present the case in the class along with its analysis. Other students of the class are encouraged to participate in the discussion.

Related book