STANDARD COMPETENCIES:

 

 I.      Produces an effective ad platform

 II.     Understands regional and national markets for effective advertising campaigns

 III.    Recognizes use of green marketing and its impact on our environment

 IV.     Assesses an audience and a market

 V.      Understands principles of effective copywriting for the mass media

 VI.     Defines creativity in advertising

 VII.    Understands principles of writing headlines for ads

 VIII.   Understands color principles for print media and new media

 IX.     Understands advertising jargon

 X       Understands the process of ad production for the mass media

 XI.     Assesses direct mail as part of the ad platform

 XII.    Uses graphics effectively with ad copy

 XIII.   Understands copy-fitting techniques

 XIV.    Understands the relationship of art with type

 XV.     Assesses audience attitudes and reactions

 XVI.    Identifies persuasive appeals to produce effective advertising

 TOPICAL OUTLINE:

 

 I.      The advertising world

 II.     The creative process

 III.    Principles of layout and design

 IV.     Working with type, art and color

 V.      Newspaper, magazine, direct mail, posters, displays and other print advertising media