Maricopa Community Colleges  SBS206   19896-20086 
Official Course Description: MCCCD Approval: 07/22/08
SBS206 19896-20086 LEC 1 Credit(s) 1 Period(s)
Producing and Buying Advertising
Step-by-step look at producing and buying advertising for small businesses. Emphasis on newspaper and yellow page ads, radio and television. Includes planning, production, and negotiating techniques for each medium.
Prerequisites: None.
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MCCCD Official Course Competencies:
 
SBS206   19896-20086 Producing and Buying Advertising
1. Identify the characteristics of effective newspaper and yellow page ads. (I)
2. Describe the steps and decisions involved in producing and buying newspaper and yellow page ads. (I)
3. Identify the characteristics of effective radio spots. (II)
4. Describe the steps and decisions involved in producing and buying radio advertising. (II)
5. Identify the characteristics of effective television commercials. (III)
6. Describe the steps and decisions involved in producing and buying television advertising. (III)
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MCCCD Official Course Outline:
 
SBS206   19896-20086 Producing and Buying Advertising
    I. Newspaper and Yellow Page Ads
        A. Writing Effective Headlines and Copy
        B. Producing Illustration
        C. Preparation of Mechanicals
        D. Writing a Publication Order
      II. Radio
          A. Setting Objectives for Radio
          B. Writing the Script
          C. Alternative Methods of Production
          D. Buying Radio Time
            1. Estimating the Size/Characteristics of Radio Audiences
            2. Determining Spot Availability
            3. Negotiating a Radio "Buy"
        III. Television
            A. Planning and Writing a Commercial
            B. Selecting a Production Company
            C. Producing/Editing a Final Spot
            D. Buying Television Time
              1. Estimating Size/Characteristics of Program Audiences
              2. Securing Television Availabilities
              3. Negotiating a Television "Buy"
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