Advertising and Public Relations Campaigns

Course Main Objective

The course aims to define the concept of media campaigns and highlight the most important technical and administrative elements upon which the public relations and advertising campaigns depend and further explain mechanism of implementing a campaign plan for public relations and advertising.

Course Learning Outcomes

• 1. Knowledge and Comprehension
•    1.1 Identify the importance of advertising campaigns and how to plan and implement them.
• 2. Skills 
•    2.1 Use studies and research in field of public relations and advertising campaigns.
•    2.2 Employ IT in planning and implementing the advertising campaigns.
• 3. Values 
•    3.1 Express opinion in planning and implementing public relations campaigns.
•   3.2 Plan, implement and evaluate the campaigns observing the professional and media code of ethics.

Course Content

• The concept of public relations campaign
• The concept of advertising campaigns.
• Planning the public relations campaigns
• Planning the advertising campaigns
• Types of different campaigns
• Principles of persuasive communication to campaigns of public relations and advertising.
• Technical and administrative aspects of the public relations and advertising campaigns.
• Preparing ads for public relations and advertising campaigns
• Implementing public relations and advertising campaigns
• Managing public relations and advertising campaigns
• Audience and public opinion research
• Assessing public relations and advertising campaigns
• Developing a plan for public relations and advertising campaigns
• Practical applications to public relations campaigns
• Practical applications to advertising campaigns

Textbook (s) 

- Al-Saify, Hassan. N. (2019). Advertising Campaigns. KSA, Al-Mutanabi Bookstore.
- Bashir, Al-Allaq. (2009). Organizing Programs and Campaigns for Public Relations. Yazori Store, Amman.
- Al-Anad, Abdel Rahman.H. (1414H). Planning Public Relations Programs. Technoprinting, Riyadh.

Course ID: PRAD404