Radio and Television Advertising

Course Main Objective

To make student acquainted with regulations and ethics of advertising and the advertising code of ethics in radio and TV.
To learn about the various news agencies.
To master preparing, writing and editing advertising for radio and TV.
To master the different technical aspects regarding advertising design and layout for radio and TV.
To master planning, organizing and implementing advertising campaigns in radio and TV.

Course Learning Outcomes

• 1. Knowledge and Comprehension
•    1.1 Define the essence, regulations and ethics of advertising and the advertising code of ethics.
• 2. Skills 
•    2.1 Able to write radio and TV advertising.
•    2.2 Able to plan, design and implement the radio and TV advertising using effective advertising means.
• 3. Values 
•    3.1 Practice radio and TV activity according to the professional and media code of ethics.

Course Content

• Radio and TV as advertising means
• Introductions and theories of advertising communication- schools of advertising
• Basics of advertising message
• Effect stages of advertising message in radio and TV
• The technical aspects of advertising in radio and TV
• The technical templates of advertising in radio and TV
• Methods and formats of radio and TV advertising
• Technicality of radio and TV advertising preparation and design
• Use of audio and video and music effects in the radio and TV advertising
• Advertising management in the advertising agencies
• Advertising agencies
• Advertising campaigns- stages of preparing advertising campaigns
• Advertising strapline and the central theme
• Advertising regulations and ethics
• Arab and international advertising
• Media legislations against advertising flow
• Presentation and assessment of advertising production for radio and TV
• Practical applications of producing radio and TV ads.

Textbook (s) 

• Primary Sources

- Mona, Al-Hadidi. (2012). Advertising: Basics, Methods, and Arts. Al-Dar Al-Masriah Al-Lubnaniah. Cairo, 3rd ed.
- Rania, Mamdouh. S. (2011). TV Advertising "Design and Production". Dar Usama, Amman, Jordan.
- Saad, Salman. Al. (2011). TV Advertising and Its Effect Upon Audience. Dar Usama, Amman, Jordan.

• Secondary Sources:

- Ali, Al-Zo'bi. (2009). Effective Advertising: An Applied Integrated Prespective. Yazori Store.
- Muhammad, Gawdat. N. (2008). Propaganda, Advertising and Public Relations. Dar Majdalawi, Amman, Jordan.
- Aki, Reda., Salwa, Al-Awadly. (2008). Advertising in Radio and TV. Dar Al-Nahda, Cairo.
- Gerald Hirshfeld (2011) Image control, ASC Press, London.

• Online Sources

www.arabfilmtvschool.edu.egv.

• Others

- Ads on YouTube
- Ads on electronic platforms of the public and private radio and TV stations.

Course ID: RATV310