Catalog Description:

Study of the fundamentals of advertising from a management perspective.  Focuses on the business of advertising and its environment in both domestic and international settings; creativity; societal and ethical issues; and media planning and selection.

Prerequisite: MKT 320 - Principles of Marketing

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Required Text:

O'Guinn, Thomas C., Allen, Chris T., & Semenik, Richard J. Advertising and Integrated Brand Promotion, 3rd, Thompson South-Western, Mason, OH, 2003.

Course Objective:

To have students make significant progress in developing their understanding of all types of promotion including the integration of media and promotional types, creative and innovative ideas, and the management of the processes within advertising and the broader concept of promotion.  The problems and issues confronting promotion and the correct usage of generally accepted terminology and concepts are also stressed.

Methods: 

1) Lectures;
2) Videos;
3) Discussion and Vignettes;
4) Case Studies;
5) Project.

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Expectations:

1) Read all assigned material prior to class period.
2) Observe proper class conduct by raising one's hand for discussion.
3) Pay attention, be alert, ask questions, and participate in discussion.
4) Organize your time to meet deadlines. (Late assignments are downgraded one letter grade for each class period late.)
5) Attendance is crucial for success. Regular classroom attendance is expected of all students. Excused absences are:
A) personal illness, with valid note from the doctor or
university health service;
B) death or critical illness in your immediate family, with a
valid note from the doctor or funeral director;
C) participation in a university sponsored co-curricular
activity, which must be discussed with instructor
prior to the absence.

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ADA Policy:

In accordance with the Americans with Disabilities Act, students with bona fide
Disabilities will be afforded reasonable accommodation. The Office of Special Student Services will certify a disability and advise faculty members of reasonable accommodations.

Statement on Changes in Course Requirements:

Since all classes do not progress at the same rate, the instructor may wish to modify the above requirements or their timing as circumstances dictate. For example, the instructor may wish to change the number and frequency of exams, or the number and sequence of assignments. However, the students must be given adequate notification. Moreover, there may be non-typical classes for which these requirements are not strictly applicable in each instance and may need modification. If such modification is needed, it must be in writing and conform to the spirit of this policy statement.

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Grading:

1) Four (4) in-class examinations (20% each, 80% of total);
2) Group Project (15% of total)
   A) Written Report (10% of total);
   B) In-class Presentation (5% of total);
3) Participation (5%);
   A) Competitive based on Chips Earned in Discussions;
   B) Chips can be earned for:
      1) Insightful Questions, Comments, and Observations;
      2) Using interesting or particularly relevant topics for presentations;
      3) Integrating relevant topics from previous discussions, other classes, other disciplines to present discussion;
4) Intangibles, such as; neatness of work, tardiness, assignments turned in time,
    et cetera.

Class Participation: 90-100% Outstanding attendance, consistent, high-level involvement in class discussion, leadership in class discussions;
80-90% Regular attendance, consistent and regular involvement in
class discussions;
70-80% Regular attendance, periodic involvement in class discussions;
60-70% Irregular attendance, little involvement in class discussions;
< 60% Sporadic attendance, passive or reluctant to join class discussions.

Final Grade Listing: A = 90.00 and above;
B = 80.00 through 89.99;
C = 70.00 through 79.99;
D = 60.00 through 69.99;
F = 59.99 and below.

You will get what you earn!

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Reading and Class Assignments:

Day #1 Monday, 6/30 Course Introduction and Project Discussion
Chapter 1 - Advertising as a Process
Chapter 2 - The Structure of the Advertising Industry: Advertisers, Advertising Agencies, and Support Organizations

Day #2 Tuesday, 7/1 Chapter 2 - continued
Chapter 3 - The Evolution of Advertising

Day #3 Wednesday, 7/2 Chapter 4 - Social, Ethical, and Regulatory Aspects of Advertising

Day #4 Thursday, 7/3 Exam #1
Chapter 5 - Advertising and Consumer Behavior

Day #5 Friday, 7/4 HOLIDAY

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Day #6 Monday, 7/7 Chapter 5 - continued
Chapter 6 - Market Segmentation, Positioning, and the Value Proposition

Day #7 Tuesday, 7/8 Chapter 7 - Advertising and Promotion Research
Chapter 8 - The Advertising Plan

Day #8 Wednesday, 7/9 Chapter 8 - continued
Chapter 9 - Advertising Planning: An International Perspective

Day #9 Thursday, 7/10 Catch- up Day

Day #10 Friday, 7/11 Exam #2 
Chapter 10 - Creativity and Advertising

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Day #11 Monday, 7/14 Chapter 11 - Message Strategy
Chapter 12 - Copywriting
Chapter 13 - Art Direction and Production

Day #12 Tuesday, 7/15 Chapter 14 - Media Planning, Objectives, and Strategy for Advertising and Promoting the Brand
Chapter 15 - Media Planning: Print, Television and Radio

Day #13 Wednesday, 7/16 Chapter 15 - continued
Chapter 16 - Media Planning: Advertising and the Internet

Day #14 Thursday, 7/17 Catch- up Day

Day #15 Friday, 7/18 Exam #3
Chapter 17 - Supporting Media, P-O-P Advertising, and Event Sponsorship

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Day #16 Monday, 7/21 Chapter 18 - Sales Promotion
Chapter 19 - Direct Marketing

Day #17 Tuesday, 7/22 Chapter 19 - continued
Chapter 20 - Public Relations & Corporate Advertising

Day #18 Wednesday, 7/23 Presentations

Day #19 Thursday, 7/24 Presentations (if needed)

Day #20 Friday, 7/25 Exam #4

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Information on Project:

Concept of Project: to understand the relationships between the different areas of promotion in the development of a promotional mix and plan.
Process for completion: break into agencies to compete for the client's business. Work on the project's details at least as we cover it in class, preferably before!
Present a portfolio, which details each aspect of your agency's plan, as part of your presentation.  As part of your portfolio include an executive summary (1-2 pages) outlining the concepts in your plan.
Do a presentation to the client which briefly outlines the key points to your agency's plan (10-15 minutes).  Use any means necessary and possible to illustrate each point (power point, video, bullet points, section breaks, etc.).
Client is available to answer your questions at agreed points in time.  The answers to your questions outside of full class discussion are your agency's alone.
All work must be your own original work.

Details:  Develop a conceptual idea and promotional plan for a restaurant to open on the northeast corner of the Old Shell/Schillenger's intersection.

Specifics:  Opening on November 1, 2003
                    Total budget of $20,000
                    Promotional start date of October 1, 2003
                    IMC focusing on developing Brand Awareness and Equity
                    Develop Creative Theme and Media Plan and Budget

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Help:
1) discuss concepts and promotional ides with your co-workers;
2) talk to client in the class about the project for additional information;
3) ask questions in private meetings with client;
4) review information in text and discussed in class.