Welcome to MKTG 3710:

ADVERTISING

 

 

Syllabus Table of Contents

                               I.      Specifics

                            II.      Description& Goals

                         III.      Schedule

                          IV.      Format, Policies, Evaluation

                             V.      Reading List

                          VI.      Course Agreement

 

I.                  Specifics

 

Instructor

Angeline Close,

Assistant Professor

Email/ Website

http://radar.ngcsu.edu/~agclose

Business Website

Time/

Location

A: T, R 11-12:15

B: T, R 2-3:15

 

NGCSU Rm X019

 

Offices

N.GA (N): 116 Newton Oakes

706.864.1616

UGA (A): 124 Brooks Hall

706.542.3764

Session

Fall 2005

Office Hrs

T, R: 1-2 (N)

Advertising:

       It motors the economy and the Internet;
It provides the financial foundation of our mass media system;
It has found its way into our films, onto our clothing and into our blogs.
      Advertising is a continuous visual and verbal backdrop to our being—providing continuous messages from the mavens of market, captains of commercialism, cyborgs in cyberspace, and the lords of leisure. These entities sell not only products and experiences, but frameworks of meaning: notions of what is moral/unjust, luxurious/basic, right/wrong, desirable/inadmissible, dreamable/attainable, normal/perverse, sultry/bleak. Advertising and related markets shape our society and our wallets- at both the conscious and the unconscious level.

II. Description & Goals

Text: Advertising and Integrated Brand Promotion, 4th ed. By O’Guinn, Allen & Semenik, ISBN 0-324-32015-9; Optional Supplemental Text: Controversies in Contemporary Advertising by Sheehan

 

Prerequisite(s): MKTG 3700

 

Course Description:

It is important to understand the place of advertising in relation to other forms of marketing in our global society in order to ground our business-based understanding of the ad world. We will study advertising as one part of integrated marketing communications (IMC), through the lens of integrated brand promotion. IMC provides a balanced coverage of many communication tools - advertising, personal selling, sales promotion, sponsorship, direct marketing, point-of-purchase, public relations, and Internet communications. Both a theoretical and managerial approach to advertising components are examined. This is a time demanding, yet exciting class with a commitment to reading and discussion.

Goals:

1. Interactive Learning: We will learn about the concepts needed for a successful report by website examples of advertising and marketing communications.

Why? The Internet provides an up-to date and real world outlook.

 

2. New Media: We will build a solid knowledge of netvertising in business-to-consumer business-to-business, and P2P (peer to peer) communication environments.

Why?  Internet advertising examines the explosive growth of direct marketing and e-commerce.

 

3. Strategic Orientation: We will study campaigns’ promotion, ad, and communications efforts across all promotional tools rather than using each tool individually.

Why? Today’s businesses are demanding more accountability for promotional spending. As a result, managers are choosing communication tools, such as brand promotion, whose effects are more directly traceable than advertising.

 

III. Schedule

August 2005

Sun

Mon

Tue

Wed

Thu

Fri

Sat

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I. PROCESS

8-16 Intro to Advertising, IMC and Brand Promotion

Angeline’s Advertising Crash Course

Advertising Crash Course

Have Syllabus read and printed. *Return syllabus agreement in Class on 8-18.

Consider Campaign topic (i.e., look for availability materials on that campaign)

Read Ch. 1

8-18 Advertising and IBP

Return syllabus agreement in Class .

Read “the ad business” (link on class website)
 
The Ad Business

Familiarize yourself with adage.com (link on class website)

Choose Campaign topic

8-23 Advertising and IMC

Read Ch. 2

Assignment: Search through the ad agencies (Page on class website) and choose what you think is:

1) the most creative agency, 2) the most strategic agency, and 3) the agency you would most like to work for. Why? Due in class (all assignments are to be typed). Prepare for discussion.

Top Ad Agencies
 8-25 The Ad Industry & Agency

Read Agency Factpack

Guide to Advertising/IMC

8-30  The Agency in Cyberspace

Read “Agency Powerhouses” (link on class website)

Ad Agency Powerhouses

Read Ch. 3

September 2005

Sun

Mon

Tue

Wed

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Sat

 

 

 

 

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9-1 Evolution of Promotion

Read Ch. 4

9-6 Social Advertising

Assignment: Find the most unethical ad you can (any format-DVD, video, print, newspaper, radio spot, photo of billboard or outdoor advertising). Bring this in next class, and be prepared to present this ad to the class and discuss the reasons why it is unethical in your opinion (yet not illegal). The ad is to be turned in with a typed page of why it is unethical, and include an alternative creative strategy/copy.

 9-8 Ethics & Advertising

Think: Has an ad ever enticed you to do something termed “hedonic” you ordinarily would not do (i.e., drink, smoke, etc.)? Has an ad ever enticed you to do something termed “beneficial” you ordinarily would not do (i.e., vote, volunteer, etc.)? Which is easier to entice in us- the good or the bad? How do advertisers use this knowledge in their copywriting/layout strategy? Type at least a paragraph on this for discussion.

9-13 Regulations & Advertising Law

9-15 EXAM 1 (on material up to this point-ad law)

Read Ch. 5

*Exam 2 Material Begins Here

II. PLANNING

9-20 Consumer Behavior & The ELM Model of Persuasion

See Model Diagram Attached to Syllabus (Source: Petty and Cacipico)

9-22 Consumer Behavior & The Meaning of Materialism

Read Ch. 6

9-27 STP Marketing and the Value Proposition

Read Ch. 6

9-29 No Class

Read Ch. 7

October 2005

Sun

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