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 |
|
|
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
I. PROCESS 8-16 Intro to Advertising, IMC and
Brand Promotion Angeline’s 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) 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 Read Agency Factpack 8-30 The Agency in Cyberspace Read “Agency Powerhouses” (link on
class website) Read Ch. 3 September 2005
|
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
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