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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10-4 Advertising Research &: The
Neilsen People Meter
***Last Day to Drop With a W***
Read Ch. 8
10-6 University Fall Break
(No Class)
10-11 Planning and Strategy
Read
Ch. 10
10-13 Creativity & Brand
Messages
Read Ch. 11
10-18 Message Strategy
Read Ch. 12
10-20 Copywriting
Read Ch. 13
10-25
Art Direction/Production
10-27
Production/Message Preparation
*end
of material for exam 2
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III. PREPARING MESSAGES
11-1 Media Strategy &
Outdoor Media Options: Autowrapping and
Airports
Autowrapping
Airport
Advertising
Read Ch. 12
11-3 EXAM 2
Read Ch. 15
11-8 Print, TV, & Radio
Read Ch. 16
11-15 Netvertising
NETVERTISING JOURNALS DUE IN
CLASS/DISCUSSION OF FINDINGS
Read Ch.
17
11-17 Celebrity Advertising and
Sponsorships
Read. Ch. 18
Campaign Presentations
11-22 Point-of Purchase Advertising
& Public Relations
Read Ch. 20
Campaign Presentations
11-24 Happy Thanksgiving Break (no
class)
11-29 Campaign Presentations
December 2005
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12-1 Campaign Presentations
12-6 Campaign Presentations
IV. Format, Policies &
Grading
Format of Course-Lecture &
Discussions:
Be prepared for discussion
by doing the assigned readings before class begins. Please contribute with
insightful questions or comments on the topic at hand. I encourage less
lecture, and more rich discussion. I will learn from you as well.
Policies:
- No email assignments are accepted.
- Please see me with individual matters during
office hours, in lieu of in the classroom or via email.
- This syllabus may be updated accordingly; I
will announce all changes in class—for which you are each responsible.
- NGCSU is committed to equal access to its
programs, services, and activities for people with disabilities. Any student who has a documented
disability should contact me privately and the Office of Student
Disability Resources located in 221 Barnes Hall to coordinate reasonable
accommodations for students with documented disabilities.
Class:
1. We will begin and end on time.
2. Please turn off cell phones.
3. Professional behavior is expected in class.
4. Honor code at all times; see NGCSU’s website for
any ?’s on the honor code. I am authorized to use turnitin.com plagiarism
scanning program.
Attendance and Participation:
This class is for you to
discuss advertising issues-please speak up! Comments should reflect the
readings assigned for that class. Hence, attendance and insightful
participation in discussion is expected. I check attendance and participation.
In the event an assignment or test is missed due to absence, it cannot be made
up, unless arrangements are made prior to the absence. Please note NGCSU’s
Attendance policy: if you miss more than 14% of classes, you will be
dropped with either a W (before midpoint &passing) or a WF (not passing
&/or after midpoint). Please
see the Undergraduate Bulletin for a discussion of NGCSU's class attendance
policy.
Evaluation:
- “Netvertising Journal” is worth 50 points.
- Tests (2) are worth 100 points each, 200
points total.
- “Final
Campaign Project” and participation is worth 200 points.
Total points for the course = 450.
Grading Scale (Out of
450 Points):
|
Grade: |
A |
B |
C |
D |
F |
|
Points: |
405+ |
360-404 |
315-359 |
270-323 |
269- |
A
= 90-100%
B
= 80-89%
C
= 70-79%
D = 60-69%
F=
< 60%
“Final IMC Campaign Pitch”: 200 points
You will present an IMC
(not just advertising!) campaign to present and lead a discussion/debate with
the class. Please bring in a handout with an example of ads and marketing
materials for each class member. Branding should be a central theme of your
campaign pitch. Your grade is based on creativity, leading a discussion (ask
questions in the handout), discussion of the use of brand promotion, and
presentation supplements (DVDs, blogs, magazines, pictures of billboards,
websites, coupons, articles from Adage.com, sample of a product, company
representative, etc.) If it is a restaurant, you may bring in food for the
class, if it is a clothing line, you may bring in sample clothing, etc. Be
creative! (and managerially sound). Your discussion and participation in
others’ weighs into your grade. This is a team effort, thus, teamwork and team
participation is a part of this grade. Each team presentation is for 20
minutes (account for questions/discussion after). These projects will be done
individually and discussed by the class as a whole. The grade sheet for this
project is located on the class website.
“Netvertising
Journal”: 50 points
We will each keep a
journal of advertising pop-ups on specific sites. Details about this project
are posted on the class site.
EXAMS: (2) @ 100 points each
1. I will give the entire course period for exams.
2. The exams may be a mixture of multiple choice, T/F,
and essay.
3. The exams cover material from the
discussions/lectures, book and any handouts. The exams may also cover key concepts
from the presentations.
4. It is crucial to be in attendance and to read
to do well on the exams.
5. The final is primarily on new material, yet assumes
knowledge of past concepts.
6. Tests cannot be taken after the sanctioned date. If
a test is missed, 0 is earned.
7. Students are not permitted to enter class once the
test begins.
8. I will let you if calculators are needed; otherwise
only bring #2 pencils.
9. The exams are scantron, and I will provide paper
for any essay questions.
Course Agreement
I have accessed the course
website, syllabus, and I:
a)
understand
what is expected from me in this course
b)
will
keep up with course content and do the readings
c)
will
use the resources provided on our course website
d) know when the test dates are and am committed to them
e) know when the final group presentations are
f) know that the professor will do her best to meet my expectations (e.g., teach you principles of advertising so that you understand them/don’t just memorize them, be professional, serve as a positive role model, be there for you to address your questions, respect you as an equal and a human being) as well.
Signed: ________________________
Date: _________________________