Syllabus Fall 2010

Advertising Principles
Syllabus • JOU 165 • Fall 2010

Instructor: Andy Langager
Email: andylangager@gmail.com
Cell: 319-290-8229
Office: 3W Room 02 (the office on the left inside)
Class meeting: MW 9:05 a.m.- 10:00 a.m. (Web blended)
Text: Essentials of Contemporary Advertising, Arens et al., 2nd ed.
Website: http://advertising-class.blogspot.com

Course Objectives:
• Widen your understanding of the field of advertising
• Provide insights about the function and significance of the marketing process
• Introduce the history of advertising
• Learn the process of putting together an advertising campaign
• Learn how to research audiences for the purposes of planning a campaign
• Learn to critically analyze advertising methods
• Work as a team to create a unique advertising campaign with strategic thinking, planning, and execution
• Learn about the ethical and legal aspects of advertising

Attendance policy: Attendance is required. Much of the work we do will depend on you being in class. If you cannot make it, please try to email or call me to let me know ahead of time. If you have an excuse (note from doctor, etc.) please bring me a copy.

Academic Achievement Center: Building 6. MW 9 a.m. - 4 p.m. / TR 9 a.m. - 6 p.m.
For an appointment call 515-633-2472

Grade Breakdown:
4 test x 50 points = 200 points
Attendance, quizzes and online participation: 100 points
Short assignments: 100 points
Campaign project = 100 points
Total: 500 points

Grading scale:
95-100% A
90-93 A-
87-89 B+
84-86 B
80-83 B-
77-79 C+
74-76 C
70-73 C-
67-69 D+
64-66 D
60-63 D-
59 and lower F

"A" work: Deadlines met regularly for assignments; student has gone above and beyond to demonstrate he or she understands the concepts of the assignment. Shows time and effort put into every assignment. Overall work is excellent.

"B" work: Deadlines met for nearly every assignment; student has shown he or she has a strong understanding of the concepts of the assignments. The basic requirements of the assignments are fulfilled with good, solid work. Overall work is above average.

"C" work: Most deadlines met, but some missed. Not all assignments fulfilled to specifications. Student shows some understanding for the concepts at hand, but some of the work could have benefited from more time or effort put into it. Overall work is average.

"D" work: Deadlines missed regularly. More than one or two assignments missed. Student does not fully demonstrate an understanding of the concepts. Not much effort put into work. Overall work is below average.

"F" work: Deadlines missed regularly. Assignments left incomplete. Student shows distinct lack of effort towards the class. No demonstration of learning the concepts at hand. Overall work is far below average.

Academic Honesty: Please be familiar with your student handbook and the protocol for plagiarism and cheating. You are expected to hold yourself to the highest standard of academic honesty, and I expect your work to be your own.

Seeking Help: If you have a conflict or personal emergency, please let me know via email, telephone, or office visit. If you feel you are struggling, I am always available for help to figure out what isn't working.

Expectations: Come to class. Read chapters on the days assigned, and do your assignments by the day they are due. If you come to class and aren't prepared, all you have to do is tell me you aren't ready today (I'd rather have you in class than miss because you didn't read!).

Late assignments: Late work will have a grace period of 5 days. Work won't be accepted after 5 days. One or two assignments handed in late during the grace period won't impact your grade, but work regularly handed in late will (see grade descriptions above).

Missed Tests: If you miss a test, you can make it up for full credit if you have a note from the doctor. It must be taken in a reasonable amount of time from the original test date (usually within a week).

Otherwise, if you miss a test (overslept, alarm didn't go off, etc.) you can take it (or an alternate version to prevent leaked answers) with 10% penalty per day marked off.

Campaign project: One of our main projects in class will be a "campaign" project. You will choose a company that has had a major advertising campaign, conduct some research on the company, its competitors, marketing strategy, and devise your own campaign idea for the company. At the end you'll present your results to the class. Here are the stages:
1 • Company and competition review
2 • Marketing research (focus group or interview)
3 • Create campaign
Reaction papers: These short (1-page) papers will be given weekly throughout the semester. You will be responsible for doing 9 of them. If you want to do 10, it will be counted as extra credit. The papers will be based on a short reading from Ad Age or some other online publication. They will be handed in via email Fridays by midnight.

Online participation: Since this is a web-blended class, part of your grade will be based on your participation in class discussions online. Every week I will initiate class discussion on the class website and everyone is expected to participate.

Calendar - In bold are part of the advertising campaign project
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Semester begins (Thursday 8/26)
Friday - August 27
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Monday - August 30
Discuss syllabus
Part I: An Introduction to Advertising
Chapter 1: Advertising Yesterday, Today, and Tomorrow

Wednesday -September 1
Chapter 1 continued
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Monday - September 6
Labor day - No Class

Wednesday - September 8
Chapter 2: The Economic, Social, and Regulatory Aspects
*** Assign Campaign: part 1
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Monday - September 13
Catch-up day

Wednesday - September 15
Chapter 3: The Business of Advertising
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Monday - September 20
Test #1 (Take-home)
Part 2: Understanding the Target Audience
Chapter 4: Segmentation, Targeting, and the Marketing Mix

Wednesday - September 22
Chapter 4 continued
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Monday - September 27
Chapter 5: Communication and Consumer Behavior

Wednesday - September 29
**** Campaign Part I due
Part 3: The Planning Process
Chapter 6: Account Planning and Research
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Monday - October 4
Chapter 6, continued
*** Assign Campaign: part 2

Wednesday - October 6
Chapter 7: Developing Marketing and Advertising Plans
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Monday - October 11
Test #2

Wednesday - October 13
Part 4: The Creative Process
Chapter 8: Creative Strategy and the Creative Process
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Monday - October 18 *** Semester Mid Point ***
Chapter 9: Creative Execution: Art and Copy

Wednesday - October 20
Chapter 10: Producing Ads for Print, Electronic, and Digital Media
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Monday - October 25
**** Campaign part 2 due
Test #3

Wednesday - October 27
Part 5: Reaching the Target Audience
Chapter 11: Print Advertising
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Monday - November 1
Chapter 11 continued
** Assign Campaign: part 3

Wednesday - November 3
Chapter 12: Electronic Media: TV and Radio
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Monday - November 8
Chapter 13: Digital Interactive Media

Wednesday - November 10
Chapter 14: Out-of-Home, Direct-Mail, and Speciality Advertising
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Monday - November 15
Test #4

Wednesday - November 17
Part 6: Integrated Marketing Communications Elements
Chapter 15: Media Planning and Buying
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Monday - November 22
Chapter 16: IMC: Direct Marketing, Personal Selling, and Sales Promotion

Wednesday - November 24
No class -- work day for campaign assignment

Friday - November 26
Thanksgiving Break
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Monday - November 29
**** Campaign part 3 due
Chapter 16 continued

Wednesday - December 1
Chapter 17: IMC: Public Relations, Sponsorship, and Corporate Advertising
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Monday - December 6
Chapter 17, continued

Wednesday - December 8
Wrap-up

Final : Monday December 13, 9:15 am - 11:15 am

Disclaimer: This syllabus is representative of materials that will be covered in this class; it is not a contract between the student and the institution. It is subject to change without notice. Any potential exceptions to stated policies and requirements would be addressed on an individual basis, and only for reasons that meet specific requirements. If you have any problems related to this class, please feel free to discuss them with me.