Reaction Paper #14 due 10-11

To give anyone that needs it a chance to catch up, this one is worth up to two...

http://www.newyorker.com/reporting/2009/01/19/090119fa_fact_friend?currentPage=all

In about a half a page or so, summarize the article's point about marketing movies.

What strikes you as interesting?

Have you seen the tactics mentioned in the article?

Finally, find a movie poster to analyze (you can attach it in the email or just include a link to it) and talk about how the poster is used to target a specific audience or persuade someone to watch it. What does the poster say about the movie's genre, its stars or what might make it worth paying for?

Reaction Paper #13

For this reaction paper, I'd like you to find an ad online, any ad, and click on it. Describe the ad itself, what is appealing about it (or unappealing) and your user experience after clicking on the ad. Where does the ad take you? Does it bring you to a page where you can purchase the product? How could the user experience be improved? Do you feel like it is a legitimate deal?

Reaction Paper #12

Here it is...

http://www.youtube.com/watch?v=Pjt77lBNjwM&feature=PlayList&p=F35C52CC41B4DC24&index=0&playnext=1

It's actually a video, called Killing Us Softly. It has to do with how women are portrayed in advertising.

I'd simply like you to summarize the presenter's main points, anything that stuck out for you, and your response to it. Two double-spaced pages.

Extra Credit

Ok, here is your chance to make up some points.

You have a choice of 3 options to earn 15 points (you can only do one).

1. Write a 2-3 page research paper about any topic having to do with ethics in advertising. Any topic, just remember to cite your research.

2. Shoot your own commercial and put it on YouTube. It has to be more than pointing the camera at something for 30 seconds and doing a voice-over. You'll have to put a little time into it and even edit the video. It can be up to 2 minutes long. It can be for any product.

3. Record your own radio commercial. Again, think about a script, actors, and sound effects to help paint a picture through the use of audio. You can put it on YouTube or email me the mp3.

Andy

Reaction Paper #11 due 11-13

Note: I accidentally put Nov. 4 as the due date for the last paper when it should have been today.

For #11, I'd just like you to pick any article from Ad Age magazine and write a summary and reaction. You could also mention if it links back to anything we've talked about in the book.

Here is the site:

http://adage.com/

(You might also find the magazine at your campus library)

Reaction Paper #10 due 11-4

Here is the article:

http://www.newyorker.com/reporting/2008/01/14/080114fa_fact_auletta?currentPage=all

I'd just like you to summarize the main points of the article and talk about anything that strikes you as interesting and how it might relate back to our book or lectures. Try to talk about at least three different things you found interesting.

Reaction Paper #9

Unlike usual, the reaction paper this week will be required, not optional. But I think it is an interesting one. You might need to go longer than the usual length. Put some thought into each question!

Here is the article..

http://www.wired.com/techbiz/it/magazine/16-03/ff_free?currentPage=all

1. How has going digital changed the notion of "free"?
2. What does the author say are the main advantages of free?
3. From your own point of view, what are the biggest disadvantages of free?
4. "People are going to steal music anyway, so you need to make it free and find new ways of making money." Is this statement fair?
5. Overall, do you think free will be good, bad, or neutral for our economy?

We'll make it 25 points.

Reaction Paper #8 due 10-23

Here is the article:

http://www.newyorker.com/reporting/2009/09/14/090914fa_fact_jacobs?currentPage=all

Question...

How has Zappos positioned themselves?

How has it been successful?

Is there anything unusual about their business?

What can be learned from their example?

Reaction Paper #7 due 10-16

Here is the article:

http://www.moskalyuk.com/blog/yes-50-scientifically-proven-ways-to-be-persuasive

Discuss a few of these tactics that you have seen work (or not work) in real life.

Which 5 stand out as tactics advertisers should use more?

Are there any that seem unethical to you?

YouTube $

YouTube revenue ideas (NY Times).

If it makes you subscribe, do a Google search for the headline and click on it (it will let you link to the full article via Google).

Chapter 6

Chapter 5

Chapter 4

Reaction Paper #6 due 10-9

Ok.. nothing to read for this one. Here's the deal:

1. Pick an hour-long show that you'd expect would have product placement. The new Jay Leno one would be a good one. (A nature show probably wouldn't be)
2. Take out a piece of paper and make two columns. One for regular commercials and one for product placement.
3. Keep careful track of each product mention or visual within the show. Keep track of each commercial during the break.
4. List some of the product placements in your paper and how they did it.
5. Analyze the findings. How much product placement was there? Was it identified or not? Did the products overlap with any of the regular commercials? Was the product placement seamless or awkward? Did the target audience for the products seem to make sense for the typical audience who might be watching the show?
6. What are your thoughts on product placement? Are you ok with it? Why would some people not be ok with it? Does it bug you that shows have to integrate the products into their shows? Would it be better if it were kept out of shows? Any other thoughts?

Jay Leno & Product mentions

Not sure if all these are paid for, but I'm sure a lot are (especially Wendy's and Bing).

Reaction Paper #5 due 10-2

For this one I'd like you to look at an old issue of LIFE magazine (found here):

http://books.google.com/books?id=R1cEAAAAMBAJ&source=gbs_all_issues_r&cad=2&atm_aiy=1935#all_issues_anchor

Pick an issue (they have them from the 1930s-1970s)

Browse the ads in the issue.

1. What strikes you interesting about the ads from back then? Think about magazine ads you've seen recently (or pick up a current magazine). How are these old ads different from today?
2. Pick an ad. Tell me what date the issue is and what page the ad is on (or copy and paste the link of possible)
3. Critique this ad in-depth. For example, What visuals do they use? What do they use to catch the reader's eye? What words do they use? What do they promise? Is it convincing? Who is their target demographic? What techniques do they use that we have talked about so far? What about it might make it typical of ads during that time period? Would the ad be effective today?

Reaction paper #4 due 9-25

Here is the article:

http://www.aef.com/on_campus/classroom/speaker_pres/data/3001

What are some of the advertising ethics issues in this article? Have you seen any examples of these in real life? Which do you think is the most important? Are there some ethical issues in advertising the author missed? If you were to write some guidelines for advertising ethics, what would they be?

Chapter 3

Chapter 2

Reaction Paper #3 due 9-18

It's a video this time! Here is the link:

http://www.ted.com/index.php/talks/malcolm_gladwell_on_spaghetti_sauce.html

I'd like you to summarize Gladwell's points when it comes to choice of products (and happiness). Do you have any reaction or criticism? How does it relate to what we've read in Chapters 1-3?

(If you're on a Mac and it doesn't work in Firefox, try Safari.)

Reminder

I will send out the test next week. You'll have a week to do it.

We will have NO CLASS on Wednesday, Sept 16, to give you time to work on the test outside of class.

I'll have the instructions for taking it with the actual questions, but plan on writing either one long (perhaps up to 3-4 pages double spaced) essay or several short ones.

I forgot to mention part 1 of the campaign assignment today, but let me know if you have any questions on it.

Magazine ads

Old magazine ads.

Campaign Part I

Advertising Campaign Project Part I
Due: Wednesday Sept. 30
Length: 4-5 pages double spaced (30 points)

The first thing to do is to pick a company to base your report (and project) on. I would suggest one of these companies (but if you have another idea, let me know)

Coke, Microsoft, Pepsi, IBM, GM, Ford, Chrysler, GE, Nokia, Disney, Toyota, McDonald's, Google, Louis Vuitton, Marlboro, Nike, Apple, Sony, Budweiser, Kellogg's, Canon, Nintendo, Harley-Davidson, L'Oreal, Proctor & Gamble

For this first part, your goal is to give a comprehensive report on the current state of affairs for your company to plan for future advertising.
You will end up combining your findings for the final project you hand in.

1. Company Review
A. Complete (summarized) history of the company: Location, CEO, stock trends, profits, how many employees, any other relevant information you can find about the company
B. Advertising budget last year: how much did they spend in each medium? Are there trends for spending more or less in certain media?
C. Their top brands and products: What products help define the company? What unique selling proposition do they have? What demographics do they aim for? What price points do they use? How do they brand themselves? Hip? Useful? Do they depend on added brand value?

2. Competition Review
A. Who are your company's main competitors?
B. What are their profits and media spending?
C. What are their top products and brands?
D. What appears to be their advertising strategy?

3. SWOT (Strengths, Weaknesses, Opportunities, and Threats) for your company's products and market.
A. What is your strongest brand or product and why?
B. What are your weakest areas? Where do your competitors have you beat?
C. Are there any potential markets (by age, location, demographics, psychographics, etc.) for you that you don't currently have? What offer the most profit potential?
D. What threats must you watch out for? For example, could a weak economy help or hurt you? Would new environmental regulations be a threat? Smoking bans?

Now.. for your company: It's up to you to decide. It is strongly recommended you pick a public company, as it is easier to find information about it.
You can also check out:
http://www.adbrands.net
http://adage.com/datacenter/
http://finance.yahoo.com/
And Yahoo! finance for information about publicly owned companies.

Don't rely just on Google for your research. Talk to campus librarian (or me) if you need help finding sources.

Dove ad from class today

What do you think of this campaign?

Top Brands

Some of the "best" brands.

Reaction Paper #2 due 9-11

Let's do this PBR story I linked to previously:

http://www.nytimes.com/2003/06/22/magazine/the-marketing-of-no-marketing.html

What is unusual about PBR's situation? How have they tried to adapt? What do you think of PBR's strategy? With regards to the guy with the PBR tatoo, do you think it is unusual for people to have such strong ties to a brand (or even a brand of beer?) Are there any brands that you have such strong feelings for? Can you describe what it means to you?

For Friday...

Exploring Advertising #1 on p.54! We'll talk about what you find.

Lecture 2 (Chapter 1)

Lecture 1

PBR

PBR article I mentioned in class. I might use it for a future paper.

Ad history timeline

Advertising history timeline.

Reaction paper #1

Here are the articles:

http://adage.com/mediaworks/article?article_id=138597

http://latimesblogs.latimes.com/showtracker/2009/08/as-boycott-continues-glenn-becks-audience-swells.html

Here is the clip of Glenn Beck Clorox and the other companies listed didn't like:

http://www.youtube.com/watch?v=CS8jOlY6U6o

Question for you..

What is your reaction to this? Should political commentators be worried about what they say because companies could pull their ads? Do you see a situation where this might go too far? When you see an ad for a product do you associate it with the show you are watching or the opinions of the show? Are you worried about shows getting too watered down because an advertiser might not like the content, or is it all just the free market at work (and advertisers can be as sensitive as they want)? Should advertisers forget what they are saying and just go after the biggest audiences?

Keep it to 500-700 words. Try to reference back to the readings when you can.

Remember, our reaction papers will be due Fridays at midnight. No late papers accepted. Everyone is expected to do 9 through the semester, so you can skip about 5 of them. If you do 10, it is extra credit.

Let me know if you have any questions!

Andy

Video ads in a magazine

Video ads in a magazine. What do you think?

For Friday

Thanks for bearing with me in class today. I hope things will go a little more smoothly in the future. Gotta love technology!

As I was saying in the last minute in class, for Friday I would just like you to think of three brands that you identify with. Maybe you tend to buy that brand or maybe you just like the style of the brand even though you don't buy it (like, Rolex or some fancy sports car). It could also be a certain store. So... is it Canon? Burger King? Audi? Google? Microsoft? What three brands resonate with you? Help define you?

Be prepared to share your three brands.

Syllabus

Advertising Principles
Syllabus • JOU 165

Instructor: Andy Langager
Email: andylangager@gmail.com
Cell: 319-290-8229
Office: 3W Room 02 (the office on the left inside)
Class meeting: MWF 9:05 a.m.- 10:00 a.m.
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 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 show 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 is marked off 10% per day, with a max deduction of 50%. However, assignments won't be accepted (without extenuating circumstances) 7 days after due date. "Late" begins at midnight the day work is due unless otherwise noted.

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 (a week is pushing it). 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. You need to arrange with me so I can leave your test in Building 6 in the make-up test center.

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, give 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 • Industry/company/competition Review
2 • Product and advertising summary/buyer analysis/marketing strategy
3 • Social implications, analysis, critique, and suggested changes/future action
4 • The Presentation

Reaction papers: These short (500-700 words) 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.

Calendar - In bold are part of the advertising campaign project
----------------------------------------------------------------------------
Wednesday - August 26
Introduction

Friday - August 28
Discuss syllabus
Part I: An Introduction to Advertising
Chapter 1: Advertising Yesterday, Today, and Tomorrow
----------------------------------------------------------------------------
Monday - August 31
Chapter 1 continued

Wednesday -September 2
Chapter 2: The Economic, Social, and Regulatory Aspects

Friday - September 4
Chapter 2 continued
----------------------------------------------------------------------------
Monday - September 7
Labor day - No Class

Wednesday - September 9
Chapter 3: The Business of Advertising
*** Assign Campaign: part 1

Friday - September 11
Chapter 3 continued
----------------------------------------------------------------------------
Monday - September 14
Exam #1

Wednesday - September 16
Part 2: Understanding the Target Audience
Chapter 4: Segmentation, Targeting, and the Marketing Mix

Friday - September 18
Chapter 4 continued
----------------------------------------------------------------------------
Monday - September 21
Chapter 5: Communication and Consumer Behavior

Wednesday - September 23
Chapter 5 continued

Friday - September 25
Part 3: The Planning Process
Chapter 6: Account Planning and Research
----------------------------------------------------------------------------
Monday - September 28
Chapter 7: Developing Marketing and Advertising Plans

Wednesday - September 30
Chapter 7 continued
**** Campaign Part I due

Friday - October 2
Exam #2
----------------------------------------------------------------------------
Part 4: The Creative Process
Monday - October 5
Chapter 8: Creative Strategy and the Creative Process
*** Assign Campaign: part 2

Wednesday - October 7
Chapter 9: Creative Execution: Art and Copy

Friday - October 9
Chapter 9 continued
----------------------------------------------------------------------------
Monday - October 12
Chapter 10: Producing Ads for Print, Electronic, and Digital Media

Wednesday - October 14
Chapter 10 continued

Friday - October 16
Part 5: Reaching the Target Audience
Chapter 11: Print Advertising
----------------------------------------------------------------------------
Monday - October 19 *** Semester Mid Point ***
Chapter 11 continued

Wednesday - October 21
Chapter 12: Electronic Media: TV and Radio

Friday - October 23
Chapter 12 continued
----------------------------------------------------------------------------
Monday - October 26
**** Campaign part 2 due
Chapter 13: Digital Interactive Media

Wednesday - October 28
Chapter 14: Out-of-Home, Direct-Mail, and Speciality Advertising

Friday - October 30
Review/catch-up day
** Assign Campaign: part 3
----------------------------------------------------------------------------
Monday - November 2
Exam #3
Wednesday - November 4 **** Last day to drop ****

Friday - November 6
Campaign work
----------------------------------------------------------------------------

Monday - November 9
Part 6: Integrated Marketing Communications Elements
Chapter 15: Media Planning and Buying

Wednesday - November 11
Chapter 15 continued

Friday - November 13
Chapter 16: IMC: Direct Marketing, Personal Selling, and Sales Promotion
----------------------------------------------------------------------------
Monday - November 16
Chapter 16 continued

Wednesday - November 18
Chapter 16 continued

Friday - November 20
Chapter 17: IMC: Public Relations, Sponsorship, and Corporate Advertising
----------------------------------------------------------------------------
Monday - November 23
Chapter 17 continued

Wednesday - November 25
Research day

Friday - November 27
Thanksgiving Break
----------------------------------------------------------------------------
Monday - November 30
**** Campaign part 3 due
Merchants of Cool video

Wednesday - December 2
Presentations begin

Friday - December 4
Presentations, continued
----------------------------------------------------------------------------
Monday - December 7
Presentations, continued

Final : Monday December 14 at 9:30 a.m. (should be done by 10:45)

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.

Spaghetti Sauce!

Great video on marketing; Malcolm Gladwell discusses spaghetti sauce among other topics. (try Safari if Firefox doesn't work on a Mac).

Welcome

Welcome to Advertising Principles (JOU 165)! I'll be posting assingments, class readings, and interesting articles here. Stay tuned!