Advertising Final due 12-15

Here is the final! 

Pick two of these questions. Each answer should be about two to three double-spaced pages.

As with before, you can use your book or the Internet, but it must be written by you. Cite your sources as necessary. Let me know if you have any questions.

1. Developing a media strategy. Describe how the five Ms (markets, money, media, mechanics, and methodology) factor into developing an effective media strategy.

2. You're at a job interview at an Apple Store for a position as a sales person.  The interviewer asks you this: How does personal selling fit into the overall marketing mix of a company (not just Apple)?  What are some pros and cons (real or potential) of personal selling and its relationship to the company?

3. Define and describe the difference between Public Relations, Advertising, and Propaganda. Use examples where you can.

Propaganda

Here's the cartoon we watched in class!

Fast food ads vs reality.

Final reaction paper due 12-10

This paper is a little more about business and marketing than advertising alone.

Here's an article about the state of movie rentals.

Netflix has also just introduced a streaming-only plan for less than $10/month.

From the article and your own observations (and any other research you want to do), what do you see to be the future of marketing movies as an entertainment medium? What do you think has the most potential for revenue? What movie-watching options/plans/businesses are in the most trouble?

Reaction Paper #12 due 12-3

This one will count double .. up to 20 points (only if you include info from the articles).

Hottest Brands of 2010: Note that you can click on the brand name to read the article about it.

What do you pick as your top 3 brands out of these for 2010, and which are your top 3 over-rated brands (that don't have much future, in your view) for 2010. Back up your reasoning as best you can, and use information from the articles.

Reaction Paper #11 due 11-19

Here's the article, about Twitter looking to draw more revenue.

If you worked at Twitter, what would be your idea be for making money?

What kind of ads (be more specific than "local") would be best for Twitter?

What advantages and disadvantages does Twitter have as a platform for advertising?

Creepy or brilliant?

Test #3

Advertising Principles • JOU 165

Test III (Take-home)

50 Points • Due Friday 11-19 at Midnight

Rules: 

1. Your main source for this test is the book, but you are free to use outside sources or our lecture. Please cite any outside sources (besides your book) at the end of the paper (you can choose the citation style: MLA, APA, etc.)

2. You can use fellow classmates.

3. The test must be written 100% by yourself. That means you can talk about the answers with a classmate, but when you sit down to write it has to be all yours. If it is too similar to another classmate's, I either won't take them or make both students redo it with new questions, depending on how similar they are.

Please type your answer, double spaced.  It might help to make an outline for each question, although you don't need to turn it in.  

Answer ONE of these questions (3-4 double spaced pages):

1. What two media would you pick and why?  You are tasked with planning an ad campaign.  Here are the details:

The product: A new sports bar opening up downtown.

Target audience: Young urban professionals and 21+ year old college students.  They might be college juniors or seniors, but for the most part they are college graduates that live downtown or are willing to drive downtown to hang out.  Mostly baseball and football fans.

Campaign goal: High frequency and selectivity of audience.  However, advertiser wants one lower cost option, on medium cost option, and wants to know what the most expensive option would be.  The advertiser doesn't care about reaching EVERYONE, but the people who do see it need to be exposed repeatedly.  And it needs to be a very specific audience that is reached.  Local customers only.

Creativity: "Always a home run at Joe's bar" is the slogan.  The advertiser doesn't care about adding much more copy than that (other than the location and website).  However, it is important that at least one medium gives the opportunity for high quality color graphics and illustrations.  

If your pitch is good, they will hire you.  Since the client is new to business, they don't know a lot about advertising, so you will have to justify your two choices. Remember to list the pros and cons of the media you pick and the media you wouldn't pick.

2. From Chapters 8 and 9, what are the different types of creative components in a print ad (layout, visuals, headline styles, approaches to body copy, etc.) and describe how they are used to guide consumers through the steps of the advertising pyramid:  awareness, interest, credibility, desire and action.

Opps..

Employees are important

What do you think of this article about the importance of employees? Any other companies that get the most out of their employees (and/or seem to treat them well?)

Campaign part 3

Campaign Part III

Due Monday December 6 • 50 points

Now that you have identified your product, its features and benefits, your target market, and what messages you will use to try to market your product, now comes putting it to action with the creative components of your campaign and pick your media.

Part I
1. State your marketing objectives (p. 180)
2. State your creative strategy (p. 210) and message strategy (p. 212) based on these objectives. Explain the reasoning for your strategy.
3. Create two advertisements that fulfill your creative strategy

To create your ads, you can choose from:
• Print ad (magazine or newspaper) (p. 239-241, 244)
• 60 second Radio script (p. 251)
• 30 second TV script or storyboard (p. 254-257)
• Billboard mockup
• Website mockup (p. 258-260)
• Internet banner ad mockup (p. 258-260)

(Obviously I won't be grading it on your artistic skills, but how much thought you put into the design of your ad based on your strategy)

If you sketch your ad or storyboard, you can hand it in via Intra-campus mail or scan it and email it to me.

Part II
1. Write your media objectives (p. 415)
2. What media choices are best and why? (see Ch. 10-14 for pros and cons of each) Which media will you avoid and why? What specific TV shows, magazines, websites, radio stations, etc. would you pick and why?
3. How will you implement and personal selling, sales promotion, or direct marketing (see Chapter 16)
4. How will you schedule your ads? (p. 430-431)
5. How will you monitor the effectiveness of your campaign?

(Although thought should be put into each part, I've bolded the most important steps for both parts.)

Reaction Paper #9 due 11-12

We'll be coming up on personal selling soon -- take a look at this site that talks about a few tactics of personal selling.

Have you ever worked in personal selling? Any tactics that you would add to the list? What makes a good salesperson?

Even if you've never works as a salesperson -- when you go shopping, what good and bad experiences have you had as a shopper?

If you were a manager, what would you tell your employees as far as how to treat customers and represent the store's image?

What stores do it right? Which don't?

Length ~600 words!

Discussion #10

Predictably Irrational is a really interesting book that looks at -- as the name suggests -- how we can be pretty irrational sometimes.

Take a look at some of the summarized points -- anything that you recognize? Anything that strikes a chord with you?

Is this commercial persuasive enough to make you think about T-Mobile? Or does a good phone outweigh a bad network?

I think this is really interesting -- what implications are there in the ad industry with something like this?

Best performing print ads this past summer. Do they all have anything in common?

This cracked me up

Extra credit

Hey folks, here is how you can earn up to 20 points extra credit. It has to do with design, which is an important part of advertising (although this is more focused on "news" a lot of the same principles apply to advertising design).

Go to NewsU.org and create an account. (You only need to fill in the required fields -- it will send an email to you -- you'll have to check your email and click on their link)

Enroll in Color in News Design and/or Typography for News Design.

Complete the course(s) and email a course report to me. You'll get 10 points for each course you complete.

Reaction paper #10 due 11-5

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.

Then, talk about what strikes you as interesting? What tactics mentioned in the article do you recognize?

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?

Discussion #10

I'll take Dave's idea:

We know that tobacco companies did, but do alcohol companies advertise to underage drinkers? This has been in the news a little lately with the "Four Loco" story.

What do you think the purpose of this ad is? Is it effective?

Re: plagiarism

Hey folks.. I just want everyone to read this and this regarding plagiarism. I've had a few papers lately that are written too closely to the source material.

We can make a discussion out of this too: before entering college, did your teachers define plagiarism for you and show you how to avoid it? Did they show you how to properly paraphrase and cite a source?

Discussion #9

Stereotypes!

What are some common stereotypes found in advertising?

Find a link to an ad or commercial that uses stereotypes and talk about why it might be offensive to some people.

Can anyone think of or find a stereotype that isn't one of the typical ones talked about? (a few common ones.. Jocks, the elderly, the ditzy cheerleader, the nerd who can't talk to girls, and a lot of common racial stereotypes out there..)

Reaction Paper # 8 due 10-29

Point value.. 20 points! Worth two regular papers.

For this one I'd like you to... create an ad!

It could be a TV commercial (upload to YouTube so we can all see it!)

A magazine ad (made with Photoshop or a free imaging program like Gimp)(see p. 239+, p.274)

A radio ad (see p. 251, 280 in book) (if you have a Mac you can use Garageband.. if you're on Windows I'm not sure what program to use for audio editing-- anyone know?)

The ad topic is DMACC.

Slogan/tagline: "Life's calling."

Strategy: In these tough economic times, many people are heading back to school. DMACC wants people to know that it offers a great education at a great price. Not only that, there are convenient locations around central Iowa and many majors to choose from. People can earn a diploma in only two years.

Target audience: People most hit by the tough economy: non-traditional students who might be recently laid off or those who might have a job but aren't happy with it. With some more education, maybe they could have their dream job.

(if you don't have access to any software/equipment you could write a TV or radio script)

10 point assignment

Write a review for the movie "Art & Copy" -- we started watching it in class today.

The review/critique should be from the perspective of an advertising student (you). You (hopefully, now) have more knowledge about advertising than the average person -- with that in mind, is this a good movie? Why or why not? Would you recommend it to other advertising students?

(this isn't a reaction paper)

Due end of the month.

Good ad?

Discussion #8

We're about half way done!

I'll open the discussion up: what topics do YOU guys want to talk about relating to advertising? How about 3 topic ideas, and if I pick your topic idea for a discussion you'll get 5 extra credit points (in addition to 5 points for your 3 ideas).

Reaction Paper #7 due 10-22

Straight forward:

For this paper, I'd like you to seek out Ad Age magazine at your campus library, pick out an article of good length, and summarize it. Relate the story to what we've discussed so far in class. That's all!

500-600 words.

Chilean Miners

What do you think of this?

JOU 165 • Take Home Test #2
Chapters 4-7
50 Points • Due Friday October 22, Midnight

Rules:

1. Your main source for this test is the book, but you are free to use outside sources or our lecture. Please cite any outside sources (besides your book) at the end of the paper (you can choose the citation style: MLA, APA, etc.)

2. You can use fellow classmates.

3. The test must be written 100% by yourself. That means you can talk about the answers with a classmate, but when you sit down to write it has to be all yours. If it is too similar to another classmate's, I either won't take them or make both students redo it with new questions, depending on how similar they are.

Length: About 2-3 double-spaced pages per answer.

Answer TWO of these questions:

1. (Chapter 4) You're interviewing for a job at an advertising firm. They want to make sure you know your stuff. The pose a question: what are the four major categories for segmenting different consumers? Are there certain segments within each category that are good to target, or does it depend on certain factors?

2. (Chapter 7) You work for marketing for Michelin tires. They are trying to figure out how to market their new Tweel tires. Your boss wants to know the different between Top-Down and Bottom-Up marketing, how you would proceed for each one, and which you recommend.

3. (Chapter 6) Dahl's grocery store is thinking about a store redesign and wants to learn more about who their customers are and what they want in their store. For example, how far away are they coming from, how much on average do they spend, where do they get their coupons, and how they could improve the layout of the store. They've asked you to come up with 4 possible research techniques: two quantitative and two qualitative. Describe them, list the pros and cons of each, and give your opinion on how the research should be done.

Discussion #7

Let's say you work for FOX. They're low on cash and trying to get more product placement in their hit show "Glee." They want you to seek out products that would be a good fit and pitch the idea. What brands would you go after and why?

Reaction Paper #6 due 10-15

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?

Chapter 7 slides

Found here!

Discussion #6.5

New take on the McDonald's catering to adults question. Let's say you're a small business owner -- you've just opened up a restaurant in your town.

Who is your target customer and how would you design your restaurant, menu options and advertising to attract that customer? How will your advertising be different than a national chain like McDonald's or Applebee's?

Part of your answer might depend on the location and what void needs to be filled (for example, you might have a more high-end restaurant near Jordan Creek or you might not want another Mexican place if there a bunch of others nearby).

Campaign project part 2

Campaign Assignment Part II

Product and Marketing Objectives

Due Friday November 5 • Midnight

50 Points

A. (1/2 page) Clearly state your situation analysis and problem definition (see page 158, Chapter 6). State your research objectives (p. 161). Base the problem on your SWOT analysis from part 1.

B. (1/2 page) By yourself or brainstorming with a friend, come up with 2-3 product ideas your company could introduce to solve the problem in part A. Describe these products briefly.

C. (2-3 pages) Summarize your research:

Conduct a focus group (5-10 people) or interviews (6 different people) to come up with a new product for your company.
Gather as much information from the focus group/interviews as you can to figure out what features and benefits the product will have, who will be most interested in it, and what media they use so you can plan your advertising. Remember the four P's: price, product, placement (distribution) and promotion.
Sample questions:
• If Microsoft came out with a new product today, what would you like to see?
• What features would the product have?
• What product have you always wanted Microsoft to make, but they never have?
• How much would you pay for this product?
• Where would you want to be able to buy it?
• Who do you think it would appeal to?
• If this appeals to you, what media do you use? TV? Radio? Which web sites? Magazines? Newspaper?

Start the interview/focus group with a few product ideas in mind in case your subject can't think of a new one on the spot. Then you can figure out which one they would be most interested in and how you could improve it.
With good detail and direct quotes, summarize what your focus group or interview subjects tell you.

D. (2-3 pages) After the focus group/interviews, finalize your product based on the responses. Explain the product and how the focus groups or interviews helped you.

1. What will the utility of the product be? How will you position it against the competition? (see Ch. 4)
2. What features and benefits will you promote?
3. What will your target market be? What demographics, geographic region, psychographics, and behavior characteristics will you seek to target? (see Ch. 4)
4. Message element selection: briefly describe what message you will use. (see p. 157)
5. What are current economic, political, and social trends that might affect your product?



Focus group tips:
• You'll want to have 5-10 people in your focus group. It is highly recommended that you record audio and/or video of the session. Come up with a list of questions beforehand.
• Aim for about 45-60 minutes
• Create a questionnaire for them to write their name, demographic information, personal tastes (according to what product category you pick; for example: what is your favorite brand of soda? How often do you drink it? What is the most important thing when it comes to what soda you buy?).
• After the questionnaire, proceed with probing questions to gain insight about your potential product. Take notes. Ask questions based on their responses. Make sure they know there is no wrong answer.
• Try to stay as objective as possible. Don't guide the answers one way or another with positive or negative remarks.

Interview Tips:
• A questionnaire before the interview is also a good idea to get some data on the person: demographic information, personal tastes, how often they buy the product (or product category). You could give them a scale of 1-10 and ask how interested they are in your product category ("On a scale of 1-10, where would you rate yourself as a fan of soda pop?" "What about fruit drinks? Coffee?"). You might give more weight to those who are more interested in the product or product category to begin with.
• Take notes during the interview. Record the audio if possible.
• Ask open-ended questions ("Why" or "What" questions as opposed to yes/no answer questions)
• Listen to their answer and ask follow-up questions
• Try to stay as objective as possible. Don't guide the answers one way or another with positive or negative remarks.
• Ask your subject if it is okay to contact them later with follow-up questions.
• Aim for about 20 minutes per interview (longer if the subject doesn't mind and you're having fun).

Discussion #6

Based on chapter 6 about research...

Let's say DMACC wants to revamp its cafeteria(s) (we're all on different campuses). They haven't been very popular and they think they can do a better job with them.. however they're not 100% sure they know what's not working or what students "want."

They want to do a little research to see what can be done.

Using what you've read about in Chapter 6, what would be a good method to use? What questions would be good to ask? What is the goal of the research?

Reaction Paper #5 due 10-8

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?

Do any seem more like a gimmick that don't really work?

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

Discussion #5.1

Alright, first go to YouTube Time Machine. Then, pick a year (it's up to you!). Click "OFF" on everything but commercials. Find an interesting commercial and paste the link (there are a couple ways to do this .. one is you can click on the video when it is playing and it will open in a new tab and you can grab the URL address).

Talk about what techniques the commercial is using -- look back at chapter 4 for ideas. What target markets are they going after? What utility does it offer? How is it trying to sell you? Is it trying to get the audience to go out and buy something today or is it more about building the brand long-term?

Discussion #5

Think about how Pringles is advertised. A big part of it is the packaging. The tube-shaped container for the chips are depicted as so much fun (and functional) in the commercials.
What other products are marketed based on the packaging?

Reaction Paper #4

Reaction Paper #4
JOU 165
Due October 1 by midnight

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?

Keep it to 600-700 words. Try to reference back to the readings when you can.

Discussion #4 3/4

Let's say McDonald's decides to change their main target market from children to adults. How would they have to change their advertising? What about their food selections? Their restaurants?

Discussion #4.5

Chapter 4 talks about symbolic utility and how sometimes people buy things not because they are functional (solve problems, well built, quality product) but because they represent some status or social need. For example to be cool or fit in with others. This can be a draw for all age groups, but sometimes especially strong for middle school-high schoolers.
I remember when I was in middle school Hypercolor shirts were the coolest thing in school so when we were at the mall one day I had to have one.
Have you had any experiences buying products for symbolic utility? Or seen it with your friends? Do you think it's worth the money?

Chapter 3

Lecture slides

Test #1

Advertising Principles • JOU 165
Test I (Take-home)
50 Points • Due Wednesday 9-29 at Midnight

Rules:

1. Your main source for this test is the book, but you are free to use outside sources or our lecture. Please cite any outside sources (besides your book) at the end of the paper (you can choose the citation style: MLA, APA, etc.)

2. You can use fellow classmates.

3. The test must be written 100% by yourself. That means you can talk about the answers with a classmate, but when you sit down to write it has to be all yours. If it is too similar to another classmate's, I either won't take them or make both students redo it with new questions, depending on how similar they are.

Length: around 2 double spaced-pages per question.

Answer TWO of these questions (25 points per question):

(1) (Chapter 1) Please explain some challenges and opportunities that advertising faces in the 21st century and what advertisers should be doing to face them.

(2) (Chapter 2) Please explain four of the negative social impacts of advertising. Where you can, give examples. How can advertisers avoid them?

(3) (Chapter 3) Please explain the relationship between the advertising agency, the client, the media, and the supplier. And, what are the different payment methods for ad agencies?


Tip: Write an outline to organize your thoughts and save yourself time.

Discussion #4

What are some unethical advertising tactics or products you've seen? For example I shared the curbside house number painting example in class and how it sort of looked like it was from the city and emergency workers used the numbers.
Everyone wants our money... but who goes after it in an unfair way?

Why it's not a great idea to use Wikipedia as a source!

Reaction Paper #3

Reaction Paper #4
Due September 24 by midnight (via email)

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.)

Keep it to 600-700 words. Try to reference back to the readings when you can.

Discussion #3 1/2

Do you think there should be regulation of children's advertising? If so, how much and for what ages? Would you regulate any medium besides TV?

Generic...

This goes along with our discussion today... items you should always buy generic.

Campaign Part 1

Advertising Campaign Project Part I
Due: Friday Oct. 1
Length: 5-7 pages double spaced (30 points)

First, pick one of the following companies:
Coke
Microsoft
Ford
Disney
McDonald's
Nike
Apple
Subway
Pepsi
Toyota
Budweiser
Marlboro

Now, your goal is to give a comprehensive report on the current state of affairs for your company to plan for future advertising.
Some of the points you talk about will be common knowledge. Some you will be able to draw on your memory, with some research to help refresh you on the details (You know who the Marlboro Man is, but when did he start and how? How much does Marlboro make in sales compared to Camel?). Some information will be difficult to research, but do your best.

1. Company Review (2-3 double spaced pages)
A. Summarize the history of the company (how did it start? have they had any major troubles? For example, if you have Toyota, that's a big YES).
B. Summarize company's advertising and product history (any big successes or mistakes? Definitely describe any MAJOR campaigns they have had).

2. Competition Review (1-2 pages)
A. Who are the company's main competitors?
B. What is their advertising strategy in relation to your company?
C. What are their top products and brands?

3. SWOT (Strengths, Weaknesses, Opportunities, and Threats) for your company's products and market. (1-2 pages)
A. What are your current strengths?
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? I.E., what are your opportunities?
D. What threats must you watch out for? Could be cultural trends, upcoming laws, impact of other products (or the Internet).

Don't rely just on Google for your research. Talk to campus librarian (or me) if you need help finding sources. Some great articles might only be accessible through the DMACC library website.

Wikipedia can be a good starting point to find other sources, but cannot be used as a source.

And as always, CITE your sources MLA or APA style.

Discussion #3

Sign in to Facebook (if you have it) and write down all the ads you see and share with us. Will Twitter be negatively affected by ads? If Facebook/YouTube/Twitter had too many ads would you use it less? Do you think ads on social networking sites are effective? Or just annoying?


Reminder... every week I'll grade the previous week's discussion question.

5 points = nice work, good thoughts, keep it up
3 points= you wrote something but I need a little more next time
0 points = wrote nothing or just a few words

Reaction Paper #2 due 9/17

Reaction Paper #3
JOU 165
Due September 17 by midnight

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 tattoo, 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?

Keep it to 600-700 words. Try to reference back to the readings when you can.

Remember, our reaction papers will be due in a week, by Fridays at midnight. No late papers accepted. Everyone is expected to do 9 through the semester. The 10th is extra credit.

Let me know if you have any questions!

Video from Wednesday

Discussion #2

What's your favorite commercial? Try to find it on YouTube, post a link, and talk about why you like it. Does it make you want to buy the product? Why or why not?

Reaction Paper #1

Reaction Paper #1
JOU 165
Due September 10 by midnight

Here's an open-ended paper for our first one, designed to get you to start thinking about ads around you:

Discuss which advertising format you feel is the most effective and why. Are there some products that are better advertised in certain format than others? Why do you think this is?

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

Remember, our reaction papers will be due in a week, by Fridays at midnight. No late papers accepted. Everyone is expected to do 9 through the semester. The 10th is extra credit.

Let me know if you have any questions!

Discussion #1

For these discussions, please leave a comment with your first name and last initial. Check back on the discussion throughout the week. In order to earn points for the online discussion, you must demonstrate you are putting in time and thought.

Now, here is the first discussion topic:

What three brands do you identify with, and why? Brands could be.... Harley Davidson, Apple, Coke, PBR, Nike, even stores like Taret or Wal-Mart. What brands strike a chord with you? Why? Are any of them brands you like but don't buy (like, say, Aston Martin?)

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.