Introduction to Advertising Syllabus for 2011-2012
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Course Information

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Course

COMM-2327-001 Introduction to Advertising

Prerequisites

Course Description

Theories, principles and functions of advertising; role in marketing strategy; specific requirements of all media forms; campaigns and role of advertising agency.

Student Resources Student Resources Website

Department Expectations

\N

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Hours

(3 sem hrs; 3 lec)

Class Type

On Campus Course

Syllabus Information

Textbooks

\ Kleppner’s Advertising Procedure, 18th ed.

\ by W. Ronald Lane/Karen Whitehill King/Tom Reichert

Supplies

\ Materials to create a campaign project due near the end of the semester. Instructor will let the class know what supplies they need.

\ Scantron forms for six tests (Scantron Form No. 882-E)

Student Performance

\ CLASS PARTICIPATION
\ Students are encouraged to ask questions and to participate in class discussions in the spirit of sharing and gaining knowledge. Thorough and well-organized class notes will prove extremely helpful in preparing for exams and the final campaign project.
\
\ Students are expected to comply with the publication Student Rights & Responsibilities available through the office of Dean of Students.
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\ OBJECTIVES AND GOALS OF COURSE: This course is set up for the student to gain a broad understanding of the purpose and function of advertising in U.S. economic and social system in order to better understand its role in the marketing mix and its impact on society. It is designed to aid the student in becoming increasingly aware of the fact that effective advertising is based on substantial research, planning and analytical and creative thinking. The student learns the methods and procedures employed in developing the objectives, strategies and tactics employed in an advertising campaign in order to improve his ability to evaluate advertising more objectively and more insightfully.
\
\ PERFORMANCE/LEARNING OBJECTIVES (minimum competencies): After studying the material presented in this course of study, the student will be able to do the following as evaluated by the faculty in the department/program:
\
\ * Identifies the social, ethical and legal responsibilities of advertising. C15, F17
\ * Defines the economical and social impact of advertising on society. C15
\ * Understands the need to self-regulate those advertisers who (purposely or not) engage in false or misleading advertising or who offend public taste; communicates ideas to justify position, persuade or convince others of need for self-regulation. C5, C7. C12, F5-6, F8, F10, F17
\ * Defines the role advertising plays in the marketing mix, how it interacts with other elements of that mix, and how its success or failure is frequently related to other marketing factors. C16
\ * Describes the advertising business, expressing an understanding of the organization within agencies and corporations and the interrelationship between advertisers, agencies, and special service groups. C15
\ * Acquires an insight into career opportunities in the field. C5, C15, F5
\ * Lists the advertising mediums available to advertisers, identifying medium characteristics and advantages and disadvantages relative to each other. C5-7
\ * Negotiates through the basic types/areas of planning that precede the development of an advertising campaign, developing an advertising campaign which balances the creative energies of the campaign with realistic, affordable media plans. C9-14, C2, F8, F9
\ * Identifies how effective advertising messages are created in broadcast, print and Internet media. C5-7, F1, F5
\ * Recognizes and defines basic production terminology and techniques used for print, broadcast and Internet media, using knowledge to produce an effective advertising campaign. C5-6, C8, C15-17, C18-20, F8-11, F13, F15
\ * Understands the role and scope of advertising research and communicates how it assists in the development and evaluation of individual advertising messages as well as total campaigns. C15-16, F1, F5-6, F10-12
\ * Writes a case study for an original advertising campaign, researching current market conditions, identifying the target market by demographic and psychographic profiles, and developing creative promotional strategies. C1-3, C9, C11-12, C14, C17, C18, F2, F7-9, F11, F13, F1-17
\ * Explains the basic methods employed in developing advertising budgets; interprets budgets identifying the strengths and weaknesses of these methods. C2-3, C5-7, C11, C16, F1, F3, F6, F10, F11-12
\ * Creates original advertising campaign for identified product or service: plans and implements a media plan; coordinates advertising with other promotional and marketing methods; identifies and solves problems as they arise during creation of campaign; utilizes technology to implement visual, creative strategy; works with others; meets campaign deadlines. C1-4, C5-8, C9-14, C15-16, C18-20, F1-2, F5-6, F7-12, F13-17
\ * Knows how to be a more knowledgeable consumer through a better understanding of the field. C5, C7, C15, F1, F5, F8, F10-12
\
\ SCANS competencies met:
\ ß C1-4 Resources: Identifies, organizes, plans and allocates resources (time, money, materials and facilities, human resources).
\ ß C5-8 Information: Acquires and uses information.
\ ß C9-14 Interpersonal: Works with others, serves clients, exercises leadership.
\ ß C15-17 Systems: Understands complex interrelationships (evaluates, monitors, improves social, organizational and technological systems).
\ ß C18-20 Technology: Works with a variety of technologies (selects technology, maintains and troubleshoots equipment).
\ ß F1-6 Basic Skills: Reads, writes, performs arithmetic and mathematical operations, listens and speaks.
\ ß F7-12 Thinking Skills: Thinks creatively, makes decisions, solves problems, visualizes, knows how to learn, and reasons.
\ ß F13-17 Personal Qualities: Displays responsibility, self-esteem, sociability, self-management, integrity and honesty.

Students Rights and Responsibilities

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Expected Student Behavior

\ SCHOLASTIC INTEGRITY: Plagiarism is considered serious academic misconduct. All written assignments presented in this class must be original work by the student. Any student caught plagiarizing or cheating will receive a failing grade for the course. Students must abide by high standards of journalistic integrity. Faking quotations, faking facts or reporting things that did not happen will be treated as plagiarism and dealt with in the same manner as other scholastic dishonesty. Scholastic dishonesty shall include, but not be limited to, cheating on a test, plagiarism, and collusion. Cheating on a test shall include: 1. Copying from another student’s test paper. 2. Using test materials not authorized by the person administering the test. 3. Collaborating with or seeking aid from another student during a test without permission from the test administrator. 4. Knowingly using, buying, selling, stealing, or soliciting, in whole or in part, the contents of an unadministered test. 5. The unauthorized transporting or removal, in whole or in part, of the contents of the unadministered test. 6. Substituting for another student, or permitting another student to substitute for one’s self, to take a test. 7. Bribing another person to obtain an unadministered test or information about an unadministered test. Plagiarism shall be defined the unacknowledged submission or incorporation of another person's/organization's work as one’s own written work for purposes of receiving grades in this course and/or publication in a student media outlet, regardless of whether the lifted material represents the original work in its entirety or in part. Collusion shall be defined as the unauthorized collaboration with another person in preparing written work for fulfillment of course requirements. A complete statement regarding scholastic dishonesty can be found in the Student Code of Conduct in the Student Rights and Responsibilities Handbook on the AC website.

Grading Criteria

\ EVALUATIONS:
\ A = 90-100
\ B = 80-89
\ C = 70-79
\ D = 60-69
\ F = 59 or below
\
\ 80% of semester grade = total of best five tests (16% each)
\ 20% of semester grade = campaign project

\ Six examinations will be given, but the lowest exam grade will be dropped. Exams must be taken during class on the test date announced in class.

\ No makeup tests without instructor approval for a valid reason.

\ The final exam consists of the semester project, which will be presented near the end of the semester. (See Course Calendar.)

Attendance

ATTENDANCE
Regular attendance in class is required if the student is to do well in the course. Roll will be taken at each class meeting. The instructor reserves the right to lower the final course grade in light of poor attendance. More than three cuts may result in lowering the student’s final course grade. The general rule is for one point to be deleted from the final course grade for each absence after three.

There will be no instructor-initiated withdrawals from this class. Students are responsible
for dropping or withdrawing from this course as necessary. When a student veteran stops attending class (the equivalent of one week of absences), the registrar’s office and the veteran’s counselor will be notified. No official warnings will be given students when excessive absences jeopardize their successful completion of the course.

Calendar

Additional Information

\ COMPUTER LAB
\ The journalism lab (Ranger newsroom) is on the second floor of Parcells Hall, room 214. It is open from 8 a.m. to 5 p.m. Monday through Friday.
\ Computers and software for word processing, page design and photo manipulation are available for the creation of campaign projects. Donna Salter, student media assistant, can help you with questions from 8 a.m. to noon Monday through Friday.