Introduction to Advertising Syllabus for 2025-2026
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Instructor Information

Course Information

AI Statement

Collusion is defined as “the unauthorized collaboration with another person or by any other means, including artificial intelligence (AI) and computer translators, in preparing work for fulfillment of course requirements.” Using AI like (ChatGPT or Google Gemini) to create a document is considered colluding. The use of Generative Artificial Intelligence on specific assignments is at the discretion of the instructor.

Title IX and Sexual Misconduct Reporting

Amarillo College prohibits discrimination and harassment based on sex, including sexual harassment, sexual assault, dating violence, domestic violence, and stalking, under Title IX and Texas Education Code §51.253–255. Faculty and staff are mandatory reporters and must share any related concerns with the Title IX Coordinator at titleix@actx.edu. Reports and additional information are available at https://www.actx.edu/hr/title-ixtitle-ix. Confidential counseling and advocacy services are available through the Counseling Center and Advocacy & Resource Center.

Recording Policy

Disability Statement

If you have a disability (learning, mental, physical) that affects your ability to participate effectively and have access to any program or service at Amarillo College please contact Disability Services at (806) 345-5639 . Our offices are located in the Enrollment Center, Suite 700. More information may be found at www.actx.edu/disability.
Disability Services facilitates access to all programs and services according to the ADA, Americans with Disabilities Act and Section 504 of the Rehabilitation Act, as well as other federal and state laws.

Amarillo College Web Accessibility Policy Statement

Amarillo College is committed to providing equal access to all programs and services, including all working, learning, and service environments that affect equal access for persons with disabilities. This commitment to provide equal access and opportunity for persons with disabilities is in compliance with federal and state law. Amarillo College also strives to provide Electronic and Information Resources (EIR) that are accessible to all authorized users.

If you find you are unable to access material in an accessible format please contact the Disability Services Office at (806) 345-5639 . This office will work in conjunction with other campus resources to address and accommodate your issue in a timely manner.

Statement for Mental Health and Advocacy & Resource Center:

As a student you may experience a range of issues that can cause barriers to learning, such as strained relationships, increased anxiety, alcohol/drug problems, feeling down, difficulty concentrating and/or lack of motivation. These mental health concerns or stressful events may lead to diminished academic performance or reduce a student's ability to participate in daily activities. Amarillo College offers services to assist you with addressing these and other concerns you may be experiencing. If you or someone you know are suffering from any of the aforementioned conditions, you can learn more about the broad range of confidential mental health services available on campus by calling the AC Counseling Center at 806-371-5900. The AC Counseling Center website is https://www.actx.edu/counseling/ . Also, if you are in need of social services (affordable housing, utilities, transportation, food, clothing, childcare, medical/dental/vision, legal), please call the AC Advocacy & Resource Center at 806-371-5439. The AC Advocacy & Resource Center website is https://www.actx.edu/arc

Amarillo College Tutoring for Success Policy:

Tutoring for Success applies to any student whose overall performance in the course falls below 75%. The instructor will create the task in the Student Engagement Portal (Watermark) to direct the student to the appropriate tutoring service, which may be faculty- or SI-led, discipline-specific, and/or general. The tutoring service assigned, the due date for when the tutoring must be completed, and the amount of tutoring required are at the discretion of the instructor. Additionally, the task will alert the student’s success team. Students who do not fulfill the assigned tutoring task may be subject to program- and course-specific penalties that could result in a grade reduction and/or in not being allowed to progress in the course until the tutoring requirement has been satisfied.

Administrative Drop Policy

Students who do not attend class on or prior to the census date will be administratively dropped. Effective Fall, 2016

Student Withdrawal Procedures

Students who wish to withdraw from a course must complete all steps indicated on the Academic Withdrawal Request form by the course withdrawal deadline.

NOTE: Students who are attending Texas institutions of higher education, for the first time fall 2007 and later, may not withdraw from more than six courses during their academic career. This withdrawal limitation does not include dual credit or developmental classes (Senate Bill 1231 Rule 4.10.) For more information on Drop and Withdrawal Policies, please visit the Registrar's Office Web site.

Privacy Statement

The Amarillo College Privacy Policy is found at https://www.actx.edu/-amarillo-college-privacy-notice , and applies to all Amarillo College students.  If you have questions about this privacy statement or you believe that your personal information has been released without your consent, send email to humanresources@actx.edu .

Course

COMM-2327-001 Introduction to Advertising

Prerequisites

Course Description

Fundamentals of advertising including theory and strategy, copywriting, design and selection of media.

Student Resources Student Resources Website

Department Expectations

Occupational License Disclaimer

Notice to Students enrolled in an educational program for preparation of issuance of certain occupational licenses:

Students enrolled in an educational program in preparation for obtaining certain occupational licenses are potentially ineligible for such license if the student has been convicted of an offense. For further information, please contact:

Melodie Graves
Justice Involved Advocate
Student Service Center 117
mgraves24@actx.edu
806-371-5995
Make appointment at https://melodiegraves.youcanbook.me

You can also contact the Legal Clinic, or the faculty member in charge of the educational program that you seek to enroll in. The further information you will receive will include notification to you of your right to request a criminal history evaluation letter from the licensing authority in order to clarify your particular situation.

Hours

(3 sem hrs; 3 lec)

Class Type

Online Course

Syllabus Information

Textbooks

M: Advertising, Evergreen Edition

ISBN10: 1260381897 | ISBN13: 9781260381894

By William Arens, Michael Weigold, Christian Arens and David Schaefer

© 2025

This course requires an online textbook through McGraw Hill Connect, M: Advertising. For successful completion of the course, you must purchase the Connect edition, as all major assignments will be completed and submitted through McGraw Hill. 

How to Register for Connect through Blackboard Ultra:

Video link: https://www.mheducation.com/highered/support/connect/first-day-of-class/blackboard-ultra.html

Step 1:  Login into your campus Blackboard Ultra account using your personal login and password.

Step 2:  Then select COMM 2327.

Step 3:  Select the folder that contains your course assignments.

Step 4:  Select any McGraw-Hill Connect assignment link to start the registration process.

Step 5:  Enter your email address and click Begin. If you receive the message, you have a Connect Account but have forgotten your password, click Forgot Password. *Depending on your school, you might skip this step. That’s ok! Just continue the process from that step to the end. 

Step 6: Create your McGraw-Hill Education account. It is recommended to use your school email address when creating an account. To receive text alerts, enter your mobile number. Agree to the Terms and Conditions and then click Continue.

Step 7: You’ll see 3 registration options. Choose what works best for you.

• Enter your access code from the bookstore and click Redeem.

• Buy Online to purchase access • Get 14-day Courtesy Access

Step 8:  Click Confirm. You are now registered.

It is recommended that you register for Connect on the first day of class, even if it's for the 14-day Courtesy Access. This will allow you to read the material and get started on Smart Book exercises. If you cannot afford the textbook, please reach out to me as soon as possible.

Supplies

The textbook listed above

Adequate browser capabilities 

Microsoft Word OR Google Docs for writing papers (you may access Google docs for free through your AC email account)

Access to a reliable computer several times a week

Note-taking materials

Access to a web cam 

Design software to create a campaign project due at the end of the semester

- Go ahead and sign up for a free Canva.com account

Student Performance

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 quizzes, 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.

Students Rights and Responsibilities

Log in using the AC Connect Portal

In order to receive your AC Connect Email, you must log in through AC Connect at https://acconnect.actx.edu .

If you are an active staff or faculty member according to Human Resources, use "Exchange". All other students, use "AC Connect (Google) Email".

Expected Student Behavior

Title IX and Sexual Misconduct Reporting: Amarillo College prohibits discrimination and harassment based on sex, including sexual harassment, sexual assault, dating violence, domestic violence, and stalking, under Title IX and Texas Education Code §51.253–255. Faculty and staff are mandatory reporters and must share any related concerns with the Title IX Coordinator at titleix@actx.edu.  Reports and additional information are available at www.amarillocollege.net/hr/title-ixtitle-ix. Confidential counseling and advocacy services are available through the Counseling Center and Advocacy & Resource Center.

Late work Policy: Late work will NOT be accepted. You are responsible for completing all work in this course on time, in accordance with the guidelines for each assignment. If you do not understand an assignment or have difficulties with an assignment, it is your responsibility to contact me in a timely manner to request assistance. Please be realistic about the time frame you use when requesting assistance, and be as specific as possible when asking a question. Begin your assignments early so that should the need for help arise, you have time to receive it and still meet the deadline for the assignment. All work should be typed.

Emergencies and Challenges: Here's the thing, I understand that sometimes things come up that are bigger than school, like personal health issues, family emergencies, crisis moments, loss, or just something unexpected that knocks the wind out of you.

If something like that happens and you realize you won’t be able to meet a major deadline, email me before the deadline. We can then discuss what’s going on and figure out what we can realistically do. Extensions beyond the one per semester are not guaranteed, but I will always listen with compassion.

Communication Expectations: I will send out emails to our whole class in Blackboard. However, please email me at mfowler@actx.edu - not through Blackboard. Please allow up to 48 hours for a reply to your email. If you do not get a response from me within that 48-hour period, email me again. Please note that correspondence received on Fridays and Holidays will not be addressed until the next regularly scheduled business day. Please allow at least one week for feedback for graded assignments and activities.

When communicating in an online format (e-mail or class discussions), please adhere to the standard Rules of Netiquette.

Email and Messaging Etiquette: Be Specific and Clear

Effective communication is crucial to your success in this course and a component of what our course teaches. To ensure that I can quickly understand and respond to your inquiries, please follow these guidelines when emailing or messaging me:

Subject Line: Clearly state the purpose of your message.

• Example: "Question about Intro to Advertising Assignment 2"

Include Context: Be specific about what assignment, class, or project you are referring to. Include the following:

• Course Name and Section (e.g., "Introduction to Advertising, 001")
• Assignment Name or Number (e.g., "Discussion 3")
• Relevant dates or deadlines if applicable.

Ask Clear Questions: If you are seeking clarification, ask specific questions rather than general ones.

• Vague: "I don't understand this assignment."
• Specific: "For Assignment 2 on Nonverbal Communication, could you clarify what is meant by 'contextual analysis'?"

Provide Necessary Details: If your question is about a grade or feedback, include relevant information such as the assignment's name, the grade received, and your concerns.

• Example: "I received an 85 on Assignment 2. Can you explain how I can improve my analysis in the final section?"

Be Patient with Grading Inquiries: Understand that manually graded assignments take time to evaluate thoroughly. If you have a question about when grades will be posted, check the syllabus for the estimated grading timeline before reaching out. Requests for instant grading will not speed up the process.

• Example: "I understand Assignment 2 is manually graded. Can you provide an update on when we might receive feedback?"

Review Before Sending: Take a moment to review your email for completeness, clarity, and tone. Be courteous and professional.

Following these guidelines will help ensure that your questions are answered promptly and efficiently. I am happy to have these discussions with you, but I will need help understanding your point of view. Remember, perspective is everything. 

Plagiarism is unacceptable. 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, pasting material directly from a website or other source 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 Student Rights and Responsibilities in this syllabus.

AIgiarism refers to using artificial intelligence tools (AI) to produce seemingly human output that does not actually reflect your own work. AI-generated content can seem like a tempting shortcut, compared to doing the hard work of learning. When you do this, you shortchange yourself, and you and misrepresent yourself to the outside world (instructors, classmates, family, hiring managers, etc.). Moreover, the quality of AIgiarized content is often not as good as you think it is to a knowledgeable reader. Unless otherwise stated, all work submitted is expected to be conducted and written by you – not by AI chatbots or similar tools. Inappropriately misrepresenting AI-generated output as your own work will be considered a violation of academic integrity and treated in the same way as plagiarism. 

AI-detecting software may be used to analyze your submissions. If I am unsure about the source of the work you submit, I will require you to meet with me to explain the ideas and how the assignment was written.

Grading Criteria

Grades in this course will consist of the following:

Grading Scale: 

A = 90-100

B = 80-89

C = 70-79

D = 60-69

F = 59 or below

Assignments will consist of:

Weekly Smart Book Chapter Reviews/Quizzes: Weekly reading assignments are designated in the course calendar, and the Smart Book assignments for each chapter we cover in the course. You should complete the required reading assignments before discussions and major assignments. Smart Book assignments for each of the 8 weeks count for 2.5%, totaling 20% of your final course grade. Smart Book assignments will not be reopened. 

Discussion Postings: Weekly online homework will include discussion forum postings. To receive full credit for a discussion forum, you must make one discussion forum posting and respond to at least two of your classmates’ postings. Online discussions will constitute 20% of your final course grade. Points for discussions are earned based on the quality of your responses and your compliance with the required number of postings and replies. Your initial posts need to be at least 250 words, and your two responses need to be at least 100 words. 

Due dates are shown in the course calendar. To facilitate a discussion forum that is more engaging for all of us, I encourage you to submit your original post as early in the week as possible then return a day or two later and respond to your peers. For this course, a discussion post should involve a mention of something from the course material or that you've found on your own. A response should add depth to what your peer has posted. Credit for weekly discussions will be awarded as follows: 50% of grade for an original post that contains substance and 50% for multiple responses that expand the conversations your peers have begun. "I agree," no matter how eloquently worded, does not count as a response and no credit will be given for it. Do your part to make a better learning experience for all, and tell us why.

Campaign Milestone Assignments: Throughout the semester, you will complete a series of Campaign Milestone Assignments designed to help you build your final advertising campaign step-by-step. These assignments will guide you through key aspects of campaign development, including selecting your campaign topic, conducting audience analysis, developing a creative strategy, planning media placement, crafting your message, analyzing competitors, and determining the specific media channels you will use for your final campaign's case history report. These assignments collectively make up 20% of your final grade, so it is important to complete each one on time to stay on track for your final project.

Attendance

This is an asynchronous online class, which means we do not meet in real time or do any video conferencing as a requirement of the class. Your attendance will consist of your completion of assignments. Students who do not complete at least one assignment during the first week of class will be dropped from the course and will not be allowed to re-enroll.

There will be no instructor-initiated withdrawals from this class. Students are responsible for dropping or withdrawing from this course as necessary. No official warnings will be given to students when excessive absences jeopardize the successful completion of the course.

Calendar

Additional Information

Course Objectives and Goals: 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 or her ability to evaluate advertising more objectively and more insightfully.

Learning Outcomes Upon successful completion of this course, students will:

• Identify types, functions, and characteristics of historical and modern advertising.
• Demonstrate understanding of advertising in the economic and social system.
• Demonstrate understanding of advertising regulations and ethical implications.
• Analyze advertising content and media strategy.
• Identify various tools and technologies employed in producing advertising messages.

Student email: In order to receive your AC Connect Email, you must log in through AC Connect at http://acconnect.actx.edu

I will correspond via email on a regular basis, it is the student’s responsibility to frequently check their student email.

Assignments:

• All assignments should be submitted on time. 

• Be sure to proof your work carefully before turning it in. Poor spelling, grammar, punctuation, organization, and preparation of written work are unacceptable.
• Students should save all of their work on a flashdrive or online in its original format and as a PDF. Be sure not to delete the original file, and as a precaution, save your work in more than one place. Keep in mind that samples of your work at Amarillo College and be used in any senior portfolio course in the future at a four-year university.