BUSN132 - Advertising                   Syllabus - Fall, 2004

Time: 11:00AM – 11:50AM, M - F             Classroom: Building 30, room 203
Office Hours: Monday-Friday, 12:00 noon to 1:00PM, or by appointment.

Required Text: Arens, William F., Contemporary Advertising. 9^th Ed.  McGraw Hill/Irwin, 2004. ISBN: 0-07-253772-8.  Available at the bookstore in building 6.

Powerpoint Slides by Chapter:

Required Readings: In addition to the text, you may be required to read current articles and web content. You will be expected to apply text and articles to assignments and tests.

Course Overview:  This course is the study of the fundamentals of advertising from a management perspective. It focuses on the business of advertising and its importance as a component of a comprehensive marketing plan in both domestic and international settings.

Course Objective: This course combines a study of marketing communications concepts with an exploration of the relationships between print advertising, electronic advertising, sales promotion, direct marketing, public relations, and packaging.  We will also look at emerging online advertising strategies, and we will examine the structure of the advertising industry.

Instructor’s Expectations:  Students are expected to come to class prepared, with all assignments completed.  Please read the assigned reading assignments prior to class, and be ready to participate in group activities, class discussions, and presentations. Students are expected to attend class; if you are unable to attend, notify the instructor prior to class.

Class Completion: Students must complete 80% of course work at a passing grade (at least 0.7, or 62%) to be eligible for an incomplete grade. Arrange incomplete grade with me prior to last week of instruction.

If you decide to withdraw from this class, be sure to do so officially through the Registration Office in Building 6 by the November 24, 2003, deadline.

Class Schedule (Subject to change – please make note in class as changes arise.)
Key to bullet symbols:
  Ø      Individual Assignment (due the last day of each week unless otherwise noted)
        Þ    Group Assignment
  v     Exam
        o       General Class Announcements

Week                        Topics                                                                         Chapters

1.  9/20-9/24         What is Advertising Today?                                                 1

                              The Evolution of Advertising                                               2

Ø       Assignment:   Chapter 1 Review Questions: 2, 8.
                      Chapter 2 Review Questions: 3, 4.

Ø       Individual Presentation: Who I am. For Friday, 9/24.
 

2.  9/27-10/1   The Economic, Social, and Regulatory Aspects
                             of Advertising                                                                               3

      The Scope of Advertising: From Local to Global                     4

 Ethics in Advertising

 Advertising Law Sources

Ø       Assignment: Chapter 3 Review Questions: 3, 4.
                    Chapter 4 Review Questions: 1, 3, 4.
 

3.  10/4-10/8         Marketing and Consumer Behavior:

                              The Foundations of Advertising                                           5

                              Market Segmentation and the Marketing Mix:

                              Determinants of Advertising Strategy                                   6

Ø       Assignment: Chapter 5 Review Questions: 1, 5.
                    Chapter 6 Review Questions: 1, 4, 7.

Þ      Group Assignment:  Are you in the right neighborhood?

        Claritas - Demographic Information

 4.  10/11-10/14     Research: Gathering Information for Advertising
                              Planning                                                                                  7

Ø       Assignment: Chapter 7 Review Questions:2, 4.

v      EXAM:  Thursday, October 14th.   Chapters 1-7.

o        No Class Friday, October 15^th.
 

5.  10/18-10/21     Marketing and Advertising Planning:

                              Top-Down, Bottom-Up, and IMC                                            8

                              Planning Media Strategy: Finding Links to the Market        9
                                  

                         Integrated Marketing Communications Project

                         Electronic Media Kits

Ø       Assignment: Chapter 8 Review Questions: 1, 5.
                    Chapter 9 Review Question: 2, 5.

6.  10/25-10/29     Relationship Building:
                             Direct Marketing, Personal Selling, and Sales Promotion      10
                              Relationship Building:
                              Public Relations, Sponsorship, and Corporate Advertising    11
                           
                            Direct Marketing
                            Press Release Assignment
                            Ladie Nin's Collectibles Press Release

Ø       Assignment: Chapter 10 Review Questions: 1, 2, 4.
                     Chapter 11 Review Questions: 1, 5.

Þ      Group Assignment:  Press Release.  To be presented 10/29.

7.  11/1-11/5         Creative Strategy and the Creative Process                            12

                              Creative Execution: Art and Copy                                           13

                              Creative Briefs
                                    Creative Brief Project

                              Advertising Agency Deliverables
 

Ø       Assignment: Chapter 12 Review Questions: 2, 6.
                    Chapter 13 Review Questions: 2, 8.

Þ      Group Assignment:  Creative Brief.  Due 11/8.

 8.  11/8-11/12       Producing Ads for Print, Electronic, and Digital Media          14

                               Exam 2 Review PowerPoint

Ø       Assignment: Chapter 14 Review Questions: 1, 4.

v      EXAM:  Friday, November 12^th.   Chapters 8-14.             
Exam answers are to be emailed to me by 9:00PM Saturday, November 13th.  You may also turn them in Friday in class.
EXAM LINK (Word document)
EXAM LINK (html)
 

o        No Class Thursday, November 11^th.

       9.  11/15-11/19     Using Print Media                                                                     15

                               Using Electronic Media: Television and Radio                      16

                                Bratty Kid

Ø       Assignment: Chapter 15 Review Questions: 1, 2.
                    Chapter 16 Review Questions: 1, 3.
 

Þ      Group Assignment:  Ethical Challenge.  To be presented week 11.
Ethical Situation Ideas
 

10. 11/22-11/24    Using Digital Interactive Media and Direct Mail                    17

                              Using Out-of-home, Exhibitive, and Supplementary Media   18

Ø       Assignment: Chapter 17 Review Questions: 2, 3.
                    Chapter 18 Review Questions: 1, 2.

o        No Class Thursday or Friday, November 25^th and 26^th.

11.  11/29-12/3     Ethics in Advertising

Þ      Group Presentations.

12.  12/6                Final Review

        12/7           Final Examination:  10:00AM to 11:50AM.  Room 30-203.

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