MCOM 214: PRINCIPLES OF ADVERTISING
Instructor: Charlena Michelle Shrieves
Cell Phone:410-925-9857 (texting is a-ok, just please let me know who you are)
e-mail:
Mail box at the Mass Comm office – leave messages with the department if necessary
Course Description: Review the principles of advertising and its practices as applied to electronic, interactive and printed media.
Course Overview
The course starts with a review of the advertising industry in the U.S. Focus of the course is to understand the principles behind building an effective advertising campaign/plan by learning such topics as consumer behavior, account planning and research, segmentation, targeting, and marketing mix. We will also discuss the creative strategy and the creative process that enhances advertising effectiveness. This course is also designed for you to understand advertising in print, electronic media (e.g., Radio and TV), digital interactive media (e.g., Internet), and direct-marketing. In addition, you will have an overview of supplementary media and other promotional tools (e.g., out-of-home, trade shows, guerilla marketing tactics) towards building Integrated Marketing Communication (IMC).
Prerequisite: You need a “C” or higher grade from MCOM101. The same prerequisite requirement is applied toward non-majors. Students are required to present an evidence of successful completion of the prerequisite, e.g., an unofficial transcript, by the second class.
Course Format: Lecture, discussion, and projects
Required Textbook: Arens, W., Schaefer, D., & Weigold, M. (2009). Essentials of Contemporary Advertising. (2nd ed.) Boston, MA: McGraw-Hill Irwin. (note: I will often refer to the textbook during the class. You may find it helpful to have the book throughout the semester.)
Recommended Reading Advertising Age or its on-line version (although not the same as the print version) at Adweek, Mediaweek, Brandweek, and The Wall Street Journal (Marketing and Media sections, in particular). Use these readings to prepare for your Current Event Presentation (see the assignment section later). These publications are in the library – you do NOT need to purchase these materials (they are expensive).
Course Objectives: At the end of the course, the student should:
- Have an understanding of effective advertising principles and practices.
- Have a grasp of the current events occurring in the advertising industry.
- Have an understanding of entry-level career preparation in advertising.
Tentative Course Schedule
DateTopicReading/Assignment
2/1Introduction to the course
2/3 - 2/8Advertising Introduction
Advertising Yesterday, Today and TomorrowCh. 1
The Economical, Social and Regulatory Aspects of AdvCh. 2
The Business of AdvertisingCh. 3
End of change of schedule: Last day to drop from the course with no grade: 2/8
2/10Understanding the Target Audience
Segmentation, Targeting and the Marketing MixCh. 4
Communication and Consumer BehaviorCh. 5
2/15 – 2/17The Planning Process
Account Planning and ResearchCh. 6
Developing Marketing and Advertising PlanCh. 7
Advertising Industry Research due 2/17
RSVP for Grammar Test. Failure to do so will result in a ZERO
2/22 - 2/24The Creative Process
Creative Strategy and Creative ProcessCh. 8
Creative Execution: Art and CopyCh. 9
Producing ads for print, electronic and digital mediaCh. 10
3/1Exam 1 (Ch. 1-10)
3/3 – 3/8 Reaching the Target Audience
Print and AdvertisingCh. 11
Electronic Media: Television and RadioCh. 12
3/10GRAMMAR TEST
3/15-3/17Reaching the Target Audience
Digital Interactive MediaCh. 13
Out of home, direct mail & specialty advertisingCh. 14
3/22 – 3/24Spring Break: NO CLASS
3/29 – 3/31Media Planning and Buying Ch. 15
4/5 – 4/21Integrating Marketing Communications (IMC) Elements
IMC: Direct Marketing, Personal Selling & Sales PromoCh. 16
IMC: PR, Sponsorship & Corporate AdvertisingCh. 17
Mini Campaign Draft due 4/7
Last day to withdraw from the course with a grade of W or convert to Pass/Fail: 4/11
4/26 – 4/28Catch-up & Review
5/3 – 5/5 Group Project Discussions: Mini Campaign
5/10Mini Campaign Final Project Due & Presentation
5/12Review
5/17Exam 2 (cumulative)
5/19Final Exam Day, End of Term – (we’ll only use this time if we have to)
Course Grading
Two exams40%
Mini Marketing Communication Campaign (Team)20%
Mini Campaign Presentation 5%
Advertising Industry Report10%
Current event reports 5%
Standardized Grammar Test15%
Class Participation 5%
Total100%
Grading Scale
93% or aboveA
90%-92%A-
87%-89%B+
83%-86%B
80%-82%B-
77%-79%C+
70%-76%C
67%-69%D+
60%-66%D
59% or belowF
A. Exams (40%)
There will be two exams, each accounting for 20% of your final grade. Prepare for the exams by reading the assigned chapters and taking good notes of the class discussions. A study group also helps many students. A typical exam format consists of multiple choice questions, true/false questions, and short answer (1-3 sentences). The exam dates may change depending on the progress of class.
Important!
There will be absolutely no makeup exam except for a true medical emergency. Common illness does not warrant a student a makeup exam, with or without doctor’s note.
Please let the instructor know in advance if you need accommodations for your test due to a documented learning disability. Retroactive requests cannot be honored.
B. Mini Marketing Communication Campaign (Team with individual grades: 20% of the grade)
Each group will write a 12-15 page mini marketing communication proposal. The campaign consists of executive summary, situation analysis & SWOT, primary research, target audience, advertising objectives, message strategy, three sample advertisements, media strategy, IMC elements and the evaluation plan. The above page numbers do not include the cover, table of contents, executive summary, tables, references and appendix. Individuals often receive different grades depending on the quality and quantity of their contribution toward completion of the proposal. These individual grades are often based on individual evaluations completed by the group. Please refer to a separate project guideline for the detailed requirements and grading policy.
B. Presentation of the Mini Campaign (5% of the grade)
Each group will prepare an oral presentation of the mini marketing communication campaign using a series of PowerPoint slides and any other audio/visual aids. This should be considered a ‘new business’ presentation – and will give you a glimpse into the real world of advertising.
C. Advertising Industry Report (10% of the grade)
You will write a 5-6 page report on the advertising industry. The report consists of three parts. First, you will conduct research on the outlook of advertising industry today, and the expectations for the near future. Then, you will search various job titles and requirements to see if your expectation is consistent with the requirements. Finally, you will research one advertising agency of your choice in detail. Please refer to a separate guideline for the Report detailing the requirements.
D. Extra-credit opportunity (optional): Networking Exercise (up to 3%)
As networking is crucial in anyone’s job search and career development, you are strongly encouraged to attend at least onenetworking event organized by a student organization (American Advertising Federation, Public Relations Student Society of America) or local professional organization (e.g., American Marketing Association, Advertising Association of Baltimore). Some off-campus networking events involve cost as it includes a meal and keynote speaker. Alternative: You may also conduct an informational interview with a professional in the field of your interest, most preferably with someone in your target employers. The interview can be conducted with someone you met at a networking event. From either a networking event or an informational interview, you will submit a written report (2-3 pages) on the event and people you met/networked, proof of the event and your attendance, a copy of e-mail thank you note, and business cards (original only, no photocopy) of your contacts. More details will be provided in class.
E. Current Event Report – Advertising on the Edge (5%)
The objective of this assignment is to help you become familiar with the current events happening in the advertising industry of your interest (e.g., creative, media, account management, research, etc.). Each of you will make a 5-10 minute oral presentation and discussion, accompanied by PowerPoint slides or typed one-page handout. At least two students will make their presentations at the beginning of each class, starting from the second week. As a resource, it is strongly recommended you use one or more of the following reference materials: Advertising Age (print or Advertising Week (print or Media Week (print or the Wall street Journal, or the New York Times. Any additional reference materials that will enhance your presentation (e.g., example of an advertisement, further information from Google search) are welcome, and will probably enhance your grade. Key points in your presentation include:
- summary of key facts
- how or why the topic is important
- how the topic is related to what we are learning in class
- two questions for class discussion
You should submit the following BEFORE your presentation:
- A copy of the original article
- Handout or printout of your slides in “handout” format in PowerPoint.
Once the schedule is set, I will not change it. If you need to reschedule your turn, you should make an arrangement with someone in class, and let me know in advance. Otherwise, you will receive zero for this assignment.
F. Class Discussion (5%)
Your class contribution grade will depend on the quality and the quantity of your participation. A desirable participation is one in which you demonstrate a good mix among: reaction to the assigned reading (“The author was saying …); integration of the concept to relevant materials outside the assigned reading (“This is how I think the article is related to what we discussed last time about…); and ability to apply the concept to you and make it relevant (“I experienced such and such…and so now I believe…). Class attendance is also considered when evaluating your class contribution, although it alone cannot guarantee a good discussion grade. On the other hand, a poor attendance to class will have a negative effect to overall class grade, far beyond the class contribution grade. See the class policy below for details.
Course Policy
A. Attendance
While I respect your maturity and independence in learning, I require attendance in this class because your attendance significantly correlates with your performance (grade). The roll will be taken at the beginning of each class. If you habitually arrive at the class late (let’s say 10 minutes or later) or leave class early, it will also affect your grade (plus – it’s rude). You will be asked to withdraw from the class if you are persistently late to the class. Being unable to find a parking space is not an excuse because it affects everyone, not just you. Three absences--for any reason--are allowed without affecting your grade*. Each absence between four and six will lower 5% of your final grade unless there is a written notification by a doctor or by a university official. Seven or more absences will result in an F for the final grade regardless of your other performance in the course. It is strongly recommended to check your attendance record a few times throughout the semester.
* Note: You should use the 3 “allowed absences” to cover all personal emergency situations, including common illness that requires rest at home or visit to health clinic, death in the family, car problem, taking care of family or friends, etc. There are no additional “excused absences”.
As indicated above (see Exam), no makeup work or late assignment will be accepted unless you make the arrangement with me in advance. No retroactive excuse will be considered for your absence or late assignment.
When you miss a class, it is your responsibility to cover all the information given during the class ASAP from someone in class. They include lecture note, assignments, schedule change, etc. Late submission of the assignments or being unable to come to a different class location due to missing a prior class is not accepted as an excuse. Therefore, it is a good idea for you to find someone for exchange of information for a missed class.
***H1N1 Policy EXCEPTION: Students should not attend classes or other university events from the onset of flu-line symptoms until at least 24 hours after the fever subsides without the use of fever reducing medications. Such absences will be considered excused absences; however, students are responsible for the material covered during the period of their absence.
B. Assignment Due
All assignments are due at the beginning of the assigned class. Deadline means deadline in the advertising business. No exceptions. A pub WILL go to print without your ad… Late submission within the next 24 hours will lower 20% of the grade for that assignment. No assignment will be accepted after 24 hours will result in a grade of zero. Anticipate technical complications (e.g., computer crash, lost/damaged file, printer problem, copy machine failure) and plan extra time for a contingency plan. They are not considered as an excuse. Do not rely on the computers at a computer lab for your out-of-class assignments. Do not plan to print your work at the lab right before class starts. This plan always fails. So secure an access to a personal computer outside the lab and allow at least 24 hours before due time for a contingency plan. This is how it works in the “real world”.
It is your responsibility to confirm whether the instructor had received the assignment if you turn it in outside class (e.g., leaving in mail box.).
Important!
There will be no makeup date for your group report or presentation. If you have to miss a class for an anticipated event, personal or not, you are expected to submit the work or present it before the due date, not after you return. If you miss the assignment or presentation unexpectedly due to a true medical emergency, I would appreciate being informed. However, you wouldn’t be able to make up the missed work since it is a group presentation.
C. Plagiarism
Plagiarism is taken very seriously at Towson University, and in the Mass Communication and Communication Studies department, in particular. See the attached page on the department’s policy on plagiarism. Also see the university’s policy on violation of plagiarism in the Website of the Office of Academic Standard.
D. Office Hours
I do not have ‘official’ office hours. However, I can make myself available most evenings and/or weekends should you need to speak to me outside of classroom hours.
E. Class Courtesy
Finally, I ask your cooperation in creating a classroom environment that is respectful to each other and conducive for learning. I respect your common sense on this issue, including turning your cell phone off (no text messages, please – it’s just rude). Please do not speak when others are speaking – ESPECIALLY your fellow student. I have ZERO tolerance for this behavior. I may have to ask you to leave the classroom when these behaviors become disruptive to me and to other students. You are welcome to return to the next class only if the same behavior will not repeat.
* Students may not attempt a class for a third time without a prior permission from the Academic Standards Committee. Further information regarding this policy is available through the Registrar's Office.
F. Disclaimer
The course may change based on the speed that a given class can advance or on the judgment of the instructor that an alternate method may allow learning at the current or at a superior rate.