Advertising in the Media (CO/M 3300)
Fall 2001
MWF 2:10 - 3 p.m. in EN 3106
Professor: Dr. Cindy Price
Work: 766-3203 (I have a machine)
E-Mail: cprice@uwyo.edu
Office Hours: MWF 9 - 9:50 a.m. and 1 - 1:50 p.m. Room 432 Ross Hall. Otherwise by appointment. I also teach a class from 10 – 10:50 a.m.
Prerequisites: All students must have previously taken either Reporting and News Writing (CO/M 2100) or Broadcast Writing (CO/M 2170).
Text: Advertising Copywriting, 7th ed. Philip Ward Burton.
Other Materials: Advertising Age, AdWeek, newspapers, magazines, TV, radio, Internet. Handouts will be given in class and other articles as assigned.
What You Should Learn: This class is the first of two classes in the advertising sequence. It is designed to make you more aware of what advertising does and how it is meant to affect people. You will write copy for print (both newspaper and magazine), radio, television, and the Internet. We will touch on very basic layout principles. The class will benefit those in advertising, either on the creative side or for media sales and management.
Performance Evaluation: In this course, you should expect to perform as you would for an employer. Attendance is expected. Three absences will be allowed without affecting your final grade, but all assignments must be completed on time. Grades will be based on in-class assignments, outside class assignments, midterm and final exams (100 pts each), and a final project (150 points). Written reports will be typed, double-spaced and proofread. All of your art projects should be completed at the Quark X-Press lab or other similar computer labs. Ninety percent of the final grade will be based on assignments and tests; the remaining 10% will be based on attendance, participation, and attitude.
Exam Procedures: Exam dates are on the schedule. Any unauthorized absence from class during an exam will result in an F. Notify me AT LEAST ONE WEEK IN ADVANCE if there is an unavoidable conflict.
Projects: Completed projects are due at the beginning of the class specified. Assignments may be submitted before the due date. Projects submitted after the due date, but on the same day, will be docked 2 points for those under 50 points and 5 points for those 50 points and over. Projects submitted after the due date, but before the next class period will be docked 5 points for those under 50 points and 10 points for those 50 points and over. Projects will not be accepted more than a class day late.
Class attendance: You are expected to attend all classes, but three absences will be allowed without affecting your final grade. If you miss class, contact a fellow student for class information and materials.
Contacts:
________________________________ ________________________________
Name Name
________________________________ ________________________________
e-mail e-mail
________________________________ ________________________________
Phone Phone
Guest speakers: At various times throughout the semester, guest speakers will participate in class. Most of them have internship possibilities – all of them know about their topic areas and how you can get involved in that form of advertising or sales. At least one question on the test will be from each of their presentations.
Picking an organization: Each of you is responsible to pick an organization for which you will do advertisements during the semester. Make sure you select an organization that will either be a good job opportunity or will help you get your ads used.
Learning Exercises:
1. Lab assignments will vary from short ten-minute creative exercises to projects that may take more than one class session. Each assignment will be evaluated even if it isn't graded.
2. Other assignments will relate to the class lecture and lab assignments. Each project may be presented in class for an informal critique.
3. Final Project: At the end of the semester, you will prepare a creative campaign for a client that will be assigned to you. The campaign strategy and tactics must be your own. You may find it helpful to be thinking about the campaign throughout the semester and not leave it until the last week.
4. Tests will be multiple choice, true/false, short answer and essay questions. The tests will cover assigned readings, lecture material and guest lecturers.
Cheating will result in a zero for the assignment and a visit to the department head. Plagiarism will not be tolerated and will qualify the student for an immediate F in the class.
Meetings in my office will be with the door open, except in the case of the need for privacy. Then another professor will be notified so no misunderstandings will take place.
Sept. 5: Intro to Course
Sept. 7: What is advertising?
Sept. 10: Quark X-Press Lab (Meet in A&S Room 228 or Ross Hall 423)
In-class assignment due at the end of the period
Sept. 12: What is Copy? Preparing to Write and Copyediting (Chapter 2)
Sept. 14: No Class (Departmental Leave Day)
Sept. 17: BRAINSTORM! Writing the Ad
Partners will be assigned for ad project first draft due Sept. 19
Sept. 19: Quark X-Press Lab (Meet in A&S Room 228) Ad due
Sept. 21: Researching the Ad (Chapters 3 and 22)
(Second draft of ad due Oct. 1)
Sept. 24: Researching
the Ad (Meet in Coe Library)
David Kruger, librarian
Sept. 26: Target Marketing (Chapter 3)
Sept. 28: Advertising Jobs (Chapter 1)
Oct. 1: Copy Planning (Chapter 4) (Revised ad due)
Oct. 3: Layout Elements and Illustrations (Chapter 5)
Oct. 5: Headlines (Chapters 6 and 7)
Oct. 8: Body copy (Chapters 8 and 9) Headline/body copy due Oct. 15
Oct. 10: Randy Welniak, UW Associate Athletic Director
Sports Marketing/Advertising
(Pick your client and e-mail me by Oct. 15)
Oct. 12: Organization of the Ad and Typography
Oct. 15: Local Advertising (Chapter 11) and Newspaper Ads
(Headline/body copy due)
(E-mail
to me due)
Oct. 17: Scott Walker, Vice President of Marketing
Wyoming Tribune-Eagle in Cheyenne
(Newspaper ad for client due Oct. 29)
Oct. 19: No Class (Fall Break)
Oct. 22: Review Midterm Test
Oct. 24: Midterm Test
Oct. 26: Internet Advertising
Oct. 29: David Coleman, Creative Director and Principal
Ridge Creative Communication (meet in A&S 228)
Newspaper ad due
Oct. 31: Radio Advertising (Chapter 19) Radio ad due Nov. 7
Nov. 2: Dave and Kate Sollitt,
Riddell, Sollitt and Partners advertising agency, Jackson, WY
Nov. 5: Galen Corrigan, sales representative
KIMX radio, Laramie
Nov. 7: Advertising Ethics and Law (Chapter 23) (Radio ad due)
Nov. 9: Direct Mail (Chapter 15)
Nov. 12: Television Advertising (Chapter 20 and 21) (TV ad due Nov. 26)
Nov. 14: Willie Williams, Senior Account Executive
CBS News Channel 5, Cheyenne
Nov. 16: No class (MAPOR conference)
Nov. 19: Television Advertising (cont.)
Nov. 21-23: No Class (Thanksgiving Break)
Nov. 26: Final Project Clients
Nov. 28: Specialty Advertising (TV ad due)
Nov. 30: Consumer and Professional Magazines (Chapter 16 and 17)
Dec. 3: Media Planning
Dec. 5: Outdoor/Out-of-home Media (Chapter 18)
Dec. 7: International Advertising
Dec. 10: Work Day for Final Projects
Dec. 12: Review for Final Exam
Dec. 14: Final Projects Due
Dec. 21: Final Exam at 1:15 p.m.