Advertising Sales & Promotion

University of Ababama

Spring 2001

Professor: Dr. Tom Reichert Office Hours: T&R 10 – 11 AM; by appointment	Lab Professor: Kay Colley Lab: GAB 115 / M or W 1-5 PM
Phone: Office: e-mail:	Phone: see Lab Manual Office Hours: see Lab Manual

Welcome to Advertising Sales!

If you’re lucky, your experience in this course will be the “Outward Bound” of NT Advertising. You’ll have to stretch. You’ll find yourself outside your comfort zone. You’ll face fears and phobias common to most students: public speaking, self-reliance, interacting with real business people, collecting money, and rejection. And – if you don’t give up – you’ll be miles ahead of other students in terms of life skills and job skills. We guarantee that if you apply yourself, you will leave this course a different person: Someone moving in the right direction toward a successful life.

Warning

1. Your performance is ENTIRELY in your control. You will be given the tools to be successful -- but only you can do it.

2. You must have taken JOUR 1210, 2010 & 2020 to be enrolled in this course.

3. The load and time demands of this course are great. This is not a class to take if you have 18 units, 2 jobs, or not serious about school. Most students who fit into one of these categories find this course to be a serious challenge.

Materials to help you learn

You will need to purchase two books for this course. They will be available at the bookstore.

Smith, H. (1994). A Salesman’s Guide to More Effective Selling. Chevy Chase, MD: Marketing Education Associates.

Johnson, S., & Wilson, L. (1986). The One Minute Sales Person. New York: Avon Books.

What you will learn

Your Department’s Vision: To be the best professional and academic Journalism Department

Your Department’s Mission Statement: The primary mission of your department is to prepare students with lifetime communication skills for successful careers in the media professions.

The mission statement for our department encourages the development of a set of essential skills. This class will offer you the opportunity to learn or reinforce the following skills your department’s faculty consider to be vital:

Accepting Responsibility Advertising Analytical techniques Bottom-line Results Comparing and contrasting information and points of view Critical Thinking Cross-cultural communication Deadlines Dealing with people Ethical issues Evaluating one’s credibility and bias Graphics Group interaction

Handle diversity of topics Interviewing techniques Interpretation of data Making judgements and drawing accurate conclusions based on the information available Self management Marketing Meeting and talking with people at all levels of jobs Oral presentations Planning Problem solving Production

Project management Quick study of facts Real-life business experience Recognizing cause and effect relationships Recognizing logical fallacies and faulty reasoning Research Resourcefulness Sales Self-confidence Teamwork Telemarketing Verbal skills Writing skills

Additional, course specific, skills include:

1. You’ll be introduced to the world of advertising sales.

You may not want to be a salesperson, but you’ll come to appreciate the importance of the occupation and the importance of selling skills in all aspects of life.

2. You’ll learn how local advertising media can meet the advertising needs of retailers.

Learn and practice selling skills.

Experience a real-world selling education.

Experience real-world interaction with clients.

Immersion in a quasi-professional media sales environment.

Learn about successful selling in 2001 and beyond.

Gain face‑to‑face experience with local business owners.

3. You’ll gain insight selling old and new media: newspapers, magazines, broadcast, and INTERNET.

4. You’ll increase your knowledge of market research and sales.

5. You’ll increase your presentation skills.

6. You’ll come to understand the process of persuasion and how people are motivated.

Learn and evaluate sales techniques that are used on you.

How you’ll demonstrate what you have learned

ROLEPLAYS: We will have a series of roleplay assignments in class that will be videotaped. The entire purpose of the roleplay is to ensure you acquire the skills to be successful in the lab portion of the course. The instructor will videotape, grade, and provide feedback for each roleplay. The value of these assignments is that they increase skill acquisition. In addition, each roleplay will help you prepare for the mid-term exam which is a roleplay of the entire sales process. Public presentations are an essential part of any exciting job. MISSED ROLEPLAYS (REGARDLESS OF THE NATURE OF THE EXCUSE) RECEIVE A ZERO. HOWEVER, ALL ROLEPLAYS MUST BE COMPLETED TO PASS THE COURSE.

EXAMS: You have a mid‑term and final examination (cumulative). The mid-term is a roleplay. The final exam will be over materials from class discussion, textbooks, and assignments. The final exam will consist primarily of short answer questions, case study problems, and essay questions. Research shows that student mastery of material for essay tests is greater than that of most multiple choice exam formats.

ASSIGNMENTS: You will demonstrate your comprehension and experiences by completing several written assignments. Papers should be no more than 1 typed, single‑spaced page, unless stated otherwise. You should include your name and section number in the top left‑hand page corner. All assignments are due at the beginning of class. LATE ASSIGNMENTS ARE NOT ACCEPTED ‑‑ nor will they be given credit.

REAL-LIFE SELLING: Last, you are fortunate enough to be able to demonstrate your skills in the "real world." Starting in about three weeks, you will be assigned a minimum number of clients with which you must actively service with The North Texas Daily, CNN Headline News, and www.ntdaily.com. This section of the course has been employed for many years and has proven very successful in helping students grasp and apply the material in the text and class discussion. As a basic guideline, you must publish at least four weeks with no less than 100 AD UNITS to pass the lab portion of the class. The Lab Instructor considers 100 AD UNITS a minimum, which could be a grade of "D". This will be discussed in more detail in lab. As an additional note: You are representing the University and these media when dealing with business clients. Your behavior must be professional and responsible. This means dressing appropriately, returning phone calls in a timely manner, treating clients with respect, and following through.

Some important class policies

1. Absolutely, positively, no late assignments or roleplays are accepted.

2. All assignments must be typed unless specified. If in doubt, type. Anything not typed will not be accepted.

3. Make it to every class. Be on time to class. The course instructor reserves the right to administratively withdraw a student from the course if they miss the first day or if they are absent three times or more.

4. Only legitimate documented absences or late assignments are excused. Legitimate absences include University‑sanctioned field trips, illness and serious illness or death, etc. I require documentation, such as a letter from your doctor or a letter from the University.

5. If you miss a class due to illness or an emergency, you must notify me in advance of the class, just as an employee would notify an employer. If you can not reach me, call the Department of Journalism (940.565.2205) and leave a message.

6. My responsibility is to organize a course and class sessions which will maximize your learning of the course material. Students are expected to attend class and come prepared. Your responsibility is to attend class, do the necessary preparations and readings, and actively participate in discussions. You’re expected to read assignments in advance, be prepared to answer questions, and to discuss the material in class.

Student conduct and honesty

Your participation in this course comes with my expectation that your work will be completed in full observance of the Code of Student Conduct and Discipline. Any form of academic dishonesty is unacceptable. University policies regarding academic honesty will be strictly enforced.

Determinants of your course grade

Your overall grade is divided into two parts: Lecture (60%), and Lab (40%).

Lecture Evaluation (60% of total course grade)

This portion of your grade consists primarily of exams, assignments, quizzes, and activities related to the lecture portion of the course. Following is a general delineation of the percentage for major assignments.

Mid‑Term Exam 20%

Your mid-term exam is entirely skills based.

Final Exam 10%

Your final exam is comprehensive and primarily conceptual (essay).

Activities & Assignments 30%

All quizzes, attendance points, role-play grades, and activity points represent about 1/3 of your total grade.

Lab Evaluation (40% of total course grade)

This portion of your grade is directly related to your sales performance in the lab section of the class. The major portion of your lab grade is referred to as "QUANTITY" points. This is determined by the total number of AD UNITS you sell. It approximates about 90% of your lab grade. Because of widely-fluctuating economic conditions and seasonal variations, there is no preset level for grades above 100 AD UNITS. The more AD UNITS you earn, the better. Most students sell two-to-three times the minimal amount (150-300 AD UNITS). Top students sell anywhere from four-to-six times that amount (400-500 AD UNITS). This varies from semester to semester. This method of evaluation has been a very successful way of determining selling effort, and is designed for student protection. BONUS AD UNITS count toward this total.

For example, if you earned 100 AD UNITS, you would probably receive (60%) for the lab.

The second portion of your lab grade is known as "QUALITY" points. It normally represents from 0 - 9% of your lab grade. Quality points represent the quality of your work.

For example, if you turned in all your WSR’s and did well on all your lab assignments, you might earn 69% for your lab grade. Alternately, someone who also earned 100 AD UNITS, yet didn't turn in any WSR's, might only earn 61% for the total lab portion of the course.

Final grades are determined by a straight 10% scale (100 ‑ 90% = A; 89 ‑ 80% = B; etc...).

Additional Warning: If you exhibit “poor” quality in lab (e.g., don’t come to lab, don’t turn in sales reports, act disrespectfully to clients, fellow sales students, or NT Daily staff, etc.), your assigned clients will be taken away and your quality points will correspond with your “poor” performance. Behave professionally and responsibly, and you will have nothing to worry about.

Spring 2001

Daily Schedule

Journalism 3010

Date	Due	Topic	Have Read
1/16		Introductions
1/18		Selling	Smith 1, 2; Shaver 3, 4, 5*
1/23	ASMNT 1	Product Knowledge
1/25		Overview of Sales Process	Smith 3
1/30		Skills 1: Attn & Interest	Smith 5, 6
2/1		Guest Speaker
2/6	ASMNT 2	Roleplay 1
2/8	RP Eval 1	Skills 2: Q & A	Smith 10, 11
2/13	ASMNT 3	Roleplay 2
2/15	RP Eval 2	Skills 3: Presentations	Smith 2, 7, 8
2/20	ASMNT 4	Presentations cont.
2/22		Roleplay 3
2/27	RP Eval 3	Roleplay 3 cont.
3/1	RP Eval 3	Skills 4: Objections	Smith 8
3/6		Roleplay 4	Smith 9
3/8	RP Eval 4	Closing/Midterm Review
3/13		Midterm
3/15	Midterm Eval	Midterm cont.
3/20 & 22 SPRING BREAK – NO CLASS
3/27	Midterm Eval	Attitude	1 Minute Salesperson book
3/29		TBA
4/3		Integrity/Ethics
4/5		TBA
4/10		Persuasion Concepts
4/12		Persuasion Concepts
4/17		Online Advertising
4/19		Online Advertising
4/24		Radio Sales
4/26		Radio Sales
5/1		Dead Week – TBA
5/3		Final Exam Review
5/7 FINAL EXAMS (COMPREHENSIVE)

*Shaver chapters located in reference section at Willis Library

RP Eval 3 = means personal evaluation of Roleplay 3 is due.

Note: This syllabus is not a contract and may be changed at any time for any reason by the faculty member.