Advertising Campaigns (CO/M 4300)
Dr. Cindy Price
I have other classes from 10-10:50 p.m. MWF and from 6-9 p.m. Monday.
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. MWF Room 432 Ross Hall. Otherwise by appointment.
Prerequisites: All students must have previously taken Advertising in the Media (CO/M 3300) or equivalent.
Text: Advertising Campaign Strategy, Donald Parente (2000).
Other Materials: Newspapers, magazines, TV, radio, Internet, newsletters. Handouts will be given in class and other articles as assigned.
What You Should Learn: This class is designed to prepare you for an internship or job in advertising. You will create advertising materials as assigned. You will also learn how to create an entire advertising campaign, build an advertising book and give a formal advertising presentation.
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 exam (75 pts.), and a final project. Written reports will be typed, double-spaced and proofread. Ninety percent of the final grade will be based on assignments and tests; the remaining 10% will be based on attendance, participation, and attitude. IF YOU DO NOT MISS MORE THAN EIGHT CLASSES, YOU WILL NOT BE REQUIRED TO TAKE THE FINAL EXAM.
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 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
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Phone Phone
Learning Exercises:
1. Class 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 guest lecturers. Each project may be presented in class for an informal critique.
3. Tests will be multiple choice, true/false, short answer and essay questions. The tests will cover assigned readings, lecture material and guest lecturers.
4. Final Project: At the end of the semester, you will conduct an advertising campaign with a formal presentation. The case will be assigned to you.
Group projects – Many of the assignments will be done in groups. Each person will be responsible for his/her own aspect of the group. You each will also rate the participation of the other group members and grades will be lowered if participation levels are low. More details will be given as the semester progresses.
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.
Tentative Course Outline
Jan. 23: Intro to Course
Jan. 25: Advertising from marketing perspective (Chapter 1, p. 1-16)
Jan. 28: Meet with Sven Peterson and David Coleman’s class to talk about design elements (FA 120)
Jan. 30: Research (Chapter 2) Meet with Sven and David’s class in Classroom 115
Feb. 1: Advertising campaign plans (Chap. 1, p. 16-23)
Feb. 4: Market analysis (Chap. 3, p. 61-71)
Feb. 6: Meet in FA 120 to discuss joint project and divide into teams
Feb. 8: Product and competitive analysis (Chap. 3, p. 72-89)
Feb. 11: Meet in Mac PhotoShop Lab (Geology 1004)
Feb. 13: Meet with Sven and David’s class (FA 120) to present preliminary ideas
Feb. 15: Objectives (Chapter 4)
Feb. 18: Strategy marketing (Chapter 5)
Feb. 20: Informal critique of project (FA 120)
Feb. 22: Creative strategy (Chapter 6)
Feb. 25: Jobs (Car projects assignment) – Due March 8
Feb. 27: Formal critique of projects (FA 120)
Mar. 1: Guest speaker, hopefully Dave Sollitt,
Mar. 4: Media strategy (Chapter 7)
Mar. 6: Media strategy (Chapter 7) cont.
Mar. 8: Present car projects
Mar. 11: Test Review
Mar. 13: Midterm Test
Mar. 15: Go over Midterm Test. Hand out cereal project. Due Apr. 8
Mar. 18: Focus groups
Mar. 20: Marketing communications (Chapter 8) Hand out final projects
Mar. 22: Marketing communications (Chapter 8)
Mar. 23-Apr. 1: Spring Break and Easter Monday
Apr. 3: Marketing mix (Chapter 9, p. 251-267)
Apr. 5: No class. Tour to Denver
Apr. 8: Present cereal findings
Apr. 10: Web advertising (Chapter 9, p. 267-274)
Apr. 12: Evaluation (Chapter 10)
Apr. 15: Evaluation (Chapter 10) cont.
Apr. 17: Preparing plans book (Chapter 11)
Apr. 19: Preparing plans book (Chapter 11) cont.
Apr. 22: Lab Day at Mac PhotoShop in Geology
Apr. 24: Preparing plans book (Chapter 11) cont. (Portfolios)
Apr. 26: Guest speakers will talk about portfolios
Apr. 29: Preparing presentations (Chapter 12)
May 1: Preparing presentations (Chapter 12) cont.
May 3: Future in advertising
May 6: Work Day for Projects
May 8: Final Project Presentations
May 10: Final Project Presentations
May 13: Final Exam at 1:15 p.m.