INTERNATIONAL
ADVERTISING
ADV 470 - Fall 2001
Department
of Advertising Class
Time: MW 10:20-12:10 p.m.
Instructor: Dr.
La Ferle Phone:
353-6378
Office: CAS
541 email: laferlec@msu.edu
Office
Hours: MW 8:00 - 10:00 a.m. and by appointment
(email is easiest way to set up)
Web
address: www.msu.edu/user/laferlec/
Mueller, Barbara
(1996), International Advertising,
Belmont: Wadsworth Publishing Co.
de Mooij, Marieke K. (1998), Global
Marketing and Advertising: Understanding Cultural Paradoxes, Thousand Oaks, CA: Sage Publications,
Inc.
Today, as the world becomes smaller with technological advances and global market expansion, marketers must become familiar with factors influencing global advertising communications. It is important for tomorrow’s professionals to understand how this rapidly changing global environment influences communication decisions about research, strategy, media, execution, and so on. The goal of this course therefore is to introduce and discuss issues that affect communications in a global market place.
As the semester progresses, students should accomplish the following from the readings, lectures, class presentations, and assignments:
·
develop an
understanding and describe the current state of international advertising, both
in terms of magnitude and agencies involved;
·
become
aware of and understand the environmental factors affecting global advertisers
such as the impact of culture, regulation, competition, and political and
economic forces on global communication decisions;
·
become
familiar with issues related to typical decisions of global marketers such as:
When and how to standardize communication strategy; conduct research; select
and purchase media; create and execute standardized/localized advertising
messages;
·
develop an
understanding of how cultural differences affect responses to advertising;
·
become
familiar with ethical issues raised by international advertising practices;
·
gain the
skills required by global managers for developing effective global
communications.
The
requirements of the course have been designed to provide students with concepts
and experiences needed to meet the above-stated objectives and to measure the
amount of success toward reaching these objectives. The assignments will help
students practically apply material learned in class and encourage hands-on
experience in conducting secondary research.
Assignments
& Participation:
During the
semester you will be given several assignments to complete, either individually
or in groups and either during class time or on your own time. Students should
be prepared to share and discuss their assignments/ideas with the class, therefore
attendance is important and counts toward your participation grade. In class
assignments cannot be made up.
Assignments to be completed outside of class are due at the beginning of
class on the day they are due. Except in the case of a documented emergency
or serious illness, late assignments will not be accepted and will receive a
grade of ZERO. If
you miss a class or know you will be away it is your responsibility to obtain
the notes from a fellow classmate. You also will want to contact me to check if
an assignment was discussed. If you know you will be away on the day an
assignment is due, hand the assignment in to me early.
Part of the
learning process is sharing ideas and different points of view. Therefore, you
are all encouraged and expected to participate on a regular basis. This means
it is important to attend class regularly and complete the assigned readings
and/or assignments required. Assigned readings should be read carefully and
critically prior to class. As a starting point for class discussions, you
should think about each reading in terms of: 1) What are the main issues
raised, and 2) How do the readings contribute to our overall understanding of
advertising communications in an international environment?
Participation
grades will be based on class
attendance, quality and quantity of contributions to class
discussions and activities, and when required, the presentation of material
for class discussion. Quantity does not substitute for quality. Quality of
contribution is judged on three criteria: evidence of having read and
understood the major points made in assigned readings often through recitation
of the material (“This is what the authors were saying…”);
ability to integrate different concepts (“Here is how I think this
article is related to what we read/discussed last week”); and, ability to
apply the material or make it personally relevant (“I think it might be
useful to take…idea and use it to achieve…objective”).
Examinations:
Group
Project:
Exam
#1 20% determine
the final grade:
100% 80%-84% 3.0
60%-64% 1.0
·
Written
assignments are graded
on organization, clarity of issues/arguments, and content, as well as on grammar,
spelling, and punctuation (for FREE help with grammar/proof
reading visit the MSU Writing Center - 432-3610). Please type and double space
all work using a 12 point font size with at least one inch margins. All work
involving secondary sources should also include a reference page which clearly
indicates where information was obtained.
·
Late
work will not be
accepted and will receive the grade of ZERO unless an unforeseen emergency arises for which valid proof
of absence is required. Please contact me by phone or email in the event of an
emergency or stop by my office as soon as possible.
·
No
make-up exams or quizzes
will be given. The only possible exception is a documented personal illness or
injury, or a documented death in the family. In such a case, students must
contact me before test time. Any make-up exam or quiz may differ from the
original (to maintain the security of the test); therefore, any makeup exam or
quiz may be more difficult than the original and/or it may use a different
format.
·
Students
have one week after exam, quiz, and assignment grades have been posted to review
their work and discuss
any questions regarding their grade.
·
Extra-credit
opportunities may be
announced in class. They may be conducted in class, or may be scheduled for
another time outside of class. Extra-credit opportunities are subject to
restrictions imposed by the instructor and cannot be made-up.
·
Students
are expected to arrive in class on time. Random arrivals distract the class.
·
Everyone in
this class has the right to his or her own opinion and to disagree with others in the
class, but respect for the views of others is mandatory. No one in the class
should be made to feel uncomfortable about stating his or her opinion. Only
through open dialogue can we come to understand the complex issues facing our
world and grow together as people of a diverse society.
·
Scholastic
Dishonesty: All work in
this course should be the original work of the student. Students who violate University rules
on scholastic dishonesty are subject to disciplinary penalties, including the
possibility of failure in the course and dismissal from the University. Since
dishonesty harms the individual, all students, and the integrity of the
University, policies on scholastic dishonesty will be strictly enforced. Scholastic
dishonesty includes plagiarism,
which according to Webster is: “to take (ideas, writings, etc.) from
(another) and pass them off as one’s own.” Therefore, handing in a
paper written by someone else is a clear example of plagiarism.
·
However, even
the act of writing one sentence in
your paper word-for-word of what someone else has written or only changing one
or two words is also a form of plagiarism. If you use a direct quote then put
the statement in quotation marks and cite the author. If you use the ideas of
someone else, then re-write the ideas into you own words followed by the
author’s name in brackets. Information taken from the Internet
is no exception to this rule.
·
In general,
always try to paraphrase
(write in your own words) the ideas of other people and be sure to cite
their names within the
body of your paper. Be careful and if you are unsure, please come in and see
me.
TENTATIVE CLASS SCHEDULE**
Date Topics
/ Readings
|
WEEK 1 M - August 27 |
Introduction to Course |
|
W - August 29 |
Trends and Growth of International Business and
Advertising Chapter 1 - Mueller (p. 1-21) |
|
WEEK 2 M - Sept. 3 |
NO CLASS - LABOR DAY |
|
W- Sept. 5 |
The International Marketing Mix Chapter 2 - Mueller (p. 23-51) |
|
WEEK 3 M - Sept. 10 |
The International Marketing Mix….continued Chapter 2 - Mueller (p. 51-64) |
|
W - Sept. 12 |
The Advertising Environment
Chapter 3 - Mueller (p. 67 -84) |
|
WEEK 4 M - Sept. 17 |
The Cultural Environment Chapter 4 - Mueller (p. 86 - 118) |
|
W - Sept. 19 |
Managing International Advertising Chapter 5 - Mueller (p. 121-136) |
|
WEEK 5 M - Sept. 24 |
Media in an International Environment Chapter 7 - Mueller (p. 163-193) |
|
W - Sept. 26 |
EXAM #1 (Chapters 1-5 & 7) |
|
WEEK 6 M - Oct. 1 |
Research in an International Environment Chapter 8 - Mueller (p. 195-222) |
|
W - Oct. 3 |
Regulatory
Considerations
Chapter 9 - Mueller (p. 225-242) |
|
WEEK 7 M - Oct. 8 |
Social Responsibility & Ethics
Chapter 10 - Mueller (p. 245-267) |
|
W - Oct. 10 |
Ethics Away From Home Class Handout |
|
WEEK 8 M - Oct. 15 |
Understanding Cultural Paradoxes Chapter 1 - de Mooij (p. 1-13 |
|
W - Oct. 17 * |
GROUP
WORK DAY |
|
WEEK 9 M - Oct. 22 |
Global Paradoxes Chapter 2 - de Mooij (p. 15 -39) |
|
W - Oct. 24 |
Culture Chapter 3 - de Mooij (p. 42-61) |
|
WEEK 10 M - Oct. 29 |
EXAM #2 (Chapters 8-10 Mueller & Chapter 1-3 de Mooij) |
|
W - Oct 31 |
Dimensions of Culture Chapter 4 - de Mooij (p. 64-92) |
|
WEEK 11 M - Nov. 5 |
Values
and Marketing Chapter 5 - de Mooij (p. 95-122) |
|
W - Nov. 7 * |
GROUP WORK DAY |
|
WEEK 12 M - Nov. 12 |
Culture & Consumer Behavior
Chapter 6 - de Mooij (p. 126-154) |
|
W - Nov. 14 |
Culture & How Advertising Works Chapter 7 - de Mooij (p. 156-176) |
|
WEEK 13 M - Nov. 19 |
Value Paradoxes in Advertising Appeals Chapter 8 - de Mooij (p. 179-209) |
|
W - Nov. 21 |
Executional Style and Culture Chapter 10 - de Mooij (p. 238-268 - only skim p. 261-268) |
|
WEEK 14 M - Nov. 26 |
Global Advertising Strategies Chapter 12 - de Mooij (p. 286-301) |
|
W - Nov. 28 |
The Internet & International Advertising in the 21st Century (HO) |
|
WEEK 15 M - Dec. 3 * |
GROUP WORK DAY |
|
W - Dec 5 |
* GROUP PRESENTATIONS & REPORTS DUE * |
|
EXAM WEEK TUES - Dec 11 7:45 - 9:45 am |
EXAM #3 (de Mooij - Chapter 4 - 8, 10, & 12) |
**The schedule indicates approximate dates when
selected topics will be discussed. Students are responsible for schedule
changes announced in class and/or extra readings or activities that may be
assigned.