Spring Semester 2002
Introduction To
Advertising APR 221
Instructor: Dr. Joseph Phelps
Office
Hours: 10:00 a.m.-Noon
Office: 307 Phifer
Hall
Phone 348-8646
"A university is a place where the universality of the human experience manifests itself" -- Albert Einstein (Think about it.)
Advertising
is commercial persuasive communication designed to make things happen faster in
the marketplace. As such,
advertising is an important source of efficiency and innovation with respect to
the communication of ideas and the distribution of goods and services.
This
course is designed to introduce you to the structure of advertising; to its
history, problems, and challenges.
In this introduction we shall attempt to both describe the area, and to
ask how it could or perhaps should look.
We shall see that advertising is a rich area for those interested in its
creative, business, or research aspects.
In short, this course is designed to provide a foundation for your
career in advertising, and to prepare you for the advanced courses in creative
development, media planning, and management.
Arens,
William F. Contemporary
Advertising, 8th Ed.
Reading
packet available at The University Supply Store/Book Store.
MC 101, EH
101 or 103, & sophomore standing.
You will
be disenrolled from this course a) if you have not satisfactorily completed all
course prerequisites as of the first day of classes or b) if you do not attend
the first two class sessions.
As a
careful reading of the course objectives indicates, we hope to accomplish a
great deal in this class. Our success, yours and mine,
ultimately depends on you. You must be ready and willing to
devote yourself to the study of advertising. You are expected to attend class meetings, participate in
class discussions, and prepare for class by reading the assigned chapters. Don't just read the material, think
about it, question it, and bring these thoughts and questions to the attention
of the class.
In
addition, students must earn a "C" or better in all required and
elective courses in the major. You
need a "C" or better in this class to take other advertising classes. I hope you will strive to do better
than just what is required.
Your final
grade will be based on your performance on the following:
Unannounced
Quizzes 75 points
Exam 1
50 points
Exam 2
50 points
Exam 3
100 points
Final Exam
125 points
400 total points.
Note: The exams will cover material
from the text as well as class discussion. The quizzes may be unannounced and may come at any time in
the semester.
Opportunities
to make up a missed Exam and/or quiz will only be given to those students who
contact me in advance of the exam or quiz and obtain permission. The only exception will be for a student that can document a serious illness or death in the
family. If you can not provide the
necessary documentation, please don't even ask for a make up.
Note: Any
student who feels that he or she may need an accommodation for any sort of
disability should make an appointment with the Center for Teaching and
Learning. The paper work has to
come from them before an accommodation can be made.
All acts
of dishonesty in any work constitutes academic misconduct. The Academic Misconduct Disciplinary
Policy will be followed in the event of academic misconduct
Tentative Course Schedule
| Date | Topic, Readings |
| Jan. 10 | Introduction |
| Jan. 15 | What is Advertising? |
| Jan. 17 | C.A.
Chapter 4, "Marketing and Consumer Behavior: The Foundations of Advertising" C.A. Chapter 5 "Market Segmentation and the Marketing Mix: Determinants of Advertising Strategy (pages 187 - 195) |
| Jan. 22 | Social Issues & Public Policy C.A.
Chapter 2, "The Economic, Social, and Regulatory Aspects of &
Advertising" |
| Jan.24 | Social Issues & Public Policy |
| Jan. 29 | Social Issues & Public Policy |
| Jan. 31 | Exam 1 (In class) |
| Feb. 5 | The Business
of Advertising The Campaign Planning Process & Strategic
Research **Please
note that much of the information we will discuss regarding planning
and research is not included in your text book. |
| Feb. 7 | C.A.
Chapter 6, "Research: Gathering Information for Advertising &
Planning |
| Feb. 12 | C.A.
Chapter 7, "Marketing and Advertising Planning" |
| Feb. 14 | Objectives for Advertising
**Please
note that much of the information we will discuss regarding objectives
is not included in your text book. C.A.
Chapter 7 (reread pages 245 - 251) |
| Feb. 19 | Targeting and Audience Segmentation |
| Feb. 21 | Exam 2 (In class) |
| Feb. 26 | Deciding How Much to Spend |
| Feb. 28 | C.A.
Chapter 11, "Creative Strategy and the Creative Process" |
| Mar. 5 | Creative Strategy |
| Mar 7 | Creative Strategy |
| Mar. 12 | Creative
Execution C.A. Chapter 12 (pages 402 - 420) -- Print Advertising |
| Mar. 14 | C.A.
Chapter 12 (pages 421 - 427) --Radio and Television Commercials" |
| Mar. 19 | C.A.
Chapter 13 -- Production |
| Mar. 21 | |
Spring
Break |
|
| Apr. 2 | Development of Media Plans |
| Apr. 4 | C.A.
Chapter 14, "Using Print Media" |
| Apr. 9 | C.A.
Chapter 15, "Using Electronic Media: Television & Radio" |
| Apr. 11 | C.A.
Chapter 15, "Using Electronic Media: Television & Radio" |
| Apr. 16 | C.A.
Chapter 17, "Using Out-of-Home, Exhibitive and Supplementary
Media" |
| Apr. 18 | C.A. Chapter 16, "Using Digital Interactive Media & Direct Mail" |
| Apr. 23 | Evaluating Advertising Effectiveness **Please
note that much of the information we will discuss regarding evaluation
is not included in your text book. C.A.
Chapter 6 (reread entire chapter) |
| Apr. 25 | Retail and Business-to-Business Advertising **Please
note that much of the information we will discuss regarding evaluation
is not included in your text book.
We will also discuss Corporate Advertising in this session. Corporate Advertising C.A.
Chapter 10, "Relationship Building: Public Relationships, Sponsorships,
and Corporate Advertising |
| Apr. 30 | International Advertising **Please
note that much of the information we will discuss regarding international
advertising is not included in your text book. |
| May 2 | Summary and Review for Final Exam |
The
Final Exam will be Wednesday May 8 from 8:00 to 10:30 a.m. |
|