ADVERTISING
Course: BA 354 Kimberly Folkers, MIM, FLMI
Room: WBC 117 Associate Professor of Marketing
Winter 2004 Office: WBC 102
MWF
email: kimberly.folkers@wartburg.edu
Office Hours:
Text: Contemporary Advertising, Arens, McGraw Hill, 8th ed., 2002.
Prerequisite: BA 353 Principles of Marketing or instructor’s approval.
COURSE OBJECTIVE:
To examine the world of advertising-its history, the planning and research functions, the techniques and execution of advertising, the way the message is created and some of the current issues facing the industry. This course will benefit students with a career interest in advertising, as well as those who will simply be "consumers" of advertising throughout their lives.
COURSE OUTCOMES:
At the end of this course you will:
-Be able to articulate the value of an integrated marketing communications approach and how it is different from a more traditional view of advertising
-Understand the relationship between marketing strategy and the development of promotion strategy.
-Be able to identify and design the key components of an IMC/promotion plan, including:
Situation Analysis
Media Strategy
Creative Strategy
Communication Strategy
-Have been an active member of a project team that has created and presented a comprehensive IMC/promotion campaign for a real world client.
-Understand the unique ethical considerations related to the field of advertising and promotion.
COURSE ELEMENTS:
Project 500 points (See details below)
Exams (3) 300 "
Exercises/Cases 100 "
Participation 100 "
TOTAL 1,000 points
Final Grades: 90-100% = A range; 80-89% B; 70-79% C; 60-69% D; <60% F
PROJECT: The group advertising project will be a
hands-on experience with a complete integrated marketing
communications/promotion campaign. Each group will
work with a client - for whom you will design an integrated marketing
communications campaign. We will have nine groups of four, working with
three clients – three groups competing for the approval of one of three
clients. You will be forming your own
groups, BUT it is important to think about diversity of skills and backgrounds
within your group, meaning a group make-up of not all men or all women, not all
international students or all
The initial contact with the client will take place in class on Friday, January 16. Each client will meet with the three groups assigned to him/her, going through the fact finder to outline their current situation. Groups are encouraged to probe further as deemed appropriate. At this meeting, each group should schedule a time to visit the business in person, to get a firsthand sense of the business and its promotional needs. Further contacts with the client are at the groups’ discretion and should be coordinated by the “account manager.” (see below) After initial meetings, groups should be able to move forward with minimal client involvement, but your client should have the names of your group members, with contact information. All work done by your group will be made available to your client for actual use. At the end of the term you will be asked to provide hard copies and disk/CD ROM versions of your portfolio and all creative work for your client
This project is designed as a competition between the three groups assigned to each client. At the end of the term, I will be asking the clients to evaluate each campaign and its recommended elements against the other campaigns presented. This is very similar to the way teams at larger agencies function. The assumption is that you groups will prefer to keep their work confidential until the end of the term. However, that is up to each group individually. If you choose to collaborate with the other groups assigned to your client, there will be no penalty. Additionally, the client will be allowed to pick and choose amongst ideas presented by all three groups for actual implementation.
Each member of the group will fulfill a functional responsibility on which 100 of the 500 points will be based for a final grade. This functional responsibility will be spelled out in a written “project contract.” In most groups I would recommend the following positions be assigned: creative/art director, account manager, media planner, copywriter. This set of positions mirrors the structure at most advertising agencies. Peer evaluations at mid-term and the end of the term, as well as, my evaluation of your functional performance will determine the individual portion of your grade.
Group members will share responsibility for research, final strategic decisions, and writing of the papers. The group as a whole will be evaluated on the overall creativity, coordination and consistency of the campaign, as well as, its appropriateness for the client. 400 points will be assigned across the various aspects of the project (see below) and all members will receive the same points on those elements.
Projects will be evaluated at the group level as follows:
Situation Analysis 50 pts
Detailed Campaign Plan Outline 50 pts.
Ad executions/promotional pieces 100 pts. (25 each)
Final Presentation and Summary Brochure 50 pts.
Final Campaign Portfolio 100 pts. (See project handout for details)
(Client Portfolio – Situation analysis, final paper and all creative work)
Client Evaluation 50 pts.
Final projects will include a 15-20 minute final presentation for the class and your client and a portfolio of work, both written and creative. The campaign plan must address all aspects of the campaign plan outline (attached here). Each group will be asked to execute a minimum of four actual ads or promotional pieces. Refer to the Project Information Sheet for further guidelines.
EXAMS: The format will be a combination of multiple choice and short essay. No make-up exams will be given unless you can provide a written excuse from your doctor, or in the case of a documented family emergency. No hats are allowed during exams and you must not leave the room during a test-taking period.
EXERCISES: Periodically, I will assign exercises, cases, and article write-ups that complement the material we are covering. The assignment and due date will be given in class and then posted to my website. Most exercises will be worth 10 points, but this will always be specified when the assignment is given. Advertising Age is a great source for articles, found in our library, as well as on the Internet (www.adage.com). The Internet also offers many other relevant web sites for advertising information, including A.C. Nielsen(T.V.) and Arbitron(radio) ratings.
PARTICIPATION & ATTENDANCE: Class participation will be evaluated on your willingness to enter into discussions in class and to bring relevant material into the class. Attendance is required. After three unexcused absences any further absences will be deducted from your overall course grade at the rate of one third of a letter grade from your final grade per absence. IT IS YOUR RESPONSIBILITY TO CONTACT ME IF YOU MUST MISS A CLASS TO RECEIVE HANDOUTS OR ANNOUNCEMENTS. Please let me know in advance, whenever possible, if you must be gone for any reason. There is no make-up for any exercises, group work or quizzes that may be given during a class period. Attendance at all project presentations is required.
Because I will periodically give some class time for group work, it is important that you are in class and available to the rest of your group members on a regular basis.
COURSE CONDUCT: Students are expected to conduct
themselves in a professional manner throughout this course. This includes contact with clients,
interactions in the classroom, and work with your group members. Cell phones and other electronic devices must
be turned off when you enter the classroom.
Sidebar conversations should be avoided.
Treating your classmates and clients with respect and tolerance will
result in a positive working environment for everyone. Anyone not upholding this level of
professionalism will be asked to leave the classroom, or to meet with me
outside of class if it involves group or client interactions.
LATE PENALTIES: Any late assignment will be subject to a 25% per day penalty, starting at the beginning of the class period when it was due.
ACADEMIC INTEGRITY: Any breach in academic integrity will result in a failing grade for the course, assignment or exam, depending on the circumstances. This includes, in particular, cheating or collaboration on exams and/or assignments, and plagiarism. Be aware that helping someone else inappropriately, implicates you as much as the person receiving the help. Remember that as a Wartburg student you are bound by the Honor Code, which states “The Honor Code reminds students of their responsibility to promote academic honesty by opposing cheating and plagiarism and reporting dishonest work.”
VIDEOS: Videos we view in class will be put on reserve at the Library Circulation Desk after we are done with them for your further use.
NOTE: This syllabus is subject to change with adequate notice.
Wed., 1-7 Ch. 1 Background of Today’s Advertising
Syllabus and project handout
“Day One” handout
Fri., 1-9
Super Bowl Exercise given
Video-Sell and Spin: A History of Advertising
Mon., 1-12
Review Project handout – What don’t you understand?
Wed., 1-14 Legal Aspects
Regulatory videos
Project groups formed; Info Sheets due
Fri., 1-16 Groups meet with clients – fact-finding interview
(tentatively scheduled)
Each group schedule visit to business
Mon., 1-19 Ethical Aspects
Video
– The Ad and the Ego
Shortened Class – MLK, Jr. Holiday
Readings
Wed., 1-21 Ethical Aspects
Video – The Ad and the Id
Project Contracts due
Fri., 1-23 Concluding Ethical Issues
Bring an ethical issue/article to class for
discussion
WEEK 4
Mon., 1-26 Ch. 3 Scope of Advertising
Situation Analysis due – final narrative version of your client’s
current situation 50 pts.
Wed., 1-28 Ch. 3
Fri., 1-30 Ch. 6 Research: Gathering Info for Ad Planning
Video: Goodbye Guesswork and Sell & Spin
NOTE: Read Ch. 4 and 5 on your own.
Mon., 2-2 Ch. 7 Marketing & Advertising Planning
Wed., 2-4 Exam 1 Ch. 1-6
Fri., 2-6 Ch. 8 Planning Media Strategy
Super Bowl Exercise due
Mon., 2-9 Ch. 8
Ch. 9 Building Relationships: Sales Promotion (esp. pgs. 321-331)
Detailed Outline of Campaign Plan due – 50
pts.
Wed., 2-11 Ch. 10 Building Relationships: P.R., Sponsorship, and Corporate
Advertising
Fri., 2-13 Ch. 11 Creative Strategy & the Creative Process
Ch. 12 Creative Execution: Art and Copy
Video – Behind the Scenes: The Ad Process at Work
Mon., 2-16 Ch.
13 – Please review on your own
Creative – Print Ads
1st Ad Execution/Promotional
Piece, including creative
brief/rationale due - 25 pts.
Wed., 2-18 Creative – TV Ads
Fri., 2-20 Creative – Radio Ads
Mon., 2-23 Ch. 14 Using Print Media
Mid-Term Evaluations of groups
2nd Ad Execution/Promotional Piece, including creative
brief/rationale due - 25 pts.
Wed., 2-25 Exam 2 Ch. 7-13
Fri., 2-27 Project
Work Day
Mon., 3-8 Ch. 14 Using Print Media
Wed., 3-10 Ch. 15 Using Electronic Media
Fri., 3-12 Ch. 15
3rd Ad Execution/Promotional Piece, including creative
brief/rationale due - 25 pts.
WEEK 11
Mon., 3-15 Ch. 15
Wed., 3-17 Ch. 16 Using Digital Interactive Media and Direct Mail
Fri., 3-19 Group Work Day
Mon., 3-22 Ch. 17 Using Out-of-Home, Exhibitive, and Supplementary Media
Wed., 3-24 Ch. 17
Fri., 3-26 Yellow Pages Advertising
4th Ad Execution/Promotional
Piece, including creative
brief/rationale due - 25 pts.
WEEK 13
Mon., 3-29 Final Advertising Topics (TBA)
Wed., 3-31 Group Work Day – report to classroom
Fri., 4-2 Client 1 Presentations 1-3 (Peer and client evaluations of campaigns)
Client Portfolios due
Mon., 4-5 Client 2 Presentations 4-6 (Peer and client evaluations of campaigns)
Client Portfolios due
Wed., 4-7 Client 3 Presentations 7-9 (Peer and client evaluations of campaigns)
Client Portfolios due
Fri., 4-9 NO CLASS – Good Friday
Mon., 4-12 NO CLASS – Easter Break
Tues., 4-13 Peer Evaluations of campaigns – Vote for campaign awards
Peer Evaluations of group work
Course Evaluations
All Project Portfolios due to me
Campaign Awards announced by email
Final Session: Friday, April 16, 11:30-1:30
Exam 3 Ch. 14-17, comprehensive component (Day One questions, reflections on campaign process and components)