Syllabus
Principles of Advertising

Principles of Advertising

COMM-2327

Fall 2010
08/23/2010 - 12/12/2010

Course Information

Section 008
Lecture
MW 12:00PM - 1:20PM
NRG2 2155
Ina Midkiff
ina@austincc.edu
(512) 223.2072

Office Hours

  • Cypress Creek CAmpus
  • M T W Th
    FALL 2010
    OFFICE HOURS
    Cypress Creek Campus, Office 2204.8
    Monday 11am-12:00pm at Northridge, Room 2147 and 3:30pm-5:30pm at Cypress, Room 2204.8
    Tuesday 11am-3:00pm
    Wednesday 11am-12:00pm at Northridge, Room 2147 and 3:30pm-5:30pm at Cypress, Room 2204.8
    Thursday 11am-3:00pm
    Friday by appointment
    Other times by appointment. Please email me at least 24 hours in advance for an appointment.
    When I am at Cypress I generally have the door closed so please knock. If I am not here, check in the Campus Manager’s office. If you need help with advising I can be much more helpful to you if you will first check the web pages and then email your question to me. Often I have to consult other faculty or get permission from someone and it is more efficient of your time to carry out this exchange by email than your having to return to see if everything has been answered. See “Advising Information” at the bottom of http://www.austincc.edu/ina/
    I can also arrange to meet at other times if you will call or email me.

Course Requirements

 

INFORMATION

 The information posted on this site addresses the syllabus information required by Texas House Bill 2504.  The complete syllabus will contain more information than is noted here, including the class withdrawal policy, class participation requirements, scholastic dishonesty, and other important information.  The entire syllabus is posted on my webpage at http://www.austincc.edu/ina and in the  Blackboard site for this course.

COURSE INFORMATION

 

FALL 2010

PRICIPLES OF ADVERTISING, COMM 2327

SECTION 16483 LEC 008 (16 weeks)

MW 12:00pm – 1:20pm at Northridge, 2155
 

HOW TO REACH THE INSTRUCTOR

 

INA MIDKIFF: Professor of Marketing

Cypress Creek Campus

1555 Cypress Creek Road

Cedar Park, Texas 78613

Office: Cypress Creek #2204.8

Phone: 223-2072

FAX: 223-2089

Office Hours: (see attached page)

Email:  ina@austincc.edu

Web Address: http://www.austincc.edu/ina

Departmental Web Site: http://www.austincc.edu/mkt

 

Advertising Publisher’s Web Site is  

 

COURSE CATALOG DESCRIPTION

 

COMM 2327 PRINCIPLES OF ADVERTISING (3-3-0).   Fundamentals of Advertising including marketing theory and strategy, copy writing, design and selection of media.  Skills: R (Course Type T.)

 

REQUIRED TEXT/MATERIALS

 

Contemporary Advertising and Integrated Marketing Communication, by Arens, Weigold, Arens, 13 edition. (ISBN-978-0-07-353003-1)  We will cover the entire book in one semester.  Please take some time and review the contents of the Publisher’s Web site.  You may purchase this book at any ACC bookstore.  It is also available at other bookstores in Austin as well as online.  To find the best price go to http://www.bestwebbuys.com.  The ACC bookstore online is at http://austincc.bkstore.com/bkstore/content

 

INSTRUCTIONAL METHODOLOGY

 

This course is a lecture class.  You will be required to log into Blackboard to check grades and upload your assignments.  Information on using Blackboard will be provided the first day of class.  Successful completion of this course requires maturity and self-discipline.  Each student is responsible for maintaining steady progress during the semester.  I am here to assist you, please talk to me whenever you have questions, comments, or concerns about this course.  Go to http://acconline.austincc.edu for student entry into Blackboard.  You will need your student ID and password to log into Blackboard.  Blackboard access is available the first day of the semester.

 

COURSE RATIONALE

 

The purpose of this course is to offer cutting-edge thinking on Advertising including “new” media options such as Advertising on the World Wide Web and explain how advertising works in the real world.  Advertising and brand promotion is a large part of the rise in consumer and Advertising culture.  This course provides a solid understanding of fundamentals and provides a structure for understanding why much of the conventional wisdom in Advertising is no longer working well.  Principles of Advertising is not just about textbook learning: it challenges students to use their critical/creative skills in all aspects of Business and Advertising, not just those covered in this course.

 

COMMON COURSE LEARNING OBJECTIVES/OUTCOMES

 

  1. Understand what advertising is and its role in advertising and brand promotion and the economic effects of advertising.
  2. Understand the structure of the advertising industry.
  3. Be able to identify, analyze, and understand the advertising environment.
  4. Be able to prepare the advertising message and fully integrate the creative process.
  5. Understand the importance of placing the message in conventional and “new” media.
  6. Be able to identify, understand, and apply integrated brand promotion.

 

GRADING

 

Exam reviews are in Blackboard.  I encourage you to use this as a great study review.

Grades will be based on the following areas of performance.
Exams consist of 50 multiple choice questions with a value of 3 points per question.

Exam One 150 points - Chapters 1,2,3,4,5

Exam Two 150 points - Chapters 6,7,8,9

Exam Three 150 points - Chapters 10, 11,12,13,14

Final 150 points - Chapters 15,16,17,18

Exams Total 600 points

 

Assignment 1, 50 points

Assignment 2, 50 points

Ad Review, 100 points
Assignment 1, 2, and Ad Review should be completed without collaboration (200 points)

End-of-Chapter Assignments, 200 points
Assignments will total 400 points

 

Exams plus assignments equal 1000

A=900-1000points// B=800-899 points// C=700-799 points// D=600-699 points F Below 600 points.

 

IMPORTANT DATES FOR FALL 2010

 

Exam One, September 20, 2010

Exam Two, October 18, 2010

Exam Three, November 15, 2010

Final, Take before  December 8, 2010

 

Assignment 1 due October 6, 2010
Assignment 2 due November 6, 2010

Superbowl Ad Review due  December 1, 2010

 

Notice that it is possible to earn quite a lot of credit in this course for work other than tests.   For instance, a student who is struggling in this class might only make a 90 on a test.  This is a fairly low grade, since it is 90/150 = 60%, which is equivalent to a D on that test.   Suppose this student made that grade on each of the four tests, so his total points for the tests was  4x90 = 360.    If he also did all the non-test work in the course perfectly, he could earn 400 points, and so his point total is 760, which is a grade of C. 
November 18, 2010 is the last day to drop.

TESTING

 

Review exams are on the publishers’ web site and I strongly encourage you to take the review exams online before you take the tests.  You must complete 4 exams this semester.  The exams will be taken in the classroom.  Each exam will be 50 multiple choice questions.  Additional information about the exams will be available in class. If you miss an exam, with my permission you will be allowed to take a make-up exam in the testing center.  Testing center information is at http://www.austincc.edu/testctr/

 

PRINCIPLES OF ADVERTISING ASSIGNMENTS

 

Assignments have a value of 400 points.
You must complete all of the assignments listed below.

 

Assignment 1 (50 points)

Ads are designed with a specific target audience in mind.  Review the 2010 Clio Award Grand Prize winner.

 

Grand Clio
Pure Waters
James Boag's Draught
Publicis Mojo, Walsh Bay
Beverages/Alcoholic

 

http://www.clioawards.com/winners/winners.cfm?medium_id=1&award_id=1&search=0

 

(Sometimes links change on YouTube, if it doesn’t go to the add, type the info from above in for a good link)

 

Pure Waters

http://www.youtube.com/watch?v=94syGYcdGcU&feature=PlayList&p=4D6EB2FEA85C770C&playnext_from=PL&playnext=1&index=23

 

Answer the following questions and place the answer in Blackboard by midnight on the due date. October 6, 2010 is the due date for this assignment.

 

  1. Provide a description of the consumer the ad appears to target.
  2. What are the demographics of these consumers (age, sex, race, income, education, etc.)
  3. How do the ads break through the perceptual screens of the target audience? (page 211)
  4. Would this ad be effective in the U.S., why or why not?

 

 

Assignment 2 (50 points)

(Reference chapter 2)

 

Watch and compare the following ads

 

Hilltop Reunion 1960s

 

http://www.youtube.com/watch?v=_EY8DFqFpws

 

Mean Joe Greene 1970s

 

http://www.youtube.com/watch?v=xffOCZYX6F8

 

Polar Bear Xmas 1990s

 

http://www.youtube.com/watch?v=8FwelBwb3ok&feature=related

 

Grand Theft Coke 2000s

 

http://www.youtube.com/watch?v=nfJ94-yxd20&feature=related

 

 

(Sometimes links change on YouTube, so if it doesn’t go to the add, type the info from above in for a good link)

 

Answer the following questions and place the answer in Blackboard by midnight on the due date. November 6, 2010 is the due date for this assignment.

 

  1. Has Coke’s basic promise to consumers changed over the years?
  2. What is that promise, in your opinion.
  3. How important is cultural knowledge and understanding for the effectiveness of the ads?
  4. Do you know who Mean Joe Greene was?
  5. What type of ad would you tell Coke to do in 2011?

 

Assignment 3 (100 points)

You are required to analyze a television commercial.  Go to http://www.superbowl-ads.com/  If this does not work, then type in Super Bowl Ads in the search area.  Here you will find all Super Bowl commercials and the Top 10 ads of all time.  Pick a Super Bowl Ad or Top 10 Ad.  You will watch the ad and write a review.

 

Television commercials are a specific type of art and they are created to persuade the consumer to buy a specific product.  Your analysis must include the following:

  • Identify the ad and specific product being advertised and describe the ad completely.
  • Discuss the message being conveyed.
  • What does the message appeal to?
  • What does the ad show, people, products, scenery, etc?
  • What is not discussed about the product?
  • What image is portrayed?
  • Is it true to life or puffery?
  • Is the ad a slice-of-life, fear, humor, sex, or other type of ad?
  • Who is in the ad, if a star, what image does he or she portray?
  • What s the mood of the ad, colors used, music played?
  • Is the ad memorable?
  • Would you buy the product being advertised, why or why not?
  • Be sure to include your opinion (have a specific point of view, love it or hate it) about why this ad is successful or not.

 

December 1, 2010 is when this assignment is due.  Place in Blackboard by midnight of the due date.

 

CHAPTER ASSIGNMENTS

 

You must complete the following chapter assignments. Chapters 1-17 assignments has a value of 11 points and chapter 18 has a value of 13 points.  The total value of the end-of-chapter assignments is 200 points.  Assignments must be placed in Blackboard by midnight on the day the assignment is due.

 

 

Chapters

Assignments (The Advertising Experience)

Due Date (16 week)

Chapter 1

Page 29, Answer question 2

August 25

Chapter 2

Page 59, Answer question 5

August 30

Chapter 3

Page 105, Answer question 3

Sept 1

Chapter 4

Page 148, Answer question 4

Sept 8

Chapter 5

Page 183, Answer questions 2

Sept 13

Chapter 6

Page 225, Answer question 3

Sept 27

Chapter 7

Page 257, Answer question 5

Oct 4

Chapter 8

Page 297, Answer question 4

Oct 11

Chapter 9

Page 335, Answer question 3

Oct 13

Chapter 10

Page 265, Answer question 4

Oct 25

Chapter 11

Page 371, Answer question 4

Oct 27

Chapter 12

Page 453, Answer question 6

Nov 1

Chapter 13

Page 483, Answer question 4

Nov 8

Chapter 14

Page 519, Answer question 1

Nov 10

Chapter 15

Page 558, Answer question 3

Nov 22

Chapter 16

Page 589-90, Answer question 4

Nov 24

Chapter 17

Page 629, Answer question 6

Dec 1

Chapter 18

Page 665, Answer questions 4 and 5

Dec 6

 

 

EXTRA CREDIT

 

When you take your exam you may earn an additional 10 points per exam by completing the following assignment. (One article for each exam)

 

Read an article concerning some aspect of Advertising.  The article must relate to a topic that is covered in the text.  Summarize the article in 1-2 pages, state which chapter and topic it relates to, and attach a copy of the article to your summary.  This will be due on the day you take your exam.  If you decide to place in the digital drop box provide information about where I can find the article.

 

You will be suitable articles in Business and Marketing magazines or on Web sites related to Advertising.  The best place to find articles is at the ACC online library.  Go to http://library.austincc.edu/help/offcampus.htm and follow the instructions at http://library.austincc.edu/help/offcampus2.htm.  Ad Age at http://www.adage.com

Has excellent articles.  If you want to use Web videos go to http://www.martinlindstrom.com and watch one of his videos about branding and write a summary just as you would for a written article.

CLASS OUTLINE/CALENDAR FOR FALL 2010

 

16 week Class Schedule August 23-December 12, 2010

This is the schedule my MW class follows. 

 

 

Month/Day Schedule

Assignment

August 23

First Class Day - Orientation on Blackboard

August 25

Chapter 1 - Advertising Today

August 30

Chapter 2 - The Big Picture: The Evolution of Advertising

September 1

Chapter 3 - The Big Picture: Economic and Regulatory Aspects

September 8

Chapter  4 - The Scope of Advertising: From Local to Global

September 13

Chapter 5 - Marketing and Consumer Behavior: The foundation of Advertising

September 15

Chapter 5- Marketing and Consumer Behavior: The Foundation of Advertising

September 20

Exam One

September 22

Chapter 6-– Market Segmentation and the Marketing Mix: Determinants of Advertising Strategy

September 27

Chapter 6 - Market Segmentation and the Marketing Mix: Determinants of Advertising Strategy

Chapter 7 - Research: Gathering Information for Advertising Planning

September 29

Chapter 7 - Research: Gathering Information for Advertising Planning

October 4

Chapter 7 - Research: Gathering Information for Advertising Planning

Chapter 8 - Marketing and Advertising Planning

October 6

Chapter 8- Marketing and Advertising Planning

October 11

Chapter 8 - Marketing and Advertising Planning

Chapter 9 - Planning Media Strategy: Disseminating the Message

October 13

Chapter 9 - Planning Media Strategy: Disseminating the Message

October 18

Exam Two

October 20

Chapter 10- Creative Strategy and the Creative Process

October 25

Chapter 10- Creative Strategy and the Creative Process

Chapter 11-Creative Execution: Art and Copy

October 27

Chapter 11-Creative Execution: Art and Copy

Chapter 12 -Producing Ads for Print, Electronic and Digital Media

November 1

Chapter 12 - Producing Ads for Print, Electronic and Digital Media

Chapter 13- Using Print Media

November 3

Chapter 13- Using Print Media

November 8

Chapter 13 - Using Print Media

Chapter 14 – Using Electronic Media: Television and Radio

November 10

Chapter 14 – Using Electronic Media: Television and Radio

November 15

Exam Three

November 17

Chapter 15 -Using Digital Interactive Media

November 22

Chapter  15- Using Digital Interactive Media

Chapter 16- Using Out-of-Home, Exhibitive, and Supplementary Media

November 24

Chapter 16- Using Out-of-Home, Exhibitive, and Supplementary Media

Chapter 17- Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion

November 29

Chapter  17- Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion

December 1

Chapter  17- Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion

Chapter 18- Relationship Building: Public Relations, Sponsorship, and Corporate Advertising

December 6

Chapter 18- Relationship Building: Public Relations, Sponsorship, and Corporate Advertising

December 8

Final

 

 

INSTRUCTOR CLASS POLICIES

 

  • Attendance Policy – You are expected to attend all regularly schedules class meetings.  If you attend every class meeting this semester, 3 points will be added to your final average, 1 absence, 2 points added, 2 absences, 1 point added.  There are no excused absences.  It has been statistically proven that there is a direct correlation between attendance and final grades.  I want you to succeed in this class and this policy is intended to be an incentive for attendance.
  • Missed Exams – If you miss an exam you have 48 hours to contact me and arrange to take the exam as soon as possible.  You will then have 5 days to take a make-up exam.  You will be given a different exam from the classroom exam.  The exam will be placed in the testing center at the campus where you are taking the class.  The final must be taken at the scheduled time.  There is no make-up for the final.
  • Office Hours – Office hours are posted on my web site at http://www.austincc.edu/ina
  • Student Withdrawal Policy – It is the responsibility of the student to withdraw from this class.  If you are unable to complete this course due to illness, moving, etc., please officially drop or you will receive an F.  Remember that November 18, 2010 is the last day to officially drop.
  • Assignments will not be accepted late.
  • Cheating will not be tolerated.
  • You may not bring food or drink into class.  This is school policy.
  • Please turn off or mute the volume on your cell phone so as not to disrupt the class.  If your cell phone rings during the class I may deduct up to 5 points off your next exam.  You may not “text” messages during class.  Laptops may only be used to take class notes.  No surfing the Web surfing class.
  • Do not arrive late to class, it is disruptive.
  • Arriving late to take an exam may cause you to forfeit that exam grade.  I expect you to start the exam at the beginning of the class period.
  • Disruptive behavior (talking, rudeness) will not be tolerated.  Children are never allowed to attend class with you.  This is a college policy.
  • You are here to learn, so be prepared to participate in class discussion.  We are all unique individuals and in this class everyone’s opinion will be respected no matter if we agree or disagree.
  • Your attendance, attitude, and class participation will determine marginal grades, based on the attendance policy stated.
  • Counseling services are available to help you with a variety of needs, if you need more information please don’t hesitate to ask.
  • Office hours are posted outside my door and on my web page at http://www.austincc.edu/ina.  Ask if you need help.  I am here to help you!
  • All students must take the final, no exceptions.

 

DEPARTMENTAL COURSE/CLASS POLICIES

 

Departmental policies for Incompletes, Attendance, and Withdrawal are as follows:

 

Incomplete Policy:  An incomplete (I) will be granted to a student in rare circumstances.  Generally to receive a grade of I, a student must have completed all examinations and assignments to date, be passing, and have personal circumstances that prevent course completion that occur after the deadline to withdraw with a grade of W.

 

Attendance Policy:  All students are expected to attend classes.  Non-attendance will have an impact on the student’s grade.

 

Austin Community College Policies for Academic Freedom, Scholastic Dishonesty, Student Discipline, and Students with Disabilities are as follows:

 

Academic Freedom Statement:  Each student is strongly encouraged to participate in class.  In any classroom situation that includes discussion and critical thinking, there are bound to be many differing viewpoints.  These differences enhance the learning experience and create an atmosphere where students and instructors alike will be encouraged to think and learn.  On sensitive and volatile topics, students may sometimes disagree not only with each other but also with the instructor.  It is expected that faculty and students will respect the views of others when expressed in classroom discussions.

 

Scholastic Dishonesty Statement:  Acts prohibited by the College for which discipline may be administered include scholastic dishonesty, including but not limited to cheating on an exam or quiz, plagiarizing, and unauthorized collaboration with another in preparing outside work.  Academic work submitted by students shall be the result of their thought, research or self-expression.  “Academic work is defined as, but not limited to tests, quizzes, whether taken electronically or on paper, projects, either individual or group; classroom presentations, and homework”  (Student Handbook, 2002-2003, p. 32).  Penalties for scholastic dishonesty will depend upon the nature of the violation and may range from lowering a grade on one assignment to an F in the course and/or expulsion from this institution.

 

Student Discipline Statement:  Classroom behavior should support and enhance learning.  Behavior that disrupts the learning process will be dealt with appropriately, which may include having the student leave class for the rest of that day.  In serious cases, disruptive behavior may lead to a student being withdrawn from the class.  ACC’s policy on student discipline can be found in the Student Handbook.

 

Students With Disabilities Statement:  Each ACC campus offers support services for students with documented physical or psychological disabilities.  Students with disabilities must request reasonable accommodations through the Office for Students with Disabilities on the campus where they expect to take the majority of their classes.  Students are encouraged to do this three weeks before the start of the semester.  Information is in the Student Handbook.

 

 

RULE OF THREE:  Per state law, effective Spring 2006 any student taking a class for the third time or more may be charges an additional $60 per credit hour unless exempted.  We call it the Rule of Three.

 

The Texas Higher Education Coordinating Board has mandated that all publicly funded higher-education institutions will not receive funding for courses a student takes for the third time or more.  Without the state funding for those affected classes, ACC will charge additional tuition to pay for the cost of the class.  The new “Rule of Three” tuition costs will not apply to developmental courses, Continuing Education courses, special-studies courses in which the content changes each time, or other selected courses.  For additional information go to http://austincc.edu/admiss/ruleofthree/

 

 

SERIOUS CONSEQUENCES FOR RECEIVING A “W” IN A COURSE:  The Texas Legislature has now, for the second session in a row, instituted some substantial consequences for students who withdraw from courses. Students have traditionally thought of a W as a non-penalty grade, thus it is very important that students understand the direction that the state is going about withdrawals so that they can avoid substantial negative consequences later.

 

The consequences instituted by the state in 2005 are that, for most courses, if a student enrolls for the course for the third time, the student will have to pay substantially more tuition for the course.

 

In 2007, the state declared that, for incoming freshmen in Fall 2007 and later, there will be a limit of six W’s overall in the student’s college career.

http://www.austincc.edu/withdraw/WithdrawalInformation.php

 

 

LINKS FOR ADVERTISING

 

http://www.adage.com


http://www.martinlindstrom.com

 

http://www.adforum.com

 

http://advertising.utexas.edu/world/index.asp


http://advertising.utexas.edu/research/law/index.html

 

http://www.stat-usa.gov

 

 

OTHER RESOURCES

Open Campus Home Page

Learning Resource Center Home Page

Jump To Book List

Jump To Web Links

Student Handbook, http://www.austincc.edu/handbook/acaguides.php

Academic Testing Center Website, http://www.austincc.edu/testctr/

Distance Learning Help Line, 1-512-223-8026, Toll free 1-888-223-8026 or dl@austincc.edu.
Distance Learning Help Line is open 8am to 5pm Monday-Friday.

A link to the Course Master Syllabus with SCANS competencies is at

http://www.austincc.edu/mkt/mastersyl/comm2327.htm

Return to Ina’s Main page at http://www.austincc.edu/ina

 

Readings

 

REQUIRED TEXT/MATERIALS

 

Contemporary Advertising and Integrated Marketing Communication, by Arens, Weigold, Arens, 13 edition. (ISBN-978-0-07-353003-1)  We will cover the entire book in one semester.  Please take some time and review the contents of the Publisher’s Web site.  You may purchase this book at any ACC bookstore.  It is also available at other bookstores in Austin as well as online.  To find the best price go to http://www.bestwebbuys.com.  The ACC bookstore online is at http://austincc.bkstore.com/bkstore/content

Course Subjects

 

CLASS OUTLINE/CALENDAR FOR FALL 2010

 

16 week Class Schedule August 23-December 12, 2010

This is the schedule my MW class follows. 

 

 

Month/Day Schedule

Assignment

August 23

First Class Day - Orientation on Blackboard

August 25

Chapter 1 - Advertising Today

August 30

Chapter 2 - The Big Picture: The Evolution of Advertising

September 1

Chapter 3 - The Big Picture: Economic and Regulatory Aspects

September 8

Chapter  4 - The Scope of Advertising: From Local to Global

September 13

Chapter 5 - Marketing and Consumer Behavior: The foundation of Advertising

September 15

Chapter 5- Marketing and Consumer Behavior: The Foundation of Advertising

September 20

Exam One

September 22

Chapter 6-– Market Segmentation and the Marketing Mix: Determinants of Advertising Strategy

September 27

Chapter 6 - Market Segmentation and the Marketing Mix: Determinants of Advertising Strategy

Chapter 7 - Research: Gathering Information for Advertising Planning

September 29

Chapter 7 - Research: Gathering Information for Advertising Planning

October 4

Chapter 7 - Research: Gathering Information for Advertising Planning

Chapter 8 - Marketing and Advertising Planning

October 6

Chapter 8- Marketing and Advertising Planning

October 11

Chapter 8 - Marketing and Advertising Planning

Chapter 9 - Planning Media Strategy: Disseminating the Message

October 13

Chapter 9 - Planning Media Strategy: Disseminating the Message

October 18

Exam Two

October 20

Chapter 10- Creative Strategy and the Creative Process

October 25

Chapter 10- Creative Strategy and the Creative Process

Chapter 11-Creative Execution: Art and Copy

October 27

Chapter 11-Creative Execution: Art and Copy

Chapter 12 -Producing Ads for Print, Electronic and Digital Media

November 1

Chapter 12 - Producing Ads for Print, Electronic and Digital Media

Chapter 13- Using Print Media

November 3

Chapter 13- Using Print Media

November 8

Chapter 13 - Using Print Media

Chapter 14 – Using Electronic Media: Television and Radio

November 10

Chapter 14 – Using Electronic Media: Television and Radio

November 15

Exam Three

November 17

Chapter 15 -Using Digital Interactive Media

November 22

Chapter  15- Using Digital Interactive Media

Chapter 16- Using Out-of-Home, Exhibitive, and Supplementary Media

November 24

Chapter 16- Using Out-of-Home, Exhibitive, and Supplementary Media

Chapter 17- Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion

November 29

Chapter  17- Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion

December 1

Chapter  17- Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion

Chapter 18- Relationship Building: Public Relations, Sponsorship, and Corporate Advertising

December 6

Chapter 18- Relationship Building: Public Relations, Sponsorship, and Corporate Advertising

December 8

Final

Student Learning Outcomes/Learning Objectives

 

COMMON COURSE LEARNING OBJECTIVES/OUTCOMES

 

  1. Understand what advertising is and its role in advertising and brand promotion and the economic effects of advertising.
  2. Understand the structure of the advertising industry.
  3. Be able to identify, analyze, and understand the advertising environment.
  4. Be able to prepare the advertising message and fully integrate the creative process.
  5. Understand the importance of placing the message in conventional and “new” media.
  6. Be able to identify, understand, and apply integrated brand promotion.

  

A link to the Course Master Syllabus with SCANS competencies is at

http://www.austincc.edu/mkt/mastersyl/comm2327.htm