MEETINGS:
Monday and Wednesday, 3:10 p.m. –
5:00 p.m.
ATTENDANCE
AND PARTICIPATION:
Regular attendance and participation
in class is required if the student
is to do well in the course. Roll
will be taken at each class meeting.
Active class participation will
account for 30% of the final grade.
DESCRIPTION:
This
course offers an overview of
advertising trends and developments
in the United States and around the
world.
Students will study current
and emerging advertising issues in
print, broadcast, new media, and
other advertising outlets through
extensive use of multi-media
presentations and online resources.
TEXTBOOK:
None. Students will be expected to
read assigned class handouts and
online materials prior to the
scheduled discussion. Throughout the
course students will have access to
online advertising resources at
http://wwmr.org/students100/
OBJECTIVES
AND GOALS:
Students will have an understanding
of the components of effective
advertising campaigns; learn
advertising industry terminology;
examine emerging advertising issues
in old and new media, and global
cross-cultural advertising
challenges; explore career
opportunities in international
advertising and pathways to get
there.
MIDTERM
AND FINAL PROJECT:
There will be a multiple-choice
midterm on October
23. Students will have up to
45 minutes to complete the exam.
The
final project will be an individual
or group analysis (600-1,000 words)
of an advertisement for components
of target audience, motivation
appeal, cultural dimensions,
execution, and impact. A project
work group shall not be larger than
three students. Students may work
individually on the project if they
prefer. The advertisement may be
print, broadcast, new media, or from
some other advertising outlet
covered during the course, and a
copy of the advertisement must be
submitted in the appropriate format
(e.g., print, video, audio, graphic
file, photo). If the selected
advertisement is in a language other
than English, a translation into
English must be provided. A brief
description of the project and work
group participants must be submitted
by October 29. Both the description
and the final project report should
be submitted to the instructor as an
electronic file sent to the email
address above. The final project is
due one week before the course end
date.
Students
will be expected to research online
advertising reference and resource
sites, and provide an ungraded oral
report on their findings.
EVALUATIONS:
|
Performance
Assessment
|
Weight
of Performance
|
|
High
Pass
|
30% = class participation
30%
= midterm results
40%
= final project
|
|
Pass
|
|
Low
Pass
|
|
No
Pass
|
|
Incomplete
|
CLASS
SCHEDULE:
|
September
25
(week
1)
|
Syllabus
review, course
expectations, content
introduction.
|
|
September
30
|
Advertising
vocabulary; role in the
marketing mix;
advertisement appeals and
tactics.
|
|
October
2
|
Demographics;
ad analysis; advertising
media; financial data;
ratings measurements.
|
|
October
7
(week 2) |
Broadcast
advertising media:
television and radio,
ratings and revenue data.
|
|
October
9
|
Print
advertising media:
magazines, newspapers,
ratings and revenue data;
online adaptations.
|
|
October
14
(week 3)
|
Other
advertising media:
outdoor, POP, direct
mailing, specialty,
guerrilla.
|
|
October
16
|
New
advertising media: online
and wireless advertising.
|
|
October
21
(week
4)
|
NO
CLASS. Independent
computer lab exercises
(see readings
page).
|
|
October
23
|
Review
for midterm.
MIDTERM
|
|
October
28
(week
5)
|
FINAL
PROJECT DESCRIPTIONS DUE.
International
advertising; cultural
dimensions in message
development.
|
|
October
30
|
Transcultural
advertising messages.
|
|
November
4
(week 6)
|
International
advertising business.
|
|
November
6
|
Employment
opportunities in
advertising.
|
|
November
11
(week 7)
|
NO
CLASS.
Veteran's
Day
|
|
November
13
|
Creativity
in advertising. World's
best commercials.
|
|
November
18
(week 8)
|
Advertising
regulatory and ethical
issues.
|
|
November
20
|
FINAL
PROJECTS DUE.
Student
oral reports on selected
resources (ungraded).
The
Cola Wars and other
advertising tales.
|
|
November
25
(week 9) |
Student
oral reports on selected
resources (ungraded).
Advertising gone too far?
|
|
November
27
|
The
future of advertising;
trends and indicators.
Course review.
|
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