Semester: Spring 2006
Course: MKTG 310 – ADVERTISING
Time: Thursday 4:00 – 6:50 PM
Revised: 1/3/06
Instructor: Donald J. McCarren, Ph.D. Office: DB 320
Telephone: 423-869-6450
Fax: 865-458-8029
E-Mail: anoulap65@aol.com
Office
Hours: T 10
– 11 AM, 2:30 – 4 PM
TH
10 – 11 AM, 2:30 – 4 PM
MWF 10 – 12 PM By Phone (865) 458-2751
By
Appointment
Text: Advertising
Campaign Strategy, A Guide To Marketing Communication Plans, 4th
edition, by
Parente, Donald E., Thomson South-Western 2006, ISBN 0-324-32271-2
Course Perspective:
This course focuses on the role of advertising as an
element of the marketing mix in an integrated marketing communication
program. It is, by definition, an
extension of the marketing process which seeks to provide creative solutions to
satisfying marketing objectives.
This course relies upon applying the lessons learned
to real life products which will from the basis for a variety of written and
oral communicative exercises.
Topics include: research and analysis of market
situations and the formation of appropriate alternative positioning, competitive
advertising analysis including message evolution, market segmentation, product
strategy, promotional spend, brand mapping (consumer behavior), the development
of complimentary promotional tools and the development of a detailed and
integrated advertising plan.
Course Objectives:
The principal
objective of the course is to sensitize you to the importance of analysis,
developing clear and measurable
marketing objectives and a creative integrated marketing communications program
which you will present to the
client in both oral and written form.
Additional
objectives include:
·
Creating the skill sets to produce meaningful budgets
·
Developing a series of measurement techniques which help answer the
question, “How do we know our advertising is working”?
·
Understanding the creation of effective copy development
·
Methods to evaluate competitive advertising and promotional campaigns
·
The creation of a detailed IMC program
Course
Structure:
The
class time is expected to be highly interactive and designed to go beyond the
textbook with a focus on concepts, ideas,
and the development of creative strategies to solve marketing objectives.
Outside
readings will be assigned and reported on in class and in writing.
In
addition, you will create an Advertising Journal. The purpose of this journal is to collect
various types of creative approaches to solving marketing
problems.
Each
ad should be identified by type, where it appeared and to whom it was
targeted. You should also address the following
points in your analysis:
1. What did you notice first?
2. What information was given about
the product or service?
3. What was significant about the
graphics?
4. Is there a lifestyle being
promoted?
5. What are the key selling messages
being presented?
6. Who is the intended target
audience?
Each
student will be responsible for writing a 2 page typed analysis on each of the
following. Due dates to be determined.
Topics
for article review:
·
Moral responsibility of advertisers
·
How to measure advertising effectiveness
·
The role of the Super Bowl as an Advertising
showcase
·
Advertising and exploitation of the poor
·
International Advertising vs. Domestic
Advertising – Some Key Considerations
A
copy of the article under analysis should be attached and its source and date
noted.
Some
useful websites related to advertising are as follows:
Ad
Week, Ad Age, Ad Access, Ad Critic.com and Advertising World
The
Journal of Marketing, Forbes, the Wall Street Journal, Fortune, New York Times,
and The Ad Council may
also be helpful.
The
major term project will be a competitive team project whereby each team will
function as an advertising agency pitching for the
same business.
Each
team will pitch their Integrated Marketing Communications Program (IMCP) to the
client (Dr. McCarren) based on a
thorough marketing and promotional audit and any other relevant data designed
to support your plan.
Every
team member is expected to fully participate in all aspects of
this project!! Individual grades will be raised or lowered
based on my determination of the quality and quantity of each individual
student’s contribution to the project.
Each
team will decide on a team leader (account supervisor) and identify individual
responsibilities such as market research,
copywriter, art director, promotion coordinator, media buyer, etc… While the
total team is responsible for the end product,
individual responsibility assignments can facilitate the projects development.
The
formal oral presentation should be approximately 45 minutes including questions
and answers.
You
should practice your presentations both individually and as a team to create a
smooth professional presentation.
Course
Requirements:
Attendance
Counts – If attending class is a problem for YOU – Don’t take this
class. Lack of on-time attendance will
count against you. Similarly, if you
leave before the class is over, YOU will be counted absent.
Assignments
– MUST be turned in on the date assigned.
YOU are responsible to get notes, handouts, assignments and
other course requirement from your classmates.
Class
Participation –One of the goals of this course is to provoke questions,
creative thought and to provide a forum for
multiple points of view.
Tests –
will be given at the Mid-Term and end of the semester and likely be in the form
of essay style questions. The
goal is to give YOU an opportunity to express your ideas and understanding of
the issues involved.
There will be a
heavy reliance on case studies to reinforce and expand upon the course work
presented.
You should
arrive at class meetings on time to avoid disrupting the class. Cell phones, pagers, or PDAs should be turned
off before entering the classroom. No
unauthorized guests, including children, are allowed during class. Working on
assignments from other courses or studying for other exams, reading outside
materials unrelated to the course, talking
with fellow students during lectures, sleeping in class, and any other
disruptive behavior(s) is(are) not permitted.
Grading: Grading for this course is as follows:
Class attendance
& participation 10%
Quality of Advertising
Journal 15%
(To be graded 2
or more times during the semester)
Mid Term Exam 10%
Team Project:
Oral
Presentation 15%
Written
IMCP 25%
Final Exam 15%
Article Analysis 10%
NOTE: Any student with a disability requiring
accommodation(s) should make an appointment with the Vice President
for Student Affairs
(423-869-6393) to discuss specific
needs.
NOTE: Academic Integrity (from LMU
Undergraduate Catalog 2003-2004)
It is the aim of the faculty of
Cheating: dishonesty of any kind on
examinations or written assignments, unauthorized possession of examination questions,
the use of unauthorized notes during an examination, obtaining information
during an examination from another student,
assisting others to cheat, altering grade records, or illegally entering an
office are instances of cheating.
Plagiarism: offering the work of
another as one’s own without proper acknowledgement is plagiarism; therefore, any
student who fails to give credit for quotations or essentially identical
material taken from books, magazines, encyclopedias,
web sources, or other reference works, or from the
themes, reports, or other writing of a fellow student has
committed plagiarism.
Instructor Policy on Academic Integrity:
Any assignment found to violate the
above university policy will be considered an F
without the possibility of make-up opportunities. Continued violations will result in an F for the
course.
The instructor
reserves the right to make adjustments to this syllabus.