JOMC 170.1 Principles of Advertising Summer II 2005 About the course. 3 credits. Survey of the economics, psychology, philosophy and history of advertising, with particular reference to research bases, copy, layout, media planning, production and testing of advertisements. Class Meetings: 9:45 a.m. 11:15 p.m. Mon. Fri. in 143 Carroll Hall Instructor: Joe Bob Hester, Ph.D., Assistant Professor Office: 233 Carroll Hall Phone: 843-8290 E-mail: joe.bob.hester@unc.edu Office hours: 11:15 a.m. noon Monday through Friday or by appointment. These hours are made available to provide you with time outside of the classroom for discussion of matters related to course work, as well as for academic and/or career advising. Required Texts, Resources, and Materials Advertising & Integrated Brand Promotion (4th Edition) by O Guinn, Allen, & Semenik Text companion site Current news and events in advertising are available at the Advertising Age Web site: adage.com Additional resources will be made available online: www.unc.edu/courses/2005ss2/jomc/170/001 Course Objectives The purpose of this course is to introduce advertising majors and non-majors to advertising. The course is designed to provide fundamental insights into methods, policies, problems and opportunities of advertising. For students majoring in advertising, this course offers the opportunity to acquire a strong, basic framework from which to excel in the more advanced advertising courses. For the non-major, this course provides an understanding of how persuasive communication tools are used in the marketplace. By the end of the semester you should understand the nature, role and environment of advertising, the creative and media processes used in the field, and the variety of career opportunities in advertising and related fields. The objectives of this course are for you to: 1. understand the process of promotion as persuasive communication facilitating transactions between buyers and sellers; 2. be knowledgeable of the language, history, current events, industry structure, regulation, and social and economic effects of advertising; 3. learn a systematic approach for the development of advertising messages and campaigns; JOMC 170.1 Summer II 2005 Page 1 of 5
4. learn how advertising relates to marketing and to other forms of marketing communications such as promotions and public relations; and 5. develop an appreciation of the responsibilities associated with the persuasive function of advertising. This course will introduce you to advertising and give you a limited amount of practical experience, but it will not make you the complete advertising person. By the end of the course you should be able to intelligently discuss advertising with professionals and you should be able to direct yourself to any one of many interesting specialties in the field. Course Format This course is a combination of reading assignments, lectures, in-class and homework exercises, exams, and a final project. Reading assignments come from the textbook, handouts, and the Internet. All reading assignments should be completed prior to attending class. Class lectures are used to explore the concepts introduced in the readings, as well as introduce additional concepts. A number of in-class and homework exercises are used to help you understand and apply the material you learn from your readings. There will be a minimum of 5 such assignments. There are two major exams in this course. Exams cover all assigned readings and lecture material during a specified time period. Exams may include multiple choice, true/false, short-answer, and/or essay questions. The team project requires you to work with a group of students and to apply your knowledge and understanding of advertising to a specific brand. Although a significant amount of class time is devoted to this project, it will require extensive time and effort outside of class. The team project also includes an in-class presentation of the assignment and a peer evaluation of each student s contribution to and participation in the assignment. Contributions to your final score* are as follows. Exams = 150 pts. each In-class and homework exercises = up to 10 pts. each (maximum = 50 pts.) Team project = 150 pts. *Graduate students may have additional requirements to fulfill and should consult with the instructor. A portion of the course requires that you use the Internet to complete various readings and assignments. You are also required to have and use a personal e-mail account. You should check your e-mail account regularly. JOMC 170.1 Summer II 2005 Page 2 of 5
Course Requirements & Grading There are no extra credit projects available. Grades are assigned based on total number of points accumulated. Grade requirements are as follows: Grade Minimum Points Required A 465 -A- 450 +B+ 435 B 415 -B- 400 +C+ 385 C 365 -C- 350 +D+ 335 D 300 F (This grade is reserved for those students accumulating fewer than 300 points.) Accuracy & Deadlines The importance of accuracy in the advertising field cannot be overstated. A mistake in fact in an advertisement could lead to serious legal problems for the client and agency. Spelling errors, typographical errors, and poor grammar are often indications of sloppy work. There is no place in advertising for mistakes in fact or sloppy work; therefore, a severe penalty for such errors may be imposed. Always proofread and double-check your work. Deadlines are also a fact of life in advertising. Procrastination is not an acceptable excuse for missing a deadline, and your instructor will not answer any questions about a project within 24 hours of its original due date. Projects and assignments are due at the beginning of the class period indicated and will not be accepted after that due date. The only exceptions are when written documentation of personal illness or death in the immediate family is provided. In these two instances the project/assignment is due during the next regularly scheduled class period. In all other instances late projects and assignments will receive a grade of zero. Participation & Attendance Policies Students are expected to actively participate in class discussions by sharing observations, insights and questions with the instructor and members of the class. Discussion will allow each student to benefit from all the other students' insights and to work toward a final interpretation JOMC 170.1 Summer II 2005 Page 3 of 5
or understanding that may differ from the one he or she reached individually. This requires that assigned readings and/or homework exercises be completed prior to arrival to class. Students are responsible for regular and punctual class attendance and should be in their seats before the start of class. Students arriving more than 10 minutes late for class will be counted absent. The instructor assumes that you will make every effort to attend class. Students are responsible for material missed regardless of the reason for the absence. All absences should be documented with some physical evidence of the reason for the absence. This documentation should be presented in writing (e-mail is not acceptable) to the instructor prior to the absence when possible, but is due no later than the next class period attended by the student. An excuse is given primarily for absence due to death in the immediate family, illness (only with a doctor's note), participation in school sponsored activities (with prior notification), or observance of a religious holy day (with proper prior notification). Perfect attendance (no unexcused absences) will be rewarded with an additional 10 points added to the final point total in the course. Students with excessive unexcused absences may have their grade reduced by as much as 50 points. There is no opportunity to make up in-class assignments. In those rare instances where a student misses an exam due to an excused absence, a make-up exam will be given during the regularly scheduled final exam period. Honor Code, Academic Integrity & Counseling All work in this course should be completed in full observance of the UNC Honor Code ( http://honor.unc.edu/ ). Plagiarism and other forms of academic dishonesty will not be tolerated in this course, and disciplinary actions will be enforced in any instance of academic dishonesty including, but not limited to, cheating, plagiarism, collusion or the abuse of materials. If you have a question about academic dishonesty, it is better to ask than to risk the consequences. It is also the responsibility of the student to make the instructor aware of any problem that may affect the student's successful completion of the course. Any student who, because of a disabling condition, may require some special arrangements in order to meet course requirements should contact the instructor as soon as possible so that the necessary accommodations may be made. JOMC 170.1 Summer II 2005 Page 4 of 5
Tentative Schedule and Text Reading Assignments The instructor reserves the right to add to or modify class requirements, schedules, and/or materials. Any changes will be announced in class and via e-mail as well as being posted to the course Web site. Thursday June 23 Chapter 1 The World of Advertising and Integrated Brand Promotion Friday June 24 Chapter 2 The Structure of the Advertising Industry: Advertisers, Advertising Agencies, and Support Organizations Monday June 27 Chapter 3 The Evolution of Promoting and Advertising Brands Tuesday June 28 Chapter 4 Social, Ethical, and Regulatory Aspects of Advertising Wednesday June 29 Chapter 5 Advertising, Integrated Brand Promotion, and Consumer Behavior Thursday June 30 Chapter 6 Market Segmentation, Positioning, and the Value Proposition Friday July 1 Chapter 7 Advertising and Promotion Research Monday July 4 Holiday Tuesday July 5 Chapter 8 Planning Advertising and Integrated Brand Promotion Wednesday July 6 Chapter 9 Advertising Planning: An International Perspective Thursday July 7 Chapter 10 Creativity, Advertising, and the Brand Friday July 8 EXAM 1 Monday July 11 Chapter 11 Message Strategy Tuesday July 12 Chapter 12 Copywriting Wednesday July 13 Chapter 13 Art Direction and Production Thursday July 14 Chapter 14 Media Strategy and Planning for Advertising and IBP Friday July 15 Chapter 15 Media Planning: Print, Television, and Radio Monday July 18 Chapter 16 Media Planning: Advertising and IBP on the Internet Tuesday July 19 Chapter 17 Support Media, Event Sponsorship, and Branded Entertainment Wednesday July 20 Chapter 18 Sales Promotion and Point-of-Purchase Advertising Thursday July 21 Chapter 19 Direct Marketing Friday July 22 Chapter 20 Public Relations and Corporate Advertising Monday July 25 Team Project work day Tuesday July 26 Team Project Due & Presentations Wednesday July 27 Reading Day Thursday July 28 EXAM 2 (8-11 a.m.) JOMC 170.1 Summer II 2005 Page 5 of 5