MARKETING 330 Advertising

                                      MARKETING 330
                               Advertising
                               Spring 2003

Instructor: Dr. Z. S. Demirdjian
Office Phone: (562)985-4764
Office: CBA 353
Office Hours: MW 9:00 - 10:00 a.m. and by appointment
COURSE OBJECTIVE:
Greetings and Welcome to Advertising 330! Let's all get on board to explore the fascinating world of advertising!
The purpose is to gain a working knowledge of a systematic framework that enables one to conceptualize and to put into practice the advertising planning process as an integral part of communications and marketing.
Additionally, this course is intended to give the student a perspective and understanding of advertising--its social and economic functions and implications, its role in business, how it works, how it is planned and created, how the general principles of advertising were applied in real advertising campaigns along with its challenges and opportunities.
TEXTBOOKS:
Required: Advertising. Principles and Practice, 6th ed. by Wells, Burnett & Moriarty, P-H, 2000.
CLASS ACTIVITIES:
Method of instruction will comprise lectures, case analysis, videos, and discussion of controversial topics in advertising. Students' participation will be highly appreciated at all times.

Since the instructor has to teach back to back classes, for questions, problems, clarifications, you should see the instructor at his office during his posted office hours or make an appointment to see him at other times.
ATTENDANCE POLICY:
Attendance is very much encouraged for this course because of the nature of the organization of the lectures in class. Remember, poor attendance (including coming late to class) results in poor performance in this course. Any frequency of absence beyond three times may not qualify the student for extra points. Loss of points would be in terms of extra points added to tests or projects and not in terms of actually earned points.
Please bear in mind that the practice of offering you extra points is a motivational approach for you to excel and not for punitive reasons. Adding extra points is not subject to negotiation; it is entirely done at the discretion of the instructor.
CASE ANALYSIS:
The class will be divided into small groups and each group will submit an advertising campaign proposal. This will be an outside classroom project. For questions, problems, clarifications, you should see the instructor at his office during his office hours or make an appointment to see him at other times. Additional information about the proposal will be provided on or before
February 21.
GRADING METHOD:
The point system will be adopted to make continuous self-evaluation in terms of grade possible. Grades will not be posted at the instructor's door. Either come to my office Rm. 353 or leave a grade card for test and project results.
First Exam 100 points 90%=A
Midterm Exam 100 points 80%=B
Case Analysis Proposal 100 points 70% = C
Final Exam 100 points
TOTAL 400 points

GRADING POLICY:
Grading in this course will be based on performance and not on needs, wishes, or on other bases. For resolving "borderline case" situations at the end of the semester, in addition to a good attendance record, the student must come up with a strong final exam. score (B+ or better) in order to qualify for extra points and thus push his or her grade to the next higher level. Most fair-minded students already know this and expect the main policy to be that of "workfare" and not of "welfare."
Remember, friendship is like a bank account, you can't continue to draw on it without making deposits! Let us all pursue excellence in education, learn, and enjoy the semester together!
DUE DATES, ETC.
In order to be fair to other students, ten (10) points per day will be deducted for early exams, make-up exams, and late assignments - regardless of the reason for deviating from the scheduled test or project completion dates.
Self and/or peer evaluations will be conducted, whenever applicable, to determine individual contributions to team projects, etc.
DISPOSAL OF EXAMS, ETC:
Due to space limitation at my office, proposals, projects, and examinations will be discarded after two weeks from the date they were graded and evaluated. Always make copies of your work for your files. It is the student's responsibility to seek feedback on the final exam. Two weeks after the semester ends, finals and projects will also be discarded. The best way to get feedback on the exam or project results is to leave a grade card with the instructor. Please do not telephone or e-mail for grade information. Come by the instructor's office (Room #353) should you need grade information other than the grade report received from the University. Remember, always make copies of your work for your own files, for projects will be discarded after two weeks from the end of the semester regardless whether the student had feedback or not.
WITHDRAWAL POLICY
CBA's policy is enforced (obtain details from the Advisement Center, Room # 105).

SCHEDULE OF ASSIGNMENTS
Date Assignment Chapter
Jan.
27 Course Orientation; Relation of Adv. to Firm

29 A Survey of Advertising. Theory & Practice 1
Feb.
3 A framework for Advertising Decision Malting 3
5 Co. Mission/Adv. 3
(cont.)
10-12 Consumer Analysis 4
14 Presidents' Holiday
17 Setting Adv. Objectives 7
19 Budgeting Strategies 7
(cont.)
24 Video Case Analysis
26 FIRST EXAM
March
3-5 Creative Strategies 11
10 Message Strategies 13
12-17 Creative Appeals 6
19 Copy Writing 12
24 Layout 12
(cont.)

SCHEDULE OF ASSIGNMENTS (Continued) March (continued)
26 Media Strategy 8
31 Cesar Chavez Holiday
April
2 MIDTERM EXAM
7 Advertising Assessment Techniques 5
9 Legal Environment of Advertising; 2
Case Analysis Proposals are due
14-18 Spring Recess!
21-23 Advertising for Service Marketing
28-30 Presentations
May
5 Video Case Analysis
7 International Advertising 18
12 The Future of Advertising 11
14 Advertising &, The Internet
19-24 FINAL EXAM PERIOD

Students with Disabilities
It is the responsibility of students with disabilities to inform the instructor within the first two weeks of the semester/session of the need for reasonable accommodation of their disabilities. Students are advised to seek assistance from Disabled Students Services (DSS) on campus. As soon as the need for accommodation is determined by DSS and the need is communicated to the instructor by DSS, reasonable accommodation will be made.

GENERAL POLICY MATTERS
For establishing an effective classroom structure, please read the following policy statements carefully:
1. Good students come in all shapes, forms and gender; so take to the stage with confidence.
2. Your question may be answered by another question as Socrates used to do.
3. Late students to class are okay, but punctual ones are a great sight to behold.
4. Humor is used for fun and laughter, and not for crucifying or belittling anyone.
5. Wit or critical observations are used to combat boredom, but not to feed your inferiority complex
6. Students are not the scum, but the young scholars of society.
7. Make-ups are costly, ten whip lashes per day.
8. A chapter a day will keep the low-grade blues away.
9. Eating or drinking at a restaurant is good; sleeping at a hotel is better.
10.
11. Good evaluations are not only required but that they are to die for.
Rest and relaxation exercises, (exams) will be announced 168 hours (a week) in advance.
12. During mental gymnastics (exams), no loitering or solicitations are allowed.
13. Wondering eyes have ruined many a marriage, especially during an exam.
14. Silence is silver, meaningful participation is gold.
15. To be a spectator is okay, but it is better to be a layer.
16. For fun come to class, for "studying" go to the library.
17. Pop quizzes are like unexpected cloud bursts; always carry an umbrella with you.
18. C grade is fine, B is better, and A is top sirloin.
19. Random roll taking would show the difference between the serious and the self-destructive.
20. Baseball caps are great for outdoors, may cast doubtful shadows if worn indoors (during exams).
21. Prejudice is for the pigeons, mutual respect is for the eagles.
22. If you fall flat on one mental gymnastic (exam), we will resuscitate you to do better on the next
one.
23. For heated discussions, come in with your mind's windows wide open for proper ventilation.
24. Coffee table books are okay, but bringing the course textbook to class pays high dividends.
25. Students are overworked, underpaid, and unappreciated just like teachers!
26. Remember your favorite teacher during the holidays and in your will. too.
27. Respect is an extremely contagious disease; do not be afraid to catch it.
28. Term project is the main course of this semester's ultimate feast; so work up an early appetite.
29. Individual projects are great, but it is more fun ravaging creatively within a pack of hyenas.
30. Cameo appearances are surprisingly pleasant, frequent visits would make the mind grow bigger.
31. Fantasizing may cause blindness, but day dreaming for an A is healthier.
32. Essay questions are not flesh eating bacteria flung on you; nurture them with critical thinking.
33. When a student says, "My essay answer is as good as that student over there and yet I got a lower
grade," is accusing the instructor of discrimination, blindness, or absent-mindedness.
34. As one sparrow cannot bring summer, a miscarriage on one exam should not spoil your semester.
35. Always come to class and fasten your seatbelts - - some new ideas may blow your brains out.
36. No extra credit projects are allowed; criminal defense attorneys' fees have become astronomical.
37. Rude interruptions are as unpleasant as biting on eggshells while eating an egg sandwich.

Continued on next page

GENERAL POLICY MATTERS (continued)
For establishing an effective classroom structure, please read the following policy statements carefully:
38. Students are intelligent; otherwise they would not be here to grab a diploma on their way to work.
39. If the teacher does not know your name by midterm, buy a burial plot for your hopes.
40. Do not be a face in the crowd; mount your hare for a faster trip to your instructor's office.
41 e Do not teach "gospel" I share some ideas about the subject matter.
42. For handling hot topics in the classroom, we need to generate more light than heat.
43. Do not inoculate your mind against wild ideas; they may become tame tomorrow.
44. The teacher sometimes knows the best; so be ready to bail him out.
45. Bid goodbye to your exams and reports for they will be ravished exactly one month after finals.
46. During a mental gymnastics (exams), a baseball cap hides your eyes and makes you look like a
spy.
47. Your instructor is different, he is not like you, and he is even unrepresentative of his own
subculture.
48. Let us agree on matters of courtesy and agree to disagree on any subject under the sun.

Your cooperation in adhering to the messages of the above policy matters will yield beneficial results for all concerned. Thank you.

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