MARKETING 330
Advertising
Winter Session 2003
Instructor: Dr. Z. S. Delnirdjian
Office Phone: (562)985-4164
Office: CBA 353
Office Hours: MTWR 8:45 - 9:30 am, 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, 2003.
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 extradites 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 January
7.
GRADING METHOD:
The point system will be adopted to make continuous self-(:valuation 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% =13
Case Analysis Proposal 100 points 70% = C
Final Exam 100 points Etc.
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 LIP
with a strong final exam, score (13+ or better) in order to quality 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 it 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 4points will be
deducted for early exams, rip exams, and later 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 yoi_1r 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.
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 9105).
SCHEDULE OF ASSIGNMENTS
Date
Assignment
Chapter
Not all the chapters in the textbook are assigned
for reading.
January 2 Course Orientation; Relation of Adv. to
Firm; A Survey of Advertising Theory & Practice
1
January 6 A Framework for Advertising Decision Making;
Company Mission/Advertising
3
January 7 Consumer Analysis; 4
Setting Advertising Objectives 7
January 8 Budgeting Strategies; 7 (cont.)
Creative Strategies 11
January 9 Message Strategies 13
Creative Appeals 6
FIRST EXAM
January 13 Copy Writing; 12
Layout; Media Strategy; 8
January 14 Advertising Assessment Techniques; 5
Advertising for Service Marketing 21
January 15
MIDTERM EXAM
Legal Environment of Advertising
January 16
Cases are due;
The Future of Advertising; 11
International Advertising 18
January 20 Martin Luther King Holiday
January 21 Presentations
January 22 Final Examination
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 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.Good evaluations are not only required but that they are to die for.
11.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 is silver, meaningful participation is gold.
15. To be a spectator is okay, but it is better to be a player.
16. For fun come to class, for "studying" go to the library.
l7. 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.Camco 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.
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.
Do not teach "gospel" I share some ideas about the subject matter.
42. For handling hot topics in the classroom, we need 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, lie is not like you, and he is even
unrepresentative of his own
subculture.
48. Let its 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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