Instructor: Dr. Z. S. Demirdjian Office: CBA 353
Office Hours: M W F 9:50 - 11:00 and by appointment.
Office Phone: 562-9854764
COURSE OBJECTIVE: Greetings and Welcome to Advertising 330!
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 are applied in
real advertising campaigns along with its challenges and opportunities.
TEXTBOOKS: Required: Advertising: Principles and Practice, 4th ed.
by Wells, Burnett & Moriarty, P-H, 1998.
CLASS ACTIVITES:
Method of instruction will comprise lectures, case analysis, videos,
and discussion of
controversial topics in advertising.
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 results in poor
performance in this course.
GRADING METHOD:
The point system will be adopted to make continuous self-evaluation in terms of grade possible.
First Exam 100 pts.
Midterm Exam 100 pts.
Case Analysis Proposal 100 pts.
Final Exam 100 pts.
TOTAL: 400 pts.
90% = A
80% = B
70% = C
In order to be fair to other students, ten (l0) points per dav will
be deducted for earlv exams,
make-up exams, and late assignments. Also, self and peer evaluations
will be conducted,
whenever applicable, to determine individual contributions to the term
projects(s), if any.
EXAMS AND PROJECTS: Due to office space limitations, exams and projects will be disposed of fifteen days after you had a chance to see them in class (after feedback). Always remember to make a copy of your projects for your file.
WITHDRAWAL POLICY: CBA's policy is enforced (obtain details from the
Advisement
Center, Room #105).
SCHEDULE OF ASSIGNMENTS
August 30 Course Orientation; Relation of Adv. to firm
Sept. 1 & 3 A Survey of Adv. Theory & Practice, Chapter 1
6 Labor Day
8 & 10 A framework for Advertising Decision Making, Chapter 3
13 Co. Mission/Adv., Chapter 3 (cont.)
15 & 17 Consumer Analysis, Chapter 5
20 & 22 Setting Adv. Objectives, Chapter 7
24 & 27 Budgeting Strategies, Chapter 7 (cont.)
29 Video Case Analysis
Oct. 1 FIRST EXAM
4 & 6 Creative Strategies, Chapter 13
8 & 11 Message Strategies, Chapter 15
13 & 15 Creative Appeals, Chapter 13 (cont.)
18 & 20 Copy Writing, Chapter 13 (cont.)
22 & 25 Layout Strategies, Chapter 14
27 & 29 Video Case Analysis
Nov. 3 & 5 Media Strategy, Chapter 9
8 MIDTERM EXAM
10 & 12 Adv. Assessment Techniques, Chapter 21
15 & 17 Adv. for Service Marketing; Case Analysis Proposals are due
19, 22 & 24 Legal Environment of Adv., Chapter 2
25 - 26 Thanksgiving Day!
29 Video Case Analysis
Dec. 1 & 3 The Future of Adv., Chapter 23
6 & 8 The Internet and Advertising
10 Review
13 - 18 FINAL EXAMINATIONS