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MKT 3362 TBAA Advertising

COURSE SYLLABUS

Summer 2012

June 27 – July 25, 2012

Instructor: / Dr. David K. Amponsah
Course Prerequisites: / MKT 3361
Office Hours / 3:30 – 4:30 p.m.
Office Location: / 249 Bibb Graves Hall
Office Telephones: / 334-670-3422 334-670-3459 Secretary 334-670-3599 FAX
Email: /
Time and Place of Class: / 10:30 a.m. – 12:20 p.m.; 251 Bibb Graves Hall
Course Description: / The planning, creating, utilization, and place of advertising programs, media use, and research to support marketing strategy.
Course Objectives:
Purpose / Upon completion of the course, the student should be able to:
  1. Discuss advertising from the perspectives of marketing, management and accounting.
  2. Identify and discuss marketing, management, and accounting concepts unique to the advertising field.
  3. Create and manage conceptually an advertising campaign for a particular product or company.
  4. List and define essential terminologies and “jargon” characteristics of the advertising industry.
To provide an ability to plan, manage, and evaluate the promotional function of a business, including the sales and advertising areas. This course will provide an opportunity to learn about the creation, placement, budgeting, scheduling, and evaluating necessary to an advertising program. BABA/BSBA marketing major specified elective.
Text: / Contemporary Advertisingby William F. Arens, Michael Weigold, and Christian Arens13th ed. (2011); ISBN: 13-978-0-07-353003-1
Grading Methods: / Midterm Exam
Final Exam
Advertising Project
Quizzes & Exercises
Class Attendance and participation / 30% of final grade
30% of final grade
30% of final grade
5% of final grade
5% of final grade
Grading Scale (Troy) - / A / 90-100%
The Grading Scale will be adjusted to fit Institut Putra’s Grading Scale / B / 80-89%
C / 70-79%
D / 60-69%
F / 0-59%
TEST POLICY:
Make-up exams will be given only for documented (on letterhead), approved absences. See ATTENDANCE POLICY. Make up exams are administered only to students who have received approval from the professor prior to the test date, or in the case of a bona fide emergency.
Class Procedure and Requirements: /

CLASSROOM ADMINISTRATION

Students are expected to:
1.Punctually attend all scheduled classes. Students who arrive in class after the roll call should make sure that they have been marked present.
2. Be responsible for all instructions and assignments given in class.
3. Read the textbook material before the lecture covering that material. This leads to a better understanding in class as well as the opportunity to ask intelligent questions.
4. Hand in assignments on the assigned due date during roll call.
  1. No cell phones, beepers, or the like shall be operable during the student’s attendance at class.

Incomplete Work Policy: / Any incomplete work at the end of the term will not be accepted unless the student makes arrangements to turn in the work prior to grades being submitted to the Registrar.
Cheating Policy: / If you are caught cheating, you will get a course grade of "F." Plagiarism is the act of stealing and passing off the ideas or words of another as one’s own or committing literary theft, i.e. presenting as new and original an idea or product derived from an existing source. Plagiarism will cause a student to get a course grade of “F.” A student may also be suspended from the university for a specific or an indefinite period.

Daily Assignment Schedule: This schedule is subject to change. Changes will be announced in advance in class.

/ DateChapter Topic Read Chpt.
June 27 1 Advertising Today 1
-What is Advertising
-What Makes Advertising Unique
-Determining the Type of Advertising to Use
June 28 2 The Evolution of Advertising 2
-Economics: The Growing Need for Advertising
-Society and Ethics: The Effects of Advertising
July 02 4 The Scope of Advertising: From Local to Global 4
-The Advertising Industry
-The Advertisers
-The Advertising Agency
-The Client/Agency Relationship
-The Suppliers in Advertising
-The Media of Advertising
July 03 5 Marketing and Consumer Behavior: The Foundations
of Advertising 5
-The Marketing Context of Advertising
-The Key Participants in the Marketing Process
-Consumer Behavior
-Interpersonal Influences on Consumer Behavior
-The Purchase Decision
July 04 Independence Day
July 05 10 Creative Strategy and the Creative Process 10
-The Creative Team: The Originators of Ad. Creativity
-Formulating Advertising Strategy: The Key to Great Creativity
-The Artist Role in Developing Big Ideas
-The Judge and Warrior Roles
July 09 11 Creative Execution: Art and Copy 11
-Delivering on the Big Idea: The Visual and the Verbal
-The Art of Creating Print Advertising
-Copywriting and Formats for Print Ads.
-Copywriting for Electronic Media
-The Role of Art in Radio and TV Ads.
-Writing for the Internet
July 10 12 Producing Ads for Print, Electronic, and Digital Media 12
-Managing the Advertising Process
-The Print Production Process
-Quality Control in Print Production
-The Radio Commercial Production Process
-The TV Commercial Production Process
-The Advertising for Digital Media
July 11 Midterm Examination
July 12 13 Using Print Media 13
-The Role of the Print Media Buyer
-Using Magazines in the Creative Mix
-Buying Magazine Space
-Using Newspapers in the Creative Mix
-How Advertisers Buy Newspaper Space
July 16 14 Using Electronic Media: Television and Radio 14
-The Medium of Television
-Buying Television Time
-The Medium of Radio
-Buying Radio Time
July 17 15 Using Digital Interactive Media 15
-Digital Interactive Media
-The Internet as a Medium
-Buying Time and Space on the Internet
-Global Impact of the Internet
July 18 16 Using Out-of-Home, Exhibitive, and Supplementary Media 16
-Out-of-Home Media
-Outdoor Advertising
-Other-Out-of-Home Media
July 19 8 Marketing and Advertising Planning 8
-The Marketing Plan
-Relationship Marketing
-The Advertising Plan
-Allocating Funds for Advertising
July 23 9 Planning Media Strategy: Disseminating the Message 9
-Media Planning: Creativity in Advertising
-Defining Advertising Objectives
-Developing a Media Strategy: The Media Mix
July 24 Revision
July 25 Final Examination
Teaching Methods
Course Requirements
Additional Services: / The methods of instruction in this course include class lectures, video shows, class discussions,and aStudent Group Creative Advertising Project.
  1. There will be two examinations in this course – a Midterm and a Final Exam.
  1. Students should complete scheduled reading assignments and exercises before class time.
  1. Student Group Project: Students, working in small groups, will be challenged to develop a creative advertising campaign for a product or a service - for a company or an organization. Each student group project will be presented orally and a written report of the project will be taken for a grade.
AMERICANS WITH DISABILITIES ACT: Any student whose disabilities fall within ADA must inform the instructor at the beginning of the term of any special needs or equipment necessary to accomplish the requirements for this course.
Students who have or may be dealing with a disability or learning difficulty should speak with the instructor, contact the Office of Adaptive Needs Program (215 Adams Center), or call 670-3220/3221. Various accommodations are available through the Adaptive Needs Program. The faculty in the School of Business makes every effort to accommodate unique and special needs of students with respect to speech, hearing, vision, seating, or other possible disabling conditions. Please notify the instructor as soon as possible of requested accommodations or ways to help.
Attendance Policy: / 1.Students who arrive after attendance is taken should request the Instructor to mark them present.
2.Attendance is mandatory. If a student misses a class, s/he is still responsible for materials and information covered in that class.
3.Excused absences: Excused absences have the following characteristics:
a. Professor was informed prior to the absence.
b. Professor determines that the absence is excused.
c. Absence is of one of the following types:
1. Participation in a documented official university function that does not permit the student’s class attendance (e.g., athletic events, field trips, etc.)
2. Severe illness (this does not include scheduled medical appointments nor driving someone else to doctor), a hospital stay, or a doctor's excuse saying that it is impossible for student to attend class(es)
3. Death of immediate family member (grandparent, parent, sibling, or child)
4. Appearance in court (if mandatory)
5. Personal situations that are approved by the professor in advance of the time the student is to be absent.
d. Written documentation (on letterhead) must be provided at the first class session after the student’s return to classes.
Other Information: /
  1. Lecture and discussion topics may overlap with textual topics or they may be quite independent of the text. Students will be responsible for BOTH text and lecture materials. Both will be covered on exams.
  2. Late papers will not be accepted without special permission.