COURSE INFORMATION
FALL 2008
PRICIPLES OF ADVERTISING, COMM 2327
SECTION 21898 LEC 008 (16 weeks)
MW 12:00pm – 1:15pm at Northridge, 2155
HOW TO REACH THE
INSTRUCTOR
INA MIDKIFF: Professor of
Cypress Creek Campus
Office: Cypress Creek #2204.8
Phone: 223-2072
FAX: 223-2089
Office Hours: (see attached page)
Email: ina@austincc.edu
Web Address: http://www.austincc.edu/ina
Departmental Web Site: http://www.austincc.edu/mkt
Advertising Publisher’s Web Site is http://oquinn.swlearning.com
COURSE CATALOG
DESCRIPTION
COMM 2327 PRINCIPLES
OF ADVERTISING (
REQUIRED
TEXT/MATERIALS
Advertising and Integrated Brand Promotion, by
O’Guinn–Allen–Semenik, 4th edition. (ISBN 324-28956-1) We will cover the entire book in one
semester. Please take some time and
review the contents of the Publisher’s Web site. You may purchase this book at any ACC
bookstore. It is also available at other
bookstores in
INSTRUCTIONAL
METHODOLOGY
This course is a lecture class. You will be required to log into Blackboard to check grades and upload your assignments. Information on using Blackboard will be provided the first day of class. Successful completion of this course requires maturity and self-discipline. Each student is responsible for maintaining steady progress during the semester. I am here to assist you, please talk to me whenever you have questions, comments, or concerns about this course. Go to http://acconline.austincc.edu for student entry into Blackboard. You will need your student ID and password to log into Blackboard. Blackboard access is available the first day of the semester.
COURSE RATIONALE
The purpose of this course is to offer cutting-edge thinking on Advertising including “new” media options such as Advertising on the World Wide Web and explain how advertising works in the real world. Advertising and brand promotion is a large part of the rise in consumer and Advertising culture. This course provides a solid understanding of fundamentals and provides a structure for understanding why much of the conventional wisdom in Advertising is no longer working well. Principles of Advertising is not just about textbook learning: it challenges students to use their critical/creative skills in all aspects of Business and Advertising, not just those covered in this course.
COMMON COURSE
LEARNING OBJECTIVES/OUTCOMES
GRADING
Exam reviews are in Blackboard. I encourage you to use this as a great study review.
Grades will be based on the following areas of performance.
Each exam is 50 multiple choice questions with a value of 3 points per
question.
Exam One 150 points (15%) Chapters 1,2,3,4,5
Exam Two 150 points (15%) Chapters 6,7,8,9,10
Exam Three 150 points (15%) Chapters 11,12,13,14,15
Final 150 points (15%) Chapters 16,17,18,19,20
Exams Total 600 points
Assignments will total 400 points
Students are expected to complete the assignments without collaboration or
assistance.
Exams plus assignments equal 1000
A=900-1000points// B=800-899 points// C=700-799 points// D=600-699 points F Below 600 points.
IMPORTANT DATES FOR FALL
2008
Exam One, September 22, 2008
Exam Two, October 20, 2008
Exam Three, November 12, 2008
Final, December 10, 2008
Assignment 1 and 2 due October 15, 2008
Ad Review due November 10, 2008
November 24, 2008 is the last day to drop.
TESTING
Review exams are on the publishers’ web site and I strongly encourage you to take the review exams online before you take the tests. You must complete 4 exams this semester. The exams will be taken in the classroom. Each exam will be 50 multiple choice questions. Additional information about the exams will be available in class. If you miss an exam, with my permission you will be allowed to take a make-up exam in the testing center. Testing center information is at http://www.austincc.edu/testctr/
PRINCIPLES OF ADVERTISING
ASSIGNMENTS
Assignments have a value of 400 points.
You must complete all of the assignments listed below.
Assignment 1 and 2
(25 points each, 50 points total, 5% total of grade).
Assignment 1 –
Experiential Exercise (25 points)
Pick only one of the “Experiential exercises” listed below,
answer the questions and place the answer in Blackboard by
Chapter 3 – Page 108, Question 1
Chapter 4 – Page 148, Question 3
Chapter 7 – Page 272, Question 2
Chapter 10 – Page 359, Question 1
Chapter 11 – Page 394, Question 1
Chapter 13 – Page 468, Question 2
Chapter 15 – Page 556, Question 1
Chapter 17 – Page 635, Question 2
Assignment 2 –
Experiencing the Internet (25 points)
Pick only one of the “Experiencing the Internet exercises”
listed below, answer the questions and place the answer in Blackboard by
Chapter 4 – Page 148, 4-2
Chapter 5 – Page 208, 5-2
Chapter 6 – Page 239, 6-2
Chapter 7 – Page 273, 7-2
Chapter 9 – Page 325, 9-2
Chapter 17 – Page 635, 17-2
Chapter 18 – Page 669, 18-2
Assignment 3 (50
points, 5% of grade)
You are required to analyze a television commercial. Go to http://www.ifilm.com, then click Special Features and on the left side scroll down to Commercials and click on Commercials. If this does not work, then type in Super Bowl Ads in the search area. Here you will find all Super Bowl commercials and the Top 10 ads of all time. Pick a Super Bowl Ad or Top 10 Ad. You will watch the ad and write a review.
Television commercials are a specific type of art and they are created to persuade the consumer to buy a specific product. Your analysis must include the following:
November 10, 2008 is when this assignment is due. Place in Blackboard by
CHAPTER ASSIGNMENTS
You must complete the following chapter assignments. Each chapter assignment has a value of 15
points. The total value of the
end-of-chapter assignments is 300 points (30%).
Assignments must be placed in Blackboard by
|
Chapters |
Assignments |
Due Date (16 week) |
|
Chapter 1 |
Page 42, Answer questions 1 and 6 |
September 2 |
|
Chapter 2 |
Page 74, Answer questions 1 and 5 |
September 7 |
|
Chapter 3 |
Page 7108, Answer questions 2 and 4 |
September 14 |
|
Chapter 4 |
Page 147, Answer questions 5 and 7 |
September 16 |
|
Chapter 5 |
Page 207, Answer questions 2 and 8 |
September 23 |
|
Chapter 6 |
Page 238, Answer questions 2 and 6 |
September 28 |
|
Chapter 7 |
Page 272, Answer questions 3 and 5 |
October 5 |
|
Chapter 8 |
Page 298-99, Answer questions 8 and 10 |
October 12 |
|
Chapter 9 |
Page 324, Answer questions 1 and 7 |
October 14 |
|
Chapter 10 |
Page 358, Answer questions 2 and 3 |
October 21 |
|
Chapter 11 |
Page 393, Answer questions 4 and 8 |
October 28 |
|
Chapter 12 |
Page 428, Answer questions 1 and 7 |
November 2 |
|
Chapter 13 |
Page 467, Answer questions 1 and 4 |
November 4 |
|
Chapter 14 |
Page 518, Answer questions 2 and 9 |
November 9 |
|
Chapter 15 |
Page 556, Answer questions 1 and 6 |
November 13 |
|
Chapter 16 |
Page 594, Answer questions 1 and 10 |
November 18 |
|
Chapter 17 |
Page 634, Answer questions 2 and 8 |
November 23 |
|
Chapter 18 |
Page 668, Answer questions 4 and 6 |
November 29 |
|
Chapter 19 |
Page 694, Answer questions 2 and 8 |
December 2 |
|
Chapter 20 |
Page 7199, Answer 2 and 6 |
December 9 |
EXTRA CREDIT
When you take your exam you may earn an additional 10 points per exam by completing the following assignment. (One article for each exam)
Read an article concerning some aspect of Advertising. The article must relate to a topic that is covered in the text. Summarize the article in 1-2 pages, state which chapter and topic it relates to, and attach a copy of the article to your summary. This will be due on the day you take your exam. If you decide to place in the digital drop box provide information about where I can find the article.
You will be suitable articles in Business and
Has excellent articles. If you want to use Web videos go to http://www.martinlindstrom.com and watch one of his videos about branding and write a summary just as you would for a written article.
CLASS
OUTLINE/CALENDAR FOR FALL 2008
16 week Class Schedule August 25 – December 14, 2008
Labor Day Holiday is September 1, 2008
Thanksgiving Holiday is November 27-28, 2008
|
Month/Day Schedule |
Assignment |
|
Aug 25 |
First class day |
|
Aug 27 |
Chapter 1 |
|
Sept 3 |
Chapter 2, Watch film on Advertising History |
|
Sept 8 |
Chapter 3, Watch film on Advertising History |
|
Sept 10 |
Chapter 3, 4 |
|
Sept 15 |
Chapter 4 |
|
Sept 17 |
Chapter 5 |
|
Sept 22 |
Exam One |
|
Sept 24 |
Chapter 6 |
|
Sept 29 |
Chapter 6, 7 |
|
Oct 1 |
Chapter 7 |
|
Oct 6 |
Chapter 7, 8 |
|
Oct 8 |
Chapter 8 |
|
Oct 13 |
Chapter 9 |
|
Oct 15 |
Chapter 10, Internet and Experimental Exercise Due |
|
Oct 20 |
Exam Two |
|
Oct 22 |
Chapter 11 |
|
Oct 27 |
Chapter 11,12 |
|
Oct 29 |
Chapter 12 |
|
Nov 3 |
Chapter 13 |
|
Nov 5 |
Chapter 14, Watch Clio Award Video |
|
Nov 10 |
Chapter 15, Ad Review Due |
|
Nov 12 |
Exam Three |
|
Nov 17 |
Chapter 16 |
|
Nov 19 |
Chapter 17 |
|
Nov 24 |
Chapter 18 |
|
Nov 26 |
Chapter 18, 19 |
|
Dec 1 |
Chapter 19 |
|
Dec 3 |
Chapter 20, |
|
Dec 8 |
Chapter 20 and review |
|
Dec 10 |
Final |
INSTRUCTOR CLASS
POLICIES
v Attendance Policy – You are expected to attend all regularly schedules class meetings. If you attend every class meeting this semester, 3 points will be added to your final average, 1 absence, 2 points added, 2 absences, 1 point added. There are no excused absences. It has been statistically proven that there is a direct correlation between attendance and final grades. I want you to succeed in this class and this policy is intended to be an incentive for attendance.
v Missed Exams – If you miss an exam you have 48 hours to contact me and arrange to take the exam as soon as possible. You will then have 5 days to take a make-up exam. You will be given a different exam from the classroom exam. The exam will be placed in the testing center at the campus where you are taking the class. The final must be taken at the scheduled time. There is no make-up for the final.
v Office Hours – Office hours are posted on my web site at http://www.austincc.edu/ina
v Student Withdrawal Policy – It is the responsibility of the student to withdraw from this class. If you are unable to complete this course due to illness, moving, etc., please officially drop or you will receive an F. Remember that November 24, 2008 is the last day to officially drop.
v Assignments will not be accepted late.
v Cheating will not be tolerated.
v You may not bring food or drink into class. This is school policy.
v Please turn off or mute the volume on your cell phone so as not to disrupt the class. If your cell phone rings during the class I may deduct up to 5 points off your next exam. You may not “text” messages during class. Laptops may only be used to take class notes. No surfing the Web surfing class.
v Do not arrive late to class, it is disruptive.
v Arriving late to take an exam may cause you to forfeit that exam grade. I expect you to start the exam at the beginning of the class period.
v Disruptive behavior (talking, rudeness) will not be tolerated. Children are never allowed to attend class with you. This is a college policy.
v You are here to learn, so be prepared to participate in class discussion. We are all unique individuals and in this class everyone’s opinion will be respected no matter if we agree or disagree.
v Your attendance, attitude, and class participation will determine marginal grades, based on the attendance policy stated.
v Counseling services are available to help you with a variety of needs, if you need more information please don’t hesitate to ask.
v Office hours are posted outside my door and on my web page at http://www.austincc.edu/ina. Ask if you need help. I am here to help you!
v All students must take the final, no exceptions.
DEPARTMENTAL
COURSE/CLASS POLICIES
Departmental policies
for Incompletes, Attendance, and Withdrawal are as follows:
Incomplete Policy: An incomplete (I) will be granted to a student in rare circumstances. Generally to receive a grade of I, a student must have completed all examinations and assignments to date, be passing, and have personal circumstances that prevent course completion that occur after the deadline to withdraw with a grade of W.
Attendance Policy: All students are expected to attend classes. Non-attendance will have an impact on the student’s grade.
Austin Community
College Policies for Academic Freedom, Scholastic Dishonesty, Student
Discipline, and Students with Disabilities are as follows:
Academic Freedom Statement: Each student is strongly encouraged to participate in class. In any classroom situation that includes discussion and critical thinking, there are bound to be many differing viewpoints. These differences enhance the learning experience and create an atmosphere where students and instructors alike will be encouraged to think and learn. On sensitive and volatile topics, students may sometimes disagree not only with each other but also with the instructor. It is expected that faculty and students will respect the views of others when expressed in classroom discussions.
Scholastic Dishonesty Statement: Acts prohibited by the College for which discipline may be administered include scholastic dishonesty, including but not limited to cheating on an exam or quiz, plagiarizing, and unauthorized collaboration with another in preparing outside work. Academic work submitted by students shall be the result of their thought, research or self-expression. “Academic work is defined as, but not limited to tests, quizzes, whether taken electronically or on paper, projects, either individual or group; classroom presentations, and homework” (Student Handbook, 2002-2003, p. 32). Penalties for scholastic dishonesty will depend upon the nature of the violation and may range from lowering a grade on one assignment to an F in the course and/or expulsion from this institution.
Student Discipline Statement: Classroom behavior should support and enhance learning. Behavior that disrupts the learning process will be dealt with appropriately, which may include having the student leave class for the rest of that day. In serious cases, disruptive behavior may lead to a student being withdrawn from the class. ACC’s policy on student discipline can be found in the Student Handbook.
Students With Disabilities Statement: Each ACC campus offers support services for students with documented physical or psychological disabilities. Students with disabilities must request reasonable accommodations through the Office for Students with Disabilities on the campus where they expect to take the majority of their classes. Students are encouraged to do this three weeks before the start of the semester. Information is in the Student Handbook.
RULE OF THREE: Per state law, effective Spring 2006 any student taking a class for the third time or more may be charges an additional $60 per credit hour unless exempted. We call it the Rule of Three.
The Texas Higher Education Coordinating Board has mandated that all publicly funded higher-education institutions will not receive funding for courses a student takes for the third time or more. Without the state funding for those affected classes, ACC will charge additional tuition to pay for the cost of the class. The new “Rule of Three” tuition costs will not apply to developmental courses, Continuing Education courses, special-studies courses in which the content changes each time, or other selected courses. For additional information go to http://austincc.edu/admiss/ruleofthree/
SERIOUS CONSEQUENCES FOR RECEIVING A “W” IN A COURSE: The Texas Legislature has now, for the second session in a row, instituted some substantial consequences for students who withdraw from courses. Students have traditionally thought of a W as a non-penalty grade, thus it is very important that students understand the direction that the state is going about withdrawals so that they can avoid substantial negative consequences later.
The consequences instituted by the state in 2005 are that, for most courses, if a student enrolls for the course for the third time, the student will have to pay substantially more tuition for the course.
In 2007, the state declared that, for incoming freshmen in Fall 2007 and later, there will be a limit of six W’s overall in the student’s college career.
http://www.austincc.edu/withdraw/WithdrawalInformation.php
http://advertising.utexas.edu/world/index.asp
Learning Resource Center Home Page
Student Handbook, http://www.austincc.edu/handbook/acaguides.php
Academic Testing Center Website, http://www.austincc.edu/testctr/
Distance Learning Help Line, 1-512-223-8026, Toll free
1-888-223-8026 or dl@austincc.edu.
Distance Learning Help Line is open
A link to the Course Master Syllabus with SCANS competencies is at
http://www.austincc.edu/mkt/mastersyl/comm2327.htm
Return to Ina’s Main page at http://www.austincc.edu/ina