UPDATED SYLLABUS Sept
11, 2012
COURSE INFORMATION
FALL 2012
PRICIPLES OF ADVERTISING, COMM 2327
SECTION 11888 LEC 008 (16 weeks)
MW 12:00pm – 1:20pm 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
COURSE CATALOG
DESCRIPTION
COMM 2327 PRINCIPLES
OF ADVERTISING (
REQUIRED
TEXT/MATERIALS
Contemporary Advertising and Integrated Marketing
Communication, by Arens, Weigold,
Arens, 13 edition.
(ISBN-978-0-07-353003-1) 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.
Exams consist of 50 multiple choice questions with a value of 3 points per
question.
Exam One 150 points - Chapters 1,2,3,4,5
Exam Two 150 points - Chapters 6,7,8,9
Exam Three 150 points - Chapters 10, 11,12,13,14
Final 150 points - Chapters 15,16,17,18
Exams Total 600 points
Assignment 1, 50 points
Assignment 2, 50 points
Ad Review, 100 points
Assignment 1, 2, and Ad Review should be completed without collaboration (200
points)
End-of-Chapter Assignments, 200 points
Assignments will total 400 points
Exams plus assignments equal 1000
IMPORTANT DATES FOR
FALL 2012
Exam One, September 24, 2012
Exam Two, October 22, 2012
Exam Three, November 19, 2012
Final, Take on December 12, 2012
Assignment 1 due October 15, 2012
Assignment 2 due November 1, 2012
Superbowl Ad Review due Dec 1, 2012
A=900-1000points// B=800-899 points// C=700-799 points// D=600-699 points F Below 600 points.
Notice that it is possible to earn quite a lot of credit in
this course for work other than tests. For instance, a student who
is struggling in this class might only make a 90 on a test. This is a
fairly low grade, since it is 90/150 = 60%, which is equivalent to a D on that
test. Suppose this student made that grade on each of the four
tests, so his total points for the tests was 4x90
= 360. If he also did all the non-test work in the course
perfectly, he could earn 400 points, and so his point total is 760, which
is a grade of C.
Nov 26, 2012,
2011 is the last day to drop.
TESTING
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.
CHAPTER ASSIGNMENTS
You must complete the following chapter assignments. Chapters 1-17 assignments has a value of 11 points and
chapter 18 has a value of 13 points. The
total value of the end-of-chapter assignments is 200 points. Assignments must be placed in Blackboard by
|
Chapters |
Assignments (The Advertising Experience) |
Due Date (16 week) |
|
Chapter 1 |
Page 29, Answer question 2 |
Sept 9 |
|
Chapter 2 |
Page 59, Answer question 5 |
Sept 16 |
|
Chapter 3 |
Page 105, Answer question 3 |
Sept 18 |
|
Chapter 4 |
Page 148, Answer question 4 |
Sept 25 |
|
Chapter 5 |
Page 183, Answer questions 2 |
Oct 10 |
|
Chapter 6 |
Page 225, Answer question 3 |
Oct 14 |
|
Chapter 7 |
Page 257, Answer question 5 |
Oct 16 |
|
Chapter 8 |
Page 297, Answer question 4 |
Oct 28 |
|
Chapter 9 |
Page 335, Answer question 3 |
Oct 30 |
|
Chapter 10 |
Page 265, Answer question 4 |
Nov 4 |
|
Chapter 11 |
Page 371, Answer question 4 |
Nov 6 |
|
Chapter 12 |
Page 453, Answer question 6 |
Nov 13 |
|
Chapter 13 |
Page 483, Answer question 4 |
Nov 18 |
|
Chapter 14 |
Page 519, Answer question 1 |
Nov 25 |
|
Chapter 15 |
Page 558, Answer question 3 |
Dec 2 |
|
Chapter 16 |
Page 589-90, Answer question 4 |
Dec 4 |
|
Chapter 17 |
Page 629, Answer question 6 |
Dec 7 |
|
Chapter 18 |
Page 665, Answer questions 4 and 5 |
Dec 11 |
Assignment 1 (50
points)
Ads are designed with a specific target audience in mind. Review the 2011 Clio Award Grand Prize winner.
Grand Clio
Bing J Zee
Integrated Campaign Gold
http://www.clioawards.com/winners/winners.cfm?winners_year=2011&medium_id=6
Or WWF Gold
http://www.clioawards.com/winners/winners.cfm?winners_year=2011&medium_id=5
Pick one of the above
Answer the following questions and place the answer in Blackboard by midnight on the due date. October 15, 2012 is the due date for this assignment.
Assignment 2 (50
points)
(Reference chapter 2)
Watch and compare the following ads
Hilltop
http://www.youtube.com/watch?v=_EY8DFqFpws
Mean Joe Greene 1970s
http://www.youtube.com/watch?v=xffOCZYX6F8
Polar Bear Xmas 1990s
http://www.youtube.com/watch?v=8FwelBwb3ok&feature=related
Grand Theft Coke 2000s
http://www.youtube.com/watch?v=nfJ94-yxd20&feature=related
(Sometimes links change on YouTube, so if it doesn’t go to the add, type the info from above in for a good link)
Answer the following questions and place the answer in Blackboard by midnight on the due date. November 1, 2012 is the due date for this assignment.
Assignment 3 (100
points)
You are required to analyze a television commercial. Go to http://www.superbowl-ads.com/ 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:
December 1, 2012 is when this assignment is due. Place in Blackboard by
CLASS
OUTLINE/CALENDAR FOR FALL 2012
16 week Class Schedule August 27-December 16, 2012
This is the schedule for my MW class.
|
Month/Day Schedule |
Assignment |
|
Aug 27 |
First Class Day - Orientation on Blackboard |
|
Aug 29 |
Chapter 1 - |
|
Sept 5 |
Chapter 2 - The Big Picture: The Evolution of Advertising |
|
Sept 10 |
Chapter 3 - The Big Picture: Economic and Regulatory Aspects |
|
Sept 12 |
Chapter 4 - The Scope of Advertising: From Local to Global |
|
Sept 17 |
Chapter 5 - Marketing and Consumer Behavior: The foundation of Advertising |
|
Sept 19 |
Chapter 5- Marketing and Consumer Behavior: The Foundation of Advertising |
|
Sept 24 |
Exam One |
|
Sept 26 |
Chapter 6-– Market Segmentation and the Marketing Mix: Determinants of Advertising Strategy |
|
Oct 1 |
Chapter 6 - Market Segmentation and the Marketing Mix: Determinants of Advertising Strategy Chapter 7 - Research: Gathering Information for Advertising Planning |
|
Oct 3 |
Chapter 7 - Research: Gathering Information for Advertising Planning |
|
Oct 8 |
Chapter 7 - Research: Gathering Information for Advertising Planning Chapter 8 - Marketing and Advertising Planning |
|
Oct 10 |
Chapter 8- Marketing and Advertising Planning |
|
Oct 15 |
Chapter 8 - Marketing and Advertising Planning Chapter 9 - Planning Media Strategy: Disseminating the Message |
|
Oct 17 |
Chapter 9 - Planning Media Strategy: Disseminating the Message |
|
Oct 22 |
Exam Two |
|
Oct 24 |
Chapter 10- Creative Strategy and the Creative Process |
|
Oct 29 |
Chapter 10- Creative Strategy and the Creative Process Chapter 11-Creative Execution: Art and Copy |
|
Oct 31 |
Chapter 11-Creative Execution: Art and Copy Chapter 12 -Producing Ads for Print, Electronic and Digital Media |
|
Nov 5 |
Chapter 12 - Producing Ads for Print, Electronic and Digital Media Chapter 13- Using Print Media |
|
Nov 7 |
Chapter 13- Using Print Media |
|
Nov 12 |
Chapter 13 - Using Print Media Chapter 14 – Using Electronic Media: Television and Radio |
|
Nov 14 |
Chapter 14 – Using Electronic Media: Television and Radio |
|
Nov 19 |
Exam Three |
|
Nov 21 |
Chapter 15 -Using Digital Interactive Media |
|
Nov 26 |
Chapter 15- Using Digital Interactive Media Chapter 16- Using Out-of-Home, Exhibitive, and Supplementary Media |
|
Nov 28 |
Chapter 16- Using Out-of-Home, Exhibitive, and Supplementary Media Chapter 17- |
|
Dec 3 |
Chapter 17- |
|
Dec 5 |
Chapter 17- Chapter 18- |
|
Dec 10 |
Chapter 18- |
|
Dec 12 |
Final |
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 assignment 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.
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 Nov 26, 2012 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 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. An instructor may award a grade of “I” (Incomplete) if a student was unable to complete all of the objectives for the passing grade in a course. An incomplete grade cannot be carried beyond the established date in the following semester. The completion date is determined by the instructor but may not be later than the final deadline for withdrawal in the subsequent semester.
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:
Withdrawal
Policy
It is the responsibility of each student to
ensure that his or her name is removed from the roll should he or she decide to withdraw from the class. The instructor does, however, reserve the
right to drop a student should he or she feel it is necessary. If a student decides to withdraw, he or she
should also verify that the withdrawal is submitted before the Final
Withdrawal Date. The student is also
strongly encouraged to retain their copy of the withdrawal form for their
records.
Students who enroll for the third or subsequent time in a course taken since Fall, 2002, may be charged a higher tuition rate, for that course.
State law permits students to withdraw from no more than six courses
during their entire undergraduate career at
Statement on Scholastic Dishonesty
A student attending ACC assumes responsibility for conduct compatible with the mission of the college as an educational institution. Students have the responsibility to submit coursework that is the result of their own thought, research, or self-expression. Students must follow all instructions given by faculty or designated college representatives when taking examinations, placement assessments, tests, quizzes, and evaluations. Actions constituting scholastic dishonesty include, but are not limited to, plagiarism, cheating, fabrication, collusion, and falsifying documents. 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 the college. See the Student Standards of Conduct and Disciplinary Process and other policies at http://www.austincc.edu/current/needtoknow
Student Rights and ResponsibilitiesStudents at the college have the rights accorded by the U.S. Constitution to freedom of speech, peaceful assembly, petition, and association. These rights carry with them the responsibility to accord the same rights to others in the college community and not to interfere with or disrupt the educational process. Opportunity for students to examine and question pertinent data and assumptions of a given discipline, guided by the evidence of scholarly research, is appropriate in a learning environment. This concept is accompanied by an equally demanding concept of responsibility on the part of the student. As willing partners in learning, students must comply with college rules and procedures. Statement on Students with Disabilities
Each ACC campus offers support services for students with documented disabilities. Students with disabilities who need classroom, academic or other accommodations must request them through the Office for Students with Disabilities (OSD). Students are encouraged to request accommodations when they register for courses or at least three weeks before the start of the semester, otherwise the provision of accommodations may be delayed.
Students who have received approval for accommodations from OSD for this course must provide the instructor with the ‘Notice of Approved Accommodations’ from OSD before accommodations will be provided. Arrangements for academic accommodations can only be made after the instructor receives the ‘Notice of Approved Accommodations’ from the student.
Students with approved accommodations are encouraged to submit the ‘Notice of Approved Accommodations’ to the instructor at the beginning of the semester because a reasonable amount of time may be needed to prepare and arrange for the accommodations.
Additional information about the Office for Students with Disabilities is available at http://www.austincc.edu/support/osd/
Safety
Statement
Please note, you are expected to conduct yourself professionally with respect and courtesy to all. Anyone who thoughtlessly or intentionally jeopardizes the health or safety of another individual will be dismissed from the day’s activity, may be withdrawn from the class, and/or barred from attending future activities.
You are expected to conduct yourself professionally with
respect and courtesy to all. Anyone who thoughtlessly or intentionally
jeopardizes the health or safety of another individual will be immediately
dismissed from the day’s activity, may be withdrawn from the class, and/or
barred from attending future activities.
Use of ACC email
All College e-mail communication to students will be sent solely to the student’s ACCmail account, with the expectation that such communications will be read in a timely fashion. ACC will send important information and will notify you of any college related emergencies using this account. Students should only expect to receive email communication from their instructor using this account. Likewise, students should use their ACCmail account when communicating with instructors and staff. Instructions for activating an ACCmail account can be found at http://www.austincc.edu/accmail/index.php.
Testing Center Policy
Under certain circumstances, an instructor may have students
take an examination in a testing center.
Students using the
Do
NOT bring cell phones to the
Student And Instructional Services
ACC strives to provide exemplary support to its students
and offers a broad variety of opportunities and services. Information on these services and support
systems is available at: http://www.austincc.edu/s4/
Links to many student services and other information can be found at: http://www.austincc.edu/current/
ACC Learning Labs provide free tutoring services to all ACC
students currently enrolled in the course to be tutored. The tutor schedule for each Learning Lab may
be found at: http://www.autincc.edu/tutor/students/tutoring.php
For help setting up your ACCeID,
ACC Gmail, or ACC Blackboard, see a Learning Lab Technician at any ACC Learning
Lab.
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