LA SIERRA UNIVERSITY School of Business SYLLABUS

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1 LA SIERRA UNIVERSITY School of Business MKTG 386 Advertising (4) Winter MW 1-2:50 SB 210 Instructor: Dr. Victoria Seitz, Phone: W: , H: before 9pm FAX: (909) , Office Hours: 4-6pm TR and by appt. SYLLABUS TEXTBOOK: Contemporary Advertising, by Arens (latest edition) McGraw-Hill. Class notes and grades will be on D2L. COURSE DESCRIPTION: The role and use of advertising and other promotional techniques within the marketing function. Development of an advertising plan including media selection, creative strategy and advertising appeal and budgeting. Legal, ethical, and international aspects of advertising are highlighted. Prerequisite: MKTG 305 COURSE OBJECTIVES: 1. To provide a basic understanding of advertising, the advertising management process, advertising techniques, terminology, and evaluation. 2. To learn how to design an advertising plan, a creative strategy, and a media plan for a product(s). 3. To understand marketing research, management procedures, and consumer behavior, all of which play critical roles in accomplishing goal-direct promotional activities. 4. To study special topics such as public relations, international advertising; and 5. To consider economic/ethical/legal consequences of advertising. COURSE PROCEDURES: Each student is responsible for lecture, case discussion, and textbook material. It is strongly encouraged that students read assignments prior to coming to lecture. Lecture and text power points are on D2L. Grades will also be posted there. Lectures will include outside material as well as textbook material. Students will be responsible for this material as well as textbook information on exams. ****Attendance is encouraged since not all the material is presented in the text. Videos, activities outside as well as inside classroom activities will be assigned throughout the quarter that will benefit your learning of the subject matter. CLASS POLICIES: 1. Students with special needs: Any student who, because of a disabling condition, may require some special arrangements in order to meet requirements should notify the instructor at their earliest convenience so we are able to meet your particular needs. 2. Drop Policy: the LAST DAY TO DROP with no record on the transcript is January 15. A student who stops coming to class and does not drop the class and/or misses the final exam will receive an "F" in the course. GRADE DETERMINATION: Grades will be based on a point system that translates into the grade breakdowns shown rather than percentages. Final Examination Online discussions pts ea. Advertising Campaign Project 200 points 100 points 250 points Total Points: 450 Grading Percentage: % = A 86 83% = B 76 70% = C 92-90% = A % = B % = D 89-87% = B % = C+ Below 63% = F * EXAMS ARE DUE ON THE DATE SPECIFIED AND WILL DROP TWO LETTER GRADES IF LATE. * PLAGIARISM AND DISHONESTY WILL NOT BE TOLERATED AND WILL RESULT IN A ZERO IF DISCOVERED. TENTATIVE CLASS SCHEDULE

2 Date Chapters/Due Dates* January 4 Receive a copy of the Syllabus Review advertising campaign project. Start considering groups to be a part of And determine client. Be prepared to finalize decision on the 10th 6 Form Groups for Ad Project, Determine Client Choose Account Manager Agency Work sheet due 11 Situational Analysis Chapter 4: Marketing and Consumer Behavior: The Foundations of Advertising 13 Chapter 6: Research: Gathering Information for Advertising Planning 18 Martin Luther King Day, no class 20 Chaper. 7: Market Segmentation and the Marketing Mix: Determinants of Advertising Strategy 25 Work on Projects in class 27 Chapter 7: Marketing and Advertising Planning - Budgeting Turn in Situational Analysis and SWOT February 1 Chapter 11: Creative Strategy and the Creative Process 3 Chapter 8: Planning Media Strategy: Finding Links to the Market Chapter 12: Creative Execution: Art and Copy 8 Chapter 8: Planning Media Strategy: Finding Links to the Market cont. Extra Credit is Due: Superbowl Commercials the good, the bad and the ugly 10 Chapter 9: Relationship Building: Direct Marketing, and Personal Selling 15 Holiday, no class 17 Sales Promotion, Sponsorships, Transit Advertising 22 Chapter 15: Using Electronic Media: Television and Radio Addy s Video Turn in Marketing & Advertising Objectives, Evaluation 24 Chapter 14: Using Print Media Yellow Pages Video/ Newsprint Video Turn in Creative Strategy March

3 1 Chapter 10: Relationship Building: Public Relations, Sponsorships and Corporate Advertising PR Video Turn in Media Plan that includes objectives, strategy & Schedule and Budget 3 Chapter 2: The Economic, Social and Regulatory Aspects of Advertising CBS This Morning Video Discuss Final 8 Advertising Planning: An International Perspective Chapter 16: Using Digital Interactive Media and Direct Mail 10 Project Presentations along with Peer Evaluations Due 16 Tuesday, 11 am Final Due 11am promptly by *******Final due when specified. It can be ed or faxed (attn. Dr. Seitz ) as well. Late finals will DROP TWO LETTER GRADES.

4 ONLINE DISCUSSIONS 50 pts. ea.: The objective of this is to address a marketing scenario and exchange ideas regarding solutions. You are to make three entries (per discussion topic on 3 different days) regarding the subject and how to address it from a marketing perspective. One entry should be at least 250 words. You can address other students entries or develop your own thread. You may look to other sources to determine the best strategy for the advertising problem at hand. ADVERTISING CAMPAIGN PROJECT PURPOSE: The objectives of this project are to 1) apply advertising concepts, processes and procedures to promoting a product or service; and 2) develop the ability to work as a team player (a common approach in the real world). Examples are on D2L as well as course notes. INSTRUCTIONS: You will be making a bid as an advertising agency for a company's advertising business. You must conduct your project on a firm of your choosing. CONTENT REQUIREMENTS: Your project must include the following decision areas: 1. Set up a meeting with the client (if possible as a group or with the account manager and someone else from the team). Have your questions outlined. You will want to determine the company history, goals, budget, strengths and weakness and needs of the client. 2. Evaluate the product/service category's environment through secondary and primary research. Complete a situation analysis which includes an analysis of the industry, company, product, sales history, distribution, competition, promotion etc. Conduct secondary research by researching articles in the library as well as company figures, and through trade associations. You will want to know industry trends for the future and how the industry is doing as a whole (This will be incorporated into you situation analysis as well as information for planning the campaign. 3. a. Conduct Primary Research to determine attitudes, perceptions, media habits of the target market and so forth that will help you in developing your campaign. Focus groups and surveys are common among advertising research practices. Means and frequencies and perhaps Cross Tabulations are the only statistics you will need. b. Your situation analysis should include a discussion of the current users, geographical emphasis, seasonality, purchase cycle, competitive sales and media, past advertising and promotions 4. State your marketing and advertising objectives: Be sure to quantify them 5. State how the product/company will be positioned and why. Also include the category positioning if a packaged good. 6. a. Develop a creative strategy for the campaign that includes the purpose/objective, target market, key benefit and the reason why, tone, intended reaction, mandatories, execution, and tag line. b. Outline sales promotion and public relations activities that will enhance your objectives. 7. Develop a media plan that includes your media objectives, media strategy, media schedule flowchart. This part should also include CPM's, GRP's and any other necessary calculations. 8. Develop 3 comprehensive copy layouts (or storyboard/script) for the campaign. Since we are not artists if your have access to a computer and a color copier you're in good shape. For example, if your group decides to go with radio, newspaper, and PR brochures then give an example of each. 9. Outline the advertising research methods that will evaluate your campaign's effectiveness in meeting your marketing and advertising objectives i.e. Burke recall test, questionnaire, sales tests, etc. How will you determine the success of your campaign?

5 10. Show the breakout for the advertising budget for your campaign. Be specific and include production costs. The company should be able to implement your campaign with the assurance that the prices that you have quoted are correct. NOTE: You must make three copies of project (1) for the instructor, (1) for the company, and (1) for your group. In fact, each member of the group should have a copy for their files (great for interviews.) **You can work as an individual or as a group. If you work as a group you will need to assign the following positions so that each person has an area of responsibility. Account Manager: Heads up the group and is the liaison between the agency and the client. They are responsible for mustering all the agency's services for the benefit of the client and on the other hand must represent the agency's point of view. Market Research Director: Responsible for primary research. Before any advertising is created, agencies must research the uses and advantages of the product, analyze the current and potential customers, and try to determine what will influence them to buy. Creative Director: Responsible for creative strategy such as the campaign theme, copy, appeal, and execution. Works with Art Director, and develops concept and tag line for campaign. Art Director: Develops Layouts and Storyboards. Works with Creative Director. Media Director: Responsible for determining cost of media, media objectives, strategy and scheduling. They must match the profile of the desired target market with the profiles of the audiences of a wide range of media. The media are then evaluated for efficiency and cost and the media director recommends the best medium or media combination to use.

6 ADVERTISING CAMPAIGN EVALUATION FORM (TO BE TURNED IN WITH GROUP PROJECT) Your pts. Tot. Possible 1. Situational Analysis & Primary Research Marketing Objectives and Advertising Objectives Advertising Research Methods to 10 Campaign Effectiveness 4. Advertising Budget Media Objectives Media Strategy Media Schedule Positioning Statement Creative Strategy Artwork (Three Layouts) Professional Appearance - Neatness Spelling, Punctuation, Grammar Presentation Situation Analysis and Primary Research Turned in 10 for review 15. Marketing & Advertising Objectives, and Evaluation 10 Turned in for review 16. Media Objectives, Strategy, & Schedule Turned in 10 for review 17. Budget Creative Strategy Positioning Statement and Artwork Turned in for review 10 TOTAL 250

7 Name of Agency: Client: Client Contact Information: Agency Members Position Telephone

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