JRNL 301 Principles of Advertising/ IMC Fall 2015 School of Journalism, Southern Illinois University Carbondale

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1 JRNL 301 Principles of Advertising/ IMC Fall 2015 School of Journalism, Southern Illinois University Carbondale Instructor: Victoria Kreher Office: COMM 1216 JRNL Office Phone: Preferred method of communication: E- mail: (always type JRNL 301 in the subject line) Office Hours: TUES & THUR: 9:30-10:45; THUR: 1-2:30. Other times by appt Course Requirement: You must have a working SIU address and be able to access D2L (regularly). ***this is NOT negotiable*** Set D2L to send notifications when certain aspects of the course are updated. Required Text and materials: O Guinn, Allen and Semenik (2009), Advertising and Integrated Brand Promotion, 6 th edition, South- western/cengage Publishing, ISBN 13: This text costs about $40 new, used from $7. Current industry information will be provided throughout the semester that may not be in the textbook. Articles will be made available to illuminate current trends in the industry textbooks don t always do a good job of covering current trends and developments which is one reason we aren t using a new one. An efficient way to search for this text is by using the ISBN highlighted above.! Lecture PowerPoints and assorted readings and assignments for class will be available on D2L. You are expected to take notes, as PowerPoints are simply an outline of what you should know. The following websites will help you keep up with changes in the industry: Ad Age Ad Week Ad Freak (page on Ad Week that features best and worst of advertising)

2 Wired my favorite magazine online and print **There are so many great resources out there, if you are interested in specific areas of advertising, I can recommend other great sites. Catalog Description: An introduction to integrated marketing communication elements, including advertising, direct response, sales promotion and marketing public relations, and their functions in today s communication environment. Explores research, media and message elements involved in the creation of a campaign; governmental regulations; and social and economic considerations. Course Description: This class is about the fundamentals of advertising and its role within an integrated marketing communications environment (IMC). The class is designed to help you gain a better understanding and appreciation for the subject. As it is an overview, we will be looking at broad concepts, and will not be taking a deeper dive into any area. This course will help you choose areas in advertising that might be a good fit for you as a career prospect. It will also help you choose electives later on, as most of the advanced courses allow you to look at specific areas of advertising in more depth. You will become familiar with the terminology used in advertising and better understand the hows and whys of decision- making in the industry. Course Goals: Provide a comprehensive foundation in the principles of advertising. Develop an understanding of how contemporary advertising differs from the traditional notion of advertising. To understand the different elements that comprises the advertising process or how is a campaign executed from start to finish. Discuss the creative, technical, media, ethical, and sociological factors that shape advertising. Course Evaluation and Grading: The course will utilize a variety of assignments to test your ability and the knowledge you gain from taking this course. They include exams, group projects, critical reviews, in- class quizzes and activities. Assignments Points Homework and In- Class Activities 5 30 % Attendance 10 % Quizzes % MidTerm 20 % Final Group Project 20 % Total 100% EXTRA CREDIT From my days in industry, the way to earn extra credit (bonuses, awards, recognition and promotions) was to go above and beyond in some way. So, extra points will be awarded when you out- perform your classmates. For those of you who may not know, outperforming classmates is often (though not always) as simple as doing a thorough job and getting the work in on time. (really) Participation that is of good quality and regularly offered will earn extra credit. By quality participation, I mean asking questions or making observations/associations that help illuminate concepts

3 for yourself and others; and citing good examples that contribute to class topics/discussion. Participation that is considered delay- of- class will not be viewed in a positive light. Advertising is changing daily. If you follow news of the world of advertising and bring up the latest developments (when it s still fresh) in class, you could earn extra points. We will start most class sessions with a what s new? segment so we keep on top of this fast- paced industry. (see recommended news websites at the top) The following scale will be used to determine your final grade: >89% A 80% - 89% B 70%- 79% C 59%- 69% D < 59% F In- class quizzes and homework (5 total): There will be homework assignments and in- class activities during the semester. There is no make- up for in- class activities, as they can t be recreated for one person. If you miss a class, be sure to find out what happened from your notes buddies so you don t miss an assignment. Attendance Attendance is mandatory. You may miss 3 classes. I do not need to see excuses for the days you miss. These free days are to be used for trips with other classes, to participate in athletics, to take sick days, personal days or to observe special religious holidays. Please let me know within the first two weeks of class if you will be missing for any of the above reasons during the semester (except sick, of course). There are no opportunities for make- up work except in the case of catastrophic situations. At the end of the semester, the number of days you attended will be divided by the total number of days for which attendance was taken minus three, then multiplied by 10 percent to calculate your attendance grade. (Note: you could get bonus points by not taking all 3 free days. But please don t come to class with a communicable illness to get extra points.) Ad project This will require you to work in groups. This does not mean that you will be able to ride on the coattails of your team members. You will research, strategize and create messages for a local business. This will help you gain an appreciation and understanding of how advertising works and will give you an opportunity to apply some of what you have learned. You will present this project the last week of classes. Quizzes To help you keep up with the reading, there will be (at least) 10 quizzes throughout the semester the lowest 2 scores will be dropped. Quizzes will be announced 2 class periods before the quiz in class and on D2L. There will be a quiz following most chapters, but sometimes there will be a quiz over particularly important concepts within chapters. Quizzes will have varying formats, including partner quizzes, open notes, etc. So, take notes. Some will be Scantron, some short answer, matching, shout outs, etc. Mid- Term There will be a cumulative mid- term exam. There will be no makeup exam except for athletes and others who provide documentation of expected (approved) absence during the first two weeks of classes. The mid- term will be Scantron- based multiple choice with occasional short answer and/or matching. The

4 quizzes and the mid- term will be drawn from lecture and from the book so take notes during lecture. I will present information not in the text and sometimes, I will disagree with the text, based upon my experience in the industry. Class schedule Important Dates: NO CLASS on these dates: Labor Day Holiday - - Monday, September 7 Fall Break - - Saturday, October 10, 12:00 Noon through Tuesday, October 13 Veterans Day Holiday - - Wednesday, November 11 Thanksgiving Vacation - - Wednesday, November 25 through Sunday, November 29 Week Week of Material to be Covered 1 08/24 Intro/Syllabus CH 1- Advertising and Integrated Brand Promotion in Business and Society (Overview) 2 08/31 CH 3 - The History of Advertising and Brand Promotion 3 09/07 CH 5 - Advertising, Integrated Brand Promotion, and Consumer Behavior 4 09/14 CH 6 - Market Segmentation, Positioning, and the Value Proposition 5 09/21 CH 2 - The Structure of the Advertising and Promotion Industry: Advertisers, Agencies, Media, and Support Organizations NO CLASS MONDAY FRIDAY IN CLASS ACTIVITY INTERVIEW WITH A PIRATE 6 09/28 CH 9 - Managing Creativity in Advertising and IBP 7 10/05 CH 10 - Creative Message Strategy CH 7 - Advertising Research (selected information) 8 10/12 CH 11- Executing the Creative NO CLASS MONDAY MID- TERM EXAM ON FRIDAY 9 10/19 CH 4 - Social, Ethical, and Regulatory Aspects of Advertising & Promotion CH 8 - Planning Advertising and Integrated Brand Promotion 10 10/26 CH 12 - Media Planning Essentials 11 11/02 CH 13 - Media Planning: Newspapers, Magazines, TV, and Radio

5 12 11/09 CH 14 - Media Planning: Advertising and IBP in Digital and Social Media NO CLASS WEDNESDAY 13 11/16 Ch 15 - Sales Promotion, Point- of- Purchase Advertising, and Support Media CH 16 - Event Sponsorship, Product Placements, and Branded Entertainment 14 11/23 Catch Up // Project 15 11/30 CH 17 - Integrating Direct Marketing and Personal Selling // Project Work 16 12/07 Final Project Presentations WED/FRI Sample Homework/Activities Topics (the highlighted will definitely happen; the TA and I will select one more) " 20 Ads: You Have a Target on Your Back (HOMEWORK) " Everything Old is New Again " Talking Dogs and Ballerinas (IN CLASS) " Is it Offensive? Who Decides? " Jobs in Advertising Really, there are that many? " Consumer Decision- Making Process (HOMEWORK) " 5 Things Ad Analysis " Badvertising (AKA Bad Ad Day MakeOver) " International Talk Like a Pirate Day SME Interview (IN CLASS) " Limericks // Haiku as Advertising " Cross- Platform Marketing Is It a Campaign or Just a Bunch of Ads? " A Horse of a Different Color (ads that use unusual tactics) " TypeFate " Branded! (AKA A Rose by any Other Name Really?) " Where s the Content Strategy? " Socially Acceptable GENERAL CLASS POLICIES The first week of class, you will obtain contact information for two notes buddies. Whenever you miss class, be sure to check in with them to make sure you stay up- to- date and don t miss assignments or quizzes, etc. Students have 10 days after the quiz and assignment grades have been posted to review their work and bring forth any questions and concerns regarding their grade. Cell Phone Use is Banned During Class (unless otherwise noted): Scholarly research (provided upon request) has shown that the use of personal electronic devices during class interferes with your ability to learn the information being presented in the class and results in lower grades. This supports what I have witnessed in the classroom. Use of these devices also distracts students sitting near you. For those reasons, PEDs are banned in my classroom.

6 Personal electronic devices (cellphones, tablets, laptops, MP3 players) must be turned OFF and put away during the class time. Failure to follow this rule can result in a deduction of points or extra required assignments. First offense: you will be reminded to turn off your phone (publicly, in class). Second offense: you will be given the option of additional work or a deduction of 1% of your overall grade (publicly, in class). Subsequent offenses: If you continue to disregard my classroom rules you will be invited to discuss your reasoning for not following the rules of the classroom with the Director of the School of Journalism and me, so don t whine or become indignant (or otherwise unpleasant) when it happens. It was your choice. Refer to the student conduct code ( for more information on behavior that is conducive to classroom learning. The instructor reserves all rights to make any changes to the information contained in this syllabus. The syllabus is a general plan for the course; deviations announced to the class by the professor may be necessary. It is the students responsibility to find out about schedule changes announced in class(and on D2L) and/or readings that may be discussed. RSOs in MCMA There are a number of student organizations within the College of Mass Communication and Media Arts. You may pick a brochure in Comm 1014a. Participation in organizations is a great way to develop professional and personal skills. In addition, there are over 300 student organizations throughout campus. =========================================================================== Helpful information about SIU policies and services is on the document below and can also be found at: then scroll down to Fall 2015 Syllabus Attachment.

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