Advertising & Integrated Marketing Communications MKTG-411

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1 Advertising & Integrated Marketing Communications MKTG-411 Instructor: Dr. Idil Yaveroglu Office: 22T (terrace level) Kogod School of Business Office hours: Monday, Thursday: 1:00pm -3:30 pm Wednesday: 2:00 3:00 pm Class hours & location: W 11:20 2pm, T60 Phone: yaverogl@american.edu I. Required Readings: Textbooks: Readings: Blackboard: Advertising and Integrated Brand Promotion by Thomas O'Guinn, Chris Allen, Richard J. Semenik, 5 edition (April 18, 2008) ISBN-10: ISBN-13: You will also be given daily readings that include Harvard publications and cases, as well as articles from popular press about topics that will be covered. Most of these readings will be available on Blackboard. Lecture slides (if applicable) will be available on Blackboard. Please note that some slides may be updated during the semester. I assume that all students will download the lecture slides and bring them to class. The slides provide an outline of the content; supplemental notes should be added during lecture. Web Resources: (for ad reviews) II. Introduction This course is a one semester class that will cover advertising, public relations, sales promotions and direct marketing techniques, and will allow you to develop overall promotional programs using elements of each of these vehicles as appropriate. As future marketers, it is important for you to understand the basics of IMC because it is a vital link between companies and consumers. The focus of this course will be on the foundations of IMC and the execution of an IMC campaign. On the completion of this class students should: 1. Be familiar with the principles of promotion strategy and the key components of an integrated promotion plan. 2. Know the strategic advantages and disadvantages of promotion mix elements, when to use them and in what combination, to most effectively achieve marketing/promotion objectives. 1

2 3. Be able to analyze a given marketing situation and recommend promotional strategies to solve the marketing problem. 4. Be able to evaluate an integrated promotion strategy intended to achieve identified outcomes within a given marketing environment and communications budget. 5. Apply these concepts and theories in the development and execution of a IMC campaign. Emphasis will also be given to the more unconventional methods of advertising and public relations. Several readings will be assigned that reflect the current shifts in advertising spending towards these more unconventional methods. III. IV. Prerequisites You are expected to have successfully completed the Principles of Marketing class (MKTG 300) and Consumer Behavior (MKTG 301). In class discussions it will be assumed that you will have a working knowledge of basic marketing concepts. Success in this course will be difficult without a good understanding of the basic marketing concepts. Consumer Behavior may be taken concurrently with this class. Grading Procedure Exam I 30% Exam II 25% Homeworks 10% Creative Assignment 10% IMC Mix Assignment 5% Class Participation & Attendance 10% Campaign Presentation 10% TOTAL 100% EXAMS (55%) There will be two exams. The examinations will be based on (a) assigned readings, (b) articles and cases, (c) videos shown in class, and (d) class notes. The best preparation for these examinations is to study class notes and to answer review questions posted on Blackboard. Your exam will be a combination of multiple choice, short answer essay questions as well as longer answer application questions. NO MAKEUP EXAMS WILL BE GIVEN. You know the test dates from the beginning (see attached schedule) and taking the exam is your responsibility. Missing a scheduled exam will result in a zero for that examination. HOMEWORKS (25%) You will have 6 HW assignments throughout the semester. Two of these assignments, - the creative assignment (10%) and the IMC mix assignment (5%), will be mandatory for everyone. Out of the remaining 4 assignments you have to turn in 2 throughout the semester. Details about the homework assignments are posted on Blackboard in your HW Book. CAMPAIGN PRESENTATION AND CRITIQUE (10%) The objective of this assignment is for you to do some in-depth research about one of the influential ad campaigns and present this information in class. You should work in teams of two for this assignment. Plan for about a 15 minute presentation in class, which includes visuals. No written write-up is necessary. Please turn in a print of your ppt presentation. In your presentation you should include some background information about the campaign, for example: - What was the current situation in that industry at the time being? - Who were the main competitors, what was the nature of their advertising? - What was the likely objective of the campaign? - What was unique about the campaign? Why is it considered a success? - What kind of creative strategy was used in the campaign? - Who was the intended target audience? 2

3 - What was the intended message? How is brand positioning depicted? - Your comments/evaluation about the campaign. Here is the list of advertising campaigns you can choose from: 1. Volkswagen, "Think Small", Doyle Dane Bernbach, Coca-Cola, "The pause that refreshes", D'Arcy Co., Marlboro, The Marlboro Man, Leo Burnett Co., Nike, "Just do it", Wieden & Kennedy, McDonald's, "You deserve a break today", Needham, Harper & Steers, DeBeers, "A diamond is forever", N.W. Ayer & Son, Absolut Vodka, The Absolut Bottle, TBWA, Miller Lite beer, "Tastes great, less filling", McCann-Erickson Worldwide, Clairol, Does she...or doesn't she?", Foote, Cone & Belding, Avis, "We try harder", Doyle Dane Bernbach, Federal Express, "Fast talker", Ally & Gargano, Apple Computer, "1984", Chiat/Day, Alka-Seltzer, Various ads, Jack Tinker & Partners; Doyle Dane Bernbach; Wells Rich, Greene, 1960s, 1970s 14. Pepsi-Cola, "Pepsi-Cola hits the spot", Newell-Emmett Co., 1940s 15. Maxwell House, "Good to the last drop", Ogilvy, Benson & Mather, Ivory Soap, "99 and 44/100% Pure", Proctor & Gamble Co., American Express, "Do you know me?", Ogilvy & Mather, U.S. Army, "Be all that you can be", N.W. Ayer & Son, Anacin, "Fast, fast, fast relief", Ted Bates & Co., Coca-Cola, "It's the real thing", McCann-Erickson, UP, "The Uncola", J. Walter Thompson, 1970s 22. Budweiser, "This Bud's for you", D'Arcy Masius Benton & Bowles, 1970s 23. Life cereal, "Hey, Mikey", Doyle Dane Bernbach, BMW, "The ultimate driving machine", Ammirati & Puris, IPOD, Silhouette Campaign, TBWA/Chiat Day CLASS PARTICIPATION (10%) Every-day attendance and participation in class discussions and activities are strongly recommended. Many lecture topics are emphasized and clarified through class discussions and by watching videos. Your overall participation grade will be determined by both your presence in class, and your meaningful participation in class discussions. Especially on days we have an assigned HBS cases, it is essential that you come prepared for a meaningful class discussion. Participation on case discussions will have a greater weight in determining your participation grade. In addition, several class meetings will involve guest speakers. Professional courtesies, including your presence in class and your attention to their remarks are expected. If you are unable to attend class, you are responsible for all material covered or assigned, regardless of the reason for the absence. ACADEMIC INTEGRITY: Academic integrity is paramount in higher education and essential to effective teaching and learning. As a professional school, the Kogod School of Business is committed to preparing our students and graduates to value the notion of integrity. In fact, no issue at American University is more serious or addressed with greater severity than a breach of academic integrity. Standards of academic conduct are governed by the University s Academic Integrity Code. By enrolling in the School and registering for this course, you acknowledge your familiarity with the Code and pledge to abide by it. All suspected violations of the Code will be immediately referred to the Office of the Dean. Disciplinary action, including failure for the course, suspension, or dismissal, may result. 3

4 Additional information about the Code (i.e. acceptable forms of collaboration, definitions of plagiarism, use of sources including the Internet, and the adjudication process) can be found in a number of places including the University s Academic Regulations, Student Handbook, and website at < If you have any questions about academic integrity or standards of conduct in this course, please discuss them with your instructor. ACADEMIC SUPPORT SERVICES: If you experience difficulty in this course for any reason, please don t hesitate to consult with me. In addition to the resources of the department, a wide range of services is available to support you in your efforts to meet the course requirements. Academic Support Center (x3360, MGC 243) offers study skills workshops, individual instruction, tutor referrals, and services for students with learning disabilities. Writing support is available in the ASC Writing Lab or in the Writing Center, Battelle 228. Counseling Center (x3500, MGC 214) offers counseling and consultations regarding personal concerns, self-help information, and connections to off-campus mental health resources. Disability Support Services (x3315, MGC 206) offers technical and practical support and assistance with accommodations for students with physical, medical, or psychological disabilities. If you qualify for accommodations because of a disability, please notify me in a timely manner with a letter from the Academic Support Center or Disability Support Services so that we can make arrangements to address your needs. PANDEMIC PLANNING: In the event of a declared pandemic (influenza or other communicable disease), American University will implement a plan for meeting the needs of all members of the university community. Should the university be required to close for a period of time, we are committed to ensuring that all aspects of our educational programs will be delivered to our students. These may include altering and extending the duration of the traditional term schedule to complete essential instruction in the traditional format and/or use of distance instructional methods. Specific strategies will vary from class to class, depending on the format of the course and the timing of the emergency. Faculty will communicate class-specific information to students via AU and Blackboard, while students must inform their faculty immediately of any absence due to illness. Students are responsible for checking their AU regularly and keeping themselves informed of emergencies. In the event of a declared pandemic or other emergency, students should refer to the AU Web site (www. prepared. american.edu) and the AU information line at (202) for general university-wide information, as well as contact their faculty and/or respective dean s office for course and school/ college-specific information. 4

5 Tentative Course Outline Week of Topic Reading Assignments August 26 Course Introduction Chapters 1 September 2 September 9 September 16 The Advertising Industry Sell and Spin (video) Advertising Planning - Advertising, IBP and Consumer Behavior - Segmentation, Positioning and the Value Proposition Advertising Planning: - Situation Analysis - Advertising Research Chapters 2 & 3 Chapters 5 & 6 Chapters 7 & 8 September 23 September 30 October 7 October 14 Advertising Planning - Advertising Objectives - Budgeting cont. Advertising Creative Strategy - Creative Process - Message Strategy - Copywriting and Production *Guest Speaker Jim Scott Polsinelli, Creative Director *Creative Workshop Advertising Creative Strategy Continued Mountain Dew Case Exam I Chapter 8 continued Chapters 10 & 11 & 12 Chapters 10 & 11 & 12 October 21 Media Planning Chapters 14 & 15 October 28 Media Planning Chapters 14 & 15 continued November 4 Using the Internet as a Communications Tool Dove Evolution Case Chapter 16 November 11 Sales Promotions, POPs and Support Media Chapter 17 November 18 PR, Sponsorships, Product Placements Chapter 18 November 25 December 2 Thanksgiving Holiday No class Buzz Marketing, Stealth Marketing, Grass-roots marketing, Guerilla Marketing December Exam II 5

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