INTRODUCTION TO ADVERTISING & PUBLIC RELATIONS

Transcription

1 INTRODUCTION TO ADVERTISING & PUBLIC RELATIONS Communication 2300, Section 01 MWF, 9:00 am 9:50 am, MC 110 Instructor: Amber Schow Office: Centrum, 213L Office Hours: Mon. & Wed. 12:00 pm 2:00 pm, or by appointment. Text: (Required) Advertising and IMC: Moriarty, Mitchell, Wells 9th edition ISBN COURSE DESCRIPTION: The course is a foundation course for the Strategic Communication emphasis. It introduces the concepts, theories, practices of public relations and advertising to meet a variety of organizational goals. The focus of the course is on organizational issues in public relations and advertising firms and the role of strategic communication in the process of marketing and strategic campaigns. COURSE OBJECTIVES: Communication: Students develop and express ideas and will be able to do so in a variety of ways, namely in writing, by speaking, visually, kinesthetically, through design or aurally. Creative Thinking: Students combine or synthesize existing ideas, images, or expertise in original ways, as well as think, react, and work in an imaginative way. Digital Literacy: Students strategically and responsibly employ appropriate technologies to explore, create, collaborate, and organize in a digital context.

2 COURSE POLICIES EXPECTATIONS: You are expected to come to each class meeting prepared. Please be ready to participate in discussions, assignments, class activities, and presentations. Your participation in class will affect your grade, so plan accordingly. Please respect the opinions of others and help create a positive classroom experience. The more effort you put into this class, the more you will get out of it. ACADEMIC INTEGRITY: Scholastic dishonesty will not be tolerated and will be prosecuted to the fullest extent. You are expected to have read and understood Policy 6.33 Academic Integrity and the current issue of the student handbook (published by Student Services) regarding student responsibilities and rights. ADA STATEMENT: Students with medical, psychological, learning or other disabilities desiring academic adjustments, accommodations or auxiliary aids will need to contact the Southern Utah University Coordinator of Services for Students with Disabilities (SSD), in Room 206F of the Sharwan Smith Center or phone (435) SSD determines eligibility for and authorizes the provision of services. ATTENDANCE: Regular attendance is required at all class meetings. The absence of more than three class sessions during the semester will result in a drop of a full letter grade. Students are allowed one unexcused absence per semester. If you are going to be absent, please contact me in advance. CANVAS: We will be using CANVAS to take quizzes, submit assignments, and update the daily schedule. If you are not familiar with the CANVAS system, it is your responsibility to learn how to use it. I would strongly encourage you to click on the blue box How to Use Canvas located in the upper right corner of the screen and go through this material. Most of the questions that students have can be answered by reading these pages. ELECTRONIC DEVICES: Please be courteous and respectful with the use of electronic devices during class time. Laptops, phones, tablets, etc. are not to be used in class while others are presenting.

3 EMERGENCY MANAGEMENT STATEMENT: In case of emergency, the University s Emergency Notification System (ENS) will be activated. Students are encouraged to maintain updated contact information using the link on the homepage of the mysuu portal. In addition, students are encouraged to familiarize themselves with the Emergency Response Protocols posted in each classroom. Detailed information about the University s emergency management plan can be found at HEOA COMPLIANCE STATEMENT: The sharing of copyrighted material through peer-topeer (P2P) file sharing, except as provided under U.S. copyright law, is prohibited by law. Detailed information can be found at LATE WORK: Please monitor all deadlines closely. Students are expected to turn in assignments by the time and date they are due, unless otherwise noted on the schedule. Assignments received after the due date will receive a non-negotiable 10% reduction per day (including 2 days for weekends). Assignments more than 5 days late will not be accepted. Please be aware of deadlines and turn in your assignments accordingly. You are responsible for gathering any missed information or notes on days you are absent. Assignments may be turned in on CANVAS or in-class, as shown in the syllabus. SANS (Student Assessment Notification System): Southern Utah University has created an early alert program (SANS) designed to provide tutoring, peer mentor support, and other resources to students in need. SANS (Student Assessment Notification System) is a way for me to help connect you with necessary resources and motivate you to make corrections to improve your learning if I am concerned for any reason. Should you receive a SANS notification, please respond to the mentors contact attempts and take advantage of the support offered. GRADING STANDARDS: A % C 74-76% A % C % B % D % B 83-85% D 63-66% B % D % C % F 59% or less

4 GRADING BREAKDOWNS: Assignment Points Possible: Points Earned: Advertising Project 100 P.B. Assignments (8 x 25 pts each) 200 Portfolio Project & Presentation 150 PR Project 100 Quizzes (5 quizzes x 10 pts each) 50 Total: 600 DISCLAIMER: Information contained in this syllabus, other than the grading, late assignments, makeup work, and attendance policies, may be subject to change with advance notice, as deemed appropriate by the instructor. TENTATIVE SCHEDULE Week: Day: Date: Topic/Chapters: Assignments: ADVERTISING & IMC SEGMENT 1 W 01/06 Introductions/Syllabus Print Syllabus F 01/08 What is Advertising? 2 M 01/11 Advertising, Communication & Marketing P.B. #1 Bring an example of an ad W 01/13 Advertising Examples F 01/15 Advertising Examples Cont. 3 M 01/18 No Class (Martin Luther King Jr. Day) W 01/20 Modern Forms of Advertising Choose topic for Advertising Project F 01/22 Integrated Branding 4 M 01/25 How Advertising Works W 01/27 Persuasion Tactics F 01/29 Emotions, Associations, & Perceptions

5 5 M 02/01 The Audience P.B. #2 PRIZM Assignment W 02/03 Segmenting & Targeting F 02/05 Advertising Project Presentations Advertising Project Due 6 M 02/08 Advertising Project Presentations Cont. IMC SEGMENT W 02/10 What are IMC s? F 02/12 Modern IMC Examples P.B. #3 Bring in a Modern Advertising Example 7 M 02/15 No Class (President s Day) W 02/17 Advertising / PR Plans F 02/19 Public Service Announcements P.B. #4 Create a PSA 8 M 02/22 Traditional Media Formats W 02/24 Traditional Media Formats Cont. P.B. #5 Create a Radio/TV Ad F 02/26 Print, Radio, Television, Direct Advertising 9 M 02/29 Nontraditional Media Formats (Guerilla) W 03/02 Infographics, GIF s, Snapchat P.B. #6 Create an Infographic F 03/04 Design / Web Principles 10 M 03/07 No Class (Spring Break) W 03/09 No Class (Spring Break) F 03/11 No Class (Spring Break) 11 M 03/14 Social Media Plans W 03/16 Facebook, Twitter, Instagram, Tumblr F 03/18 Social Media Ethics PUBLIC RELATIONS SEGMENT 12 M 03/21 What is Public Relations? W 03/23 PR Guest Speaker F 03/25 TBA 13 M 03/28 Modern PR & Event Planning Choose your PR Project idea

6 W 03/30 Blogs, Twitter, Click Bait, Etc. P.B. #7 Blog Assignment F 04/01 Corporate Social Responsibility (CSR s) 14 M 04/04 Public Relations Research W 04/06 PR Crises P.B. #8 Bring in a Crisis Example F 04/08 PR Crises Cont. 15 M 04/11 PR Writing Examples W 04/13 PR Project Presentations PR Project Due F 04/15 PR Project Presentations 16 M 04/18 Portfolio Building W 04/20 Putting It All Together F 04/22 In Class Work Day Final Project (Portfolio Project) Presentations: Thursday, April 9:00 am ASSIGNMENTS ASSIGNMENT FORMATTING: All assignments are to be double spaced, typed, in 12 pt Times New Roman font, with one inch margins. Headings should be single spaced and should include student name, date, and title of the assignment. Assignments will be turned in through CANVAS, unless otherwise noted. References should be properly cited in 5th or 6th edition APA formatting. If your paper is turned in with a different font type or size, you will be deducted 5 points. ADVERTISING PROJECT (100 pts possible): You work for an advertising agency. Your first project will be to either rebrand or create a new product for a well-known company. You will develop the actual product (visually) and two forms of advertising to showcase the new look/product. You will be required to bring a visual aid for your presentation, given in class to announce the new product. Some examples would be developing Peppermint Coca-Cola or rebranding Jif Peanut Butter. More information will be given in class about this assignment. EXTRA CREDIT: Limited extra credit opportunities may be available during the semester.

7 PORTFOLIO (FINAL PROJECT) (150 pts possible): For the final portfolio project and presentation, you will compile all of the assignments you have completed throughout the semester. Your portfolio must be organized, professional, and cohesive. You should develop an original logo and design for your personal brand. You will also write a mission statement and an introduction for your portfolio. During our finals week slot, you will present what you have put together. You may create an accompanying visual aid to show the class during your presentation. More information will be covered in class. PORTFOLIO-BUILDING ASSIGNMENTS (P.B. s) (25 pts x 8 assignments = 200 pts possible): P.B. assignments will be given throughout the semester to help build your advertising and public relations portfolio. These assignments will include found examples, original design work, and written materials. P.B. s will be due in class on the listed date in the syllabus. Be aware that your formatting choices, your printed quality, and the overall look of these assignments will be graded, as well as the actual assignment. At the end of the semester, you will be asked to bind the collected assignments and bring them to the final project presentation. More information on the individual P.B. s will be provided in class. PUBLIC RELATIONS PROJECT (100 pts possible): You work in a public relations firm. For this assignment, you will develop a public relations event and develop two corresponding PR documents (may include news releases, proposals, etc.). You will also develop a clear, researched audience for your event. The public relations project will be presented in class and should include a clear visual aid. More information about this assignment will be provided in class. QUIZZES (5 x 10 pts each = 50 pts total): Quizzes will be used throughout the semester to encourage reading and concept comprehension. Questions for the quizzes will be found at the end of each module in the book and may be given in class or assigned as homework. You are required to take the quizzes for the specified modules found in the syllabus. Other quizzes may be taken for comprehension, but will not count for credit. If students are not reading the chapters or participating in discussions, more quizzes may be assigned.

8 CONTACT ME I am here to help you! Please let me know if you have any concerns, questions, or problems throughout the semester. Students are encouraged to meet with me during office hours as regularly posted. I recognize that these hours may not accommodate all schedules, so feel free to set up another appointment with me. I can also be reached via . I will do my best to respond to you as quickly as I can. Assignments will not be accepted through .