ADV3008 Principles of Advertising Mondays/Wednesdays 8 9:15 a.m.

Transcription

1 ADV3008 Principles of Advertising Mondays/Wednesdays 8 9:15 a.m. Instructor: Aileen Izquierdo aileen.izquierdo@fiu.edu Phone: Office: AC2, Room 311C Office Hours: Mondays, 9:30 10:30 a.m. or by appointment Make sure you review this syllabus at the beginning of each week. The instructor reserves the right to revise the syllabus at any time changes will be supplied in class or via your FIU address. COURSE DESCRIPTION A comprehensive survey of the basic principles and practices of advertising that emphasizes creative/media strategy, decision processes and historical, social, and economic influences. This course will provide a foundation for advanced advertising courses. STUDENT LEARNING OBJECTIVES 1. Understand the concept of Integrated Marketing Communication. 2. Understand the concept of advertising. 3. Discuss the basic economic impact of advertising. 4. Explain the different job functions and responsibilities of those employed in advertising. 5. Recognize some of the social and ethical implications of advertising. 6. Identify the methods used for market segmentation and audience targeting. 7. Discuss influences that affect consumer behavior. 8. Explain the methods used in marketing and advertising research. 9. Explain the role of marketing and advertising planning. 10. Explain the role and methods of media planning. 11. Explain some of the advantages and disadvantages of using various forms of media. 1

2 REQUIRED TEXT Belch, G.E., & Belch, M.A. (2011). Advertising & Promotion: An Integrated Marketing Communications Perspective (9th Ed). New York, NY: McGraw-Hill Companies, Inc. COURSE DESCRIPTION STUDENT LEARNING OBJECTIVES REQUIRED TEXTS COURSE EXPECTATIONS AND PARTICIPATION The course is designed for active participation, and active contribution to discussions is encouraged in order to create a rich learning experience. Readings Please see course schedule for weekly reading assignments. All reading assignments must be completed prior to the start of class in order to be prepared for class discussion and tasks. In-Class Assignments All in-class assignments are due by the end of class unless specified by the instructor. Case Study Analysis There will be discussions about various cases identified in the text book or assigned to enhance course discussion. Current Events You are expected to stay current with trends, research and articles related to the advertising industry. You are expected to visit advertising-focused websites, blogs and related trade publications such as AdWeek, Ad Age, Brandweek and Businessweek. Exams The course will include four in-class, closed book exams. All students must adhere to the exam schedule. The exams will cover material from the textbook, readings and class discussions. These exams will be multiple choice, and/or true-false. The exams are not cumulative. Make-up exams will not be given unless extenuating circumstances are present and are communicated in a timely manner. Make up exams will be administered at the instructor s discretion. Participation Class participation is an integral part of this course. Be sure to complete the assigned readings as you prepare to engage in class discussion, share ideas and ask questions. You may enhance your participation grade by actively and positively engaging in class discussion. 2

3 GRADING AND EVALUTION Grading Scale A A B B B C C D F 0-65 Course Evaluation Assignment Class participation s Exams Total Points 5 percent 5 percent 90 percent 100 percent COURSE POLICIES Academic Honesty: In meeting one of the major objectives of higher education, which is to develop selfreliance, it is expected that students will be responsible for the completion of their own academic work. The use of literature, notes, aids, or assistance from other sources should be clearly identified with respect to all course assignments and examinations. In addition, students are expected to use all resources, including books, journals, and computers only in legal and authorized ways. They should also refrain from falsification of records, attend class as required, and participate in the educational process without disrupting the orderly processes and functions of the University. Students are expected to abide by the CODE OF ACADEMIC INTEGRITY. This Code of Academic Integrity was adopted by the Student Government Association on November 28, 2001, and reflects the values articulated in the Student Code of Standards. Florida International University is a community dedicated to generating and imparting knowledge through excellent teaching and research, the rigorous and respectful exchange of ideas, and community service. All students should respect the right of others to have an equitable opportunity to learn and honestly to demonstrate the quality of their learning. Therefore, all students are expected to adhere to a standard of academic conduct, which demonstrates respect for themselves, their fellow students, and the educational mission of Florida International University. 3

4 Pledge As a student of this university: I will be honest in my academic endeavors. I will not represent someone else's work as my own. I will not cheat, nor will I aid in another's cheating. All students are deemed by the University to understand that if they are found responsible for academic misconduct, they will be subject to the Academic Misconduct procedures and sanctions. Disability Notice: There is a Disability Resource Center available to you should you need it. It is your responsibility to contact them to process your request to have your needs met. You must follow their procedures as to properly notify the instructor. Diversity Statement: The School of Journalism and Mass Communication (SJMC) fosters an environment of inclusivity and respect for diversity and multiculturalism. The SJMC educates students to embrace diversity and understand the root causes of discrimination, as well as social, ethnic, sexual, disability and gender-based exclusion. (SJMC Diversity Statement, Adopted 3/6/14) Religious Holy Days: The University's policy on religious holy days as stated in the University Catalog and Student Handbook will be followed in this class. Any student may request to be excused from class to observe a religious holy day of his or her faith. Attendance & Participation: Class attendance is essential for your understanding and comprehension of the course material. Classes begin at 8 a.m. Discrepancies: In the event that there is a discrepancy with your grades whether it was not posted with the rest of the class or if there are questions that you would like to review with your instructor it is your responsibility to communicate with your instructor in a timely manner in order for changes to be made or office hours to be arranged. Electronic Devices: I encourage you to bring your laptops or tablets to class as they can be useful for class discussion and for looking up resources; however, please set all electronic devices, including cell phones, to vibrate so that they cannot be heard. Additionally, if you must take a call or text, please quietly leave the classroom to complete the discussion. Please do not engage in texting inside the classroom. 4

5 IMPORTANT DATES Jan. 11 Jan. 18 Jan. 19 Jan. 20 Jan. 21 Feb. 5 Feb. 5 March 21 April May 2 May 7 May 11 Classes begin MLK Holiday (University Closed) Last day to add courses; last day to drop courses or withdraw from the University without incurring financial liability for Tuition and Fees Spring semester Payment Due Date $100 late payment fee assessed for outstanding balances; students enrolled in the Tuition and Fees Payment Plan will not be assessed a Late Payment Fee if both installments are paid by the due dates Last day to withdraw from the University with a 25% refund of Tuition Last day to apply for graduation at the end of Fall 2015 term Deadline to drop a course with a DR grade Deadline to withdraw from the University with a WI grade Passover (University Open, Classes in Session) Finals week - modified class schedule: Final exams and other course assessment activities are scheduled during this week Complete grade report available to students by web and at kiosks at 9 a.m. 5

6 COURSE SCHEDULE, TOPICS AND DUE DATES Monday, Jan. 11 Wednesday, Jan. 13 Monday, Jan. 18 Syllabus review and TED s Ads Worth Spreading winners Chapter 1 An Introduction to Integrated Marketing Communication MLK Day University Closed no class meeting Wednesday, Jan. 20 Monday, Jan. 25 Wednesday, Jan. 27 Monday, Feb. 1 Wednesday, Feb. 3 Monday, Feb. 8 Chapter 2 The Role of IMC in the Marketing Process Chapter 4 Perspectives on Consumer Behavior PAW week guest speaker - tentative PAW week guest speaker - tentative Super Bowl ads Wednesday, Feb. 10 Monday, Feb. 15 EXAM 1 Wednesday, Feb. 17 Chapter 5 The Communication Process Monday, Feb. 22 Chapter 6 Source, Message and Channel Factors Wednesday, Feb. 24 Chapter 8 Creative Strategy: Planning and Development Monday, Feb. 29 Chapter 9 - Creative Strategy: Implementation and Evaluation Wednesday, March 2 Monday, March 7 Wednesday, March 9 EXAM 2 Monday, March 14 Spring Break no class Wednesday, March 16 Spring Break no class Monday, March 21 Wednesday, March 23 Chapter 10 Media Planning and Strategy Monday, March 28 Chapter 11 Evaluation of Media: TV and Radio Wednesday, March 30 Chapter 12 Evaluation of Media: Magazines and Newspapers Monday, April 4 Wednesday, April 6 Monday, April 11 EXAM 3 Wednesday, April 13 Chapter 15 Digital and Social Media Monday, April 18 Chapter 19 International Advertising and Promotion Wednesday, April 20 Chapter 20 Regulation of Advertising and Promotion Monday, April 25 Wednesday, April 27 EXAM 4 6