Texas State University School of Journalism & Mass Communication Fall 2008 Round Rock Higher Education Center

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1 Texas State University School of Journalism & Mass Communication Fall 2008 Round Rock Higher Education Center MC : International Advertising MC 5304N.81: International Advertising & PR Issues Class: W 6:30-9:15 p.m.; Room: AVRY 414 Instructor: Dr. Michael McBride nazdrave3@yahoo.com RRHEC Office & Phone Number: 464R/ Office Hours: Tu 2:30-3:30 p.m. or W 5:30-6:30 p.m. or by appointment Introduction: Advertising plays a pivotal role in society, both in the U.S. & abroad. It impacts free market economies by providing information to consumers as well as jobs, & it serves as a source of revenue to help maintain & grow systems of mass & individualized media. As a means of focusing consumer attention, advertising can help to stimulate consumption & can even be considered an agent of socialization, much like schools, family, & friends. Advertising can teach people some of the values & norms of cultures, while simultaneously conveying knowledge about what products & services exist in marketplaces. As the world becomes smaller with technological advances and global market expansion, marketers must become more familiar with factors influencing global advertising communications. It s important to understand how this rapidly changing global environment influences communication decisions about research, strategy, media, message execution, promotion, & more. Advertising is obviously an important institution with both positive & negative influences on society. So, it s important to understand the dynamics of advertising & its influences on society, both intended and unintended. By doing this and by encouraging self-regulation, negative outcomes may be minimized while fostering competitive market systems & protecting consumers rights to truthful information. As markets around the globe continue to open & develop, exchanging information, goods, & services, advertisers face difficult questions of how best to communicate their messages to diverse cultures of consumers. Issues of localization, globalization, & even relatively new terms like glocalization, come into play, as do concerns over the homogenization of values & cultures. Technology, including the Internet, adds further to the complexity of the advertising task. Beyond cultural preferences, & infrastructure issues, advertisers also must contend with differences in regulations of products & services from nation to nation & even evolving regulations within a particular country. Major issues such as privacy rights have emerged, along with the need to protect children & other consumers from potentially harmful messages, products, services, & ideas. This course will emphasize one important aspect of International Advertising: Destination Branding of Nations. By better understanding what nations say about who they are & what they stand for, we may be better able to begin to understand how they are similar to & different from us, & what the implications are of that, not just in an advertising context but more importantly in a "human" context. Course Description (Current Online Listing): Overview of international marketing & advertising; problems & opportunities of a global economy. Required Text: Mueller, Barbara, Dynamics of International Advertising: Theoretical and Practical Perspectives, New York: Peter Lang, ISBN (or 2006 edition, ). Grading Policy -- MC 4303 ONLY: 10 Chapter Quizzes: Text (3% each) 30% 2 Destination Branding Quizzes (15% each) 30% 4 Mini-Assignments (5% each) 20%

2 Country Notebook Term Project 20% Grading Policy -- MC 5304N ONLY: 10 Chapter Quizzes: Text (3% each) 30% 2 Destination Branding Quizzes (15% each) 30% 2 Project Papers & Presentations (20% each) 40% Academic Honesty: Plagiarism is not tolerated. Unauthorized use of information will result in "0" grades for all parties. Disciplinary actions outlined in the Student Handbook will be enforced if necessary. Course Objectives: By the end of the course, you should: * understand the role of advertising in the international marketing mix * recognize strengths & limitations of global marketing & advertising * distinguish between advertising in foreign vs. domestic markets * recognize risks & rewards involved in international advertising * understand the importance of consumer behavior & audience segmentation * appreciate the importance of diverse multicultural societies & concepts of race & gender * understand cultural factors influencing the choice of international advertising campaigns * understand how advertising agencies & organizations function in international markets * recognize the importance of market research in all phases of international advertising * recognize the growth & types of media available to international advertisers * recognize legal, regulatory & other constraints facing international advertisers * understand the promise of technological & communications innovations Disability Accommodation: If you believe you have a disability & need special consideration of any kind, I will work with you & the Office of Disability Services (ODS) to provide reasonable accommodations to insure fairness for you in this class. Please advise ASAP at the onset of the course & secure proper paperwork from ODS for me. Course Requirements: CHAPTER QUIZZES: There will be 10 closed-book, closed note quizzes over each of the 10 chapters in the Mueller text. Each quiz will count 3% of the course grade, so all quizzes will count 30%. The format may be objective &/or short-answer. Each quiz will be given at the beginning of class on the evening it is scheduled. DESTINATION BRANDING QUIZZES: There will be 2 closed-note quizzes over PPT presentations & related materials for each half of the course as scheduled. Each quiz will count 15% of the course grade (30% for both). Neither quiz will be comprehensive. The format may be a combination of objective &/or short-answer. Each quiz will be given the second half of the designated class & will include material covered during the first half of the class. MINI-ASSIGNMENTS -- MC 4303 ONLY: There will be 4 individual mini-assignments scheduled & may include a brief in-class presentation. Each will count 5% of the course grade, so all 4 will count 20%. They'll be based on class topics of importance & will be announced 1 week ahead of the due date. Missed mini-assignments may not be made up.

3 COUNTRY NOTEBOOK TERM PROJECT -- MC 4303 ONLY: There will be a single "country notebook" due at the end of the semester that should include a number of individual assignments to be explained in a separate handout to follow. The goal of this project is to find & collect excellent & appropriate examples of each assignment & provide a clear explanation of why it is a good way to represent the intended objective. You may use your own creativity & certainly your own points of view, beliefs, & perspectives will be most welcome! PROJECT PAPERS & PRESENTATIONS -- MC 5304N ONLY: There will be 2 project papers due & presentations given as scheduled. Each project paper & presentation will count 20% of the course grade, so both will count 40%. Each paper & each presentation will count equally. Paper & presentation due dates may not be changed. Each paper & presentation will be based on critical issues pertinent to the key course topics. A separate handout will follow. NOTE: MC 4303 class members are expected to attend all individual MC 5304N presentations on BOTH evenings scheduled. Special Requirements/Announcements: * Cell phones & all other handheld electronic devices must be turned off & put away before classes, quizzes, or presentations begin and until they end. * Be here when class starts & when class ends. * Activate your Texas State account, if you haven't already. * You may tape record class proceedings for personal use only. * You re encouraged to read consumer, industry, & trade publications like Advertising Age, AdWeek, Business Week, Fortune, Forbes, The Wall Street Journal & The New York Times or to read the on-line versions of these & other titles to help you track trends in global advertising & marketing communications. * Certain A-V programs, including select videotapes or DVDs, may be scheduled. Be in class as no rescheduling is possible. * Make me aware as soon as possible of any major problem that could adversely affect your ability to successfully complete this course. * When possible, I will let you know beforehand if I'll be away from class. * I reserve the right to add to or modify course requirements, schedules, or learning materials. Any changes will be announced asap in class. * If you need advice or assistance of any kind, & want to learn more about a topic, discuss unique or pressing mass communication or related issues, crystallize personal or career concerns, or simply talk about your future, please contact me. Attendance Policy: Roll will be taken at each class. If you're absent or late, you're responsible for missed material regardless of the reason. You're allowed up to 2 unexcused absences without penalty; however, for each additional unexcused absence, you may lose one letter grade on your final overall grade. Five or more unexcused absences may constitute an F in the course. You must clear absences with me during the semester, or they'll automatically be unexcused. A limited number of approved campus-related trips may be considered excused absences. Please let me know asap if you'll miss class, & why. All grades are final by the end of the semester, as no grade changes may be made after the term ends. Excused absences require documentation such as physicians' notes & letters with contact & follow-up information. Though the university & school maintain recommended attendance policies, outstanding attendance may enable me to reward you with additional points on your final overall grade. Also, a reasonable limit may be placed on tardies; otherwise, you'll be counted absent from class. NOTE: You may drop this or any course by 5 p.m. on Monday, October 27, & receive an automatic "W."

4 Course Schedule: Week 1: 8/27 Week 2: 9/3 Week 3: 9/10 Week 4: 9/17 Week 5: 9/24 Week 6: 10/1 Week 7: 10/8 Introduction -- Professor & Course Branding & Destination Branding Background PPT Class Discussion Points Chapter 1 Quiz Growth of International Business & Advertising (C1) Nation Brands PPT: Variable Countries Chapter 2 Quiz International Marketing Mix (C2) Nation Brands PPT: Europe -- West & North Mini-Assignment 1 (MC 4303) Chapter 3 Quiz International Marketing & Advertising Environment (C3) Nation Brands PPT: Europe -- South & East Chapter 4 Quiz Cultural Environment (C4) Nation Brands PPT: Europe -- Central Mini-Assignment 2 (MC 4303) Chapter 5 Quiz Coordinating & Controlling International Advertising (C5) Nation Brands PPT: Bulgaria & Moldova Destination Branding Quiz I Week 8: 10/15 Project Paper 1 & Presentation 1 (MC 5304N) Week 9: 10/22 Week 10: 10/29 Week 11: 11/5 Week 12: 11/12 Week 13: 11/19 Chapter 6 Quiz Creative Strategy & Execution (C6) Nation Brands PPT: Asia-Pacific -- Australia & New Zealand Chapter 7 Quiz Advertising Media in International Arena (C7) Nation Brands PPT: Asia-Pacific -- South Mini-Assignment 3 (MC 4303) Chapter 8 Quiz Research in International Arena (C8) Nation Brands PPT: Asia-Pacific -- China Chapter 9 Quiz Advertising Regulatory Considerations in International Arena (C9) Nation Brands PPT: Asia-Pacific -- Korea Mini-Assignment 4 (MC 4303) Chapter 10 Quiz Social Responsibility & Ethics in Global Marketplace (C10) Nation Brands PPT: USA Destination Branding Quiz II Week 14: 12/3 Project Paper 2 & Presentation 2 (MC 5304N)

5 I M GLAD TO HAVE YOU IN THIS CLASS!!!!!