Syllabus. MANAGEMENT 4210: Advertising and Promotions Spring 2010 T/Th 12:15-13:30, Room D631

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1 Syllabus MANAGEMENT 4210: Advertising and Promotions Spring 2010 T/Th 12:15-13:30, Room D631 Instructor: Sameer Deshpande Office: D548 University Hall Office Hours: T/Th 13:45-15:15, or by appointment Phone: WebCT URL: (access to registered students only) Eligibility: Reserved for Faculty of Management students by major Prerequisite: Management 3210 Required Text: 1. Belch, Belch & Guolla (2008), Advertising and Promotion (3rd Canadian Edition), McGraw-Hill Ryerson. 2. Additional readings will be posted regularly on WebCT I use the textbook to write my slides. Textbook will therefore allow you to read my class discussion in more detail, and to look at additional examples of campaigns. Course Description and Objectives: Advertising and Promotion management is designed as an introduction to the field of integrated marketing communications (IMC). The emphasis is on the use of communication to meet marketing objectives, including but not limited to advertising. This course will provide a broad overview of many areas that pertain to marketing communication. Special attention will be placed on understanding the consumer in order to communicate better. Although creative issues will be examined, this is primarily a management, not a creative, course. This course is intended to train you in the ways of advertising and other components of IMC. There are two parts to that background knowledge and critical thinking. You will need an understanding of the who, what and where questions -- advertising concepts in general, the specific terms that are used, and issues that arise. But you will also have to apply those concepts, theories, and tools, and to think through the issues to develop the best possible campaign and executions for the product or service and relevant audience. Advertising agencies know that the selection of strategies and executions are not arbitrary (as in choose 1 from column A, then 1 from column B); they must fit into the logic of the marketing plan, and communicate the right message for the

2 M A N A GEM EN T 4210: A dvertisi ng and Promotions p. 2 product to the right target audience. The best method I know of to improve your critical thinking skills is through frequent practice. Expect lots of how, when and why questions both in class discussion and on your exams. Please be aware that there is strong emphasis on theoretical aspects of marketing communication in this class. I do not intend to teach you the nuts and bolts of advertising. You can learn those skills more effectively by working in an ad agency or the marketing department of a company. However, if you pay close attention to the reading assignments and class discussions and learn to think like an IMC professional, you will be better prepared to face the IMC world. Better understanding of theories covered in the class will also enable you to conceive more effective IMC campaigns. Grading will be based on: Exams (Exam 1: 20%; Exam 2: 20%) 40% Group Project 45% Part 1 20% Part 2 20% Presentations 5% Group presentation - history of advertising 5% Participation 10% Points will be deducted for following reasons from the final grade: 1. Lack of professionalism: 10% 2. Poor evaluation from your peers: Up to 20% 3. Failure to submit peer evaluations on time: 2% Grading Scale Grades will be based on a total accumulation of points at the end of the term. The following point percentages must be earned for each grade. The standard Faculty of Management grading scale will be used. I do not employ rounding off policy for the final grades. A B C A B D A C D B C F Below 50 Exams: There will be two in-class exams. They are not cumulative. No early or late exams will be given, except in extreme cases such as documented illness (produce medical certificate) or death in your immediate family. Representing the university at an event will not be considered as a valid excuse to miss the exams. Exams will mostly contain

3 M A N A GEM EN T 4210: A dvertisi ng and Promotions p. 3 multiple-choice, short- and long-essay style questions. All material from readings and class are fair game for exams. Group Project: You will complete an advertising plan during this course. The purpose of this project is to give you practice in applying the concepts learned in class and to hone your critical thinking skills. Please see a separate handout for further details. Group presentation on history of advertising: John Hartman Center s website ( discusses emergence of advertising in America between 1850 and Your group should visit this site and, choose any brand that has at least three ads listed from this era. Later, find three contemporary ads of the same brand and compare the two eras. If you don t find contemporary ads of the same brand, choose any other brand but from the same product/service category. Print these ads on transparencies or copy them on a disk/cd and bring them to the class. Every group should be prepared to show these ads and discuss their comparison on February 2 nd. This activity carries 5% towards the final grade. EVERY GROUP MEMBER NEED NOT PRESENT. IT IS ASSUMED THAT ALL MEMBERS HAVE PARTICIPATED IN THE PREPARATION OF PRESENTATION. The 2 Ps of Participation 1. Presence: Class attendance is an important part of the learning process. Textbook provides information and reference; however, a book is neither sufficient for all of the information, nor is it the best way to learn. A sign-up sheet to record your attendance will be circulated every day of the class (other than the introductory first class) where you sign your name at the start of every class. It is entirely your responsibility to ensure that you put your name and signature on the sign-up sheet. These sign-up sheets will be used as proof of attendance, which will determine your participation score. 5% participation marks will be recorded twice during the semester. Half a percentage point will be deducted for every missed lecture. Attendance is excused when you are sick (produce medical certificate) or there is a death in your immediate family or if you are representing the university at an event. In any case, you should inform me before or right after missing the lecture. Please bring a written proof for your absences. If you miss a class, you should read the assigned text pages, download and study the class notes from the web, and copy someone s notes from class. After doing these things I will be happy to meet with you to discuss anything you do not understand. 2. Professionalism: Professional behaviour is a minimal requirement. You are in the process of preparing to take on a professional position. As such, it is important to practice behaving in a professional manner. You do not receive extra points for being professional, because it is expected behaviour. You may be docked points,

4 M A N A GEM EN T 4210: A dvertisi ng and Promotions p. 4 however, for unprofessional behaviour. Unprofessional behaviour encompasses a wide variety of negative behaviours, including but not limited to delayed submission of assignments, negative attitude, arriving late to classes, leaving the classroom during the lectures, holding side conversations during class, reading other materials or doing other things during class, sleeping, and inappropriately inconveniencing others. Your final grade may be docked up to 10% for lack of professionalism. It is not my job to remind you guys to meet deadlines. Refer to the syllabus and group project handout for what is expected and when it is due. If you miss your deadlines, you will automatically lose points. My classroom is a cell phone free zone. Students should switch off their phones before they enter the class. Use of phone will not be tolerated. Also, I will allow students to use laptop during classes only to write class notes. If I find students using computers for any other purpose, I will ask them to shut down their machines. Miscellaneous Issues Communication: I encourage you to talk with me about any questions or difficulties you may be having. You can call me, talk to me before or after class, or me. I check my regularly, but you must give me 48 hours to respond. So if you me at 1 a.m., and if it is 5 a.m. and you still haven t heard from me, that s a sure shot sign that you need to adjust your expectations. Special Needs: Please inform me of special needs at the beginning of the semester. This may include but is not limited to: learning disabilities, religious obligations that conflict with class schedule, and physical or medical limitations affecting class participation. I will work with you to help meet your needs to the extent possible. Rules of Conduct: Please refer to section Student Discipline Policy on page 80 of the Calendar. I will closely follow policies discussed in these pages. WebCT: This class will utilize WebCT as a main web resource. PowerPoint presentations, additional readings, projects, as well as other activities will be coordinated through WebCT. Hence it is necessary on your part to learn this tool. External Links: You will find a page on external links on WebCT. These links will help you navigate through the exciting world of advertising. They will also help you learn about relevant organisations, search for jobs, build contacts, etc.

5 M A N A GEM EN T 4210: A dvertisi ng and Promotions p. 5 PowerPoint Slides: I will regularly post my PowerPoint Slides containing the outline for each lecture. I encourage you to print slides before class and use them in taking notes. I believe that you benefit from taking notes, so I do not provide my complete (filled-in) slides, simply the outline. All lecture slides are posted on the course content page of WebCT and are available online all the time. However, on the day of the exams, the link to course content, and external links pages will be taken off.

6 M A N A GEM EN T 4210: A dvertisi ng and Promotions p. 6 Schedule: I usually stick close. Additional readings will be posted on WebCT. Please visit the website regularly for these readings. In some situations, additional readings may be handed out in class. Note: Some important activities are clustered. Please plan your semester such that you are able to stick to the expected deadlines. January 7 Introduction 12 - Advertising, Promotion, and Marketing Communication (Chapter 1) 14 - Social Communication (read PowerPoint slides) 19 The History of Advertising (read PowerPoint slides) Project: o Group members and product/service must be finalized today. Submit a paragraph with names of group members and brief description of the plan. o Submit a group member critique form. o Every group shares their decision on product/service with rest of the class The History of Advertising (read PowerPoint slides) 26 Day to work on group project 28 - Measuring the Effects (Chapter 9) February 2 - Group presentation on history of advertising 4 - Consumer Behavior (Chapter 3) 9 Communication and Consumer Involvement (Chapter 4) 11 Establishing Objectives (Chapter 5) 23 Brand Positioning (Chapter 6) 25 - Creative Strategy (Chapter 7) March 2 Exam 1 Project: Part 1 due 4 - Creative Tactics (Chapter 8)

7 M A N A GEM EN T 4210: A dvertisi ng and Promotions p. 7 9 Presentation of broadcast creatives 11 Why Bad Ads Happen to Good Causes 16 - Media Planning, Strategy, & Tactics (Chapter 10) & Broadcast Media (Chapter 11) 18 - Broadcast Media (Chapter 11) & Print Media (Chapters 12) 23 - Out of Home Media (Chapters 13) & Public Relations (Chapter 15) 25 - Sales Promotion (Chapter 14) & Direct Marketing (Chapter 16) 30 Guest Lecture: Carmen Toth, previously owner of Adair Advertising April 1 Guest Lecture: Robert Cooney, U of L Advances Communications (Public Relations) 6 Legal, Social, and Ethical issues in IMC (Chapter 18) 8 Exam Group presentations 15 - Group presentations 22 No class Project: Part 2 due (include your Part 1) Group Member critique forms due