STRATEGIC PLANNING FOR ADVERTISING AND PUBLIC RELATIONS

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1 STRATEGIC PLANNING FOR ADVERTISING AND PUBLIC RELATIONS ADVRT 301/JLMC 301, Section 02 (3 credits, A-F only) Spring 2010 Room 05 Hamilton Hall 9:30am to 10:50am M/W Prerequisites: 230 or JL MC 220 Greenlee School of Journalism and Communication 1 Dr. Sela Sar Office phone: Hamilton Hall Office hours: Monday/Wednesday 11am-12pm 1-3pm and by appointment Contact Information You do not need to make an appointment to come to see me during my office hours. But, if you cannot see me during my office hours you will need to make an appointment. To make an appointment, please me or talk to me after one of our class sessions. I strongly encourage you to use my office hours, as opposed to , when asking questions related to course materials, assignments, group projects, or seeking guidance on a career in advertising. Please do not wait until the last minute (the weekday or weekend before an assignment is due) to approach me. Course Description The primary focus of this course is to explore and learn basic concepts of strategic and research techniques that are often employed by advertising and PR professionals. The course will help you to learn how to apply various research methods to gather and analyze information about the relationship between the consumers and advertising/pr communication processes and ultimately to develop effective communication strategies. Course Objectives: 1. To understand the relationship between the consumer and the strategic communication process. 2. To understand the process and strategy of identifying with the consumer, and incorporating consumers viewpoints into the process of advertising creativity. 3. To understand some basic quantitative (i.e. survey, and MRI data analysis) and qualitative (i.e. observational studies, focus groups, and interviews etc ) research methods. 4. To enhance your strategic abilities and critical thinking in strategic communication processes (i.e. consumer and brand insights and brand strategy etc ). 5. To expose you to real-world applications of consumer insights and strategic work through case studies and client assignments. 6. To refine your report writing and oral-presentation skills particularly in advertising and public relations. Required Texts and Reading 1. Fortini-, L. (2001). Hitting the Sweet Spot: How Consumer Insights Can Inspire Better Marketing and Advertising. Chicago: The Copy Workshop.

2 2. Kelley, D. L. and Donald W. (2006). Advertising Account Planning: A Practical Guide. M.E. Sharpe, Armonk, New York. 2 All course materials are available at the University bookstore. Additional required reading materials will be handed out in class or otherwise made available. Course Components and Requirements All students are required to do the readings in advance, participate in class discussion, participate in strategic s, and work in teams of 4-5 on assignments and presentations. (Note: Readings and lectures will help you to better understand lectures, be able to participate in class discussion, and to successfully complete your assignments and presentations). All students are required to work in teams of 4-5 on three written assignments, three presentations and the final group project throughout the semester. Please note that NO LATE ASSIGNMENTS OR PRESENTATIONS WILL BE ACCEPTED. ALL ASSIGNMENTS MUST BE HAND DELIVERED IN CLASS (no ASSIGNMENTS OR PRESENTATIONS will be accepted). (In fairness to all, there will be no exceptions to this rule.) Further instructions on assignments and presentations will be given in class and on another handout. All students are required to do three group presentations and a final group presentation. Attendance for all students is mandatory on days when groups are expected to do a presentation (see daily schedule for exact dates). Failure to attend or present the project will result in zero points being earned for the assignment and the presentation. This includes the final project presentation dates. All students are required to participate in every class session and class discussion. All students you must show up to class on time, do the readings, be respectful of your classmates, ask questions when you have them, contribute to your group presentation, and complete short assignments. In contrast, repeated absences, tardiness, failure to do the readings, disrespect of your classmates, and/or general lack of preparation for class discussions will result in a deduction of points that will affect your final grade. In the case of an emergency (i.e. sick, accident, death of a family member, court service etc ), students MUST inform the instructor about the situation before the class that will be missed. In order for us to be productive learning environment, I ask that you please turn off all laptops, cell phones, PDAs or other electronic devices during class. Types of assignments and presentations More details regarding these assignments and presentations, expectations, and grading will be provided in class. All assignments and presentations should be typed, stapled, dated, numbered, and labeled with page number and the team member s names. Consumer Insight (group): You will select a consumer segment with which you have no familiarity to observe. The purpose of this assignment is to give you an understanding of what

3 types of insights can be obtained through different research methods. This assignment includes a group written paper and a group creative presentation in class. Brand Insight (group): You will select a place of business where people spend money to observe. Carefully observe the business and its consumers in action and then draw some conclusions about the brand, its personality and positioning in the marketplace. This assignment includes a group written paper and a group creative presentation in class. Creative Brief (group): You will work in-group on an assigned client and will prepare a creative brief to be presented in class. You will need to understand your client s brand, the industry your client competes in, and how they rank with the competition, and consumer motivations. This will require you to use every observational tool you ve learned so far (observation, ethnography, interviews, focus group, survey etc ) and secondary research resources. Final Project (group): For the final project you will prepare a creative brief and research debrief and make a presentation in class. Grading There will be 4 primary components in your grade: Grading Components Percentages of Grade 1. 3 team assignments (10% each) 30% 2. 3 team presentations (10% each) 30% 3. 1 team final project + 1 team final 20% presentation (10% each) 4. Two quizzes (10% each) 20% Total 100% Please note that any concerns about a grade you receive on any assignments must be addressed with a written explanation within one week of receiving the grade. Course Content and Daily Schedule Day Date Authors Readings Topics Class activities and due dates 1 (M) 1/11 Course s overview 3 2 (W) 1/13 1.Kelley and 2.Fortini- Ch. 1 p.1-14 Importance of strategic in advertising/pr 3 (M) 1/18 No Class No Class University Holiday 4 (W) 1/20 1.Kelly and Ch. 2 Situation analysis and understanding the sweet spot

4 2. Fortini- p (M) 1/25 1. Fortini- 2. Kelley and 3. Course packet Ch.6 Ch. 4 Ch. 4 Defining the consumer: Secondary resources MRI Exercise 6 (W) 1/27 1. Fortini- 2. Kelley and Ch.6 Ch. 4 Defining the consumer: Secondary resources (continued) MRI Exercise 7 (M) 2/1 1. Fortini- 2. Kelly and 3. Course packet p Ch. 3 Ch. 5 & 6 Understanding the consumer: Ethnography and observation Consumer analysis exercise 8 (W) 2/3 Course packet Ch. 5 & 6 Understanding the consumer: Interviews 9 (M) 2/8 Guest Lecture Matava, Tobie Instruction Session (guest lecture from ISU library resources) Guest Lecture 10 (W) 2/10 1. Kelley and 2. Fortini- Ch. 3 p Consumer insights/discuss consumer insight assignment 11 (M) 2/15 Strategic Planning Meeting Work on consumer insight assignment Work session 12 (W) 2/17 Strategic Consumer insight presentations (Note: Failure to attend or present will result in zero points earned) 1. Consumer insight assignment due 2. Everyone must attend this session 13 (M) 2/22 Kelly and Ch. 5-6 Importance of brand 14 (W) 2/24 1. Kelly and 2. Course packet Ch. 6 Ch. 10 Brand personality Review for quiz 1 15 (M) 3/1 Quiz 1 Quiz 1 Quiz 1 Quiz 1 16 (W) 3/3 Fortini- p Brand perception/discuss brand Focus group

5 insight assignment Exercise 5 17 (M) 3/8 1. Fortinicampbell 2. Kelly and p Ch. 4/7 Brand analysis, positioning and insight Focus group exercise 18 (W) 3/10 Presentation Brand insight presentations (Note: failure to attend or present will result in zero points earned) 1. Brand insight assignment due 2. Everyone must attend this session 19 (M) 3/15 No Class Spring Break 20 (W) 3/17 No Class Spring Break 21 (M) 3/22 Handouts Handouts Research Process and Creative Brief 22 (W) 3/24 23 (M) 3/29 1. Kelley and Ch. 8 The art of creative brief 2. Fortinicampbell p (W) 3/31 Review for quiz 1/development 25 (M) 4/5 Quiz 2 Quiz 2 Quiz 2 Quiz 2 26 (W) 4/7 Strategic 27 (M) 4/12 Strategic Creative brief workshop Creative brief presentations (Note: failure to attend the presentation will result in zero points earned) 1. Creative brief assignment due 2. Everyone must attend this session 28 (W) 4/14 Handouts Ch. 9 Final project discussion 29 (M) 4/19 Handouts Ch. 11 Strategic development: Message and creative plan 30 (W) 4/21 Handouts Ch. 12 Work session Work session

6 31 (M) 4/26 Strategic 32 (W) 4/28 Strategic Final project presentations (Note: Failure to attend or present will result in a zero point) Final project presentations (Note: Failure to attend or present will result in zero points earned) 6 1. Final project due 2. Everyone must attend this session 3. peer evaluations 1. Final project due 2. Everyone must attend this session 33 (M) 5/3 9:45-11:45am Course Recap Course Recap Work Load Policy For undergraduate courses, one credit is defined as equivalent to an average of three hours of learning effort per week (over a full semester) necessary for an average student to achieve an average grade in the course. For example, a student taking a three credit course that meets for three hours a week should expect to spend an additional six hours a week on coursework outside the classroom. Students should expect to spend about 9 hours in learning efforts per week (inside and outside of class) to satisfactorily complete this course. Registration in this course is by A-F only for both majors and non-majors. A achievement that is outstanding relative to the level necessary to meet course requirements. B achievement that is significantly above the level necessary to meet course requirements. C achievement that meets course requirements in every respect. D - achievement that is worthy of credit even though it fails to meet fully the course requirements. F represents failure and signifies that the work was either completed but at a level of achievement that is not worthy of credit or was not completed. I (Incomplete) Assigned at the discretion of the instructor. An incomplete grade will be considered only when documented, extraordinary circumstances beyond control, or ability to anticipate, prohibit timely completion of the course requirements. Incomplete grades are rare and require a written agreement between instructor and student. Grading Scale

7 Grade Grade Points Standard A 4.00 Outstanding A B B 3.00 Significantly above the required level B C C 2.00 Meets course requirements C D D 1.00 F 0 7 Grade Changes Inquiries regarding any changes of grade should be directed to the instructor of the course. Grade changes will be made only when evidence of an error in grading and /or recording of a grade are identified. Concerns about Grade Inquiries regarding concerns about grade should be submitted to the instructor in a written format within one week of the grade being received. In the written statement, students must explain the reason for grading issues. Scholastic Misconduct Scholastic misconduct is defined at the Iowa State University as any act that violates the rights of another student in academic work or that involves misrepresentation of your own work. Scholastic dishonesty includes (but is not necessarily limited to): cheating on memos (assignments) or examinations, plagiarizing (which means misrepresenting as your own work any part of work done by another), submitting the same paper, or substantially similar papers, to meet the requirements of more than one course without the approval and consent of all instructors concerned, depriving another student of necessary course materials, or interfering with another student s work. Proven scholastic misconduct will result in a course grade of F Disabilities Students with disabilities that affect their ability to participate fully in class or to meet all course requirements are encouraged to bring this to the attention of the instructor so that appropriate accommodations can be arranged. Further information is available from the Disability Resources (DR) office, located on the main floor of the Student Services Building, Room 1070, phone: Sexual Harassment University policy prohibits sexual harassment as defined in the 5/1/06 policy statement. Copies of the 5/1/06 policy statement on sexual harassment are available at University Human Resource Services and Office of Equal Opportunity & Diversity. Complains about sexual harassment

8 should be reported to the University Office of Equal Opportunity & Diversity at 3210 Beardshear Hall, Ames, IA 50011, Phone: ACEJMC Core Values and Competencies The national accrediting agency for journalism education has required that all accredited journalism schools assess student mastery of 11 core values and competencies that every graduate of a journalism and mass communication program should possess. According to the Accrediting Council on Education in Journalism and Mass Communication, all graduates, irrespective of their particular specialization, should be able to: 1. understand and apply the principle and laws of freedom of speech and press, including the right to dissent, to monitor and criticize power, and to assemble and petition for redress of grievances 2. demonstrate an understanding of the history and role of professionals and institutions in shaping communication 3. demonstrate an understanding of the diversity of groups in a global society in relationship to communication 4. understand concepts and apply theories in the use and presentation of images and information 5. demonstrate an understanding of professional ethical principles and work ethically in pursuit of truth, accuracy, fairness, and diversity 6. think critically, creatively, and independently 7. conduct research and evaluate information by methods appropriate to the communication professions in which they work 8. write correctly and clearly in forms and styles appropriate for the communication professions, audiences, and purposes they serve 9. critically evaluate their own work and that of others for accuracy and fairness, clarity, appropriate style and grammatical correctness 10. apply basic numerical and statistical concepts 11. apply tools and technologies appropriate for the communication professions in which they work

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