Time Schedule:
Jessica Stone
MKTG 340
Seattle Campus
Management of the advertising function and its integration with other forms of promotion. Planning the program, determining the most effective approach, evaluation of media and budget, advertising research, advertising institutions, economic and social aspects. Prerequisite: MKTG 301; may not be repeated. Offered: AWSp.
Class description
University of Washington School of Business Administration Marketing 340 Principles of Advertising Spring 2008 Dr. Jessica Stone
MKTG 340 SLN Tuesday / Thursday 3:30 - 5:20 Office 120 Lewis Hall Office Hours By Appointment drjessicastone@gmail.com
Course Objective: Marketing 340 will introduce you to the rapidly changing industry once known as "Advertising". Today the term "advertising" isn't broad enough to cover what the industry is really all about. Today, the correct term used by professionals is "Integrated Marketing Communications" (IMC).
While taking this course you will learn about and understand Integrated Marketing Communications - the focus will be on the Advertising Element of an Integrated Marketing Communications Campaign. You will learn the answers to the following questions: What is effective advertising? What does it do? How does it work? What do I need to know in order to create my own effective advertising?
Text: Advertising, Promotion, and Other Aspects of Integrated Marketing Communications Terence A. Shimp 7th ed. Thomson/ South-Western 2007 ISBN 0-324-40807-2
Grading: In an effort to support many different learning styles, you will be graded on several different kinds of projects. Your grades will be assigned by the professor, by your peers and by your performance on multiple choice exams.
You will receive seven grades for the work you do during this course, eight counting the Final Exam. Each grade carries equal weight. All grades will be added together and then divided for your final grade. Grades are based on the standard 4.0 - 0.0 scale. Exams are graded on a curve, the course, as a whole, is not.
Graded Work: Quiz #1 Written Report #1 Team Evaluation #1 Team Presentation Quiz #2 Written Report #2 Team Evaluation #2 Final Exam
Quizzes and the Final Exam are Multiple Choice (you will need three Scan-trons and a #2 pencil). Quizzes have 100 items, are worth 100 points and cover readings and lecture material. There are two options for the Final Exam. Option A: A 150 item cumulative multiple choice exam worth 300 points given on Thursday June 12 from 4:30 - 6:20 pm. Option B: A written report due in class on June 5. Students need to decide on one option by May 27 (to allow photo-copy time for the multiple choice exam). You may make your selection before May 27 if you wish.
Please note: There is no extra credit offered in Mktg. 340. You must be present for quizzes and presentations to receive credit. Late Reports will receive a zero. Failure to turn Reports in Team Folders will result in Five Points deducted from Exam #1 (for Written Report #1) and from Exam #2 (for Written Report #2). There are no practice exams.
Materials are due at the start of class on the due date shown on the syllabus. Materials tucked under the office door etc. will be tossed. Nothing will be accepted by email or by attachment - please do not send any attachments. Thank you.
Working in Teams - Networking starts right now!
Networking is a HUGE element in terms of creating and enjoying a successful career in Business or just about anything else. Networking starts today!
On the second day of class you will have an opportunity to select several fellow students to be part of your Marketing 340 Team. You will work and study with your team members all term so select carefully!
1. Join with four other students (each team should have five members total) and form a Team.
2. Decide upon a name for your Team; make it clever and interesting. Don’t use the first initials of each member’s name (yawn) or something boring like “The Section Bs” (snooze). This is a Business course – think of a professional sounding business name for your Team.
3. Type a list (in Alphabetical Order) containing the following information: Member’s full name (Last name first) Member’s student number Member’s email address Member’s phone number/s
4. Give a typed copy of this list to each member of your Team. Keep this list!!! You will need it throughout the course.
5. Put a copy of your Team's Member List in your Team Folder
This is due, in class, on Thursday April 8, 2008. No exceptions.
Although Team Folders are not given a formal grade, Five Points will be deducted from Quiz #1 (for each Team Member) for Team Folders turned in late or done incorrectly.
Teams may fire members who are not performing adequately. Members of a team wishing to fire another team member must present that member with a written notice signed by all members of the team. The notice must spell out exactly what the issues are, what the team expects to change and a specific time frame for the change to occur. If the changes have not been made by the allotted time, the member being fired must be given a written notice of termination. A copy of this notice must be turned into the instructor at the same time. The team member who has been fired has three choices: join with another team, complete all the work individually or drop the class. Last day to fire a Team Member is April 29, 2008
Exchange email addresses and phone numbers with your team members! Work with your team! Tuesday Thursday April 1 April 3 Welcome! Select Teams / decide on team name Chapter 1 Chapter 2 Overview of IMC Enhancing Brand Equity, Influencing Behavior
April 8 April 10 Chapter 4 Chapter 5 Targeting Positioning Team Folders Due Product Selection Due
April 15 April 17 Chapter 7 Team Work Day Adoption, Branding, Packaging
April 22 April 24 Chapter 8 Chapter 10 Signage, Point-of-Purchase CMU Creating Effective Messages Report #1 Due Team Evaluation #1 Due
April 29 May 1 Midterm #1 Chapter 11 100 Items Message Appeals / Endorsements Last Day to Fire a Team Member
May 6 May 8 Chapter 14 Chapter 15 Traditional Advertising Media Internet Advertising
May 13 May 15 Chapter 17 Team Work Day Sales Promotion / Trade Promotions
May 20 May 22 Chapter 20 Midterm #2 Public Relations / Sponsorships 100 Items Report #2 Due Team Evaluation #2 Due
May 27 May 29 Team Presentations Team Presentations Last Day to Select Final Exam Option
June 3 June 5 Team Meetings with Dr. Stone Review for Final Exam / Course Assessment Option B Final Exam Reports Due
Final Exam: Thursday June 12, 2008 4:30 - 6:20 400 Items Team Evaluations
1. Make enough photocopies of this form to cover each member of your Team. For example, if your group has five members you will need to make four copies, one for each of members you are evaluating. Do not evaluate yourself.
2. To obtain full credit, fill out all the information on the forms.
3. Evaluate each group member on each item and rank their performance from 1 to 5 (total 20 possible points) 4 = did a stellar job - absolutely perfect 3 = did a really great job 2 = was there, participated 1 = participated but didn't really contribute or detracted from group's performance
4. To obtain full credit you must complete the form - and give honest, thorough feedback in the comment section. Hint: It is EXTREMELY RARE that every person does exactly the same level of work - especially when all do "perfect work". If the evaluations you give others do not reflect a careful evaluation (i.e. you give everyone a perfect score), you will be docked 5 points from the score you receive from your Group Members.
5. Put the evaluations in a standard business envelope, seal the envelope and print your name (last name first) on the front of the envelope. Put all Team Members' envelopes in the Team Folder and turn it in at the start of class the day Evaluations are due. Failure to turn in Evaluation Forms, in class on the due date will result in full loss of points given by your Group Members.
Team Evaluations
Your Name ________________________________________________________ Print Your Full Name (Last name first)
Team Member Being Evaluated _________________________________________ Print Member's Full Name (Last name first)
1. Shared good, relevant ideas / opinions __________________
2. Listened well and respected others ideas / opinions __________________
3. Did a full share of the work ___________________
4. Attended meetings - on time and stayed ___________________
5. Contributed to the group's learning process ___________________
Total Score ____________________
Divide by five (5) _____________________ Circle Final Score
Comments: In this section, substantiate your evaluation of this Group Member.
Sign (Your Signature Here) ___________________________________________
Date Completed ___________________________________________
Written Report #1
Due Tuesday April 22
Write a comprehensive report describing the following information for the product your team selected. Be thorough and detailed. Cover all aspects of each item.
1. The product and its current packaging. 2. The current target market. 3. The current competition - both primary and secondary. 4. The uncontrollable elements impacting this product. 5. The current pricing structure. 6. The current channels of distribution. 7. The current promotion employed for this product.
Use photos, drawings, charts etc. to illustrate your report. Be sure to give proper credit to any sources used / quoted.
Reports should be double-spaced, use 12 point, Times-New Roman and use the standard margins pre-set in Microsoft Word. Reports should be 4,000 - 5,000 words in length. Number each page in lower right hand footer and type your Team Name in the upper right hand header. Create a cover page with the following information centered mid-page:
Written Report #1
Skip one line Your Team Name Team member names in alphabetical order (Last names first)
Skip one space The current name of your product Word count
Do not use a header or footer on the cover page. Staple report pages using one staple in the upper left hand corner. Hand in reports in your Team Folder. Written Report #2
Due Tuesday May 20
Write a comprehensive report describing the following information for the product your team selected. Be thorough and detailed. Cover all aspects of each item.
1. The new product and its packaging. 2. The new target market. 3. The new competition - both primary and secondary. 4. The new uncontrollable elements impacting this product. 5. The new pricing structure. 6. The new channels of distribution. 7. The new promotion* employed for this product.
* New promotion must include one print ad, one website (Home page only required although you may design other pages if you wish), and one television or radio ad.
Put website, television / radio ads and print ad on a CD. Label the CD with your Team Name and put it in a paper sleeve. Turn the CD in with your Written Report #2 in your Team Folder. Use photos, drawings, charts etc. to illustrate your report. Be sure to give proper credit to any sources used / quoted.
Reports should be double-spaced, use 12 point, Times-New Roman and use the standard margins pre-set in Microsoft Word. Reports should be 4,000 - 5,000 words in length. Number each page in lower right hand footer and type your Team Name in the upper right hand header. Create a cover page with the following information centered mid-page:
Written Report #2
Skip one line Your Team Name Team member names in alphabetical order (Last names first)
Skip one space The new name of your product Word count
Do not use a header or footer on the cover page. Staple report pages using one staple in the upper left hand corner. Hand in reports in your Team Folder. Option B: Final Exam Due June 5, 2008
Read one of the six books listed below and write a book review describing the basic concept/s discussed and the best / worst parts of the book. Would you recommend this book to other advertising students? Why or why not?
Reports should be double-spaced, use 12 point, Times-New Roman and use the standard margins pre-set in Microsoft Word. Reports should be 1,000 - 1,200 words in length. Number each page in lower right hand footer. Type your name (last name first) in the upper right hand corner of page one. Staple pages together with a single staple in the upper left hand corner.
Emotional Branding: The New Paradigm for Connecting Brands to People by Marc Gobe
Truth, Lies and Advertising : The Art of Account Planning by Jon Steel
Positioning: The Battle for Your Mind by Al Ries
Guerrilla Marketing: Secrets for Making Big Profits from Your Small Business by Jay Conrad Levinson
Bang! Getting Your Message Heard in A Noisy World by Linda Kaplan Thaler
Selling the Invisible: A Field Guide to Modern Marketing by Harry Beckwith
These books are available in most public libraries (and on campus). They are also available through Amazon.com and in most large brick and mortar bookstores.
Student learning goals
Please see course syllabus above. Thank you.
General method of instruction
Please see course syllabus above. Thank you.
Recommended preparation
Please see course syllabus above. Thank you.
Class assignments and grading
Please see course syllabus above. Thank you.
Please see course syllabus above. Thank you.
