Martha N. Matthews
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.
The primary objective of this course is to provide you with an understanding of the advertising industry and its relationship to our media, economic and marketing systems. Throughout the quarter, a strong emphasis will be placed on the roles of advertising and promotion as strategic problem-solving communication tools for use in conjunction with a business firm’s total marketing leadership effort.
Student learning goals
By the end of the quarter you will have an understanding of the advertising process from research to creative, and from production to placement and evaluation.
You will get a hands-on view of how the industry operates in today’s highly competitive and rapidly changing environment.
We will also discuss the legal constraints on the industry, and how advertising interacts with society and our culture.
General method of instruction
Regular attendance and staying on top of the reading assignments are your best preparation for the exams. While exam questions will come from both the lecture material and the reading assignments, extra emphasis will be placed on the material we have discussed in class. You are responsible for all of the material covered in class, whether or not you are in attendance.
The Foster School of Business requires that the median grade for all 300-level courses be between 3.1-3.3. Final course grades will be computed at the end of the quarter, according to that standard.
Class assignments and grading
Homework assignments are indicated on the syllabus and must be turned in at the start of class in order to receive full credit. Homework assignments that meet the basic standards will receive a grade of 85 (3.0). In order to receive a grade that is higher than that, you must exceed the standard for the assignment.
Group projects will be completed in teams. Each group will prepare and present a complete integrated brand promotion plan for a prospective “client” selected by the instructor. Groups will compete to create the best analysis and creative presentation for a real case problem. All plans will be due in class on Monday, Aug 15, at the start of class. Late projects will be penalized 10 points per day.
There will be four components of your final grade: two exams, an advertising campaign project, and homework assignments. These items will be weighted as follows:
Midterm: 35% Project : 25% Final Exam: 35% Homework: 5%