Principles of Advertising



Florida International University

School of Journalism & Mass Communication

Department of Advertising and Public Relations

ADV 3008 Section RVC

Principles of Advertising – Summer 2014

Professor: Yu Liu, Ph.D.

Office: AC2 – 323A

Email: liuy@fiu.edu (best way to reach me)

Office Hours: By appointment only

Course Description and Learning Objectives

Course Content: A comprehensive survey of basic principles and practices of advertising that emphasizes creative/media strategy decision processes and historical, social, and economic influences. This course will provide a foundation for advanced advertising courses.

Learning Objectives: Upon completion of this course, the successful student should be able to:

1. Understand the concept of Integrated Marketing Communication.

2. Understand the concept of advertising.

3. Discuss the basic economic impact of advertising.

4. Explain the different job functions and responsibilities of those employed in advertising.

5. Recognize some of the social and ethical implications of advertising.

6. Recognize some of the forms of advertising regulation.

7. Identify the methods used for market segmentation and audience targeting.

8. Discuss influences that affect consumer needs and wants.

9. Explain the methods used in marketing and advertising research.

10. Explain the role of marketing and advertising planning.

11. Explain the role and methods of media planning.

12. Explain some of the advantages and disadvantages of using various forms of media.

Required Textbook

Belch, G. E., & Belch, M. A. (2011). Advertising and promotion: An integrated marketing communications perspective (9th Ed.). New York, NY: McGraw-Hill Companies, Inc.

Course Requirements and Grading

This is an online course, and as such, requires organization and ability to study on your own. I strongly encourage you to add all assignments, exams and quizzes to your calendar and to check the Blackboard system daily. The final grade is computed as follows.

a) Exams (120 points): The course will include three exams. Each exam is worth 40 points towards the student’s final grade in the course. The exams will cover material from the textbook, powerpoint slides, and will consist of multiple-choice and/or true-false questions (40 questions, 1 point each). The exams are not cumulative. Students are responsible for all information and material contained in the textbook, additional readings, and powerpoint slides. A study guide will be posted online at least five days before the exam. Since this class is an online class, make-up exams will not be given unless extenuating circumstances are present and documentation is provided.

b) Quizzes (30 points): There will be two quizzes worth 15 points each. The format of the quiz will be multiple choice and/or true-false questions (15 questions, 1 point each). No make-up quiz allowed.

c) Blog entry (30 points): Each student is required to post two blog entries on the course website worth 15 points each. Each of the two blogs will have a general topic and students will be requested to create a blog entry that discusses the topic. Instructions for each blog entry will be given as the semester progresses. Blog entries should be posted under “Blog”.

d) Participation (20 points): The instructor will post two discussion questions on the Discussion Board. Students are expected to post a short comment (short paragraph, about 5-8 lines) about the topic being discussed and to comment on other classmates’ comments. It is the student’s full responsibility to check for Discussion Questions and make comments in order to receive participation points. The discussion questions deadlines are specified on the syllabus. You will only receive a grade for these questions at the end of the semester.

Grading Scale for Course

|Grade |Points |Grade |Points |

|A |200-180 |C |129.99-120 |

|A- |179.99-170 |C- |119.99-110 |

|B+ |169.99-160 |D+ |109.99-100 |

|B |159.99-150 |D |99.99-90 |

|B- |149.99-140 |D- |89.99-80 |

|C+ |139.99-130 |F |79.99-0 |

|Exam 1 |40 |

|Exam 2 |40 |

|Exam 3 |40 |

|Quizzes |30 |

|Blog Entries |30 |

|Participation (Discussion Questions) |20 |

|Total |200 points |

Note: There will be no rounding up of grades. For example, if you got a total of 139.50 points, you will receive a C+, not a B-. If you got a total of 169.80, you will receive a B+, not an A-, and so forth. Complains or questions about grades should be done in writing within one week of receiving the grade.

Missed Exams and Quizzes

If you miss an exam without a written excuse provided in advance or documentation after an illness or other emergency, you will receive no credit (zero) for that exam or quiz. Make-up exams are subject to be in a different format from regular exams (i.e. essay, fill in the blank).

You will be excused from an exam only if you are terminally sick, have a death in the immediate family, or are involved in some serious mishap (auto accident, appendicitis, act of religious being, etc.). Doctor’s appointments, mild sickness or not ‘feeling well,’ weddings, family vacation, sporting events, emergencies out of the country, work-related excuses, or other attempts at creative excuses will not be accepted. Student-athletes must inform me in advance of game days, etc. which may prevent you from taking exams/quizzes, or completing requested assignments. When you submit your make-up exam or assignment, please attach a copy of the written documentation.

Missed Blog Entries and Discussion Questions

Your blog entries/discussion questions should be posted/submitted by the deadline. Make sure you complete your entries on time. Instructions for each blog entry/discussion questions will be given as the semester progresses. Late assignments will receive a 10%-point deduction for each day is late. After the 10th day, late assignments are no longer accepted, even with documentation.

Disability services

Florida International University provides academic accommodations for qualified students with disabilities. For more information, please contact the Disability Resources Center on the ground floor of AC2 or online at .

Important Dates

• May 12th, 2014: Summer A classes begin.

• May 19th, 2014: Last day to add courses; last day to drop courses or withdraw from the University without incurring financial liability for tuition and fees.

• May 23rd, 2014: Last day to withdraw from the University with a 25% refund of tuition.

• May 26th, 2014: Memorial Day – University closed

• June 9th, 2014: Last day to drop a course with a DR grade. Last day to withdraw from the University with a WI grade.

• June 20th : Summer A classes end.

• For other important dates, refer to the 2013-2014 Academic Calendar ()

Course Outline – Tentative Schedule (subject to change)

|Week |Date |Topic |Readings & Assignments |

|Week 1 |May 12 – 17 |Introduction and Syllabus |Post a note about yourself under the |

| | | |Blog called “Introduce Yourself”: your name, major/minor, and an |

| | |Introduction to IMC/The Role of IMC in the Marketing |interesting thing about yourself. |

| | |Process | |

| | | |Belch & Belch, Chapters 1 and 2 |

| | |Quiz # 1 |Quiz # 1 (Chapter 1) – 30 minutes |

| | | |Open date: Thursday, May 15 @ 6:00am |

| | | |Close date: Sunday, May 18 @ 11:59pm |

|Week 2 |May 19 – 24 |Perspectives on Consumer Behavior |Belch & Belch, Chapter 4 |

| | |The Communication Process/Source, |Belch & Belch, Chapters 5 and 6 |

| | |Message, & Channel Factors |Blog Entry # 1 due on Thursday, May 22 |

| | | |@ 11:59pm |

| | |Blog Entry # 1 |Discussion Question # 1 due on Sunday, |

| | |Discussion Question # 1 |May 25 @ 11:59pm |

|Week 3 |May 27 – 31 |Creative Strategy: Planning & |Belch & Belch, Chapters 8 |

| | |Development |Belch & Belch, Chapters 9 |

| | |Creative Strategy: Implementation & |Exam 1 (Chapters: 1, 2, 4, 5, & 6) |

| | |Evaluation |– 70 minutes |

| | | |Open date: Thursday, May 29 @ 6:00am |

| | |Exam 1 |Close date: Sunday, June 1 @ 11:59pm |

|Week 4 |June 2 – 7 |Media Planning |Belch & Belch, Chapter 10 |

| | |Sales Promotion |Belch & Belch, Chapter 16 |

| | | |Quiz # 2 (Chapter 10) – 30 minutes |

| | |Quiz # 2 |Open date: Thursday, June 5 at 6:00am |

| | |Blog Entry # 2 |Close date: Sunday, June 8 @ 11:59pm |

| | | | |

| | | |Blog Entry # 2 due on Thursday, June 5 |

| | | |@ 11:59pm |

|Week 5 |June 9 – 14 |PR, Publicity, and Corporate Advertising |Belch & Belch, Chapter 17 |

| | |Measuring the Effectiveness of the |Belch & Belch, Chapter 18 |

| | |Promotional Program |Exam 2 (Chapters: 8, 9, 10, 16) – |

| | | |70 minutes |

| | |Exam 2 |Open date: Thursday, June 12 @ 6:00am |

| | |Discussion Question # 2 |Close date: Sunday, June 15 @ 11:59pm |

| | | |Discussion Question # 2 due on Friday, |

| | | |June 13 @ 11:59pm |

|Week 6 |June 16 – 20 |International Advertising |Belch & Belch, Chapter 19 |

| | | |Belch & Belch, Chapter 21 |

| | |Evaluating Social, Ethical, & Economic Aspects of | |

| | |Advertising and Promotion |Exam 3 (Chapters 17, 18, 19, 21) – |

| | | |70 minutes |

| | |Exam 3 |Open date: Wednesday, June 18 @ 6:00am |

| | | |Close date: Friday, June 20 @ 11:59pm |

Academic Integrity

Students enrolled in this course are expected to abide by the Florida International University Code of Academic Integrity and to practice consistent ethical behavior in assigned coursework. Academic dishonesty of any kind, for whatever reason, will not be tolerated.

One of the major objectives of higher education is to develop self-reliance. Students are expected to be responsible for the completion of their own academic work. The use of literature, notes, aids, or assistance from other sources should be clearly identified with respect to all course assignments and examinations. In addition, students are expected to use all resources, including books, journals, and computers only in ways that are legal and authorized. Students must never falsify records.

This Code of Academic Integrity was adopted by the Student Government Association on November 28, 2001 and reflects the values articulated in the Student Code of Standards. Florida International University is a community dedicated to generating and imparting knowledge through excellent teaching and research, the rigorous and respectful exchange of ideas, and community service. All students should respect the right of others to have an equitable opportunity to learn and honestly to demonstrate the quality of their learning. Therefore, all students are expected to adhere to a standard of academic conduct, which demonstrates respect for themselves, their fellow students, and the educational mission of Florida International University.

PLEDGE

As a student of this university:

I will be honest in my academic endeavors.

I will not represent someone else's work as my own.

I will not cheat, nor will I aid in another's cheating.

Florida International University is a community dedicated to generating and imparting knowledge through excellent teaching and research, the rigorous and respectful exchange of ideas, and community service. All students should respect the right of others to have an equitable opportunity to learn and honestly to demonstrate the quality of their learning. Therefore, all students are expected to adhere to a standard of academic conduct, which demonstrates respect for themselves, their fellow students, and the educational mission of the University. All students are deemed by the Universityto understand that if they are found responsible for academic misconduct, they will be subject to the Academic Misconduct procedures and sanctions, as outlined in the Student Handbook. For details on the policy and procedure go to ACADEMIC MISCONDUCT ().

................
................

In order to avoid copyright disputes, this page is only a partial summary.

Google Online Preview   Download