ADVERTISING, COMM 2327



COURSE INFORMATION

Spring 2005

PRINCIPLES OF ADVERTISING, COMM 2327

SECTIONS 21051 OPC 003 EVC and 21049 OPC 001 NRG (16 weeks)

EVC IVCE and NRG IVCD 2155

Monday and Wednesday 12 noon until 1:15pm

This is a live interactive video class and the instructor may be at either campus on any given day.

HOW TO REACH THE INSTRUCTOR

INA MIDKIFF: Professor of Marketing

Cypress Creek Campus

1555 Cypress Creek Road

Cedar Park, Texas 78613

OFFICE: CYP #1066

PHONE: 223-2072

FAX: 223-2089

OFFICE HOURS: (see attached page)

EMAIL: ina@austincc.edu

WEB SITE ADDRESS

Departmental Web Site

Advertising Publisher's Web Site is:



COURSE CATALOG DESCRIPTION

COMM 2327 PRINCIPLES OF ADVERTISING (3-3-0). Fundamentals of Advertising including marketing theory and strategy, copy writing, design and selection of media. Skills: R (MKT 2013)

REQUIRED TEXT/MATERIALS

ADVERTISING AND INTEGRATED BRAND PROMOTION, by O'Guinn-Allen-Semenik, 3nd edition. This is a one-semester course. (If you are trying to make a decision as to the course you should take next, Principles of Marketing is a good choice for Marketing majors.)

PUBLISHER'S WEB SITE

This book also has a Web site provided by the publisher. I encourage you to use all the materials that are available to you.



INSTRUCTIONAL METHODOLOGY

This course is an Interactive Video Class. You are required to log onto Blackboard to check grades and place your assignments in the digital drop box. Information on Blackboard will be provided the first day of class. Successful completion of this course requires maturity and self-discipline. Each student is responsible for maintaining steady progress during the semester. I am here to assist you, please talk to me whenever you have questions, comments, or concerns about this course.

Go to for information on Blackboard

Go to for entry into Blackboard.

COURSE RATIONALE

The purpose of this course is to offer cutting-edge thinking on Advertising including “new” media options such as Advertising on the World Wide Web and explain how advertising works in the real world. Advertising and brand promotion is a large part of the rise in consumer and Advertising culture. This course provides a solid understanding of fundamentals and provides a structure for understanding why much of conventional wisdom in Advertising is no longer working well. Principles of Advertising is not just about textbook learning: it challenges students to use their critical/creative skills in all aspects of Business and Advertising, not just those covered in this course.

COMMON COURSE LEARNING OBJECTIVES/OUTCOMES

 

1.Understand what advertising is and its role in marketing and brand promotion and the economic effects on advertising.

2.Understand the structure of the advertising industry.

3.Be able to identify, analyze, and understand the advertising environment.

4 Be able to prepare the advertising message and fully integrate the creative process.

5 Understand the importance of placing the message in conventional and “new” media.

6.Be able to identify, understand, and apply integrated brand promotion.

GRADING

Grades will be based on the following areas of performance.

Exam One 20% Chapters 1,2,3,4,5

Exam Two 20% Chapters 6,7,8,9,10

Exam Three 20% Chapters 11,12,13,14,15

Final 20% Chapters 16,17,18,19,20

Special 20% Special assignments will count 20% of your grade.

Total 100%

The Link on the above exams takes you to study notes for the exams.

A=90-100 // B=80-89.9 // C=70-79.9 // D=60-69.9 // F Below 60

There will be three major exams plus the final. Each exam will consist of 50 questions.

IMPORTANT DATES SPRING 2005

Exam One – February 7

Exam Two – March 7

Exam Three – April 11

Final – May 4

Assignment 1 and 2 due March 2

Ad Review due March 30

Presentations for Ad Review due April 18

PRINCIPLES OF ADVERTISING ASSIGNMENTS

Twenty percent of your grade will be based on these assignments.

You must complete three assignments this semester.

Assignment 1 and 2

The first two assignments are in your book. At the end of each chapter you will find questions about using the Internet and Experiential Exercises. You will pick one "Internet" assignment and one Experiential Exercise and in a report write up the answers to both assignments. Upload these assignments to the Blackboard digital drop box on or before March 2, 2005. These two assignments are 10% of your grade.

Assignment 3

You are required to analyze a television commercial. Go to then click Special Features and on the left side scroll down to Commercials and click on commercials. Here you will find Super Bowl Commercials and the Top 10 Ads of all Time. Pick a Super Bowl Ad or Top 10 Ad (Sign-Up sheets will be available in class the first week so that students do not pick the same ad), watch the ad and write a review.

Television commercials are a specific type of art and they are created to persuade the consumer to buy a specific product. Your analysis must include the following:

Identify the ad and specific product being advertised and describe the ad completely.

Discuss the message being conveyed.

Who does the message appeal to?

What does the ad show, people, products, scenery, etc?)

What is not discussed about the product?

What image is portrayed?

Is it true to life or puffery?

Is the ad a slice-of-life, fear, humor, sex (Or something else) ad?

Who is in the ad, if a star, what image do they portray?

What is the mood of the ad, colors used, music played?

Is the ad memorable?

Would you buy the product being advertised, why or why not?

Be sure to include your opinion (have a specific point of view, love it or hate it) about why this ad is successful or not.

March 30, 2005 is when this assignment is due in the Blackboard digital drop box. This assignment is 10% of your grade

EXTRA CREDIT

You may earn 5 additional points per exam by completing the following assignment. (One article for each exam)

Read an article concerning some aspect of Advertising. The article must relate to a topic that is covered in the text. Summarize the article in 1-2 pages, state which chapter and topic it relates to, and give specifics on where I can find this article if I want to read it. This will be due on the day you take your exam. You will upload it to the Blackboard digital drop box.

You will find suitable articles in BUSINESS WEEK, SALES AND MARKETING MANAGEMENT, FORTUNE, FORBES, Business2.0, Wired, and BUSINESS MARKETING. There are numerous magazines, newspapers, and other articles that are also acceptable.

ASSIGNMENTS WILL NOT BE ACCEPTED LATE

ADDITIONAL INFORMATION

*Attendance Policy - You are expected to attend all regularly scheduled class meetings. If you attend every class meeting this semester, 3 points will be added to your final average, 1 absence, 2 points added, 2 absences, 1 point added. There are no excused absences. It has been statistically proven that there is a direct correlation between attendance and final grades. I want you to succeed in this class and this policy is intended to be an incentive for attendance, not punishment.

*Missed Exams - If you miss an exam you have 48 hours to contact me and arrange to take the exam as soon as possible. You will then have 5 days to make up the exam. You will be given a different exam, but it will cover the same material. It will be placed in the testing center at the campus where you are taking this course. If you do not take it in the time frame allowed, you will be given a zero on that specific exam. The final must be taken at the scheduled time there is no make-up for it!

*Office hours are posted on my website at

*Student Withdrawal Policy - It is the responsibility of the student to withdraw from this class. If you are unable to complete this course due to illness, moving, etc., please officially drop or you will receive an F. April 18, 2005 is the last day to officially drop.

• Assignments will not be accepted late.

• Cheating will not be tolerated.

• You may not bring food or drink into class this is school policy.

• Please turn off or mute volume on beepers and cellular phones so as not to disrupt class. If your cell phone rings in class the instructor may deduct 5 points from your next exam grade.

• Do not arrive to class late, as it is disruptive.

• Arriving late to take an exam may cause you to forfeit that exam grade. I expect you to start the exam at the beginning of the class period.

• Disruptive behavior (talking to others while I am lecturing, rudeness, etc.) will not be tolerated. Children are not allowed to attend class with you.

• Remember you are here to learn, be prepared to participate in class discussion. We are all unique individuals and in this class everyone's opinion will be respected no matter if we agree or disagree.

• Your attitude, attendance, and class participation will determine marginal grades, based on the attendance policy stated.

• Counseling services are available to help you with a variety of needs, if you would like more information please ask.

• Office hours are posted outside my door, or I will meet with you at other times and locations by appointment. Ask if you need help!!! I AM HERE TO HELP YOU LEARN!!!

• All students must take the final at the scheduled time there are no exceptions.

Remember April 18, 2005 is the last day to withdraw from a class.

COURSE/CLASS POLICIES:

Departmental policies for Incompletes, Attendance, and Withdrawal are as follows:

Incomplete Policy: An incomplete (I) will be granted to a student in rare circumstances. Generally, to receive a grade of I, a student must have completed all examinations and assignments to date, be passing, and have personal circumstances that prevent course completion that occur after the deadline to withdraw with a grade of W.

 

Attendance Policy: All students are expected to attend classes. Non-attendance will have an impact on the student’s grade.

 

Withdrawal Policy: It is the student’s responsibility to withdraw from a course. Instructors are allowed to withdraw students but students must not rely on their instructor to withdraw them if they wish to withdraw.

 

Austin Community College policies for Academic Freedom, Scholastic Dishonesty, Student Discipline, and Students with Disabilities are as follows:

 

Academic Freedom Statement: Each student is strongly encouraged to participate in class. In any classroom situation that includes discussion and critical thinking, there are bound to be many differing viewpoints. These differences enhance the learning experience and create an atmosphere where students and instructors alike will be encouraged to think and learn. On sensitive and volatile topics, students may sometimes disagree not only with each other but also with the instructor. It is expected that faculty and students will respect the views of others when expressed in classroom discussions.

 

Scholastic Dishonesty Statement: Acts prohibited by the College for which discipline may be administered include scholastic dishonesty, including but not limited to cheating on an exam or quiz, plagiarizing, and unauthorized collaboration with another in preparing outside work. Academic work submitted by students shall be the result of their thought, research or self-expression. Academic work is defined as, but not limited to tests, quizzes, whether taken electronically or on paper; projects, either individual or group; classroom presentations, and homework” (Student Handbook, 2002-2003, p. 32). Penalties for scholastic dishonesty will depend upon the nature of the violation and may range from lowering a grade on one assignment to an F in the course and/or expulsion from this institution.

 

Student Discipline Statement: Classroom behavior should support and enhance learning. Behavior that disrupts the learning process will be dealt with appropriately, which may include having the student leave class for the rest of that day. In serious cases, disruptive behavior may lead to a student being withdrawn from the class. ACC's policy on student discipline can be found in the Student Handbook, 2002-2003, p. 32.

 

Students with Disabilities Statement: Each ACC campus offers support services for students with documented physical or psychological disabilities. Students with disabilities must request reasonable accommodations through the Office for Students with Disabilities on the campus where they expect to take the majority of their classes. Students are encouraged to do this three weeks before the start of the semester” (Student Handbook, 2002-2003, p. 14).

CLASS OUTLINE/CALENDAR

SPRING 2005 CLASS SCHEDULE

MONDAY - WEDNESDAY

This schedule is for the 16 week Monday-Wednesday class

PRINCIPLES OF ADVERTISING, COMM 2327, SECTIONS 21051 and 21049

|Month/Day Schedule |Assignment |

|Jan. 10 |First class day |

|Jan. 12 |Chapter 1, 2 |

|Jan. 19 |Chapter 2, 3 |

|Jan. 24 |History of Ad Film |

|Jan. 26 |History of Ad Film |

|Jan. 31 |Chapter 4 |

|Feb. 2 |Chapter 5 |

|Feb. 7 |Exam One |

|Feb. 9 |Chapter 6 |

|Feb. 14 |Chapter 6,7 |

|Feb. 16 |Chapter 7, 8 |

|Feb. 21 |Chapter 8, 9 |

|Feb. 23 |Film on Ads |

|Feb. 28 |Film on Ads |

|March 2 |Chapter 10, Internet and Experiential Exercise Due |

|March 7 |Exam Two |

|March 9 |Chapter 11 |

|March 14, 16 |Spring Break |

|March 21 |Chapter 12 |

|March 23 |Chapter 13 |

|March 28 |Chapter 14 |

|March 30 |Chapter 14, 15, Ad Review Due |

|April 4 |Watch Clio Awards and other Ad video |

|April 6 |Chapter 15 |

|April 11 |Exam Three |

|April 13 |Chapter 16 |

|April 18 |Ad Review Presentations |

|April 20 |Video |

|April 25 |Chapter 17 |

|April 27 |Chapter 18, 19 |

|May 2 |Chapter 20 |

|May 4 |Final |

TESTING CENTER POLICY

Testing Center Information

OTHER RESOURCES

Other Resources

Open Campus Home Page

Learning Resource Center Home Page

Open Letter to My Students

How to Send Me Email and Course Assignments

Jump To Book List

Jump To Web Links

A link to the Course Master Syllabus with SCANS competencies is at

Return to Ina’s Main page at

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