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Introduction to Advertising
Course Objectives
The course is designed to provide students an understanding of contemporary advertising practices. It will stress the role of advertising as a persuasive communication tool within a business firms total marketing effort. The basic structure and operation of the advertising business is presented and examined as (1) an element in our social system, (2) a business function, (3) an art and communication form, and (4) a science.
Required Textbook
Bendinger, B. (2009). Advertising & The Business of Brands (Media Revolution Edition). Chicago: The Copy Workshop. ISBN: 978-1887229388
Written by twelve of the top educators in advertising, the book provides an introduction to the fast -changing world of advertising. Dont forget to visit the Study Hall at adbuzz.com. This website supplements the text with text resources, web links, videos, advertising gallery, and study guides. Additional readings, PowerPoint lectures, exam study guides, and other valuable course information are accessible on blackboard at my.usf.edu.
Additional Readings
Advertising Age, the leading global source of news, intelligence and conversation for marketing and media communities; AdWeek, a magazine and website that covers media news, including print, technology, advertising, branding and television. Current print editions are available in the Clendinen Library. Free online editions are available via the Internet.
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Course Methods
Lecture/Discussion: As in most
areas of study, presentation of material by the instructor is necessary to adequately cover the scope of the course. Hopefully, students will actively participate in discussion of topics presented in the text and during class. each other very seriously. Each team member must pull his/her own weight, treat each other like business partners and not like classmates. Select a team leader who can organize meetings, keep assignments on time, and make the administrative burden much lighter on everyone. Exchange telephone numbers and email addresses with each other and make sure that I have a copy of this information for the entire team. Get your work organized, divide labor, and keep your group meetings productive. Remember, the only people responsible for an efficient team are the team members!
Class Deportment: An important aspect of any classroom is how students behave or conduct themselves in class. Some behaviors are inappropriate for college students; primarily, behaviors that disturb the class while lectures are in progress, or when other students are asking questions or doing assigned work. Such behavior will lower your course grade as much as one letter grade per occurrence; eventually the professor may ask you to leave the class. Remember, you are preparing to become professionals; therefore, you are expected to behave like professionals.
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Grading
Student evaluation will be based on the following: Exam I Exam II Team Project Written Report Team Project Presentation Team Project Peer Evaluation Participation & Quizzes Total % 25 25 25 10 5 10 100
2. Excellent Listeners
They make sure they understand their bosses and clients before they begin work, and know when and how to ask questions to make sure they are on the right track. They realize that focusing on the right issues is of paramount importance.
Grading scale: A+=96-100%, A=92-95.9%, A-=88-91.9%, B+=84-87.9%, B=8083.9%, B-=76-79.9%, C+=72-75.9%, C=68-71.9%, C-=64-67.9%, D=60-63.9%, F=0-59.9%.
3. Team Players
They are good at working with other people. They know when to give and when to take a stand.
4. Professionals
They can handle the details and deadlines which are an important part of the business. They are thorough in covering their assignments; then go beyond what is expected. They have high and uncompromising standards regarding the quality of their work. They are good time managers, shine under pressure, and are resilient in adversity. They have an obsessive interest in advertising, and are lifelong students of their craft. They are honest in everything they do.
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Course Schedule
The course schedule indicates the dates when selected topics will be discussed. Note that students are expected to complete the chapter reading assignments indicated below for the first class date indicated. If changes in the schedule are necessary, students will be held responsible for such changes which will be announced in class.
Week
1 2
Date
8/27, T 8/29, R 9/3, T 9/5, R
Topic
Course Overview From Advertising to Marketing From Advertising to Marketing Project Team Formation The Modern Marketplace
Reading Assignment
Read the syllabus! Introduction Ch. 1 Ch. 2
9/10, T 9/12, R 9/17, T 9/19, R 9/24, T 9/26, R 10/1, T 10/3, R 10/8, T 10/10, R 10/15, T 10/17, R 10/22, T 10/24, R 10/29, T 10/31, R 11/5, T 11/7, R 11/12, T 11/14, R 11/19, T 11/21, R 11/26, T 11/28, R 12/3, T 12/5, R
The Modern Marketplace Nielsen Industry Connections at Marshall Student Center, 1:00-5:00 p.m. Marketers & Advertisers Advertising Agencies Project Status Report #1 Due Advertising Agencies The World of Media The World of Media Marketing Services Marketing Services Exam I Marketing & The Planning Process Marketing & The Planning Process Project Status Report #2 Due Communication & Creative Process Communication & Creative Process Media & The Marketing of Messages Media & The Marketing of Messages Evaluation & Integration Evaluation & Integration Project Status Report #3 Due Advertising & Society Career in Advertising Team Project Presentations Team Project Presentations Guest Lecture (TBD) (Thanksgiving Holiday) Course Review Exam II Team Project Report Due
Ch. 4 Ch. 5 Ch. 6 Ch. 7 Ch. 8 Ch. 9 Ch. 10 Ch. 11 Ch. 3 Conclusion
Advertising Education Foundation (aef.com) Advertising Media Internet Center (amic.com) BrandWeek (brandweek.com) The Copy Workshop (adbuzz.com) Direct Marketing Association (the-dma.org) Editor & Publisher (mediainfo.com) Internet Advertising Bureau (iab.net) MediaWeek (mediaweek.com) PRSA (prsa.org) PRSSA at USF (prssausf.webs.com) Tampa Bay Advertising Federation (aaf-tampabay.org) USF Ad Club (usfadclub.webs.com)
5 6 7 8
9 10 11
12 13 14 15
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MEMORANDUM
TO: FROM: DATE: RE: Introduction to Advertising Students Dr. Scott Liu August 26, 2013 Team Project: The Retail Advertising Plan
The purpose of this memorandum is to describe a team assignment which you and your teammates must complete. This assignment is worth a total of 40% (25% written report, 10% presentation and 5% peer evaluation) of your grade in the course. Objectives of the Assignment The general objectives of the assignment focus on providing an opportunity to design a complete retail advertising plan, enabling you to achieve a keen awareness and understanding of the decisions, issues, and activities involved in developing such a plan. Specifically, the assignment is designed so you will: (1) achieve an understanding of the major elements comprising the marketing communications mix; (2) fully comprehend the meaning and relevance of integrated marketing communications (IMC); (3) appreciate the complexity of designing a complete advertising plan; (4) achieve a high proficiency in locating, understanding, and using information sources for advertising program design, execution, and measurement; (5) enhance your ability to communicate logically and persuasively in spoken, written, and visual language; and (6) learn how to function as an effective and efficient team. The Retail Advertising Plan An advertising plan is a blueprint of the complete marketing communications program for a brand or company. It is a formal document that evaluates the marketing background and presents a set of guidelines and an action program for the advertising and promotions campaign. The advertising plan for this project will be for a retail operation located in Tampa Bay, Florida, and will cover one calendar year (January 1December 31, 2014). Formation of Agency Teams You should form your own teams. Assistance will be provided where requested. Each team is to assume the role of a full-service agency charged with the responsibility of preparing a complete advertising plan for a retail client. Each agency should adopt a formal name; elect its agency leader who will report directly to the client and the instructor. Client Selection The client will be a retail business operation with an established track record. The client must offer single or multiple products and/or services to local consumers. Each agency team should develop a list of potential retail clients it would like to work on, and then meet as a team for final selection. There are three minimum requirements for client selection: (1) The client must have been in fulltime business for at least six months, (2) the client has an advertising budget and has been using advertising to promote its products or services, and (3) the client is willing and able to provide needed assistance for the successful completion of the assignment.
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Status Reports and Meetings A series of status reports will be issued during the campaign planning period. Using the Status Report Template available on blackboard, each report should be a maximum of two (2) pages (not counting exhibits); 1.5 or double spaced; font no smaller than 11-point Times New Roman or Arial. Use bullet points to summarize your findings and/or current thinking on a particular part of the campaign plan. The status report represents your best thinking at the moment and is subject to change. At a minimum it should show clearly that you have been working diligently and productively on the campaign and have put a good deal of thought into matters. Please keep in mind that issuance of a status report does not signal completion of that particular phase of the campaign plan. The status reports will be read and kept by your instructor. They will not be graded, but will serve as checkpoints for monitoring your progress on the plan. Each status report will provide an indication of the extent and quality of the work on a particular stage of the plan. Any questions or concerns about the content of a status report will be addressed to the agency team no later than the week following submission. Status reports are not substitutes for meetings with your instructor, and you are welcome to discuss the report with your instructor. Scheduling such meetings is the responsibility of the agency team, and there is no limit to the number of meetings. The following are some general guidelines for the status reports. Report #1 (Due: Thursday, September 19)
Industry/Company Review A description of the industry in which your client competes, its size, growth, current trends and developments, and any key factors necessary for an understanding of the setting. Also, a snapshot of the company, including a very brief history, the firms development to its present status, product lines, sales history, target markets, current marketing mix, and other factors making the company what it is today. Product/Service Review A description of the product or service that is the focus of your campaign plan. Emphasis should be on the products sales history, market share, strengths, weaknesses, key benefits, brand image, and other factors important for an understanding of the products or services performance and place among its competitors. Buyer Analysis Identification of the various market segments and the user profile for the product or service, as well as a description of the consumer decision process for the product and the important factors influencing brand selection. Who buys the product or service? Who is the decision maker? The influencer? What are the demographic, geographic, psychographic, and behavioristic factors that influence the buying decision? Is the product/brand a high-involvement or low-involvement purchase? In short, what are the key factors that influence buyer behavior for this product or service? Competitive Analysis Identification of the important direct and indirect competitors for the product. For each competitor, focus should be on factors such as sales, market share, growth, key benefits, positioning, advertising and promotion budget, promotion program mix, message and media strategies, and an overall assessment of strengths and weaknesses.
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The Final Presentation (Tuesday, November 19 & Thursday, November 21) The final presentation, approximately ten minutes in length, is essentially a speculative presentation. The teams basic mission is to convince the client to accept the campaign proposal. How you attempt to do that is an important part of the process. While substance is crucial, style is important, too. Please keep in mind that you are also selling your agency, its people, and its capabilities. For each presentation, other members of the class (i.e., non-presenters) will be asked to attend in the role of client and will prepare a written assessment of the presentation, to be handed in upon completion of the presentation. This will be done on the Campaign Presentation Evaluation Form provided at the start of each presentation. The filled-out evaluation forms will be collected and distributed to each team following completion of the full presentation schedule.
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The Written Report (Due: Thursday, December 5) This retail advertising plan is being developed by your agency team to your client. As such, it must meet professional presentation standards: It must be presented in a logical and organized manner; it should be written clearly and concisely; it should keep long sentences to a minimum; it should avoid redundancy and simply repeating information from the client; it must be typed; and visuals (e.g., tables, charts) should be used for effective communication. Be careful to cite your sources of information, where applicable. Where important facts are not available to you from secondary research, you may make assumptions as long as they are reasonable. Remember that there is no correct or best solution for this assignment. You will be evaluated by the strength of your analysis and by the rationale behind your recommendations. Your plan should be a maximum length of twenty (20) pages (including text, tables, charts, and graphs). Please turn in two copies of your plan (one printed hard copy and one electronic copy in PDF format) to me and at least one copy to your client. The report is due on Thursday, December 5 at the beginning of class. It is thus important to get started in plenty of time to do a good job and avoid any last minute problems (e.g., a word processor that balks or a typist who does not finish the report when promised). Remember, this is a team project. The success of the project depends on each and every member of the team. In addition, each student will be evaluated in terms of his/her attitude, meeting attendance, quantity and quality of work, and cooperation at the end of the semester. Good luck!
Never take your clients for granted. You must show interest in their needs and strive to meet them. Keep the lines of communication open. Listen to not just their directives, but also their objectives. Have an intimate knowledge of who they are, their competition, and their strengths and weaknesses. Never over promise and under deliver; its professional suicide.