Principles of Advertising
MISSION STATEMENT: The mission of Park University, an entrepreneurial institution of learning, is to provide access to academic excellence, which
will prepare learners to think critically, communicate effectively and engage
in lifelong learning while serving a global community.
VISION STATEMENT: Park University will be a renowned international leader
in providing innovative educational opportunities for learners within the global economy.
I. COURSE SYMBOL AND NUMBER
MK 380/CA 380
II. COURSE TITLE
Principles of Advertising
III. SEMESTER/TERM COURSE BEING TAUGHT
Spring 1; 2005
IV. NAME OF FACULTY MEMBER
David K. Reynolds
V. TITLE OF FACULTY MEMBER
Senior Adjunct Instructor
VI. FACULTY OFFICE LOCATION
VII. FACULTY OFFICE HOURS
VIII. FACULTY OFFICE PHONE NUMBER
IX. FACULTY EMAIL ADDRESS
X. OTHER FACULTY EMAIL ADDRESS
XI. DATES OF THE SEMESTER/TERM
January 11, 2005 to March 1, 2005
XII. TEXTBOOK FOR THE COURSE
O’Guinn, Allen, Semenik;
Advertising and Integrated Brand Promotion, 3rd Edition; Thomson/Southwestern Publishing, 2004
XIII. CLASS SESSION DAYS/ROOM
XIV. CLASS SESSION TIME
5:30 to 9:50 p.m.
XVI. CREDIT HOURS
XVII. COURSE DESCRIPTION
Course is designed to give the student an understanding of the creation, design, and production of material for advertising campaigns in all media.
XVIII. INSTRUCTOR”S EDUCATIONAL PHILOSOPHY
The instructor’s educational philosophy states that the classroom should be a where each student can learn in non-threatening, nurturing environment. Each student will be treated as an adult and an individual, and will be given the opportunity to learn and achieve based on their own ability. Each student is expected to approach the coursework, other students, and the instructor with a mature, inquisitive attitude. Through interactive lectures, class discussion, videos, case studies, oral and written reports, tests, and examinations, each student will be encouraged and empowered to think critically and become self-sufficient, life-long learners.
XIX. COURSE OBJECTIVES
Upon completion of this course of study, the student will be able to:
? Explain the concept of integrated brand promotion and the role advertising plays in the IMC process.
? Discuss how ethical considerations affect the development of advertising campaigns.
? Define the process known as STP marketing.
? Demonstrate how basic marketing research supports the development of advertising strategies.
? Develop a basic advertising plan.
? Identify and discuss the ten objectives of message strategy.
? Identify and describe the major formatting options available for print ads, television, and radio advertisements.
? Discuss the pros and cons of the different classes of media used in the buying and placement process.
? Summarize the different advertising options available on the internet.
? Evaluate the role of the various support media available in a comprehensive media plan.
? Explain and justify the role of public relations in an integrated brand promotion strategy.
XX. ACADEMIC HONESTY
Academic honesty is required of members of a learning community.
Hence, Park University will not tolerate cheating or plagiarism on tests, examinations, papers or other course assignments. Students who engage in such dishonesty may be given failing grades or expelled from the University.
“Plagiarism: the appropriation or imitation of the language or ideas of another person and presenting them as one’s original work---sometimes occurs through carelessness or ignorance. Students who are uncertain about proper documentation of sources should consult their instructors.”
The entire work of the individual or group for this course must be done with integrity, honesty, and proper learning procedures. Plagiarizing written work will result in a grade of zero for the work. A student who cheats on an exam or quiz will receive a grade of zero for the work and the matter will be referred to the Dean of Academic Affairs for possible further action. Please refer to the 2004-2005 Park University Undergraduate Catalog for further clarification of this policy.
XXII. ATTENDANCE POLICY
It is the responsibility of each student to attend class and be prepared for each assignment. Every student is expected to come to class prepared for learning. Instructors are required to keep attendance records and report absences to the registrar’s office. Attendance will be taken each class session.
This class (Principles of Advertising) is a working class. During each class session there will be in-class projects completed for points. It is imperative that students be in attendance for each class session. Any absence from class will result in a “zero” score for in-class assignments. Missed in-class assignments cannot be made up.
For this instructor, the term “unexcused” means ‘not excused prior to the regularly scheduled class meeting time’. Absences from tests, exams, or presentations will be considered unexcused unless prior consent has been obtained from the instructor. Such unexcused absences will result in a zero for the test, exam, or presentation. It is the policy of this instructor, that students who are absent from a test, exam, or presentation without prior notification to, and consent of, the instructor, will only be allowed to make up the test, exam, presentation in the following circumstances:
1) With documented proof of the death of an immediate family member (father, mother, sister, brother, spouse, child);
2) With documented proof of the student’s hospitalization or incapacitation due to injury or illness on the date of the scheduled test, exam, or presentation.
A student who misses two (2) class sessions during the course of an eight (8) week session will only be eligible to receive a B or less for the course. A student who misses more than two (2) class sessions will be dropped from the course or receive an F for the course (depending on the point in the semester).
XXIII. LATE SUBMISSION OF COURSE MATERIAL
Assignments are due on the date they are due unless the instructor allows more time or specifically changes a date requirement. The instructor will not accept assignments after the date it is due. Assignments not submitted on or before the due date will receive a grade of zero.
XXIV. COURSE ASSESSMENT
There will be 500 points available for this course. The points will be assigned as follows:
Class Attendance: 40 points (50 points with
Daily Assignments: 125 points
Vocabulary Quizzes: 150 points
Mid-Term Exam: 100 points
Final Exam: 100 points
Project: 250 points
Total: 765 points*
*Instructor reserves the right to increase or lower the available point total (as needed) during the term of the course.
Extra credit will not be provided to individual students.
XXV. CLASSROOM RULES OF BEHAVIOR
Every student is expected to come to class prepared for learning. The assigned textbook is an integral part of the curriculum and should be used as a study guide for the course. When chapters from the textbook are assigned for a specific class, it is the student’s responsibility to have read and reviewed the material prior to coming to class. Students are expected to take part in class discussions. It is also the responsibility of the student to be in attendance for each scheduled class session; to turn papers/reports when they are due; and to present reports, take tests or exams when they are scheduled.
Cell phones, beepers, pagers, CD players, and other electronic devices are prohibited from use in the classroom. The only exception to this rule is the use of lap top computers or recording devices (with permission of the instructor). Interruptions caused by such devices will result in the student being asked to leave the classroom. Repeated violation of this policy will result in the student being withdrawn from the course. Food may be brought into the classroom as long as it is not a distraction for other students or the instructor. Students will be expected to leave the classroom clean and litter free and to show respect to other students and the instructor at all times.
XXVI. DISABILITY GUIDELINES
Park University is committed to meeting the needs of all students
that meet the criteria for special assistance. These guidelines are designed to supply directions to students concerning the information necessary to accomplish this goal. It is Park University’s policy to comply fully with federal and state law, including Section 504 of the Rehabilitation Act of 1973 and the Americans with Disabilities Act of 1990, regarding students with disabilities and, to the extent of any inconsistency between these guidelines and federal and/or state law, the provisions of the law will apply. Additional information concerning Park University’s policies and procedures related to disability can be found on the Park University web page: www.park.edu/disability.
XXVII. COURSE TOPICS/DATES/ASSIGNMENTS
See Instructor’s handout.
XXVIII. GRADING PLAN
The grading scale for this course is as follows:
? To receive an A for the course, the student will earn a minimum of 90% of the points available for the term of the course.
? To receive a B for the course, the student will earn between 80% and 89% of the points available for the term of the course.
? To receive a C for the course, the student will earn between 70% and 79% of the points available for the term of the course.
? To receive a D for the course, the student will earn between 60% and 69% of the points available for the term of the course.