COURSE SYMBOL AND
NUMBER MK 380
Principles of Advertising
TERM COURSE BEING
TAUGHT Fall I; 2004
NAME OF FACULTY MEMBER
David K. Reynolds
TITLE OF FACULTY
MEMBER Senior Adjunct Instructor
FACULTY OFFICE HOURS
FACULTY OFFICE PHONE
FACULTY EMAIL ADDRESS
DATES OF THE TERM
August 25 to October 13, 2004
CLASS SESSION DAYS
CLASS SESSION TIME
5:30 to 9:50 p.m.
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.
Park University will be a renowned international leader
in providing innovative educational opportunities for
learners within the global economy.
Course is designed to give the student an understanding of the
creation, design, and production of material for advertising campaigns in all
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.
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
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
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.
TEXTBOOK FOR THE COURSE O’Guinn,
Allen, Semenik. Advertising and Integrated Brand Promotion, third
edition. Thomson/Southwestern Publishing, 2004
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.
Instructors are required to keep attendance records and report absences. The
instructor may excuse absences for cogent reasons, but missed work must be made
up within the term of enrollment. Work missed through unexcused absences must
also be made up within the term of enrollment, but unexcused absences may carry
further penalties. In the event of two consecutive weeks of unexcused absences
in a term of enrollment, the student will be administratively withdrawn,
resulting in a grade of “F”. An Incomplete will not be issued to a student who
has unexcused or excessive absences recorded for a course. Students receiving
Military Tuition Assistance (TA) or Veterans Administration (VA) educational
benefits must not exceed three unexcused absences in the term of enrollment.
Excessive absences will be reported to the appropriate agency and may result in
a monetary penalty to the student. Reports of F grade (attendance or academic)
resulting from excessive absence for students receiving financial assistance
from agencies not mentioned above will be reported to the appropriate agency.
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 reports absences to the registrar’s office. Attendance
will be taken each class session. The instructor may excuse absences for
legitimate reasons, but missed work must be made up within the current term of
Work missed through unexcused
absences must also be made up within the current term, but unexcused absences
may carry further penalties.
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
With documented proof of the death of an immediate family member (father,
mother, sister, brother, spouse, child);
With documented proof of the student’s hospitalization or incapacitation
due to injury or illness on the date of the scheduled test, exam, or
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.
There will be 500 points available
for this course. The points will be assigned as follows:
25 points (no absences)
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.
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.
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:
See Instructor’s handout.
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.