MK380 Advertising

for F1J 2004

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COURSE TITLE  Principles of Advertising



TITLE OF FACULTY MEMBER Senior Adjunct Instructor




DATES OF THE TERM August 25 to October 13, 2004


CLASS SESSION TIME 5:30 to 9:50 p.m.




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.


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.


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.



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.


TEXTBOOK FOR THE COURSE O’Guinn, Allen, Semenik.  Advertising and Integrated Brand Promotion, third edition.  Thomson/Southwestern Publishing, 2004


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 “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.


ATTENDANCE 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 enrollment. 

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 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.



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:

Class Attendance

25 points (no absences)

Daily Assignments

125 points

Vocabulary Quizzes

100 points

Mid-Term Exam

100 points

Final Exam

150 points


500 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. 



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.