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MK 380 Advertising
Venable, William Ralph


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 society.

Course

MK 380 Advertising

Semester

F1T 2010 DL

Faculty

Venable, William R.,, III

Title

Assistant Dean and Assistant Professor Marketing and Management

Degrees/Certificates

BS - Kansas
MBA - Rockhurst
MPA - UMKC

Office Location

Library 416H

Office Hours

M W F 9:00 - 10:50; and by appointment

Daytime Phone

816-584-6851

E-Mail

william.venable@park.edu

Semester Dates

8/16 - 10/10/10

Class Days

TBA

Class Time

TBA

Prerequisites

MK351

Credit Hours

3


Textbook:
   

Advertising, 8/E

Sandra Moriarty Nancy D Mitchell William D. Wells 
 
ISBN-10: 0132224151 ISBN-13: 9780132224154

Publisher: Prentice Hall Copyright: 2009

Student Companion Website

Textbooks can be purchased through the MBS bookstore

Additional Resources:
 

The Core Assessment for MK 380 is the development of an advertising campaign for a product or service of the student’s choice. The project involves research and analysis or the target market and the creation of multiple deliverables and mediums. 

The Ad Campaign Project:

Each student will work as if they were in an advertising agency/company on a “live case” of their choice. The student will need to gather information to assist with the creation of an ad campaign. There are two parts to this assignment: a paper and sample ads for online presentation.

The Paper:

Consider yourself to be an advertising agency and this paper a pitch to win a new business from a prospective client. You will discuss the feasibility of the given target market, campaign objectives, and your resulting ad campaign with media plan and evaluation metrics.

You should justify your campaign as one which appeals to your target market and effectively meets the campaign objectives. You must also justify your media choices. The paper should provide much more detail about the campaign than you will be able to fit into your project presentation. Your grade will be based on your ability to communicate that you have learned the course material and can effectively apply the appropriate concepts and information to a real world situation.

He papers should be double-spaced with 10 or 12 point font and one-inch margins. There is no page limit but use your words effectively

A Campaign Plan:

In addition to or instead of an annual plan, a firm may develop a campaign plan that is more tightly focused on solving a particular marketing communication problem in a specified time. Such a plan typically includes a variety of marketing communication (marcom) messages carried in different media and sometimes targeted to different audiences.

The following outline of the sections, and the decisions they represent, in a typical campaign plan.

Typical Campaign Plan Outline:

I.      Situation Analysis

·         Background research

·         SWOTs: strengths , weaknesses, opportunities, threats

·         Key advertising problem/s to be solved

II.    Key strategic campaign decisions

·         Objectives

·         Target audience (or stakeholder targets in an IMC Plan)

·         Brand position: Product features and competitive advantage

·         Campaign Strategy: Key strategic approach or marcom tool

III.   Media strategy (or Points of Contact in an IMC Plan)

·         Media objectives

·         Media selection

·         Media planning and buying:

·         Vehicle selection

·         Budget allocation

·         Scheduling

IV.   Message strategy

·         Key Consumer Insight (Brand Relationship Insight in IMC)

·         Message objectives

·         Selling premise

·         Big idea

·         Message design and executions

V.    Other marcom tools used in support

·         Sales promotion

·         Public relations

·         Direct marketing

·         Personal selling

·         Sponsorships, merchandising, packaging, point-of-purchase

·         Integration Strategy (maximize synergy)

VI.   Campaign Management

·         Evaluation of effectiveness

·         Campaign Budget

The outline is useful as a guide for the planning document but more importantly, it also identifies the key strategic decisions that guide various sections of a campaign plan. They include:

1)       identifying the key problems and opportunities,

2)       stating objectives,

3)       targeting the audience,

4)       creating or reinforcing a position,

5)       identifying the key strategic approach that will deliver the objectives, and

6)       using management controls to determine efficiency in budgeting and effectiveness through evaluation.

Sample Ads:

The student must deliver at least one print ad and at least two additional media options (TV, radio, cable, internet, billboard, magazine, etc.). 

Previous campaigns have included travel and cruise lines, new degree programs, cell phones, and casinos.

McAfee Memorial Library - Online information, links, electronic databases and the Online catalog. Contact the library for further assistance via email or at 800-270-4347.
Career Counseling - The Career Development Center (CDC) provides services for all stages of career development.  The mission of the CDC is to provide the career planning tools to ensure a lifetime of career success.
Park Helpdesk - If you have forgotten your OPEN ID or Password, or need assistance with your PirateMail account, please email helpdesk@park.edu or call 800-927-3024
Resources for Current Students - A great place to look for all kinds of information http://www.park.edu/Current/.
Advising - Park University would like to assist you in achieving your educational goals. Please contact your Campus Center for advising or enrollment adjustment information.
Online Classroom Technical Support - For technical assistance with the Online classroom, email helpdesk@parkonline.org or call the helpdesk at 866-301-PARK (7275). To see the technical requirements for Online courses, please visit the http://parkonline.org website, and click on the "Technical Requirements" link, and click on "BROWSER Test" to see if your system is ready.
FAQ's for Online Students - You might find the answer to your questions here.

http://wps.prenhall.com/bp_moriarty_advertising_8/

Course Description:
MK380 (CA380) Advertising: Designed to give the student an understanding of the creation, design, and production of material for advertising campaigns in all media. 3:0:3 Suggested prerequisite MK351 or equivalent.

Learning Outcomes:
  Core Learning Outcomes

  1. Analyze how ethical considerations affect the development of advertising campaigns.
  2. Define the process known as STP marketing.
  3. Explain the concept of integrated brand promotion and the role advertising plays in the IMC process.
  4. Develop a basic advertising campaign.
  5. Explain and evaluate the role of public relations.
  6. Analyze the pros and cons of different classes of media used in the buying and placement process.


Core Assessment:
A comprehensive advertising case analysis is the chosen assessment device for the Advertising course.  The case is to be assigned during the 14th week of a 16 week class or during the 7th week of an eight week.

Link to Class Rubric

Class Assessment:
 

Item

Quantity

Points

Total Points

Pct of Grade

Weekly Threaded Discussions and Weblinks

8

5

40

4%

TV Ad Storyboard Assignment

1

50

50

5%

Advertising Ethics Assignment

1

50

50

5%

Media Cost Assignment

1

50

50

5%

Business to Business Assignment

1

50

50

5%

Weekly Quizzes

8

20

160

16%

Midterm Exam

1

200

200

20%

Core Assessment Ad Campaign

1

200

200

20%

Final Exam

1

200

200

20%

1000

100%

Grading:

 

Grade

Minimum

 

Maximum

Low Points

High Points

A:

90%

or

more

900

1000

B:

80%

to

89%

800

899

C:

70%

to

79%

700

799

D:

60%

to

69%

600

699

F:

Less

than

59%

0

599

 
 

Weekly Threaded Discussion and Web Links Response

Points

Criteria

5

Discussion is clear, relevant, and insightful. It goes beyond the main points and reflects strong content knowledge, application, and synthesis. Submitted Web links response where appropriate.

4

Discussion is clear, relevant, and insightful. It goes beyond the main points and examples; it also reflects strong content knowledge and synthesis. Submitted Web links response where appropriate.

3

Discussion is clear and relevant. It includes the main points and examples of major points, but lacked sufficient detail to receive more credit. Submitted Web links response where appropriate.

0

Discussion is vague, not relevant, and off topic. Did not submit Web links response.

 

TV Ad Story Board Assignment

Points

Criteria

45 - 50

Creative product idea or presentation that is clear, relevant, and insightful. It goes beyond the base requirements and reflects strong content knowledge, application, and synthesis.

40 - 44

Creative product idea or presentation is clear, relevant, and insightful. It goes beyond the main points and examples; it also reflects strong content knowledge and synthesis.

30 - 39

Idea is unclear and irrelevant. It includes the main points and examples of major points

0

Concept is vague, not relevant, and off topic.

Advertising Ethics Assignment

Points

Criteria

45 - 50

Discussion is clear, relevant, and insightful. It goes beyond the main points and reflects both strong content knowledge, application, and synthesis

40 - 44

Discussion is clear, relevant, and insightful. It goes beyond the main points and examples; it also reflects strong content knowledge and synthesis.

30 - 39

Discussion is clear and relevant. It includes the main points and examples of major points

0

Discussion is vague, not relevant, and off topic.

Media Cost Assignment

Points

Criteria

45 - 50

Discussion is clear, relevant, and insightful. It goes beyond the main points and reflects both strong content knowledge, application, and synthesis

40 - 44

Discussion is clear, relevant, and insightful. It goes beyond the main points and examples; it also reflects strong content knowledge and synthesis.

30 - 39

Discussion is clear and relevant. It includes the main points and examples of major points

0

Discussion is vague, not relevant, and off topic.

Business to Business Assignment

Points

Criteria

45 - 50

Discussion is clear, relevant, and insightful. It goes beyond the main points and reflects both strong content knowledge, application, and synthesis

40 - 44

Discussion is clear, relevant, and insightful. It goes beyond the main points and examples; it also reflects strong content knowledge and synthesis.

30 - 39

Discussion is clear and relevant. It includes the main points and examples of major points

0

Discussion is vague, not relevant, and off topic.

Weekly Quizzes

20 points max.

10 questions each week – 2 points per question

Midterm Exam

180-200

Answer 9 or 10 questions correctly. Discussion is clear, relevant, and insightful. It goes beyond the main points and reflects both strong content knowledge, application, and synthesis

160-179

Answer 7 or 8 questions correctly. Discussion is clear, relevant, and insightful. It goes beyond the main points and examples; it also reflects strong content knowledge and synthesis.

140-159

Answer 5 or 6 questions correctly. Discussion is clear and relevant. It includes the main points and examples of major points. 

120-139

Answer less than 5 questions correctly. Discussion is vague, not relevant, and off topic.

Core Assessment Ad Campaign

180-200

The ad campaign conveys a message with facts about the product or service that are creative and original. 

The message about the product or service is clear to the target market. All major elements of the ad campaign reflect the facts about the product or service.

The construction and appearance of the campaign are well written in standard English and are appropriate for the chosen presentational strategies.

Project is neat; colors and layout match; planning is evident; correct spelling and grammar are used; the project was completed on time.

160-179

The ad campaign conveys a message with facts about the product or service that are reflective of some creativity and originality, but more in line with what is seen in the current market. 

The message about the product or service is somewhat inconsistent to the target market. Many major elements of the ad reflect the facts about the product or service.

The construction and appearance of the campaign are written in standard English and are somewhat appropriate for the chosen presentational strategies.

Project is neat; colors and layout with few inconsistencies; well planned with minimal errors; correct spelling and grammar are used.

The project was completed on time.

140-159

Some parts of the ad campaign convey facts about the product or service with little or no creativity and originality.

The message is weak and the ideas were taken from other ads. 

The construction and appearance of the campaign are written in standard English and are appropriate for the chosen presentational strategies.

Project is not neat and looks incomplete. There are multiple errors in design and spelling and grammar errors are evident. 

The project was completed on time.

120-139

No originality and the ideas looked like they are directly copied from other ads.

Few parts of the campaign reflect facts about the product or service.

No clear message is evident, and campaign is messy and incomplete, barely started, or quickly put together.

There are multiple obvious errors in design and content. Spelling and grammar errors are evident throughout the campaign.

The project was not completed on time.

0-119

Did not deliver a campaign consistent with achievement of the core learning outcomes of the course.

Final Exam

180-200

Answer 9 or 10 questions correctly. Discussion is clear, relevant, and insightful. It goes beyond the main points and reflects both strong content knowledge, application, and synthesis

160-179

Answer 7 or 8 questions correctly. Discussion is clear, relevant, and insightful. It goes beyond the main points and examples; it also reflects strong content knowledge and synthesis.

140-159

Answer 5 or 6 questions correctly. Discussion is clear and relevant. It includes the main points and examples of major points. 

120-139

Answer less than 5 questions correctly. Discussion is vague, not relevant, and off topic.

The course grade for students will be based on the overall average of homework and tests taken during the course in accordance with the weighting of the various requirements as stated in the syllabus.

All final exams in all School of Business courses will be comprehensive and will be closed book and closed notes. They will constitute 30% of the total course grade and will not be a take-home exam. They will be completed during the test week in the period designated by the registrar or by the Proctor in the case online courses. If calculators are allowed, they will not be multifunctional electronic devices that include features such as: phones, cameras, instant messaging, pagers, and so forth. Electronic Computers will not be allowed on final exams unless an exception is made by the Dean of the School of Business.

Late Submission of Course Materials:
 

All assignments are due by midnight of the date posted. Please see the chart below for weekly submission deadlines. It is the student’s responsibility to insure that assignments are received by the instructor.

Quiz

Sunday - Midnight

Activity

Sunday - Midnight

Discussion Questions

Thursday - Midnight

Discussion Thread

Saturday - Midnight

You will be allowed one (1) late submission and still receive full credit if the assignment is received by the instructor by the end of the next following week. (Sunday – Midnight; Central Time).

Please utilize this option wisely, either for a computer problem or possibly the week of another course deadline, family matter, or business related travel.

Discussion activities must be fulfilled during the week assigned. These deadlines are non-negotiable.

Course Topic/Dates/Assignments:
 

Week

Assignment

Description of Chapter and Areas of Concentration

Due Date

 

 

1

Reading

Chapter 1.  Introduction to Advertising

A Matter of Practice, page 15

 

 

Chapter 2.  Advertising’s Role in Marketing

A Matter of Practice, page 48

 

 

Chapter 3. Advertising and Society

A Matter of Principle, page 75

 

Quiz

10 Questions - Online, multiple choice based on readings and lecture notes

Sunday - Midnight

 

Activity

Web Links, brief email comments to the instructor

Sunday - Midnight

 

Discussion Questions

3 questions on the role of advertising in society

Thursday - Midnight

 

Discussion Thread

Interaction one of the weekly discussion questions with class members

Saturday - Midnight

 

 

 

 

2

Reading

Chapter 4. How Advertising Works

A Matter of Practice, page 114

 

 

Chapter 5. The Consumer Audience

A Matter of Practice, page 154

 

Quiz

10 Questions - Online, multiple choice based on readings and lecture notes

Sunday - Midnight

 

Activity

TV Advertisement Storyboard Assignment

Sunday - Midnight

 

Discussion Questions

3 questions on consumer behavior and advertising

Thursday - Midnight

 

Discussion Thread

Interaction one of the weekly discussion questions with class members

Saturday - Midnight

 

 

 

 

3

Reading

Chapter 6. Strategic Research

A Matter of Practice, page 178

 

 

Chapter 7. Strategic Planning

A Matter of Practice, page 207

 

Quiz

10 Questions - Online, multiple choice based on readings and lecture notes

Sunday - Midnight

 

Activity

Advertising Ethics Assignment

Sunday - Midnight

 

Discussion Questions

3 questions on research and strategic planning

Thursday - Midnight

 

Discussion Thread

Interaction one of the weekly discussion questions with class members

Saturday - Midnight

 

 

 

 

4

Reading

Chapter 8. Media Basics and Print Media

A Matter of Practice, page 229

 

 

Chapter 9. Broadcast Media

A Matter of Principle, page 269

 

Quiz

10 Questions - Online, multiple choice based on readings and lecture notes

Sunday - Midnight

 

Activity

Web Links, brief email comments to the instructor

Sunday - Midnight

 

Discussion Questions

3 questions on the media mix

Thursday - Midnight

 

Discussion Thread

Interaction one of the weekly discussion questions with class members

Sunday - Midnight

 

Midterm Exam

Open Book, Open Note, Online, 10 essay questions

Saturday - Midnight

 

 

 

 

5

Reading

Chapter 10. Internet and Nontraditional Media

A Matter of Practice, page 297

 

 

Chapter 11. Media Planning and Buying

A Matter of Principle, page 324

 

Quiz

10 Questions - Online, multiple choice based on readings and lecture notes

Sunday - Midnight

 

Activity

Web Links, brief email comments to the instructor

Sunday - Midnight

 

Discussion Questions

3 questions on ecommerce

Thursday - Midnight

 

Discussion Thread

Interaction one of the weekly discussion questions with class members

Saturday - Midnight

 

 

 

 

6

Reading

Chapter 12. The Creative Side and Message Strategy

A Matter of Practice, page 379

 

 

Chapter 13. Copywriting

A Matter of Principle, page 398

 

 

Chapter 14. Design and Production

A Matter of Practice, page 430

 

Quiz

10 Questions - Online, multiple choice based on readings and lecture notes

Sunday - Midnight

 

Activity

Media Cost Assignment

Sunday - Midnight

 

Discussion Questions

3 questions on ad copy and target audiences

Thursday - Midnight

 

Discussion Thread

Interaction one of the weekly discussion questions with class members

Saturday - Midnight

 

 

 

 

7

Reading

Chapter 15. Direct-Response Marketing

It’s A Wrap, page 477

 

 

Chapter 16. Sales Promotion, Events, and Sponsorships

A Matter of Practice, page 492

 

Quiz

10 Questions - Online, multiple choice based on readings and lecture notes

Sunday - Midnight

 

Activity

Business to Business Advertising Assignment

Sunday - Midnight

 

Discussion Questions

3 questions on sales management

Thursday - Midnight

 

Discussion Thread

Interaction one of the weekly discussion questions with class members

Saturday - Midnight

 

 

 

 

8

Reading

Chapter 17. Public Relations

A Matter of Practice, page 523

 

 

Chapter 18. Special Advertising Campaigns

A Matter of Practice, page 545

 

 

Chapter 19. Evaluation of Effectiveness

A Matter of Practice, page 568

 

Quiz

10 Questions - Online, multiple choice based on readings and lecture notes

Sunday - Midnight

 

Activity

Web Links, brief email comments to the instructor

Sunday - Midnight

 

Discussion Questions

3 questions on advertising metrics

Thursday - Midnight

 

Discussion Thread

Interaction on one or more of the weekly discussion questions with class members

Sunday - Midnight

 

Core Assessment

Advertising Campaign Project

Saturday - Midnight

 

Final Exam

Interaction one of the weekly discussion questions with class members

Last Day of Finals Week

Academic Honesty:
Academic integrity is the foundation of the academic community. Because each student has the primary responsibility for being academically honest, students are advised to read and understand all sections of this policy relating to standards of conduct and academic life. Park University students and faculty members are encouraged to take advantage of the University resources available for learning about academic honesty (www.park.edu/current or http://www.park.edu/faculty/).from Park University 2010-2011 Undergraduate Catalog Page 92

Plagiarism:
Plagiarism involves the use of quotations without quotation marks, the use of quotations without indication of the source, the use of another's idea without acknowledging the source, the submission of a paper, laboratory report, project, or class assignment (any portion of such) prepared by another person, or incorrect paraphrasing. from Park University 2010-2011 Undergraduate Catalog Page 92-93

Attendance Policy:
Instructors are required to maintain attendance records and to report absences via the online attendance reporting system.

  1. The instructor may excuse absences for valid reasons, but missed work must be made up within the semester/term of enrollment.
  2. Work missed through unexcused absences must also be made up within the semester/term of enrollment, but unexcused absences may carry further penalties.
  3. In the event of two consecutive weeks of unexcused absences in a semester/term of enrollment, the student will be administratively withdrawn, resulting in a grade of "F".
  4. A "Contract for Incomplete" will not be issued to a student who has unexcused or excessive absences recorded for a course.
  5. Students receiving Military Tuition Assistance or Veterans Administration educational benefits must not exceed three unexcused absences in the semester/term of enrollment. Excessive absences will be reported to the appropriate agency and may result in a monetary penalty to the student.
  6. Report of a "F" grade (attendance or academic) resulting from excessive absence for those students who are receiving financial assistance from agencies not mentioned in item 5 above will be reported to the appropriate agency.
ONLINE NOTE: An attendance report of "P" (present) will be recorded for students who have logged in to the Online classroom at least once during each week of the term. Recording of attendance is not equivalent to participation. Participation grades will be assigned by each instructor according to the criteria in the Grading Policy section of the syllabus.

Park University 2010-2011 Undergraduate Catalog Page 95-96

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. In the case 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: http://www.park.edu/disability .



Rubric

CompetencyExceeds Expectation (3)Meets Expectation (2)Does Not Meet Expectation (1)No Evidence (0)
Evaluation                                                                                                                                                                                                                                                 
Outcomes
1, 2                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                 
The student's case analysis demonstrates the student's ability to analyze six or more alternative solutions.  The student will choose what they consider best alternative for solving the case and show how to implement their one best alternative. The student's case analysis demonstrates the student's ability to analyze four or five alternative solutions that will solve the case.  The student will pick their best alternative for solving the case. The case analysis demonstrates the student's ability to analyze two or three alternative solutions.  The student will pick an alternative for solving the case. The case analysis does not show the student's ability to analyze alternative solutions. 
Synthesis                                                                                                                                                                                                                                                  
Outcomes
1, 2, 3, 4, 5                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        
The student's case analysis demonstrates the student's ability to synthesize information from the case and from at least six other professional sources. The student's case analysis demonstrates his/her ability to synthesize information from the case and from four or five professional sources. The case analysis demonstrates the student's ability to synthesize information from the case and from three professional sources. The case analysis fails to demonstrate the student's ability to synthesize information from the case. 
Analysis                                                                                                                                                                                                                                                   
Outcomes
1,3,4,5                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              
The student's case analysis demonstrates the student's ability to identify and analyze six or more alternative solutions that could potentially solve the case. The case analysis demonstrates the student's ability to identify and analyze four or five alternative solutions that could solve the case. The case analysis demonstrates the student's ability to identify and analyze two or three alternative solutions.  The student will pick an alternative for solving the case. The student's case analysis does not analyze alternative solutions and just retells the details of the case. 
Application                                                                                                                                                                                                                                                
Outcomes
1,2,3,5                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              
The case analysis demonstrates the student's ability to apply advertising principles. The case analysis demonstrates the student's ability to apply advertising principles in a basic way. The case analysis shows the student's ability to apply a few advertising principles. The case analysis not show the student's ability to apply the advertising terms. 
Content of Communication                                                                                                                                                                                                                                   
Outcomes
1, 2, 3, 4, 5, 6                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                     
Correctly demonstrates a comprehensive understanding of advertising terminology. The student demonstrates a basic understanding of advertising terminology.  One or two errors in terminology are acceptable. The student often demonstrates a basic understanding of advertising terminology.  Three or four errors are noted. The student does not show a basic understanding of the terminology of advertising. Five or more errors are noted. 
Disciplinary Competency                                                                                                                                                                                                                                    
Outcomes
1,2,3,4,6                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            
The case analysis shows excellent knowledge of advertising and includes four or more examples of correct advertising terminology. The case analysis shows good knowledge of advertising and includes three examples of correct advertising terminology. The case analysis shows basic knowledge of advertising and includes two examples of correct advertising terminology. The case analysis does not show basic knowledge of advertising and includes one or fewer examples of correct advertising terminology. 
Disciplinary Competency                                                                                                                                                                                                                                    
Outcomes
5                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    
The case analysis shows excellent knowledge of public relations. The case analysis shows good knowledge of public relations. The case analysis shows basic knowledge of public relations. The case analysis does not show basic knowledge of public relations. 

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Last Updated:7/23/2010 1:33:38 PM