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MK 380 Advertising
Venable, William Ralph


Mission Statement: Park University provides access to a quality higher education experience that prepares a diverse community of learners to think critically, communicate effectively, demonstrate a global perspective and engage in lifelong learning and service to others.

Vision Statement: Park University, a pioneering institution of higher learning since 1875, will provide leadership in quality, innovative education for a diversity of learners who will excel in their professional and personal service to the global community.

Course

MK 380 Advertising

Semester

FA 2012 HO

Faculty

Venable, William R., III

Title

Assistant Professor - Marketing and Management

Degrees/Certificates

BS Kansas - Journalism
MBA Rockhurst - Marketing
MPA UMKC - Public Policy

Office Location

Library - 416H

Office Hours

8:40 - 10:05 Tue and Thur and by Appointment

Daytime Phone

816-584-6851

E-Mail

william.venable@park.edu

Semester Dates

Aug 20 - Dec 14 2012

Class Days

Tue and Thur

Class Time

7:20 - 8:35 AM

Credit Hours

3


Textbook:

Advertising & IMC: Principles and Practice, 9/E
Sandra Moriarty
Nancy D Mitchell
William D. Wells

ISBN-10: 0132163640
ISBN-13:  9780132163644

Publisher:  Prentice Hall
Copyright:  2012
Format:  Cloth; 688 pp
Published:  02/07/2011

 
The Wall Street Journal

Additional Resources:

 
Optional -

In Search of Excellence: Lessons from America's Best-Run Companies (Collins Business Essentials) (by Thomas J. Peters, Robert H. Waterman; Paperback: 400 pages Publisher: Collins; Reprint edition (March 2, 2004) Language: English ISBN: 0060548789

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Resources for Current Students - A great place to look for all kinds of information http://www.park.edu/Current/.

http://www.marketingpower.com/
http://www.interbrand.com/

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.

Educational Philosophy:

The facilitator’s educational philosophy is one of interactiveness based on lectures, readings, quizzes, dialogues, examinations, internet, videos, web sites, guest professionals, and writings. The facilitator will engage each learner in what is referred to as disputatious learning to encourage the lively exploration of ideas, "real world" issues and contradictions. 

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:

                                   

 

Points 

Percent of Grade

Class Participation:

100

10%

Assignment 1

100

10%

Assignment 2

100

10%

Assignment 3

100

10%

Assignment 4

150

15%

Midterm: 

150

15%

Final exam:

300

30%

 Total

1000

100%

 

Grading:
 

A:

90%

or

more

B:

80%

to

89%

C:

70%

to

79%

D:

60%

to

69%

F:

Less

than

60%

 

The grading system is based on percentage of total points available as listed in the Class Assessment section of the syllabus.

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:

 

Classroom Rules of Conduct:
NO CELL PHONES, TEXTING, OR PAGERS WILL BE ALLOWED IN CLASS!

Course Topic/Dates/Assignments:

 

Week

Activity

1

Part I: Principles Endure In Times of Turmoil

Chapter 1. The New World of Marketing Communication

2

Chapter 2. Integrated Brand Communication

3

Chapter 3. Brand Communication and Society

Assignment  1 -

Advertising Ethics Assignment

4

Part II: Principle: Be True to Thy Brand

Chapter 4. How Brand Communication Works

5

Chapter 5. Segmenting and Targeting the Audience

Chapter 6. Strategic Research

6

Chapter 7. Strategic Planning

Assignment  2 -

TV Advertisement Storyboard Assignment

Part III: Practice: Where is Creative Headed?

7

Chapter 8. Creative Strategy

Chapter 9. Copywriting

8

Chapter 10. Visual Communication

Midterm Exam

Assignment  3 -

Media Cost Assignment

9

Part IV: Practice: Where Are Media Heading?

Chapter 11. Media Basics

10

Chapter 12. Traditional Media

Chapter 13. Digital Media

11

Chapter 14. Media Planning and Buying

12

Part V: Practice: IMC and Total Communication

Chapter 15. Public Relations

13

Chapter 16. Direct-Response

Chapter 17. Promotions

14

Chapter 18. The IMC Umbrella

15

Chapter 19. Evaluation of Effectiveness

Assignment  4 -

Advertising Campaign Project

16

Final Exam Review

Final Exam

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 2011-2012 Undergraduate Catalog Page 95-96

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 2011-2012 Undergraduate Catalog Page 95

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.

Park University 2011-2012 Undergraduate Catalog Page 98

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 .

Additional Information:
 


MK380 – Core Assessment



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.



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:8/7/2012 3:05:10 PM