MK 380 Advertising
S1T 2013 DL
Roehrich, Henry C.
Assistant Professor of Marketing and Management
Ph.D. University of North DakotaMSA Central Michigan UniversityB.S. Wayne State College
Grand Forks, North Dakota
Monday - Friday 9:00 AM - 11:00 AM CST
After 9:00 PM CST (701) 330-6753
January 14 - March 10, 2013
MK351 or equivalent
Title: Advertising Principles and Practices, 8th edition
Author: Sandra Moriarty, Nancy D. Mitchell, William D. Wells
Publisher: Prentice Hall
Textbooks can be purchased through the MBS bookstore
Textbooks can be purchased through the Parkville Bookstore
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Educational Philosophy: The facilitator’s educational philosophy is one of interactiveness based on lectures, readings, quizzes, dialogs, examinations, web sites, activities, projects, and writings. The facilitator will engage each learner in what is referred to as disputatious learning to encourage the lively exploration of ideas, issues and contradictions.
Learning Outcomes: Core Learning Outcomes
Link to Class RubricClass Assessment:
Description of the Core Assessment Instrument: Ad Campaign Project
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 student must deliver at least one print ad and at least two additional media options (TV, radio, cable, internet, magazine, etc.). Previous campaigns have included travel and cruise lines, new degree programs, cell phones, and casinos.
This assessment is designed to assess primarily Core Learning Outcomes 1, 3, and 4 and will make up 20% of the course grade.
Pct of Grade
Weekly Threaded Discussions and Weblinks
TV Ad Storyboard Assignment
Advertising Ethics Assignment
Media Cost Assignment
Business to Business Assignment
Core Assessment Ad Campaign
The final grade will be based on the percentage of total points earned.
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.
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.
Sunday - Midnight
Thursday - Midnight
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.
Classroom Rules of Conduct:
Classroom Rules and Policies
Always use good grammar and your best online etiquette. Be clear; edit before you hit the "respond" button.
Classroom Rules of Conduct (Netiquette)
In this course, some people may have different opinions which you do not agree with. Be objective and respectful when responding to different points of view. Working online may make communication more difficult since you don't see each other's body language.
You can see more about core rules of netiquette at http://www.albion.com/netiquette/corerules.html. If you have questions about any of these policies, please contact your instructor
MK380 Course Schedule
Ch. 1 - Introduction to Advertising, A Matter of Practice, p. 15
Ch. 2 - Advertising’s Role in Marketing, A Matter of Practice, p. 48
Ch. 3 - Advertising and Society, A Matter of Principle, p. 75
Chapter 1 Slideshow
Chapter 2 Slideshow
Chapter 3 Slideshow
Weblinks, brief email comments to the instructor
3 questions on the role of advertising in society
Thursday - Midnight
Interaction on one of the weekly discussion questions with class members
Saturday - Midnight
10 Questions - Online, multiple choice based on readings and lecture notes
Ch. 4 - How Advertising Works, A Matter of Practice, p. 114
Ch. 5 - The Consumer Audience, A Matter of Practice, p. 154
Chapter 4 Slideshow
Chapter 5 Slideshow
TV Advertisement Storyboard Assignment
Sunday - Midnight
3 questions on consumer behavior and advertising
Ch. 6 - Strategic Research, A Matter of Practice, p. 178
Ch. 7 - Strategic Planning, A Matter of Practice, p. 207
Chapter 6 Slideshow
Chapter 7 Slideshow
3 questions on research and strategic planning
Ch. 8 - Media Basics and Print Media, A Matter of Practice, p. 229
Ch. 9 - Broadcast Media, A Matter of Principle, p. 269
Chapter 8 Slideshow
Chapter 9 Slideshow
3 questions on the media mix
Open book, Open note, Online, 10 essay questions
Ch. 10 - Internet and Nontraditional Media, A Matter of Practice, p. 297
Ch. 11 - Media Planning and Buying, A Matter of Principle, p. 324
Chapter 10 Slideshow
Chapter 11 Slideshow
3 questions on ecommerce
Ch. 12 - The Creative Side and Message Strategy, A Matter of Practice, p. 379
Ch. 13 - Copywriting, A Matter of Principle, p. 398
Ch. 14 - Design and Production, A Matter of Practice, p. 430
Chapter 12 Slideshow
Chapter 13 Slideshow
Chapter 14 Slideshow
Media Cost Assignment
3 questions on ad copy and target audiences
Ch. 15 - Direct-Response Marketing, It's a Wrap, p. 477
Ch. 16 - Sales Promotion, Events, and Sponsorships, A Matter of Practice, p. 492
Chapter 15 Slideshow
Chapter 16 Slideshow
Business to Business Advertising Assignment
3 questions on sales management
Ch. 17 - Public Relations, A Matter of Practice, p. 523
Ch. 18 - Special Advertising Campaigns, A Matter of Practice, p. 545
Ch. 19 - Evaluation of Effectiveness, A Matter of Practice, p. 568
Chapter 17 Slideshow
Chapter 18 Slideshow
Chapter 19 Slideshow
3 questions on advertising metrics
Interaction on of the weekly discussion questions with class members
Advertising Campaign Project
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 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.
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 .
Last Updated:12/13/2012 12:08:20 PM