Advertising 300 Introduction to Advertising Syllabus

FALL 2012 Instructor Steve Hall

E-mail: Work phone: Office Location: Office hours: shall@illinois.edu 217 333 0439 Room 7 Gregory Hall Mailbox in 112 Gregory hall th Mon 10:00 am 10:50 am at Espresso Royale at 6 and Daniel Tue 2 pm 4 pm in Room 7 Gregory Hall Note: Steve will be available after class to make appointments outside of office hours.

MWF 9 AM and 11 AM Sections

Teaching Assistants TA Rebecca Routs Students with last names A thru Howard
E-mail: Work phone: Office Location: Office hours: adv300rebecca@gmail.com 244 4396 Room 222C Armory Mailbox is in 119 Gregory Hall th Mon and Wed 10:00 am 10:50 am at Espresso Royale at 6 and Daniel Mon 3 5 pm in Room 222 C Armory Note: Rebecca will be available to make appointments outside of office hours.

TA Wei Fen Chen Students with last names Hsieh thru O

E-mail: Work phone: Office Location: Office hours: adv300chen@gmail.com 244 4396 Room 222C Armory Mailbox is in 119 Gregory Hall th Mon and Wed 10 am 10:50 am at Espresso Royale at 6 and Daniel Mon 12 noon 2 pm at 222C Armory Note: Wei-Fen will be available to make appointments outside of office hours.

TA Sarah Trapani Students with last names P thru Z

E-mail: Work phone: Office Location: Office hours: adv300sarah@gmail.com 244 4396 Room 222C Armory Mailbox is in 119 Gregory Hall th Mon and Wed 10 am 10:50 am at Espresso Royale at 6 and Daniel Wed 12 noon 2 pm in Room 222C Armory

Note: Sarah will be available to make appointments outside of office hours.

As you can see, there are teaching assistants for the class. Each TA is assigned to a specific group of students, according to their last name. TAs are responsible for grading, assisting with course logistics and answering student questions. NOTE: Please contact YOUR TA FIRST (based on your last name) if you have a question about grades, tests or assignments. If you cant make their office hours, you can also see another TA for general questions or to look at assignment or test results. When emailing them with questions, please allow up to 36 hours for a response during the week and 48 hours (or until Monday) over the weekend.

Course Overview
This course is designed to introduce students to the participants, practices, processes, and environmental/societal contexts associated with advertising, media and integrated marketing communication. It provides an overview of the advertising industry and exposes students to various functions associated with planning, preparing and placing consumer communication. Specifically, the course allows students to increase their knowledge and understanding of research, consumer behavior, market segmentation, creative copywriting, art direction, production, media and promotion. Students will also be exposed to ethical and societal issues related to advertising.

Course Outcomes
Develop awareness and knowledge of participants, functions, basic business practices and societal contexts associated with advertising and the advertising industry. Increase awareness and understanding of introductory concepts related to exploratory and descriptive communications research as it relates to advertising and brand promotion. Gain knowledge and perspective associated with consumer behavior, market segmentation and strategic brand planning. Understand introductory concepts related to the development and execution of creative advertising messages. Develop awareness and knowledge of introductory concepts regarding media and promotions.

Course Material Outline

The course is organized into FIVE sections. Specific topic areas in each section are indicated below. This outline is also intended to provide an overall schedule for lecture and reading for each week. Note: Special events such as guest speakers and current events discussions can and frequently do - alter the lecture schedule. So periodically, lecture material and reading assignments may not exactly coincide. Readings from the text should be completed the week they are assigned.

Section One: The World of Advertising and Integrated Brand Promotion

Week One Aug 27 - 31 Overview/Syllabus/Logistics Discussion Communication Process Audiences Advertising and the Marketing Mix Chapter 1 Week Two Sep 5 7 ( No Class On Monday Sep 3 due to Labor Day Holiday ) Advertising and the Marketing Mix Week Three Sep 10 14 Advertisers Advertising and Promotion Agencies Chapter 2 Week Four Sep 17 21 Media Organizations Ethical, Social and Regulatory Issues Chapter 4
rd

Part Two: Analyzing the Environment for Advertising and IBP

Week Five Sep 24 28 Consumer Behavior Chapter 5

Test One
Week Six Oct 1 - 5 Consumer Behavior Market Segmentation Chapter 6 Week Seven Oct 8 Oct 12 Research Chapter 7 Week Eight Oct 15 19 Research Account Planning Advertising and IBP Planning Chapter 8

Test Two Part Three: The Creative Process

Week Nine Oct 22 - 26 Creative Process Creative Message Strategy Chapter 9 and 10 Week Ten Oct 29 Nov 2 Creative Executions Chapter 11

Part Four: Media

Week Eleven Nov 5 9 Media Planning Chapter 12 and 13 Week Twelve Nov 12 -16 Media Planning Chapter 14

Test Three
Week Thirteen Nov 19 - 23 No Class Fall Break

Part Five: Integrated Brand Promotion

Week Fourteen Nov 26 30 Sales Promotion Support Media Sponsorship Branded Entertainment Chapter 15 and 16 Week Fifteen Dec 3 - 7 Direct Marketing Personal Selling Public Relations Corporate Advertising Chapter 17 and 18 Week Sixteen Dec 10 12 Course Wrap-Up/Discussion/Questions

Test Four

Text
The Details.
Title: Advertising and Integrated Brand Promotion 6e 2012 Authors: OGuinn I Allen I Semenik Publisher: Cengage NOTE: There may also be supplemental reading material posted on Compass periodically.

Grading
To evaluate and assess your knowledge, understanding, and ability to apply material presented in the text and in lecture, there will be FOUR TESTS and TWO ASSIGNMENTS.

Tests
Each of the 4 tests will have 30 Multiple Choice Questions worth 3 points each. 5 True False Questions worth 2 points each. Each test is worth 100 points. 400 total points are available in test scores. 80% of your overall grade is based on tests. Details regarding each test will be given in advance during class and on compass. Tests will cover material from sections in the course outline above. Tests will consist of multiple-choice questions. Tests will cover both lecture and text material. There will be review sheets for each test. Review material will be announced in class and posted on Compass. We strongly encourage you to study material listed on the test reviews. Make up tests will only be given to students who have valid, documented, excused absences or emergencies verified by a College Dean or Academic Administrator. It is your responsibility to report missing an exam within 3 business days after the exam date or if at all if possible - in advance of the exam. You are also responsible for collecting and presenting any documentation related to your absence to your TA or the instructor. Make-up tests will typically be administered by TAs during office hours. If thats not possible, it is the students responsibility to schedule a make up time with either a TA or the instructor. Missing a test without a valid excuse as described above will result in a score of zero points for that test.

Assignments
There will be 2 assignments that total 100 points. 20% of your overall grade will be based on assignments. Assignments will cover material from the text and lectures. Details, instructions and due dates for assignments will be announced in class and posted on Compass. Usually you will have two weeks to complete an assignment once it is assigned. Late assignments will not be accepted unless the student has a valid, documented, excused absence or emergency verified by a College Dean or Academic Administrator. Assignments that are late or not turned in and there is no valid emergency or excuse will result in zero points for that assignment.

Overall Grading Scale

This class uses the following overall grading scale. Your grade will be based on your score out of 500 total points. As you can see, pluses and minuses will be given. 495 & up = A+ 455 - 494 = A 450 - 454 = A 445 - 449 = B+ 405 - 444 = B 400 - 404 = B 395 - 399 = C+ 355 394 = C 350 354 = C 345 - 349 = D+ 305 344 = D 300 304 = D 299 and below = F

Course Expectations
Reading/Text
You are responsible for reading all material assigned in the text. Readings will expose you to fundamental concepts, practices, processes and tools used to develop and execute advertising and promotion. The text also discusses topics related to the advertising industry, as well as ethical, regulatory and international environments related to advertising and promotion. If you dont understand something, please see the instructor or one of the TAs during their office hours.

Lecture
Even though attendance is not taken in class as part of your grade, you are responsible for all lecture material, guest speaker material and videos shown in class. Lectures are designed to provide students with content relevant to understanding advertising and promotion. Lectures are intended and designed to enrich, support, supplement and go beyond text material. Numerous examples will be given in lecture to illustrate concepts relevant to advertising and promotion. For most lectures, well post a basic lecture outline on Compass. Outlines are just an overall framework for following lecture they are not a substitute for content discussed in class. The instructor and TAs request that students do not videotape lectures, tape videos shown in class or capture images of presentation slides without permission. Such action could be considered violating guidelines set forth in the student code. IMPORTANT: It is EXTREMELY important to keep up with the readings and attend lecture. Tests and assignments are developed directly from content and examples assigned in readings and given in lectures.

Compass
Compass is the primary portal and information source for everything related to the class. You will find announcements, lecture outlines, test reviews, assignments, the syllabus and any additional material for class there. It is also the place where your grades will be posted. If you dont check Compass on a frequent basis for this course - you wont know whats going on in class. Its your responsibility to check Compass regularly to know whats happening in the course. We also expect you to read the syllabus carefully. Most questions can be answered by checking the syllabus or compass

To Discuss your Tests or Assignments:

Contact your assigned TA first to discuss your test or assignment grades.

You must contact your assigned TA within one week after a grade is posted on Compass for a particular assignment or test. The TAs post grades on Compass and keep test records and assignments in their office, so thats why we ask that you contact them first. If the question or discrepancy cant be resolved after discussing a grade or an assignment with your TA, they will forward the issue associated with the grade to the instructor for discussion, review and a meeting with the student if necessary. We make every effort to grade in a fair and consistent manner. We do not typically change grades, but certainly welcome any questions or issues you may have regarding a test score or an assignment grade.

Email Policy
There are hundreds of students in the class, so TAs frequently get massive amounts of email traffic, so be patient waiting for a response. We prefer questions be addressed in office hours if at all possible. TAs will respond to email within 36 hours during the week and 48 hours over the weekend. Office hours of TAs are staggered to accommodate different schedules you may have. You can also make appointments with any TA.

Questions about advertising careers, the advertising industry or advertising in general

See Steve or the TAs after class, during office hours or make an appointment. Well be glad to see you and help in any way we can. We usually find the best way to discuss these topics is with Steve or a TA is in office hours.

Extra Credit
This class will offer everyone opportunities for extra credit. EC can include In-Class or Out of Class Activities or Experiments/Studies Conducted by Faculty. Extra credit announcements will be made on Compass and/or in class. Most of the time, there will be someone outside this course coordinating experiments. When out of class experiments are available, heres the deal: Sign up sheets will be posted at a location/website designated by the researcher Instructions will be on sign up sheets.

Please, only sign up for experiments if you are sure you can make it. It is extremely unfair for you to sign up for an experiment and not show up. It takes away an opportunity for another student and it messes up the conditions for the experimenter.

VERY IMPORTANT FOR EXPERIMENTS: When you sign up for an experiment write down all details, especially time and location If you sign up for an experiment and miss it, you will automatically lose all the points for that study and not be allowed to participate in future studies. If students have questions about the extra credit experiments they should email the experimenters/ extra credit coordinators. ADV 300 TAs or the INSTRUCTOR dont typically administer the experiments. ADV 300 TAs or the instructor will typically NOT be able to answer questions about experiment logistics. Experiments are typically worth 1 5 points each.

NOTE: Be patient when it comes to extra credit - depending on faculty schedules,

many studies or extra credit opportunities may occur at the end of the semester.

Student Conduct
You are expected to follow all University of Illinois guidelines related to Academic Integrity listed in the Student Code regarding student conduct in this class. The following are considered infractions of the student code regarding academic integrity and will be subject to penalties set by the university. Violations of academic integrity by students related to either the tests or assignments will result in a total loss of points for that test or assignment. Those students committing infractions involving academic integrity will also be reported to their Department, College and the University and subject to further disciplinary action. (a) Cheating Using or attempting to use in any academic exercise materials, information, study aids, or electronic data that the student knows or should know is unauthorized. (b) Fabrication Unauthorized falsification or invention of any information or citation in an academic endeavor (c) Facilitating Infractions of Academic Integrity Helping or attempting to help another to commit an infraction of academic integrity, where one knows or should know that through ones acts or omissions such an infraction may be facilitated. (d) Plagiarism Representing the words or ideas of another as ones own in any academic endeavor. This includes copying another students paper or working with another person when both submit similar papers without authorization to satisfy an individual assignment (e) Bribes, Favors, and Threats Infractions of academic integrity include bribing or attempting to bribe, promising favors to, or making threats against any person with the intent to affect a record of a grade or evaluation of academic performance. This includes a student who conspires with another person who then takes the action on behalf of the student. (f) Academic Interference Tampering with, altering, circumventing, or destroying any educational material or resource in a manner that deprives any student of fair access or reasonable use of that material or resource.

(g) Computer-related Infractions Computer-related infractions defined by applicable laws, contracts, or University policies (such as unauthorized use of computer licenses, copyrighted materials, intellectual property, or trade secrets). (h) Unauthorized Use of University Resources Unauthorized student use of University resources for non-educational, private, or commercial purposes. (i) Sale of Class Materials or Notes The sale to/providing a commercial note-taking service of instructor-provided materials or of classroom lecture notes is considered infringing on copyright interests if the instructor has explicitly requested that this not be done. NOTE: The instructor and TAs for ADV 300 request that this type of activity not be done. (j) Failure to Comply with Research Regulations Infractions of academic integrity include failure to comply with research regulations such as those applying to human subjects, laboratory animals, and standards of safety.

Accommodating Students with Disabilities

All students with disabilities will be accommodated in a manner consistent with the University Student Code, Part 1: Student Rights, 1 110.