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Advertising Strategies MARK 6200

Robert Morris University

Fall 2002

Wednesday 6:00 pm –10:00 pm

HALE 105

Required Text:

O’Guinn, Thomas C., Chris T. Allen, and Richard J. Semenik (2003), Advertising and Integrated Brand Promotion, Third Edition, Thompson Southwestern Publishers, Mason, OH.

Class Notes:

Class Notes are available in the “Passouts on Moon Server” drive in the Maher folder.  These 

notes are highly recommended.  Instructions for retrieving these notes from an off-site computer 

are available.

Course Description:

Adverting is a brand-building process.  Brands can be goods, services, things, issues, or people.  This course is designed to share information about the world of advertising and promotion and provide students with an appreciation of its value and power in business, pop culture, and society.  Students should also gain an appreciation for the hard work of advertising; from planning and creation, to placement and evaluation/control. 

Course Objectives:

1.  To introduce and develop students’ understanding of the process and planning of advertising.

2.  To assist students in developing advertising messages.

3.  To introduce students to the concept of advertising message placement; including new media.

4.  To introduce students to the concept of integrated marketing communication and integrated brand promotions.

5.  To bridge theory and practice and assist students in the development of a comprehensive advertising plan.

6.  To further students’ understanding and appreciation for team processes.

7.  To enhance both analytical and communication skills. 

8.  To provide students with an “experiential” learning environment.

Class Policies:

 Missing exams - If you miss an exam for any reason, a make-up exam will ONLY be given during the last week of class.

Defending Exams – Since the exams in this course are in essay format, there is some subjectivity in grading.  If at any time, you want to discuss one of your answers and defend what is written, this defense must be in writing (i.e., 2-3 pages double spaced).

Late Assignments - If for any reason, you should submit an assignment late (i.e., anytime after the class in which it was due), your assignment will be subject to a 20% penalty.

Attendance Policy: You are expected to attend all classes.  However, I do understand that you may become ill or have emergencies/business from time to time.  Therefore, I allow some absences for those cases only.  If you must miss class, please call my office to let me know.  If you miss more than one class, it could adversely affect your grade.  Students who do not attend 75% of all classes will receive a course grade of "F." In general, I have found that students who regularly attend my classes perform much better on exams and get more out of the class.

Classroom Integrity: Any student observed "cheating" on exams or plagiarizing on the group research project will receive an "F" for the course. The university academic dishonesty/plagiarism policy can be found on the University website.

Course Withdrawal: The last date to withdrawal from this course without academic penalty is ______________. Students who discontinue attending classes without officially withdrawing and whose absences exceed 25% of scheduled class meeting will receive a final grade of "F."

Accommodation for Test-Taking of Note-Taking: If there are students in the class who need special test-taking or note-taking accommodation, they should discuss their needs with the instructor.

Student Counseling: Students who are experiencing difficulty with the course should visit me during office hours or by appointment.  Students can also receive assistance in the Academic Support Center.

Grading Policy:  

Course Content:

Exams – there are two exams in this course.  The exams are short essay format. 

Ad plan – this is a group project where “teams” are required to develop an Advertising Plan for a product/service/social issue.  This plan will consist of a situational analysis, market research information, target market considerations, and message and media strategy decisions.  There are both verbal and written components to this plan.

In-class Applications – periodically your group will participate in classroom exercises that are designed to help you further understand advertising concepts and link these concepts to practice.  These exercises will be submitted at the end of class for a grade.

Tentative Schedule

( I hold the right to make changes to this schedule at any time.)

Week 1:  Introduction to Course, Formulate Agencies, Discuss Social Cause Advertising Chapters 1 and 2 – Overview of Advertising and Agencies “You” as a Brand.

Week 2:  Chapters 8 and 6 – Ad Planning and Market Segmentation Advertising Objectives Exercise

Week 3:  Exam I, Ad Planning Work

Week 4:  Chapters 11 and 12 – Message Strategy and Copywriting Sub-head Exercise

Week 5:  Chapters 13 and 14 – Art Direction and Media Planning

Week 6:  Chapters 15, 16, and 17 – Types of Media

Week 7:  Exam II, Ad Planning Work

Week 8:  Presentations