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Course Outline:
Class #1, January 18. Introduction to Advertising -- This is the first class, we will get to know each other and discuss what is expected each week. For much of this class, we will discuss key and relevant articles from the advertising trade press, and other information sources. A list of advertising definitions will be distributed and discussed. We will begin to discuss campaign strategy and creative variables using recent ads from magazines, television, out of home and radio. Important themes stressed during the course will be highlighted.
Class #2, January 25. Insightful Advertising Strategy -- As in every opening session of every class, we will discuss recent happenings in the Advertising business from the trade press. Strategy development, and the various methods and systems used by agencies and clients to arrive at strategy will be discussed in detail. Students will be asked to analyze facets of the Company, the Competition and the Consumer of known companies. The imagery of: the User, the Company and the Product as well as the practical identification of these strategies will be subject of class discussion and participation.
Class #3, February 1. Image, Branding, and the Creative Brief -- A lecture on image and branding covering various theories used by marketers today. Examples of branding and image will be shown and discussed. A discussion of the creative brief and the understanding of how important it is to start with strong strategy, before the process of creating actual ads will be stressed. Creative examples will be shown on storyboards, finished television, radio scripts, and layouts for magazines, newspapers and out of home will be discussed in class.
Class #4, February 8 at Rose Hill. Media is the Second Creative Department. This class will follow the Advertising Educational Foundation’s Advertising Symposium held the afternoon of 2/7 and 2/8 at Rose Hill. Subjects covered at the Symposium but not necessarily in class: Global Trends, Ethics, Cultural Diversity, Interactive Careers in Advertising and a Networking event with prominent Advertising business people. On the evening of 2/7, there will be a networking social event that students are encouraged to attend. On the evening of 2/8 there will be a panel discussion on Careers in Advertising, from 6 PM to 730 PM. Our class will begin at 730 PM in Room 041 close to the Library at Rose Hill. The class will concentrate on the discipline of Media and the management of the majority of the clients’ advertising money. Arriving at the spending level, various use of media, the act of planning and buying media, as well as the construction of a basic media strategy and plan will be discussed. We will also address the value of the different media and the judgment to use one medium over another.
Class #5, February 15. Putting It All Together, the Advertising Plan. One of the major parts of the course is the writing of an advertising plan. Each student will have to turn in an advertising plan for a grade. Students will be shown the components of the advertising plan. Research and audience measurement will be discussed. Several teams will be assigned to a specific company and or product as the subject of the advertising plan. Breakout groups for discussion will result in the first outline of an advertising plan.
February 22, class does not meet.
Class #6, February 29. It’s the Integration, Baby. Most advertising Plans today are integrated. They involve many other parts of the marketing mix other than just traditional advertising. Class discussion will involve the Worldwide Web, Public Relations, Direct Response, and putting it together with the Advertising Plan. Part of the class will also review the material to date for next weeks’ first test.
Class #7, March 7. Advertising Organizations That Give Back and First Test (Midterm). After the initial exercise of current events in advertising, the class will be made familiar with the work of the various organizations that exist to serve advertising. The 4 A’s, AEF, ARF, ANA and similar organizations. Pro Bono and Public Service Advertising will be reviewed. Discussion of the status of the Advertising Plans will also be part of this session. One exercise will be given to prepare for the Presentation Skills class, the subject after the break. The first test will include multiple choice, true false and essay questions.
March 14, Spring Break, class does not meet.
Class #8, March 21. Presentation Skills Workshop. This is the only class where current events will not be discussed. The entire class will be devoted to creating exciting and effective presentations. Part of advertising on either the client or agency side is the persuasive presentation of ideas and information. Students will be given the opportunity to learn how to present effectively. This is an important session and class participation will be essential. Many presentation techniques and exercises apply to all types of business, and will be important learning.
Class #9, March 28. The Case History. A discussion of the Book Organizing Genius will be incorporated into this class. The major way to communicate success in advertising is through the case history. In new business cases are used to show how accomplishment is realized. Relevant cases are proof that the advertising agency team can do similar work for a new client. This class will show how to construct case histories, and show examples.
Class #10, April 4. The Client. The client organization is varied and diverse. Some client organizations are advertising oriented and others are product management oriented. We will discuss several kinds of client organizations and how advertising is handled in each of them. Also we will discuss client case histories and how the organization benefited or detracted from the end product. The relationship between agency and client will also be discussed.
Class #11, April 11. The Life Blood of an Advertising Agency. New Business is the most exciting, yet the most difficult and demanding task in an advertising agency. Firing and hiring an advertising agency from a client’s perspective is a major undertaking. We will discuss new business techniques, some case histories, and some of the modern theory of winning new business. Part of this class will be a review for the second test.
Class #12, April 18. Creativity in the next 50 to 100 years and Second Test. Thoughts on the future of Advertising and creativity from some of the best will be available for class discussion. Second Test will be similar to the one taken before. Multiple choice, True/False questions and some essay.
Class #13, April 25 held at DDB Advertising. Why Would Anyone Want To Be In Advertising? This class will be held at DDB worldwide headquarters at 437 Madison Avenue. A tour will be given, and a discussion of how to make a career in advertising. A panel of creative, media, strategic planning, broadcast production, print production and account management will be held to answer questions and cover the basics of each discipline in the actual area in which they work. Additionally, if there is time, some remarks will be made on the future of Creativity in the Advertising Industry.
Class #14, May 2. Review for Final Exam. The entire session will be spent reviewing all materials covered in all the previous classes. Help will be given to students in the way of Questions and Answers about any part of the course.
Class #15, May 9. Final Examination. This is the last class session of this semester. The final examination will be similar to the test given before. Multiple choice, True/False and Essay questions. Students can be emailed their grades within a week after the test is given.
Steve Norcia, Steve Norcia
Copyright © 2000 Steve Norcia. All rights reserved.
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