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To share cutting edge creativity research in advertising and
the theoretical basis for
advertising study and measurement.
To understand core advertising marketing principles and learn
how to develop and manage advertising from both agency, client,
and entrepreneurial perspectives.
To gain insight into emerging media concepts, environmental
forces, financial issues, dot.com ad competition, target market
segments, international cross-cultural issues, and other variables
that impact strategic advertising planning.
To discuss how the Internet and online advertising is evolving
in terms of measurement, practices, and creative management
of web advertising.
To learn how various alternative advertising approaches involving
electronic/interactive, relationship/database marketing 1:1,
regional customization, direct mail, and integrated marketing
communications are managed in the advertising plan as nontraditional
elements.
To study creative development via award winning commercial
reels and production in advertising for electronic, broadcast,
print, and integrated ad campaigns.
To cover various approaches to organizing ad agency and client
structures from creative boutique agencies to global public
holding companies.
The class is an interactive lecture, presentation, and panel/speaker
format where discussion is encouraged. Students will have
the opportunity to participate in the preparation and delivery
of a group case/industry project and/or write an individual
paper. Ad Industry guest speakers will provide presentations
from a "real-life" practical perspective to enhance
the learning environment. Multi-media formats will be utilized,
including live broadcast, on site demonstrations, power point,
video, and audio presentations, to dramatize the material.
There may be the opportunity for off site field trips for
selected topics to be held in an ad agency location. Class
participation, contribution, and attendance will be noted,
recognized, and rewarded in grading. Please notify the instructor,
in advance preferably via email, if you miss more than one
class session. Two tests will be administered based on required
readings, class lectures, and presentations. Read all assigned
material in advance of the class lecture and be prepared to
meaningfully contribute to the class discussion.
REQUIRED TEXT:
Arens, William (1999). Contemporary Advertising. Seventh
Edition, New York, NY: Irwin McGraw-Hill Publishing.
OPTIONAL SUPPLEMENTARY TEXT:
Reedy, Joel, Schullo, Shauna, and Zimmerman, Kenneth (2000).
Electronic Marketing: Integrating Electronic Resources into
the Marketing Process. First Edition, New York, NY: Dryden
Press Harcourt College Publishers.
OTHER SELECTED CLASS READINGS AND MATERIALS:
Weekly Internet Exercises Will Be Assigned In Conjunction
with Chapters.
We will also have special materials for interactive media
panels, creativity, etc.
The Myers Report, daily media newsletter distributed to ad
industry by Jack Myers, author of Reconnecting with Customers:
Building Brands & Profits in the Relationship Age.
Marketing One to One, electronic newsletters & publications
by Don Peppers & Martha Rogers including the One to One
Fieldbook and videotape segments.
A separate Creativity Bibliography will be distributed for
you to select readings.
Cannes Award Winning International Commercials Videotape
Reel.
Taster's Choice Long Running Dramatistic Advertising Campaign
Commercials.
All Articles and handouts distributed in class.
Relevant materials for the industry cases handed out by speakers.
All students must select one of the options listed below (either/or).
I've tried to make this as interesting as possible for you
to incorporate the class learning in a fun way:
1. SUPERBOWL ADVERTISING STUDY - Students are to analyze Superbowl
Advertising and prepare an analysis of the impact of Superbowl
advertising in year 2000 and what category and product changes
are occuring in terms of new dot.com advertisers as compared
to traditional beverages and products in past Superbowls.
This report should include a historical overview of the phenomenon
of Superbowl Advertising Evolution, media expenditures/costs,
creative strategies of using humor, a literature review of
articles and any past research. It may also be helpful to
videotape the ads for class discussion, as part of your presentation
and gather current topical coverage and media reports around
the event. Students must mobilize quickly to prepare for the
event and at least capture the material, even though the paper
is due later in the term, due to the timing of the Superbowl.
The professor is not able to provide Superbowl tickets, but
may be able to provide access to top executives for interviews
or comments about their Superbowl Advertising for educational
purposes only, most likely after the game, not before.
2. NORTH AMERICAN AUTO SHOW ADVERTISING STRATEGY - In Detroit,
this event has spawned regional automotive advertising and
special advertising activities that command sizable budgets
and spectacular production feats. Compare the advertising
strategies of the top automakers for this event and discuss
how it is handled by the media and other constituencies. For
example, Channel 7 ABC affiliate network has recently integrated
the North American autoshow and Woodward Dream Cruise into
its strategic plan. Explain the market dynamics, demographics,
and other key issues driving this type of advertising and
even advertorial approach. You should attend the show and
even interview any willing victims that you can capture on
the floor, especially executives in the industry who may have
insight. The black tie benefit may be sold out, unless some
kind benefactor can sneak you in for an inside peak.
3. DOT.COM WEB ADVERTISING ANALYSIS -Students are to prepare
a comprehensive industry analysis of an actual advertising
campaign of an Internet or "dot.com" company, comparing
dot.coms to more traditional advertising approaches. This
may be accomplished in a group format of approximately 4-5
individuals who are interested in a company or industry. This
may be adjusted based on enrollment. It is suggested that
the team break up the assignment into relevant sections such
as creative, media, integrated marketing, strategy, etc. for
maximum productivity. Each member must contribute to the effort
to the satisfaction of the group to receive the group grade.
The purpose of this assignment is t provide a real life experience
of analyzing an actual advertising plan, and strategy based
on the insight gathered in this process combined with course
learning. When possible, students are encouraged to gather
specific information and even conduct brief surveys of what
others think of the ad campaign when it may strengthen the
analysis. Secondary library and Internet research is also
highly recommended for this assignment, as it should be more
comprehensive than just a case/SWOT analysis. The final ad
presentations should be professional and interesting. Students
should submit a copy of the presentations on a computer disk,
as well as hard copies and handouts of any presentation materials
for grading purposes by the deadline date.
Additional Options - Apply the same approach as above to
the following topics:
Adcraft Advertising Club Participation & Involvement
Bonus Points & Paper Topics
2000 Millennium Advertising
2000 Sydney Olympics Advertising
Advertising for Computers, Cola Wars, Underwear Hanes vs Victoria's
Secret, or others (as approved by instructor)
Choose an industry that is undergoing massive change and competition
due to the Internet and alternative advertising formats. (e.g
Automotive, Do-It-Yourself Home Depot Outlets, Photo-Processing,
Airlines/Travel). Analyze web site strategies, competitive
pricing, product modifications, and other advertising related
aspects that are impacted by this change to reflect upon how
advertising is critical to strategic marketing under different
business scenarios. Report on what advertising changes are
occurring, who is succeeding, what ad challenges exist. You
may want to describe a firm that has adopted more One-to-One
Advertising rather than mass broadcast ad approaches or redirected
network advertising to selected cable and direct for example.
EXAMINATIONS:
Exams will be comprised of multiple choice, true and false,
and essay questions. The test will cover material from textbook,
assigned readings, guest speaker topics, and class lectures/discussions.
Tests are not cumulative, but may build on the earlier material
foundation. Students will have the entire class period for
the exam completion.
CLASS PARTICIPATION, DISCUSSION, AND ATTENDANCE
Students enrolled in the course are expected to try to attend
every class session. The instructor should be notified in
advance, if possible of absences. Students missing more than
one class should try to get notes from the in-class material
to keep up on the course discussions. Please remember to treat
colleagues, guests and the instructor with courtesy and respect
in accordance with appropriate academic behavior.
GRADING POLICY
25% AD INDUSTRY ASSIGNMENT
25% MID-TERM EXAM
25% FINAL EXAM
20% WEB EXERCISES
5% ATTENDANCE & CLASS PARTICIPATION (Adcraft Bonus Points)
____
100% 100 POINTS MAXIMUM CLAS TOTAL
Incomplete or deferred grades will be granted only in cases
where a documented medical or other emergency prevents the
student from completing the class and a substantial portion
of the course work has already been completed and graded.
In all cases WSU policy and procedure must be followed.
Sat, Jan 15 Distribute syllabus & course orientation
Chapter 1 - Dimensions of Advertising
Sat, Jan 22 Chapter 2 - Economic, Social, & Regulatory
Aspects
WEB EXERCISE: Regulation of Marketing on the Internet
Visit Better Business Bureau http://www.bbbonline.org
Summarize the programs & services offered, do you think
the FTC should be extended to the web or do you favor self-regulation
of Website advertising, explain?
CLASS DISCUSSION: Auto Show Advertising/Strategy
Sat, Jan 29 Chapter 3 - From Local to Global, Advertising
Scope
WEB EXERCISE: View two different firms on the web and compare
their advertising & promotional activities, justify whether
you think they use centralized vs decentralized systems, cite
the text material too.
General Mills, Inc. http://www.generalmills.com
Jelly Belly http://www.jellybelly.com
CLASS DISCUSSION: Global Product Life Cycle Perspective, DTVG
Telecom Industry Example, * possible guest speaker
Sat, Feb 5 Chapter 4 - Marketing & Consumer Behavior Foundations
of Advertising
WEB EXERCISE: Banner Advertising & Selective Perception
CNN Interactive http://www.cnn.com
How does the concept of selective perception apply to CNN
banner ads - use the 4 aspects of selective perception to
explain this kind of ad, which of these processes is most
critical for banner advertisers to recognize & overcome,
why? How does this differ from TV ads, channel surfing vs
web surfing?
CLASS DISCUSSION: Guest Speaker Tom Berry, Vice President
of Sales, Turner Broadcasting shows how to Reach Consumers
Through Cable & Web.
Sat, Feb 12 Chapter 5 -Market Segmentation & the Marketing
Mix, Ad Strategy
WEB EXERCISE: Packaging Intangible Services on the Web:
How do Yahoo http://www.yahoo.com and Excite http://www.excite.com
Compare? Look at appearance, interactive design, ease of navigation,
etc. Which do you prefer to use? Why do web marketers need
to take packaging into account?
CLASS DISCUSSION: Using media for psychographic target market
segmentation, National Geographic Guest Speaker - Adventure
travel trends.
Sat, Feb 19 Chapter 6, 7 - Information Gathering, Ad Planning,
IMC, Relationship Mkt.
WEB EXERCISE: Relationship Marketing Web Applications
New York Yankees http://www/yankees.com
Ragu Foods http://www.ragu.com
Discovery Channel http://www.discovery.com
Why is the web well suited to relationship marketing? How
do these firms use the Internet to promote long-term customer
relationships, which aspects facilitate this?
CLASS DISCUSSION: Guest Speaker, technology enabling information
behavior & facilitation of knowledge gathering for IMC
planning, integration, and measurement. David Carpus, Sasscomm
Technologist does web start-up exercise.
Sat, Feb 26 Chapter 8 - Planning Media Strategy, Finding
Links to the Market
WEB EXERCISE: Interactive TV: Boom or Bust? Will "Internet
TV" be the breakthrough that brings interactive TV to
the mainstream?
WebTV http://www.webtv.com
PC-TV http://www.pctv.com
Enhanced TV http://nc.oracle.com/html/home/index.htm
Compare & contrast these initiatives? Are these complementary
or competitive? What are the unique ad challenges faced by
these media entities?
CLASS DISCUSSION: Bela Kogler, Time Warner AOL, Interactive
Guest Panel
Sat, Mar. 4 Chapter 9, 10 - Relationship Building: Direct,
Promotion, PR, Sponsorship, Corp
WEB EXERCISE: Find examples of relationship marketing represented
by Compuware http://www.compuware.com
How might relationship marketing be reflected here in this
evolution
CLASS DISCUSSION: MKT 1:1 Video, Guest Speaker, Linda Carbary,
J. Walter Thompson Ford Focus Brand Group discusses integrated
Focus marketing.
Sat, Mar. 11 CLASS DISCUSSION: Compuware Chief Information
Technology Officer, Les Murphy discusses privacy issues in
B2C and B2B advertising/marketing. Final portion of MIDTERM
exam: Chapters 1-10, exercises, & class discussions
Sat, Mar 18 SPRING BREAK - NO CLASS
Sat, Mar 25 Chapter 11, 12 - Creative Strategy, the Creative
Process & Creative Executive
WEB EXERCISE: Find the website for a product that you use
regularly. Try to select a product that you have developed
some brand loyalty for over the years and have a personal
investment. Some categories may be sporting goods, computers,
electronics, automotive, apparel, food, health, & beauty.
Imagine that you have been appointed to lead the creative
team to revamp the Website advertising for this product. Address
the following: general preplanning, input, product/service
research, problem detection, qualitative research input and
focus groups.
CLASS DISCUSSION: Creativity Summit Top Creative Executives
Greg Moy, Vice President Young & Rubicam and creative
team discuss
factors that drive Creativity & Innovation in ad agencies.
Sat, Apr 1 Chapter 13, 14 - Production of Ads: Print, Electronic
& Digital
WEB EXERCISE: Learn about screen printing, visit the following
sites:
Screen Printing Magazine: http://www.stpubs.com/SP.html
Screen Web: http://www.screenweb.com
Star Promowear http://www.star-ps.com
Who is the target audience for Screen Printing target magazine?
Use Screen Web's interactive map, can you find a retail screen
print shop close to you? What kind of programs would you have
to use and how would you transmit your art files?
CLASS DISCUSSION: Kmart Advertising Strategy: From Print to
DataBase to Bluelight.com. Senior Kmart Advertising Directors
Tom Hudson and Bill LaCasse share real life Kmart strategy
and evolution to database & electronic marketing.
Sat, Apr 8 Chapter 15 - Using Electronic Media: TV and Radio
WEB EXERCISE: Discuss the advantages of cable advertising
in terms of target market segmentation. What is narrowcasting?
How does this differ from selectivity options from the traditional
broadcast networks? Cite examples?
Cable Stations:
Lifetime http://www.lifetimetv.com
Travel Channel http://www.travelchannel.com
Univision http://www.univision.net
Food Network http://www.foodtv.com
Broadcast Networks:
ABC http://www.abc.com
CBS http://www.cbs.com
NBC http://www.nbc.com
FOX http://www.foxworld.com
CLASS DISCUSSION: McCann Worldwide Guest Speaker Panel: John
Weston, VP Account Director,Delphi, Kaarli Thomadsen, Associate
Media Director, Buick
And Bill Sweiss, Assistant Media Planner share media &
account perspectives.
Sat, Apr 15 Chapter 16, 17 - Using Digital Interactive, Direct
& Out of Home/Site Media
WEB EXERCISE: Choose Outdoor & Signs and the Out-of-Home
Advertising Archive link in the collection of outdoor ads
from 1992-2000. Go to the Product Index and choose 3 products
and identify the specific type of advertising used that apply
most directly in each case. Discuss the flexibility of outdoor/event
type media. http://advweb.cocomm.utexas.edu/world
CLASS DISCUSSION: J. Walter Thompson Human Resource Director,
Eric Levos, Presentation and "War Room" Brand Brainstorming
Exercise - Groups.
Sat, Apr 22 Virtual Distance Exercise, NO PHYSICAL CLASS
meeting
Sat, Apr 29 Final Exam Chapters 11-17, web exercises, class
discussion THE END!
Sheila L. Sasser
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