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Introduction to Advertising, Spring 2007
Instructor: Ann C. Iverson
Advertising, 4e, by Messrs. O'Guinn, Allen and Semenik - ISBN 0-324-128956-1.
In this participatory 13-week semester course students learn the basic, practical skills that enable them to become beginning advertising professionals. They learn how to evaluate advertising, a nearly 300 billion-dollar business in the United States. This involves focusing on the broad fundamentals of advertising including brand positioning/strategic planning (analysis), copywriting, art direction, production, media concepts, and research, as well as integrated marketing communications in general.
By the end of the course, students will have had the opportunity to:
Brand Positioning/Strategic Planning
Learn the definition of a brand, its importance, how to define a brand and its positioning through homework and a thinking process that's been developed and tested in the marketplace.
Copywriting/Art Direction/Production
Learn, through real examples, about the creative paths to great work in copywriting, art direction and production.
Media Concepts
By focusing on media solutions, learn about the concept of selecting media and when to use each medium. All media are covered including TV, radio, press/print, outdoor, direct marketing, the Internet, etc.
Marketing Research
Learn about how to use qualitative and quantitative research to help create advertising that sells.
Integrated Marketing
Although primary learning is about advertising, students learn about other marketing communications in general and the importance of selecting a combination of communications tools that optimize the impact of potential brand purchasing behavior.
1. Scheduled background reading and discussion of Advertising, 4e, with emphasis on Chapters:
PART I: Process - Advertising in Business and Society
. Advertising as a Process
PART II: Planning - Analyzing the Advertising Environment
. Advertising and Consumer Behavior
. Market Segmentation, Positioning and the Value Proposition
. Advertising and Promotion Research
. The Advertising Plan
PART III: Preparing the Message
. Creativity and Advertising
. Message Strategy
. Copywriting
. Art Direction and Production
PART IV: Placing the Message in Conventional and"New" Media
. The Media Planning Process
. Media Planning: Print, Television and Radio
. Media Planning: Advertising and the Internet
PART V: Integrated Brand Promotion
. Support Media, P-O-P Advertising, and Event Sponsorhips
. Sales Promotion
. Direct Marketing
. Public Relations and Corporate Advertising
2. With real life-advertising consumer problems introduced during the course and extending throughout the course, students will compete as teams to develop and recommend solutions for the client's problems. Judges for the final competitions will include the clients and other advertising professionals. Student teams learn more about thinking strategically; understanding, evaluating and judging the creative product; communicating, both verbally and in writing; and the value of teamwork and collaboration.
Are invited to class to lecture on areas of expertise, e.g. Bruce Silverman,
President, Wong Doody LA; Joel Raphaelson Retired, Creative Director, Ogilvy Chicago, Disciple of David Ogilvy's; Ron Reilly, President, Strategic Insight Media Partners, Los Angeles; Helen Vollmer, CEO, Vollmer Public Relations, Houston.
(preference given to those levels):
. Are interested in business and/or marketing and thus will be faced with evaluating marketing communications during their professional lives
. Psychology or Sociology Majors want to study all facets of human behavior
. Students who believe they will enter MBA programs
. Students who have a general interest in advertising, a demanding, competitive and challenging business
Assignments/Quizzes: 25 percent
Final Exam: 30 percent
Group project: 25 percent
Class Discussion: 20 percent
Ann C. Iverson
Copyright © 2007. All rights reserved.
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