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Advertising Syl Lab Us f 09

Advertising Syl Lab Us f 09

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Published by Chandan Chaudhary

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Published by: Chandan Chaudhary on Aug 20, 2012
Copyright:Attribution Non-commercial


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Welcome to:
Syllabus Table of Contents
Description& GoalsIII.
Format, Policies, EvaluationV.
Reading ListVI.
Course Agreement
Dr. Close
UNLV College of Business435 Beam HallCampus Mail 6010702. 895.3364 (main)702.895.5956 (voicemail)
Fall 2009Tues/Thurs 8:30-9:45 (MKT 423)BEH 105
428 Beam Hall702.895.4655
Dr. Close: T, R 1-3:30 & by appointmentGraduate Assistant: by appointment
Prepare yourself to delve into advertising 
It motors our economy and the Internet;It provides the financial foundation of our mass media system;It has found its way into our movies, onto our clothes and into our facebook, myspace,twitter, and blogs. Advertising is a continuous visual and verbal background to our existence—
providing constant messages from the mavens of market, captains of commercialism,etailers in ecommerce, earls of events, and the lords of leisure. These entities sell notonly products and experiences, but frameworks of meaning: notions of what ismoral/unjust, luxurious/basic, right/wrong, desirable/inadmissible,dreamable/attainable, normal/perverse, sultry/bleak. Advertising and relatedmarkets shape our society and our wallets- at both the conscious and the unconsciouslevel.
II. Description & Goals
 Advertising and Integrated Brand Promotion, 4
ed. By O’Guinn, Allen &Semenik, ISBN 0-324-32015-9; Optional Supplemental Text: Controversies inContemporary Advertising by Sheehan
MKTG 3700
Course Description:
It is important to understand the place of advertising in relation to other formsof marketing in our global society in order to ground our business-basedunderstanding of the ad world. We will study advertising as one part of integrated branding. I will provide a balanced coverage of communication tools - advertising,event marketing, personal selling, sales promotion, sponsorship, direct marketing,point-of-purchase, public relations, and Internet communications. Both a theoreticaland managerial approach to advertising components are examined. This is a timedemanding, yet exciting class with a commitment to reading and discussion.
 Interactive Learning
: We will learn about the concepts needed for a successfulreport by website examples of advertising and marketing communications. Why? The Internet provides an up-to date and real world outlook.2.
 New Media
: We will build a solid knowledge of netvertising in business-to-consumer business-to-business, and P2P (peer to peer) communicationenvironments. Why? Internet advertising/social networking examines the explosive growth of directmarketing and e-commerce.3.
Strategic Orientation
: We will study campaigns’ promotion, ad, andcommunications efforts across all promotional tools rather than using each toolindividually. Why? Today’s businesses are demanding more accountability for promotionalspending. As a result, managers are choosing communication tools, such as brandpromotion and event marketing, whose effects are more directly traceable thanadvertising.
III. Schedule
Intro to Advertising and Brand Promotion
 Advertising Words of Wisdom
(available on our website, under supplementary lectures)
Have Syllabus read and printed. *Return syllabus agreement in Class by Thursday.Familiarize yourself with
(or follow them on Twitter—recommended if  you are going for an ad or marketing or biz career)Find an interesting current issue on Read Ch. 1
 Advertising and Brand Promotion
Return syllabus agreement in Class.Read “the ad business” (link on class website)
 The Ad Business
 Advertising and Brand Promotion
 Read Ch. 2 Assignment: Search through the ad agencies(http://faculty.unlv.edu/angeline/agencies.htm) and choose what you think is:1) the most creative agency, 2) the most strategic agency, and 3) the agency you wouldmost like to work for. Why? Due in class (all assignments are to be typed). Also check out R&R Partners site (largest ad agency in Vegas). They are also on Twitter if you canfollow them. Prepare for discussion.
Top Ad Agencies
9-3 The Ad Industry & Agency
Read about the powerhouses of last decade athttp://faculty.unlv.edu/angeline/3710FactPack2004.pdf; then checkout Agency Factson adage.comHow has the ad industry changed? Prepare to be called on for discussion on this.
Guide to Advertising/IMC (Ad Agency FactPack 2004)9-8
The Agency in Cyberspace
Read “Agency Powerhouses” (link on class website)
Ad Agency Powerhouses
How has the ad agency structure changed?
Prepare to be called on for discussion onthis.
Read Ch. 3
 Evolution of Promotion & Advertising Brands
Check out the advertising archives at
 (link on our site as well)How has American advertising and branding evolved?
Prepare to be called on fordiscussion on this.
Read Ch. 4
Social Aspects of Advertising & Branding
 Assignment: Find the most unethical ad you can (any format-DVD, video, print,newspaper, radio spot, photo of billboard or outdoor advertising). Bring this in nextclass, and be prepared to present this ad to the class and discuss the reasons why it isunethical in your opinion (yet not illegal). The ad is to be turned in with a typed pageof why it is unethical, and include an alternative creative strategy/copy.
9-17 Ethics & Advertising
Think: Has an ad ever enticed you to do something termed “hedonic” you ordinarily  would not do (i.e., gamble, drink, smoke, etc.)? Has an ad ever enticed you to dosomething termed “beneficial” you ordinarily would not do (i.e., vote, volunteer, etc.)?

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