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ADV 3008 -001

Introduction to Advertising
Course Objectives
The course is designed to provide students an understanding of contemporary advertising practices. It will stress the role of advertising as a persuasive communication tool within a business firms total marketing effort. The basic structure and operation of the advertising business is presented and examined as (1) an element in our social system, (2) a business function, (3) an art and communication form, and (4) a science.

Fall 2013 3:30 - 4:45 p.m. T R BSN 1201


Instructor: Dr. Scott Liu Office Hours: 11:00 a.m. - 3:00 p.m. T, 5:00 - 6:00 p.m. R, or by appointment Office: CIS 3089 Phone: 974-6797 Fax: 974-2592 Email: sliu@usf.edu

Required Textbook
Bendinger, B. (2009). Advertising & The Business of Brands (Media Revolution Edition). Chicago: The Copy Workshop. ISBN: 978-1887229388
Written by twelve of the top educators in advertising, the book provides an introduction to the fast -changing world of advertising. Dont forget to visit the Study Hall at adbuzz.com. This website supplements the text with text resources, web links, videos, advertising gallery, and study guides. Additional readings, PowerPoint lectures, exam study guides, and other valuable course information are accessible on blackboard at my.usf.edu.

Additional Readings

Learning Outcomes & Assessment


This course covers a broad range of advertising topics that, collectively and individually, emphasize and contribute to your abilities to: understand and apply First Amendment principles and the law appropriate to professional practice; demonstrate an understanding of the history and role of professionals and institutions in shaping communications; demonstrate an understanding of the diversity of groups in a global society in relationship to communications; understand concepts and apply theories in the use and presentation of images and information; work ethically in pursuit of truth, accuracy, fairness and diversity; think critically, creatively and independently; conduct research and evaluate information by methods appropriate to the communications professions in which they work; write correctly and clearly in forms and styles appropriate for the communications professions, audiences and purposes they serve; critically evaluate your own work and that of others for accuracy and fairness, clarity, appropriate style and grammatical correctness; apply basic numerical and statistical concepts; apply tools and technologies appropriate for the communications professions in which they work. Means of assessment: Exams, team assignments, class discussions.

Advertising Age, the leading global source of news, intelligence and conversation for marketing and media communities; AdWeek, a magazine and website that covers media news, including print, technology, advertising, branding and television. Current print editions are available in the Clendinen Library. Free online editions are available via the Internet.

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Course Methods
Lecture/Discussion: As in most
areas of study, presentation of material by the instructor is necessary to adequately cover the scope of the course. Hopefully, students will actively participate in discussion of topics presented in the text and during class. each other very seriously. Each team member must pull his/her own weight, treat each other like business partners and not like classmates. Select a team leader who can organize meetings, keep assignments on time, and make the administrative burden much lighter on everyone. Exchange telephone numbers and email addresses with each other and make sure that I have a copy of this information for the entire team. Get your work organized, divide labor, and keep your group meetings productive. Remember, the only people responsible for an efficient team are the team members!

Exams: There will be two exams in


this course. The exams will include true/false and multiple-choice questions. These exams are designed to test your understanding of the content covered in lectures and assigned readings during that period. A study hint is to learn those points that are important enough to be subheads and outlines in the textbook. You may be tested on the content of assigned reading that was not discussed in class and on lecture information not in the textbook. Also note that: Any disagreement concerning the grading of a test must be resolved during the week immediately following its return. Make-up exams will be given only for a legitimately documented illness or family emergency, and only if the instructor is notified prior to the exam. If given, make-up exams will be permitted at only one scheduled time. Since exams will be discussed in class, if you have an excused absence, you have the responsibility to contact me to take that the test before attending class again. No grade higher than 60 will be given on make-up exams taken after the answers have been discussed in class.

Participation & Quizzes: Early departures from class,


late arrivals, and absences are all considered part of your class participation grade. You are allowed one absence for the semester; after that there are no excused absences (except in such extenuating circumstances as family or medical emergencies), and each missed class will cost you one full letter grade. Note that you must present the instructor written documentation for absences. Absolutely no phone calls or emails will be accepted as excuses for absences. Also note that tardiness counts the same as an absence. Class starts at 3:30 p.m. and you must be in class by 3:35 p.m. In the event that students start to take advantage of the class starting time, they will be locked out of class. Additionally, several unannounced quizzes will be given at the start of class (yet another reason to attend regularly and be in class on time). If you miss a quiz, you cannot make it up without an excused absence.

Class Deportment: An important aspect of any classroom is how students behave or conduct themselves in class. Some behaviors are inappropriate for college students; primarily, behaviors that disturb the class while lectures are in progress, or when other students are asking questions or doing assigned work. Such behavior will lower your course grade as much as one letter grade per occurrence; eventually the professor may ask you to leave the class. Remember, you are preparing to become professionals; therefore, you are expected to behave like professionals.

Team Project (see attached


Project Memorandum for details): One major assignment in this class will be done in teams. The goal is to give you practice in the type of working arrangement you will experience on the job. Please take this responsibility to

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Grading
Student evaluation will be based on the following: Exam I Exam II Team Project Written Report Team Project Presentation Team Project Peer Evaluation Participation & Quizzes Total % 25 25 25 10 5 10 100

Essential Skills and Qualities of Successful Advertising Professionals


1. Excellent Communicators
They are excellent writers, and their ability to communicate verbally is welldeveloped. They know the basics of effective presentations and are strong presenters.

2. Excellent Listeners
They make sure they understand their bosses and clients before they begin work, and know when and how to ask questions to make sure they are on the right track. They realize that focusing on the right issues is of paramount importance.

Grading scale: A+=96-100%, A=92-95.9%, A-=88-91.9%, B+=84-87.9%, B=8083.9%, B-=76-79.9%, C+=72-75.9%, C=68-71.9%, C-=64-67.9%, D=60-63.9%, F=0-59.9%.

Other Important Policies


Scholastic Dishonesty. No form of scholastic dishonesty will be tolerated under any circumstances. Cheating is defined as using or attempting to use, giving or attempting to give, obtaining or attempting to obtain materials or information relative to a quiz or exam or other work that a student is expected to do alone. Plagiarism (copying) of themes or other written work shall also be considered an infraction. All such cases will at a minimum receive a zero grade on the particular assignment, quiz, or exam, and at a maximum result in an FF grade in the course. Use of Electronic Devices in the Classroom. Students must not abuse the use of cell phones in class. Ringtones must be turned off and, if on, cell phones must be in vibrate mode. Students may use laptop computers or tablets in the classroom to take notes and for specific uses authorized by the instructor. Other uses of laptops and tablets such as instant messaging, game playing, and Internet surfing during class time are strictly prohibited. Incomplete Grade. The incomplete I grade will only be given to students who make arrangements for it. A student who has yet to complete course material at the end of the term and has not arranged for an incomplete will receive an F for the uncompleted material and a final grade which reflects that grade. Minority/Female Representation. As part of national accrediting standards, the USF School of Mass Communications complies with the following: In course offerings across the curriculum, units also must help prepare students to understand, cover, communicate with, and relate to a multi-cultural, multi-ethnic, multi-racial, and otherwise diverse society. They must also include in their courses information about the major contributions made by minorities and women to the disciplines covered in the unit. Religious Observances. Students who anticipate the necessity of being absent from class due to the observation of a major religious observance must provide notice of the date(s) to the instructor, in writing, by the second -class meeting. Students with Disabilities. Students in need of academic accommodations for a disability may consult with Students with Disabilities Services to arrange appropriate accommodations. Students are required to give reasonable notice prior to requesting an accommodation.

3. Team Players
They are good at working with other people. They know when to give and when to take a stand.

4. Professionals
They can handle the details and deadlines which are an important part of the business. They are thorough in covering their assignments; then go beyond what is expected. They have high and uncompromising standards regarding the quality of their work. They are good time managers, shine under pressure, and are resilient in adversity. They have an obsessive interest in advertising, and are lifelong students of their craft. They are honest in everything they do.

5. Hard-Working, Creative, and Enthusiastic


They realize that success comes primarily through hard work, and constantly push themselves to do a better job. They seek creative solutions to the problems they encounter. They love their work and transmit their enthusiasm to others. And, they enjoy life and have a sense of humor.
Dr. John Murphy, Univ. of Texas

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Course Schedule
The course schedule indicates the dates when selected topics will be discussed. Note that students are expected to complete the chapter reading assignments indicated below for the first class date indicated. If changes in the schedule are necessary, students will be held responsible for such changes which will be announced in class.

Useful Web Sites


AdForum (adforum.com) Advertising Age (adage.com) Advertising Research Foundation (arfsite.org) Advertising World (advertising.utexas.edu/world) AdWeek (adweek.com) American Academy of Advertising (aaasite.org) American Advertising Federation (aaf.org) American Association of Advertising Agencies (aaaa.org)

Week
1 2

Date
8/27, T 8/29, R 9/3, T 9/5, R

Topic
Course Overview From Advertising to Marketing From Advertising to Marketing Project Team Formation The Modern Marketplace

Reading Assignment
Read the syllabus! Introduction Ch. 1 Ch. 2

9/10, T 9/12, R 9/17, T 9/19, R 9/24, T 9/26, R 10/1, T 10/3, R 10/8, T 10/10, R 10/15, T 10/17, R 10/22, T 10/24, R 10/29, T 10/31, R 11/5, T 11/7, R 11/12, T 11/14, R 11/19, T 11/21, R 11/26, T 11/28, R 12/3, T 12/5, R

The Modern Marketplace Nielsen Industry Connections at Marshall Student Center, 1:00-5:00 p.m. Marketers & Advertisers Advertising Agencies Project Status Report #1 Due Advertising Agencies The World of Media The World of Media Marketing Services Marketing Services Exam I Marketing & The Planning Process Marketing & The Planning Process Project Status Report #2 Due Communication & Creative Process Communication & Creative Process Media & The Marketing of Messages Media & The Marketing of Messages Evaluation & Integration Evaluation & Integration Project Status Report #3 Due Advertising & Society Career in Advertising Team Project Presentations Team Project Presentations Guest Lecture (TBD) (Thanksgiving Holiday) Course Review Exam II Team Project Report Due

Ch. 4 Ch. 5 Ch. 6 Ch. 7 Ch. 8 Ch. 9 Ch. 10 Ch. 11 Ch. 3 Conclusion

Advertising Education Foundation (aef.com) Advertising Media Internet Center (amic.com) BrandWeek (brandweek.com) The Copy Workshop (adbuzz.com) Direct Marketing Association (the-dma.org) Editor & Publisher (mediainfo.com) Internet Advertising Bureau (iab.net) MediaWeek (mediaweek.com) PRSA (prsa.org) PRSSA at USF (prssausf.webs.com) Tampa Bay Advertising Federation (aaf-tampabay.org) USF Ad Club (usfadclub.webs.com)

5 6 7 8

9 10 11

12 13 14 15

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MEMORANDUM
TO: FROM: DATE: RE: Introduction to Advertising Students Dr. Scott Liu August 26, 2013 Team Project: The Retail Advertising Plan

The purpose of this memorandum is to describe a team assignment which you and your teammates must complete. This assignment is worth a total of 40% (25% written report, 10% presentation and 5% peer evaluation) of your grade in the course. Objectives of the Assignment The general objectives of the assignment focus on providing an opportunity to design a complete retail advertising plan, enabling you to achieve a keen awareness and understanding of the decisions, issues, and activities involved in developing such a plan. Specifically, the assignment is designed so you will: (1) achieve an understanding of the major elements comprising the marketing communications mix; (2) fully comprehend the meaning and relevance of integrated marketing communications (IMC); (3) appreciate the complexity of designing a complete advertising plan; (4) achieve a high proficiency in locating, understanding, and using information sources for advertising program design, execution, and measurement; (5) enhance your ability to communicate logically and persuasively in spoken, written, and visual language; and (6) learn how to function as an effective and efficient team. The Retail Advertising Plan An advertising plan is a blueprint of the complete marketing communications program for a brand or company. It is a formal document that evaluates the marketing background and presents a set of guidelines and an action program for the advertising and promotions campaign. The advertising plan for this project will be for a retail operation located in Tampa Bay, Florida, and will cover one calendar year (January 1December 31, 2014). Formation of Agency Teams You should form your own teams. Assistance will be provided where requested. Each team is to assume the role of a full-service agency charged with the responsibility of preparing a complete advertising plan for a retail client. Each agency should adopt a formal name; elect its agency leader who will report directly to the client and the instructor. Client Selection The client will be a retail business operation with an established track record. The client must offer single or multiple products and/or services to local consumers. Each agency team should develop a list of potential retail clients it would like to work on, and then meet as a team for final selection. There are three minimum requirements for client selection: (1) The client must have been in fulltime business for at least six months, (2) the client has an advertising budget and has been using advertising to promote its products or services, and (3) the client is willing and able to provide needed assistance for the successful completion of the assignment.

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Status Reports and Meetings A series of status reports will be issued during the campaign planning period. Using the Status Report Template available on blackboard, each report should be a maximum of two (2) pages (not counting exhibits); 1.5 or double spaced; font no smaller than 11-point Times New Roman or Arial. Use bullet points to summarize your findings and/or current thinking on a particular part of the campaign plan. The status report represents your best thinking at the moment and is subject to change. At a minimum it should show clearly that you have been working diligently and productively on the campaign and have put a good deal of thought into matters. Please keep in mind that issuance of a status report does not signal completion of that particular phase of the campaign plan. The status reports will be read and kept by your instructor. They will not be graded, but will serve as checkpoints for monitoring your progress on the plan. Each status report will provide an indication of the extent and quality of the work on a particular stage of the plan. Any questions or concerns about the content of a status report will be addressed to the agency team no later than the week following submission. Status reports are not substitutes for meetings with your instructor, and you are welcome to discuss the report with your instructor. Scheduling such meetings is the responsibility of the agency team, and there is no limit to the number of meetings. The following are some general guidelines for the status reports. Report #1 (Due: Thursday, September 19)
Industry/Company Review A description of the industry in which your client competes, its size, growth, current trends and developments, and any key factors necessary for an understanding of the setting. Also, a snapshot of the company, including a very brief history, the firms development to its present status, product lines, sales history, target markets, current marketing mix, and other factors making the company what it is today. Product/Service Review A description of the product or service that is the focus of your campaign plan. Emphasis should be on the products sales history, market share, strengths, weaknesses, key benefits, brand image, and other factors important for an understanding of the products or services performance and place among its competitors. Buyer Analysis Identification of the various market segments and the user profile for the product or service, as well as a description of the consumer decision process for the product and the important factors influencing brand selection. Who buys the product or service? Who is the decision maker? The influencer? What are the demographic, geographic, psychographic, and behavioristic factors that influence the buying decision? Is the product/brand a high-involvement or low-involvement purchase? In short, what are the key factors that influence buyer behavior for this product or service? Competitive Analysis Identification of the important direct and indirect competitors for the product. For each competitor, focus should be on factors such as sales, market share, growth, key benefits, positioning, advertising and promotion budget, promotion program mix, message and media strategies, and an overall assessment of strengths and weaknesses.

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Report #2 (Due: Thursday, October 17)


Targeting and Positioning Which of the market segments will be the target market for this campaign? How should your target audience be defined in terms of demographic, psychographic, and geographic characteristics? What is your positioning strategy? A positioning strategy is essentially a summary of why a particular target audience should buy a particular brand from a particular marketer. Campaign Objectives & Budgeting What are the objectives of our campaign as they relate to brand awareness, knowledge and interest, favorable attitude and image, and purchase intention and behavior? How much money do you plan to spend to achieve your campaign objectives? What budgeting method will be employed (task objective, percent of sales, competitive parity, all you can afford, or other methods)?

Report #3 (Due: Thursday, November 7)


Creative Strategy Statement A written statement of your copy platform, including the following components making up your message strategy: target audience, objectives, key benefit, support, and tone. Sample Creative Executions You are encouraged but not required to present sample creative executions in your status report. However, you must present some sample executions (e.g., television storyboards, radio scripts, magazine ads, and/or Internet websites or banners) in your final written plan. Media Mix Which media will be used and why? What is their relative importance? What continuity pattern will be employed (flighting, pulsing, or continuous)? All of this should be accompanied by a concise media rationale statement as to the potential efficiency and effectiveness of the proposed media plan. IMC Mix Identification of additional IMC elements of the campaign, including sales promotions, public relations, personal selling, direct marketing, Internet and social media. Describe the relative emphasis to be placed on each (including a tentative percentage allocation of the budget) and the specific objectives for each element. Evaluation & Control Identification of the particulars of the monitoring, evaluation, and control efforts that will be employed to appraise the effectiveness of the IMC campaign. What is to be tested? When are the tests to occur? Where? Explain how the testing is to take place, including the specific methods and techniques to be used.

The Final Presentation (Tuesday, November 19 & Thursday, November 21) The final presentation, approximately ten minutes in length, is essentially a speculative presentation. The teams basic mission is to convince the client to accept the campaign proposal. How you attempt to do that is an important part of the process. While substance is crucial, style is important, too. Please keep in mind that you are also selling your agency, its people, and its capabilities. For each presentation, other members of the class (i.e., non-presenters) will be asked to attend in the role of client and will prepare a written assessment of the presentation, to be handed in upon completion of the presentation. This will be done on the Campaign Presentation Evaluation Form provided at the start of each presentation. The filled-out evaluation forms will be collected and distributed to each team following completion of the full presentation schedule.

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The Written Report (Due: Thursday, December 5) This retail advertising plan is being developed by your agency team to your client. As such, it must meet professional presentation standards: It must be presented in a logical and organized manner; it should be written clearly and concisely; it should keep long sentences to a minimum; it should avoid redundancy and simply repeating information from the client; it must be typed; and visuals (e.g., tables, charts) should be used for effective communication. Be careful to cite your sources of information, where applicable. Where important facts are not available to you from secondary research, you may make assumptions as long as they are reasonable. Remember that there is no correct or best solution for this assignment. You will be evaluated by the strength of your analysis and by the rationale behind your recommendations. Your plan should be a maximum length of twenty (20) pages (including text, tables, charts, and graphs). Please turn in two copies of your plan (one printed hard copy and one electronic copy in PDF format) to me and at least one copy to your client. The report is due on Thursday, December 5 at the beginning of class. It is thus important to get started in plenty of time to do a good job and avoid any last minute problems (e.g., a word processor that balks or a typist who does not finish the report when promised). Remember, this is a team project. The success of the project depends on each and every member of the team. In addition, each student will be evaluated in terms of his/her attitude, meeting attendance, quantity and quality of work, and cooperation at the end of the semester. Good luck!

Never take your clients for granted. You must show interest in their needs and strive to meet them. Keep the lines of communication open. Listen to not just their directives, but also their objectives. Have an intimate knowledge of who they are, their competition, and their strengths and weaknesses. Never over promise and under deliver; its professional suicide.