Advertising
Principles
BUSN 1130
FALL 2006
Lee M. Chartier
Assistant Professor of Business
(401) 825 - 2252/2324
Office Hours: M, W, F 9-10am, 1-2pm
Office Location: Third
Floor, 3086
Email: lchartier@cox.net
Text: Kleppner's
Advertising Procedure, 16th Edition
Course Objectives / (What will I Learn?)
·
Understand the role of advertising as a
promotional tool in organizations and its impact as an industry
·
Know basic advertising concepts and
terminology
·
Collect information by using technological
resources including online databases
·
Demonstrate the ability to apply knowledge
base and collected information for critical thinking and decision making
·
Improve oral and written communications
skills through assignments, discussions, and presentations
·
Gain knowledge of the field of advertising
for use in realizing personal and career aspirations
Course
Outline: The following is an outline of topics and text chapters
covered during this course. Weeks
allocated for each topic may vary as some subject matter or activities require
more or less time based on class understanding or interest.
Weeks 1, 2 Introduction: What is Advertising All About?
Overview of
Advertising Media Brief History, Recent Changes
Objectives
and Kinds of Advertising
Chapters 1 & 2
Weeks 2-4 Television
Advertising
Unique
Characteristics, Advantages and Disadvantages
Neilsen - Rating Points and Audience Share
Buying TV
Time - Network, Spot, and Local Advertising
TV
Commercials
Chapters
8&19
Test #1
Weeks 5, 6 Radio
Advertising
Features,
Advantages, and Disadvantages
Buying Radio
Time, Arbitron - Ratings and Costs
Writing and
Producing Radio Commercials
Chapters
9&20
Weeks 7 Newspaper
Advertising
Characteristics,
Advantages, Limitations
Advertising
Costs
Writing, Designing,
and Placing Newspaper Ads
Chapter
10
Test #2
Weeks 8 Magazine
Advertising
Features,
Advantages and Disadvantages
Designing
and Placing Ads
Chapter
11
Week 9 Media
Strategy
The Media
Plan
Frequency,
Reach, Continuity, Efficiency, Effectiveness, Budgets
Chapter
7
Test #3
Week 10-11 Direct Mail and Internet
Mailing Lists
Messages and
Designs That Work
Chapter
13
Ad Campaigns
Planning, Strategy, Execution
Outdoor
Advertising
Advantages, regulations, Formats
Chapters
22, 12
Week 12 The
Work of Advertising
Advertising
Agencies and How They Work
Jobs in
Advertising, Agency Compensation
Chapter 5
Week 13 Advertising
Campaign Presentations
Week 14 Wrap-up,
Review, All Make-up Tests Given
Test #4
Week 15
Course Requirements:
Class lectures and
discussions will be comprised of a combination of materials covered in the text
and information taken from a variety of other sources including current events
and publications. Although we will not
cover in class everything that is covered in the text, students are required to
read and will be responsible for all information in the text chapters indicated
for each topic. Students are also
required to read and be familiar with materials distributed in class and
through email.
Four (4) tests will
be given during the semester. In
addition, students will be required to develop a TV, radio, and print ad and
complete a comprehensive advertising project that will include a presentation
to the class. More specific information
will be given during the semester. Other
homework will also be given throughout the semester and factored into the final
grade. Because there is a
comprehensive project assigned, there is NO final exam in this class.
Students who miss a
test will be required to complete a make-up essay test (covering topics on the
missed test) given during the last week of the semester. Failure to do so will result in a grade of
"0". THIS IS THE ONLY TIME THAT MAKE-UP TESTS WILL BE GIVEN.
Attendance
(punctual) is expected of all students.
Students who miss class are responsible for catching up on work missed
by borrowing classmates' notes and requesting copies of handouts or
assignments.
Respect: Students are required to treat each
other and the instructor with respect at all times and will be asked to leave
the class if they fail to do so.
CELL
PHONES MUST BE TURNED OFF DURING CLASS.
Accommodations: Students who have or believe they have a disability and
require accommodations to meet course requirements, are encouraged to
meet with me to work out an equitable method for evaluating your class
performance. Contact: Ms. Alda
McMahon. 825-2164, amcmahon@ccri.edu ,
Grading:
4 Tests 60% (15%
each)
Ads / Homework 10% (TV, Radio, Print)
Advertising Campaign 20%
Participation 10%
(includes attendance, cooperation, etc)