MWF @ 9 - 9:50 a.m.
This course examines the research, strategy and media selection of an advertising plan, including the influences driving the decision-making process, to develop an advertising campaign for a client. It will include the theory and practice of developing and managing an ad campaign, as well as scheduling and purchasing media time and space to achieve advertising goals. Students will learn that advertising account planning involves much more than crunching numbers and spending a client’s advertising dollars. This course is designed to develop research, critical thinking, writing and problem-solving skills in the context of the advertising account planning process. By the end of the course, you should be able to:
1. Evaluate marketing, audience and media research information for use in writing and planning advertising campaigns.
2. Use some of the basic terminology of the media planning and buying process.
3. Conduct secondary research to make decisions in developing an advertising plan.
4. Use the basic mathematical formulas in media planning and buying.
5. Develop and write a simple advertising plan for a local client.
6. Know some of the legal and ethical constraints advertising professionals must consider in today’s marketplace.
COURSE DESIGN & REQUIREMENTS
In addition to learning from lectures, classroom discussions and other materials, students will complete a project designed to reinforce the concepts learned through readings, lectures and class discussions. Lectures and class discussions will include information about the legal, ethical and social aspects of advertising account planning. The final project will be developed by the entire class working as a team. Class time also will include research information, group progress reports, campaign meetings and other activities necessary to develop the advertising plan.
3. CLIENT PRESENTATION = 100 points.
A = 90% -100% (outstanding)
B = 80% - 89% (above average)
C = 70% - 79% (average)
D = 60% - 69% (below average)
F = Below 60% (unacceptable)
Reports and assignments must be typed, double-spaced.
Late work will not be accepted. You may, however, turn in your work early.
Attendance: Students are expected to attend, be on time for, and participate in class. The instructor reserves the right to drop any student who misses more than three class periods. Makeup work because of an absence is at the discretion of the instructor.
7. Senior Portfolio: Please note that all mass communication majors are required to submit a senior portfolio before registering for the mass communication capstone course, Senior Production (October 1 for spring semester registration and March 1 for fall semester registration). This requirement is a part of MSU’s reaccreditation with the Southern Assoc. of Colleges and Schools and is non-negotiable. Students are required to demonstrate communication competence through the written word, the spoken word and visual communication; two examples of each competency are required. Students will not be admitted to Senior Production until the department chair certifies that they have satisfied the portfolio requirement.
As you go through this and other classes, you are responsible for saving course work that could be included in your senior portfolio.
Please see your instructor, adviser, the department chair or any mass communication faculty member for handouts with more information (“Mass Communication Senior Portfolio Competencies” and “Mass Communication Senior Portfolio FAQ”).
More information is available at: http://finearts.mwsu.edu/masscomm/pdf/senior-portfolio-rev.pdf and http://finearts.mwsu.edu/masscomm/pdf/senior-portfolio-faq.pdf
The instructor reserves the right to change any part of this syllabus for any reason, and will give sufficient notice if changes are necessary.