Advertising Campaigns

 COURSE OBJECTIVES

 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.

1. QUIZZES &/OR IN-CLASS EXERCISES = 10 points each.  Depending on class participation, the instructor may give pop quizzes or in-class exercises at any time during the semester.  Quizzes and exercises will be based on the information and materials presented in class.  If you are not in class when a quiz or exercise is given because you are part of a verifiable university-sanctioned activity, an appropriate makeup assignment may be provided at the instructor’s discretion.
2. ADVERTISING PLAN = 300 points.  Working as a team, students will conduct research and prepare an advertising campaign proposal for a local client.  In addition to the client, consumer, media and other research information you will generate, a list of advertising resources will be provided as well as other supplemental material, to help you develop advertising goals, strategies, media plan and campaign proposal, including a general budget for the media buys.

• General Grading Criteria:  In addition to your plan’s content, the plan will be graded on writing and organizational clarity, and your use of correct grammar, spelling and punctuation.  Instructor will deduct points for numerous clarity, typographical, spelling, punctuation and grammatical errors.  A late plan will not be accepted.

      3.   CLIENT PRESENTATION = 100 points. 

• An oral presentation highlighting elements of the advertising plan will be held.
• All team members will develop the presentation, although not all team members will be presenters. 
• Although not everyone will be a presenter, each team member must be prepared to answer questions about the plan. 
• Anyone not attending class for the presentation on May 9 will receive ZERO points for this portion of his/her grade.

GRADING POLICIES

1. Late work will not be accepted.  If you know you won’t be in, turn in your work early.
2. Making up research sources and/or citing them without proper citations or using another’s work as your own earns you an “F” for the course.  (See “Course Policies” below.)
3. Points will be deducted from all typed assignments with numerous grammatical, spelling and punctuation errors.
4. Numerical grades will be awarded on all assignments.  The grading scale is:

 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.

 COURSE POLICIES

1. 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.
2. Plagiarism and cheating:  The MSU Student Honor Creed, found in both your student handbook and the university catalog, includes the statement:  “As an MSU student, I pledge not to lie, cheat, steal, or help anyone else to do so.”  Plagiarism, lying and cheating include, but are not limited to:  fabricating information and sources, copying material from publications without crediting the author, turning in another student’s work as your own, and copying quiz/exam answers from another person.  STUDENTS FOUND CHEATING, PLAGIARIZING OR MAKING UP INFORMATION WILL RECEIVE AN “F” FOR THIS COURSE.
3. Compliance with Americans with Disabilities Act:Any student with a disability who is registered with MSU’s Office of Disability Support Services should notify the instructor at the beginning of the course if in order to provide reasonable accommodations to participate fully in this class.
4. Limited Right:  By enrolling in this course, the student expressly grants MSU a “limited right” in all intellectual property created by the student for the purpose of this course. This “limited right” shall include, but shall not be limited to, the right to reproduce the student’s work product in order to verify originality and authenticity, and for educational purposes.
5. FERPA:  The instructor abides by the provisions of the Family Educational Rights and Privacy Act.  The instructor also will not release a student’s academic information or discuss a student’s academic progress or class attendance with his/her parent or guardian.  Additionally, the instructor will not discuss a student’s grades with him/her in class, over the phone or by email.  Students who have questions about their grades must make an appointment with the instructor.
6. Disruptive Behavior:  Anyone disrupting the class – or violating any other Standard of Conduct applicable to the classroom environment – will be dropped from the course.  (See MSU Student Handbook, “Standards of Student Conduct.”)

• Please turn off the sound on your cell phone during class.  No text messaging either.  If your phone rings or you’re found text-messaging during class, you will be dropped from the course.
• Please turn off your iPods and similar technology.  Like ringing cell phones, this is a class disruption issue and you will be dropped from the course if you do not comply.
• Be Polite.  Discourtesy of any kind will not be tolerated.

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