MWF @ 9 - 9:50 a.m.
This course examines the advertising research, strategy and media selection, 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 spending a client’s advertising dollars. This course is designed to develop research, critical thinking, problem-solving and writing 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 planning advertising campaigns.
2. Understand and use some of the basic terminology of the media planning and buying process.
3. Conduct 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.
6. Apply some of the legal and ethical considerations advertising professionals face in today’s marketplace.
In addition to learning from lectures, classroom discussions, homework assignments and in-class exercises, students will complete a final project designed to reinforce the concepts presented. Lectures and class discussions will include information about the legal, ethical and social aspects of advertising account planning and implementation. The final project will be developed by the entire class working as a team. Class time also will include project research information, team meetings and other activities necessary to develop the advertising plan.
1. HOMEWORK, IN-CLASS EXERCISES & REPORTS = 25 points each
a. Homework assignments and in-class exercises may be given at any time and will cover any assigned readings and/or concepts from class lectures.
b. Individual progress reports will be about work you have done for the campaign within a given time frame. Typed progress reports are due on the following dates: February 10, March 2, March 30, and April 20.
2. ADVERTISING PLAN = 300 points
a. Working as a team, students will conduct research and prepare an advertising campaign for a client. With the help of various resources, students will generate research information about the client, target market, media and other marketing elements that will help them develop an advertising plan, including advertising goals, strategy, media mix, promotions and campaign budget. This part of the project is worth 200 points.
b. When all plan elements are determined, the team will organize and write the plan. This part of the project is worth 100 points.
c. General Grading Criteria: In addition to your plan’s recommendations, it will be graded on writing and organizational clarity, use of correct grammar, spelling and punctuation, and supporting documentation. Points will be deducted for numerous clarity, typographical, spelling, punctuation and grammatical errors. A late plan will not be accepted.
3. PRESENTATION = 100 points
An oral presentation highlighting elements of the advertising plan will be held. All team members will help develop the presentation and present the plan. Each team member also must be prepared to answer questions and participate in peer evaluations. Presentation and evaluations are Monday, May 7, 8-10 a.m.
a. Late work will not be accepted. If you know you won’t be in class when an assignment is due, turn in your work early.
b. Making up research sources and/or citing them without proper source citations or using another’s work as your own earns you an “F” for the course. (See “Course Policies.”)
c. Points will be deducted from all typed assignments with numerous grammatical, spelling and punctuation errors.
d. Numerical grades will be awarded on all assignments. These will be totaled at the end of the course and divided by the number of total possible points to determine your course grade. 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)
Late work will not be accepted. If you know you won’t be in class when an assignment is due, 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.
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 in order to provide reasonable accommodations for the student 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.”)
a. 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.
b. 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.
c. 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