MCOM 3223, Sec. 101 – ADVERTISING
TR @ 2 – 3:20 p.m., FA-B105
Instructor: Liz Minden
Office & Telephone: B108 Fain Fine Arts Center; 940-397-4398
Office Hours: MWF 10 a.m. - 12 p.m.; TR 3:30 – 5:30 p.m.; and by appointment
TEXT: Ahrens & Schaefer. Essentials of Contemporary Advertising, 2nd edition.
PRE-REQUISITES: Junior Standing.
A. COURSE DESCRIPTION & OBJECTIVES
This course examines advertising from a broad perspective, how it functions and its role in society. Designed primarily as a lecture-discussion class, the information you learn should help you understand the fundamentals of advertising practices, theory and methods. Students are expected to read not only the text assignments, but also access other sources that will help them understand the complex field of advertising. The course will provide a foundation for more advanced advertising study for those pursuing careers in the field of mass communication, and it should be of value to all students in their roles as consumers.
By the end of the semester, you should be able to:
1. Define advertising and how it differs from other forms of mass communication.
2. Explain how advertising functions within the marketing process.
3. Describe some of the advertising characteristics of various mass media.
4. Outline the basic advertising process, including identifying its major players and how advertising messages target specific audiences through research, creative strategy and media placement.
5. Explain the legal, social and ethical constraints that impact the advertising industry.
B. COURSE ACTIVITIES
1. ASSIGNED READINGS & DISCUSSIONS.
2. POP QUIZZES: 5-10 points each
Held at the discretion of the instructor, these will be over the text readings and classroom discussions. Quizzes will be held at the beginning of the class period, so be on time.
3. THREE HOMEWORK ASSIGNMENTS: 100 points each
a. Homework assignments will be based on the text readings, classroom discussions and/or other course materials.
b. Homework assignments must be turned in typed, double-spaced, and with a minimum of grammar, spelling and punctuation errors. The instructor will deduct points for an excess of these errors.
c. Homework assignments are due at the beginning of the class period indicated as their due date. It is your responsibility to get a copy of the assignments and keep track of due dates. Late assignments will not be accepted.
d. Information explaining each assignment will be provided in separate handouts, including grading criteria, due dates and other requirements.
4. MID-TERM EXAM: 100 points
This will be a short-answer essay exam. A study guide will be provided prior to the exam. The exam will be held on Thursday, October 18.
5. ADVERTISING PROJECT: 150 points
a. This project will be your final exam and is DUE Thursday, December 13, no later than 3:00 p.m.
a. Details of this project, including grading criteria, will be provided in a separate handout early in the semester.
C. COURSE GRADES
1. Late work will not be accepted. A late assignment earns a zero for points.
2. Fabricating information or using another’s work as your own earns you an “F” for the course. Other sanctions may apply. (See “Course Policies” #2.)
3. Points will be deducted from all homework and other typed assignments that have numerous grammatical, spelling and punctuation errors.
4. Students are expected to come to class having read the assigned chapters upon which quizzes and discussions will be based.
5. The ability to make up any missed assignment is at the sole discretion of the instructor.
6. Numerical grades will be awarded for each quiz and assignment. To determine your grade for the course, quiz, test and assignment grades will be totaled and then divided by the total number of possible points to derive your percentage. The grading scale is:
A = 90% -100% of the total possible points
B = 80% - 89% of the total possible points
C = 70% - 79% of the total possible points
D = 60% - 69% of the total possible points
F = Less than 60% of the total possible points
**NOTE: The instructor reserves the right to adjust or cancel assignments as the course progresses. If for some reason assignments total somewhat more or fewer than the original number set for the course, the method of calculating the final grade will remain the same: the total points a student achieves for all submitted assignments will be divided by the total possible points for all the assignments to obtain a percentage, and a grade will be assigned according to the percentage scale outlined above.
Late work will not be accepted. A late assignment earns a zero for points.
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 for any absence is at the discretion of the instructor.
E. 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 for any 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 the MSU Office of Disability Support Services should notify the instructor at the beginning of the course if you need any 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.”)
a. Turn off the sound on your cell phone during class. No text messaging either. If your phone rings or you’re found sending a text-message 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 portfolio as part of their internship course, which is a pre-requisite for Senior Production. This requirement is a part of MSU’s reaccreditation with the Southern Association of Colleges and Schools and is non-negotiable. Through the portfolio, students are required to demonstrate communication competence through the written word and visual communication; two examples of each competency are required.
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”). These handouts are also available on the department web page: http://finearts.mwsu.edu/masscomm/.
8. Other: You may be asked to provide your assignments on a portable computer medium (e.g., jump/thumb drive) or by email.
BE AWARE THAT the instructor reserves the right to change any part of this syllabus for any reason, and will give sufficient notice if changes are necessary.