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Canyon College

COURSE SYLLABUS: ADVERTISING

Course Title: Department: Instructor: Phone: Fax: Prerequisite:

BU 555 - Advertising Business Duane Franceschi, M.S. E-mail - Vita (850) 385-2900 (850) 385-4446 Graduate standing or a waiver by the instructor

Textbook: Online Bookstore

Wells, William; Burnett, John; and Moziarty, Sandra (2000).
Advertising Principles and Practice (5th edition)
Upper Saddle River, New Jersey: Prentice Hall. ISBN #: 0130835714

Course Description:

This course teaches the concepts of advertising through a series of readings, assignments, examples, and actual multi-media advertising campaigns. The course is an introduction to both the theory and practice of advertising and provides important insights into how advertising is done, who does it, and the actual questions that must be resolved. It provides a focus on what principles and practices make advertising effective - and via a rich and extensive support package, the learning process becomes exciting, meaningful, and effective.

The course is designed to introduce the student to advertising foundations and environment. We will discuss how advertising began, and where it fits in today's marketing mix. Social issues, ethics, regulation, and responsibility are covered.

The student will become familiar with the consumer audience, account planning, research, and strategy. Print, broadcast, and interactive online media are all analyzed. The creative process for print, broadcast and direct response media are discussed, and integrated marketing communication elements - promotions, public relations, retail business to business advertising, international advertising, and the integrated campaign are covered in the second half of the course.

Course Objectives:

Upon completion of the course the student should be able to:

1. Define the various types of advertising.
2. Understand how advertising relates to society
3. Develop creative advertising messages.
4. Plan media strategy and understand how advertising is measured.
5. Buy all media.
6. Plan, create, and direct a multimedia national advertising campaign.

Methods:

The course will include:

1. Assigned reading.
2. Discussion of current national advertising.
3. Examinations of successful and unsuccessful advertising campaigns.
4. Development of a multimedia advertising campaign including: creative, strategy, media planning, and media buying.
5. Email correspondence with the instructor.
6. Proficiency examinations - midterm and final exams.

Evaluation:

Chapter Assignments Multimedia Plan Midterm Exam Final Exam

10% 30% 30% 30%

A = B = C = D = F = I =

90 - 100 80 - 89 70 - 79 60 - 69 0 - 59 Incomplete work

Student Biography:

It is helpful for the instructor to know his students and their goals for Advertising 555. Once you start the class, email me personal information about yourself including: age, education, background, career plans, and what you expect to gain from the course. This can be an informal presentation and it helps me add a personal direction to your online study.

Midterm and Final Examinations:

The midterm and final exam will consist of 101 true/false and multiple choice questions. The midterm will cover chapters 1 - 10 and the final exam will cover chapters 11 - 19.

The Multimedia Advertising Campaign:

Each student will be required to plan, create, write, and direct a $5 million advertising campaign, using a media mix you feel with best serve your client. You select the client - it can be an existing brand or one you invent. The advertising placement must be in the United States only. You may use any mix of media you choose. You must prepare the assignment as if your instructor is the client, and you must include print, broadcast and out-of-home creative with your presentation.

Related Links:

Advertising Age - http://www.adage.com
Advertising World - http://advertising.utexas.edu/world
Adweek - http://www.adweek.com
Direct Marketing Association - http://www.the-dma.org
Newsdirectory.com - http://www.newsdirectory.com/news/magazine/business/salesmkt
American Association of Advertising Agencies - http://www.aaaa.org
Audit Bureau of Circulations - http://www.accessabc.com
Advertising Council - http://www.adcouncil.org