Bus / CA 138 Advertising
HYBRID (Classroom plus Internet)
Spring Semester January 12, 2009 - March 22, 2009
Instructor:
Barbara Cox, Ph.D.
E-mail:
bcox@saddleback.edu
Office Hours
Wednesday: 3:20 PM to 4:20 PM
Thursday: 2 to 5pm
Office: BGS Room 210
Virtual Office Hours to be announced.
:
Ticket No.:
19725A or D
Room: BGS232
Time & Day:
Thursday,
Class Website: Blackboard
http://socccd.blackboard.com
Course
Description:
Contemporary advertising for
profit and non-profit organizations. Surveys strategies, design approaches,
electronic applications, and media selection. In addition, the elements of good copy,
layout, and production of both print and electronic media, including e-mail,
e-marketing, e-retailing, and web sites will be discussed.
1.
Identify the various types
of contemporary advertising.
2. Critique a variety of
advertisements for quality and social criticisms.
3.
Describe the role
advertising agencies and their various functions/departments play in advertising
business.
4. Describe the influences of
the family, society, cultures, social classes, reference groups and opinion
leaders on consumer behavior.
5. Prepare an advertising plan
for a product or service of the student’s choosing; evaluate media selection and
strategy.
6. Assess the strengths and
weaknesses of direct mail as an element of the creative
mix.
7.
Recognize how outside
variables effect advertising decisions.
8.
Illustrate a working
knowledge of advertising vocabulary.
9. Describe how to evaluate,
analyze, and select appropriate current technology for advertising products,
services, ideas, and people globally.
10.
Evaluate the effectiveness
of advertisements for their creativeness, copy, use of e-commerce, media and
ability to reach the correct target market using various
technologies.
Student
Resources
Text: Advertising and
Integrated Brand Promotion, O’Guinn/Allen/Semenik; Thomson Learning,
4th ed.
Note: Several copies of the text are on reserve in the Library.
Chapter Previews will be
available online (in Blackboard) for each chapter. The previews are similar to quizzes, but they are
longer and they do not count toward
your grade. They are there to help
you learn. One good use for them is to complete the questions before you read
the chapter, to give you a preview of some things to watch for when you are
reading.
Chapter
Highlights are available online for some of the chapters. These are PowerPoint files and
cover the main chapter points.
Again, a good use for them is to read them before reading the chapter. This will
give you a general idea of what the chapter will cover in
detail.
Website: http://socccd.blackboard.com/
Class Type
This
class is a “hybrid.” Both classroom participation and Internet assignments are
required.
Since this is only an
8-week class, but still is a 3-unit class, the hours required each week are, of
course, more than you would have in a 16-week class. You will be expected to
complete the reading and assignments for two chapters each week. (Don’t take the
class if you don’t have the time to get the work
done!)
Assessments will be completed online. You will complete a quiz for each of the chapters plus three “Progress Tests” that are cumulative. You will use the Discussion Board online and complete additional online assignments.
Late
Assignments: Assignments turned in after due date
will automatically lose 20 percent.
No assignment will be accepted more than one week after it is due without
instructor approval.
Extra
Credit: Opportunities for extra credit will
available throughout the session.
These assignments include, but will not be limited to, arranging a guest
speaker presentation or writing a critique of a guest speaker presentations.
Other opportunities may be proposed for instructor
consideration.
Important information
is posted on the Class Website in Blackboard, along with any revisions to the
class schedule. It is your
responsibility to check the Class Website prior to each class meeting (changes should be posted by Monday). You will also be able to access
additional course documents in Blackboard.
Your Job:
Take charge! Be responsible for your learning! Students are expected to READ the text as assigned; COMPLETE HOMEWORK; PARTICIPATE in class; TAKE EXAMS. Do these things to the best of your ability ... and do them on time.
BE PREPARED to participate and discuss questions in class by keeping up with assigned reading, homework, and thinking!
and, remember, ... use of cell phones or other devices for texting or browsing in class is unprofessional and unwelcome.
To drop? If you wish to drop, you must do so through Admissions and Records by the applicable drop deadlines published in the current schedule of classes (also shown at the end of this document). Your instructor CANNOT do this for you.
Academic Dishonesty:
All forms of academic dishonesty are strictly prohibited. Any instances of academic dishonesty will be handled in accordance with the procedures delineated in the Saddleback College Catalog and the Saddleback College Student Handbook, the content of which are incorporated herein by reference.
Quizzes: There will be a 10-point quiz for each chapter. Quizzes will include material from the text, class discussions, guest speakers, and any other assigned work.
Progress Tests: We will also have three Progress Tests worth 100 points each that will include material from previous quizzes. These tests will include multiple choice, short answer, and essay questions, and may have take-home components.Analyzing Ads Homework will be assigned five times. Students will answer specific questions related to print, TV, radio, or Web ads as assigned in class. Students will submit their assignments at the beginning of class. The instructor will review the assignments and return them next session. Students will then answer any questions the Instructor has asked about the work, correct errors, make improvements as suggested. SAVE this work in a portfolio (folder) to submit at the end of the course so the Instructor can check your work and assign points. Each completed and revised assignment will count 15 points. Five additional points may be earned for exceptional work.
Ad Campaign Components Homework will be assigned at several points during the course. The purpose of these assignments is to help you build the parts of the Major Project that you will present at the end of the course. See the section below on Team Final Project, Advertising Campaign Plan.
Team Final Project,
Advertising Campaign Plan: The major project for the course will be
a group project. The project acts
as the Final Examination for the class and requires you to demonstrate your
cumulative understanding and knowledge of the material presented during the
course. Your group, acting as an advertising agency, will work with a client to develop a
comprehensive advertising campaign plan. The project must cover client interviews, review
of secondary market research, development of a creative strategy, media
selection, budgeting, and creative execution of at least one component of the
campaign. The plan will be presented to the class (“the client”) during the
class Final Examination time. Half of your
points for the project will be based on your individual contribution to the project; the other
half will be based on the overall group written and oral
presentation.
Grading
Summary:
You will have the
opportunity to earn 1,000 points plus some extra credit.
Assignments are worth the following:
Course Component |
Points Possible |
| Participation | 160 |
| Chapter Quizzes | 150 |
| Ad Analysis Homework (5) | 150 |
| Progress Tests (3) | 240 |
| Advertising Campaign Plan | 300 |
| 1000 |
|
Total
Points |
Final
Grade |
|
|
A |
|
|
B |
|
|
C |
|
|
D |
|
|
F |
Extra
Credit:
Presentation of a special
topic to the class. Topic must be approved by
instructor beforehand. Up to 30 points.
Written summary
/critique of presentation by guest speaker. This should be 1 to 2 pages (about 500 words).
It must include how the speaker’s key points relate to the course and the
appropriate text information. Discuss whether the text/instructor lecture
“agrees” with the experiences of the speaker and what you thought were the most
valuable ideas that were presented: Up to 20 points.
Arranging the appearance and
introducing a guest speaker. The speaker should be a “prominent” member of the Advertising
industry who would be able to provide valuable insight to the segment of the
industry within which she/he participates.
Your “introduction” will be a one-page biography of the speaker, which
will be turned in prior to the speaker’s appearance in class. You should propose
your speaker to the instructor during the first two weeks of class. Up to 30
points.
Important
Dates:
Last day to drop with refund: Friday, 1/16/2009
Last day to apply for CR/NCR or drop this class without a "W" grade: Thursday, 1/29/2009
Last day to drop this class with a "W" grade: Thursday, 2/19/2009
All students enrolled in the
class after the withdrawal date must be given a grade. From the
Office hours provide an opportunity for you to meet with the instructor if you wish. How can I help you? Students with disabilities should discuss possible accommodations with the instructor. All information will remain confidential.