REQUIRED TEXTBOOK.
Arens, W. F., Schaeffer, D. H., & Weigold, M. (2009). Essentials of Contemporary Advertising (2nd ed.). Boston, MA: McGraw-Hill Irwin.

• Your text is supported by an interactive website that provides related material, sample test questions, practice exams, and other useful material. So, please take advantage of such opportunities.
• Advertising Age

MEDIA REQUIREMENT.

• Mini Drive (2GB, for daily work)
• One DVD-Rs (for project)
• Magazine. You are required to have with you (at all times) a general consumer magazine (such as Time, Newsweek, People, and so on) when you come to class. Also, you may bring advertisements (print or electronic) that you deem worthy for analysis in the classroom. If I select such advertisements for class discussion, you will get extra points.

COURSE DESCRIPTION.
The purpose of this course is to enable students to gain an insight into the complex world of advertising as well as practical experience. Core components of contemporary advertising are examined. Moreover, the course integrates the usage of social media in advertising.

OBJECTIVES.
The objective of this course is to gain knowledge about advertising and to develop professional skills in the following areas:

• Understanding and reaching a target audience.
• The planning process.
• The creative process.
• How to employ social media for advertising
• Placing advertisements in various channels.

COURSE PLAN.
The course is divided into two components. The first component is composed of reading assignments in the text and perhaps from outside sources as well as lectures/discussions. I encourage you to read all the assigned material, to be prepared, and to take an active role in class discussion that is crucial for your learning. The second component involves hands-on experience in a classroom workshop setting format so that you can develop your skills in advertising. During the workshop period, you incorporate social media with simulations of real life experience in advertising to promote a product or service.

EXPECTATIONS.

• Mission. Your mission is (a) to demonstrate an understanding of the material by successfully completing your assigned course work and (b) to take a personal interest and responsibility for your learning and for completion of such work.

• Time. This course is an upper division class and requires intellectual and active class participation and involvement; so I encourage you to use your time efficiently and productively.
  
  
• Reading & Class Contribution. Because of the nature of this course as an upper division class, it is essential to keep up with the assigned material before coming to class and be prepared to participate constructively and intelligently. Advertising is a communication business so please be prepared to communicate your insightful comments as appropriate to class. Average participation is at least once per class and class contribution is strongly encouraged because it is part of the learning process. Thus, an interactive lecture/discussion technique is employed in order to highlight the important material within each unit using presentations, interactive discussions, handouts, and so on.
  

• Attendance. You are expected to manage your work so that there will be no conflicts with class meetings. Of course, absences might occur on occasion due to matters beyond your control. You may miss two classes during the entire semester if it is a must. Basically, it is equal to one week of class time. However, if you miss 3 classes, you may earn no higher than a B- for the course. If you miss 4 classes, you may earn no higher than a C- for the course. If you miss 5 classes, you may earn no higher than a D for the course. If you miss 6 classes, you will get an F for the course. Please observe that you are expected to be in class ON TIME and attend the WHOLE period. You will be counted absent for that day if any of the following takes place:
  
  
  • Reading or working on assignments for other classes while in class;
  • Surfing the internet, checking your email, using social media, playing games, or any other activity that this professor has not asked you to do.
  • Leaving during the class time in order to make a phone call or to attend to a personal need. However, if you do not feel well on that day and you must step outside the classroom for a short period, please inform your professor before the class starts in order for her to be aware about the situation; and
  • Attending the class late or leaving early, and so on.
    

  The attendance policy applies as is, No Exception and No Excuse (formal or informal).
  

• Cell Phone. As a courtesy to the academic environment, your cell phone must be turned off and must not be taken out of its stored area such as your bag, pocket, and so forth while you are in class. Each time your cell phone rings or any indication that the cell phone is in use for checking your messaging, text messaging, and so on, you will be counted absent for that day (see the attendance policy above). No Exception and No Excuse!

No Food or Drink is permitted in the COMM lab. The potential for damage to the equipment is too great and we cannot afford that.

PROJECT & SHORT ASSIGNMENTS

• Project. You are required to complete a project. You will be given a detailed guideline for the project. The work should be of high quality and should demonstrate the degree of your learning in this class.
  
  
• Assignment. There will be 2 short assignments during the semester and you will work individually on such assignments. You will be given a detailed guideline for the assignments.
  

• Test. There will be one exam and one quiz. I encourage you not to miss class on the day of a scheduled exam or quiz because there is NO MAKEUP for either.

GRADING SYSTEM.
Your grade for the course will be determined by the number of points you earn during the term. The following grading system will be used, subject to modification that may become necessary because of other changes in the class agenda.

• Total Grade = 300 points
  • Assignments = 60 points
  • Project = 120 points
  • Exam = 100 points
  • Quiz = 20 points
    
    
• Grade Scale
• 300 points (Minimum Points)
  A = 282; A- = 270; B+ = 261; B = 252; B- = 240; C + = 231; C = 222; C- = 210; D+ = 201; D = 192; D- = 180; F = 179.

CLASS AGENDA.

FURTHER NOTES.

This syllabus may be subject to change but should be followed unless otherwise noted. If you have any questions or problems related to the course, please see me right away so that we can work them out rather than letting them become major difficulties.

Appendix A

Communication Studies Department Learning Outcomes

The COM department is committed to four overarching learning outcomes.  You will encounter assignments that address one or more of these outcomes. This course will stress outcome three but will help you gain abilities in each of these outcomes.

• Capacity to construct and deliver an effective oral argument or performance of text, based on thorough audience analysis and clear rhetorical objectives.
  
• Capacity to construct effective written argument or media product based on thorough audience analysis and clear rhetorical objectives.
  
• Capacity to conduct original primary research, locate and critically evaluate secondary research, and integrate such information into new communication products. 
• Capacity to analyze and critique messages in all forms and across objectives from an informed, critical perspective.

Appendix B

This class will be conducted in a manner consistent with the following UNCW and COM department expectations and requirements.

University Statements

Academic Expectations Statement: “In choosing UNCW, you have become part of our community of scholars.  We recognize that the UNCW learning experience is challenging and requires hard work.  It also requires a commitment to make time available to do that hard work.  The University expects you to make academics your highest priority by dedicating your time and energy to training your mind and acquiring knowledge.  Academic success in critical thinking and problem solving prepares you for the changes and challenges you will encounter in the future.  Our faculty and academic support resources are readily available as partners in this effort, but the primary responsibility for learning is yours.”

Honor Code: “It shall be the responsibility of every faculty member, student, administrator and staff member of the university community to uphold and maintain the academic standards and integrity of the University of North Carolina at Wilmington” (Student Handbook and Code of Student Life).  All student work and conduct must be in accordance with the academic honor code and other codes in forming the university community.

Disabilities/Accommodations:  Students with diagnosed disabilities should contact the Office of Disability Services (962-7555). Please give me a copy of the letter you receive from Office of Disability Services detailing class accommodations you may need. If you require accommodation for test-taking please make sure I have the referral letter no less than three days before the test.

Safety: UNCW practices a zero-tolerance policy for violence and harassment of any kind. For emergencies contact UNCW CARE at 962-2273, Campus Police at 962-3184, or Wilmington Police at 911.  For university or community resources visit http://uncw.edu/wrc/crisis.htm

Religious Observance:  North Carolina General Statute 116-11(3a) and the UNCW policy authorizes a minimum of two excused absences each academic year for religious observances required by the faith of a student.  Please provide written notice of the request for an excused absence within the first two weeks of class. You will be given the opportunity to make up any tests or other work missed due to an excused absence for religious observance if you follow these guidelines.  Students must register this absence with the Registrar through Seanet. 

The UNCW Statement on Diversity in the University Community:  As an institution of higher learning, the University of North Carolina Wilmington represents a rich diversity of human beings among its faculty, staff, and students and is committed to maintaining a campus environment that values that diversity.  Accordingly, the university supports policies, curricula, and co-curricular activities that encourage understanding of and appreciation for all members of its community and will not tolerate any harassment or disrespect for persons because of race, gender, age, color, national origin, ethnicity, creed, religion, disability, sexual orientation, political affiliation, marital status, or relationship to other university constituents. Students with Disabilities information and resources available at http://www.uncw.edu/stuaff/disability/