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 supporting material, sample test questions, practice exams, and other useful material. So, please take advantage of such opportunities.

MEDIA REQUIREMENT.

• Mini Drive (512 MB minimum, for daily work)
• One DVD-Rs (for showcase 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 any advertisement that you have come across and that you deem is worthy of analysis in the classroom.

COURSE DESCRIPTION.
The purpose of this course is to enable students to gain an insight into the complex world of advertising as well as the practical experience of an advertising campaign. We seek to examine the core components of contemporary advertising in an environment of marketing and promotional diversity and specialization. The course incorporates advertising in business and society, analyzing the advertising environment, preparing the message, placing the message in conventional and new media as well as integrated brand promotion. The advertising function within a marketing framework will be given special attention. Such has become essential when dealing with diverse and fragmented audiences. Moreover, the course integrates communication with technology; employing such a technique will help to enhance your knowledge and to empower you for the future.

OBJECTIVES.
The objective of this course is that students who successfully complete it will gain knowledge about advertising and develop professional skills in the following areas:

• Understanding and reaching a target audience.
• The planning process.
• The creative process.
• Developing advertisements for the print media
• Developing commercials for the electronic media.
• Explore the possibility of placing such advertisements in the print and electronic media.
• Practical experience of an advertising campaign.

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, lectures/discussions, quizzes, and a test. 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 time, you incorporate simulations of real life experience of a full-service advertising agency that is hired to promote a product or service. You will assume an agency role, select a client, and run an advertising campaign from inception to execution in order to promote a product or service for such a client. Because your compensation is based on the Performance method, you intend to maximize your efforts and to use all the available resources so that you will be able to achieve your goal of running a successful advertising campaign. At the end of the campaign, you will present a copy of the advertisements to your client. By the end of the semester, you will gain knowledge about advertising which will put you in good standing.

EXPECTATIONS.

• Mission. Your mission is to demonstrate an understanding of the material by taking a personal interest and responsibility for your learning and for completion of your course work.
  
  
• Time. This course is a bit time consuming and challenging for some individuals but the rewards are priceless. After finishing this course, you take with you skills that are likely to have a significant impact on your career.
  
  
• Reading & Class Contribution. Because of the specificity that is involved in the material of this course, it is essential to read all of 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 insights and comments as appropriate in 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 during the first component of the course. Each class will be used to highlight the important material within each unit using presentations, interactive discussions, group work, handouts, and so on.
  
  
• Test & Quizzes. There will be an exam, and a quiz based on need. I encourage you not to miss class on the day of a scheduled exam because there is NO MAKEUP TEST. Also, there is no makeup for the quiz.
  
  
• 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 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, using twitter flickr, facebook, checking your email, or playing games;
  • Leaving during the class time in order to make a phone call or to attend 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 while you are in class. Each time your cell phone rings or used, you will be counted absent (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.

Basically, you incorporate simulations of real life experience within a full-service advertising agency. We will be working with two potential clients. We intend to develop one electronic commercial and one or more advertisement(s) for the print for each client. Thus, advertising agencies will deal directly with the clients. You will assume an agency role based on your interest. A brief description about the roles is given to you with the project guideline. It is important to explore your role as much as possible in order to take full advantage of such an opportunity. Although you have different agency roles, each role complements and depends on the other roles. So, you need to work as closely as possible with other members of your agency in order to insure your overall success (TEAM WORK). Please keep in mind that about 10% of your grade is derived from your teammate evaluation (Job Evaluation). It is also essential that each member works as closely as possible with the rest of the ad agency members. You will be given a detailed guideline for the project.

• Full-service Advertising Agency.
  • Agency Role
• Clients.
  • Two Clients. After selecting the clients, they will be invited to the class so that they can share with you their objectives
• Campaigns.
  • Your campaign must run for one month before your presentation in class so that you will be able to evaluate its progress. My evaluation of your work starts on the day when you are assigned an agency role.
    
    
• Presentation.
  During the last part of the semester, you will make a formal presentation of your project to the clients as well as in the classroom (5 minutes per person). We shall invite the clients to be present during the presentation.

• Package.
  It is required to submit a complete package on the scheduled date (see project guideline)
  

COMPENSATION.
Since it is an advertising course, your grade is equal to hypothetical dollars. So, your potential pay for the semester is the fictional amount of $450. You are paid on the basis of your individual effective effort and performance during the term. Please note that about 10% of your evaluation (Job Evaluation) is by your peers. So, I encourage you to do your best. An evaluation form will be provided when you form your agency. The following system will be used, subject to modification that may become necessary because of outside assignments or other changes in the class.

Class Activities & Points   

Please note that late submission of your work will not be accepted.

Grading Scale

• 550 points (Minimum Points):
  A = 517; A- = 495;  B+ = 479;  B = 462;  B- = 440;  C+ = 424; C = 407;  C- = 385;  D+ = 369;  D = 352;  D- = 330;  
  F = 325
  

ACADEMIC HONOR Code.
Essentially the only thing we 'own' is our reputation, our personal integrity. Please don't damage yours over something as insignificant in life as a grade. Know the policy as recorded in the UNCW Code of Student Life, Section I, Academic Honor Code. "The University of North Carolina at Wilmington is committed to the proposition that the pursuit of truth requires the presence of honesty among all involved. It is therefore this institution's stated policy that no form of dishonesty among its faculty or students will be tolerated."

CLASS AGENDA
Dates & Reading Topics

• August 20: Introduction to the course, Syllabus, & Computer
• August 25-27: Advertising Yesterday, Today, and Tomorrow (Chapter 1)
• September 1-3: The Business of Advertising (Chapter 3)
  • Selecting Clients 
• September 8-10: Segmentation, Targeting, and Marketing Mix (Chapter 4)
  • Meeting with the clients & Client presentations
• September 15-17: Media Planning and Buying (Chapter 15)
• September 22-24: Creative Execution: Art and Copy (Chapter 9)
  • Monthly progress report due (one typed single-spaced page)
• September 29-October 1: Print Advertising (Chapter 11) and Electronic : Television & Radio (Chapter 12)
  • October 6: Fall vacation (no classes)
• October 8: Digital Interactive Media (Chapter 13)
• October 13-15: Out-of-Home, Direct-Mail, and Specialty Advertising (Chapter 14)
• October 20-22: Developing Marketing and Advertising Plans (Chapter 7) and Account Planning & Research (Chapter 6)
  • Executing the campaign begins for November 24 presentation
• October 27-29: Working on the campaign
  • Executing the campaign begins for December 2 presentation
  • Monthly progress report due (one typed single-spaced page)
• November 3-5: Working on the campaign continued
• November 10-12: Working on the campaign continued
• November 17-19: Working on the campaign continued (sample survey for the campaign)
• November 24 : (Presentation before the client + Project Package Due)
  • November 25-27: Thanksgiving Vacation (no classes)
• December 1: Last Day of Classes : (Presentation before the client + Project Package Due)
• December 10 at 11:30 am - Exam

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.

• University Statement on Academic Expectations. 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.
  
  
• Portfolio Artifacts. One of the culminating experiences of a communication studies degree is the completion of COM 490: Discipline Capstone, a course that may include the preparation of a personal portfolio to organize and showcase your abilities. I encourage you to retain items from this class, whether produced independently or in groups, for inclusion as portfolio artifacts. Beyond the Discipline Capstone class, your portfolio may prove a valuable tool as you seek entry into a graduate program or employment in your area of specialization.
  

• Course Completion and Gateway Requirements. Courses typically coded COM Majors ONLY may occasionally be opened to PCOM majors or all students. They may most commonly occur during summer terms. Please be aware, however, that to become a full status COM major, you MUST complete the gateway courses (COM 105 and COM 200) SUCCESSFULLY, i.e., with a grade of “B” or higher in each. If you do NOT successfully complete those two courses, you cannot earn full COM major status even if you complete one or more COM classes apart from the gateway courses.
  
  
• Departmental Electronic Devices Policy. Faculty in the Department of Communication Studies highly value technology, including various technological devices such as cell phones, MP3 players, etc. We believe, however, that these devices should not be turned on during class time. The use of electronic communication devices in class distracts users and others around them, including the professor who is teaching the course. In short, these devices hinder the processes of learning and instruction. Using them in class also reveals a student to be deficient in one of the core skills promoted by our department; civility (defined as “Showing regard for the dignity of other people and the importance of social expectations.”) Therefore, we ask that all students turn off all electronic devices prior to the start of class, with the exception of laptops, which may be used solely for taking notes and approved work explicitly allowed by the instructor. Laptops may not be used to log on to the internet during class time. If you are expecting an important call during class and believe you absolutely need to have your phone on, please let your professor know before class begins to avoid any problems.
  
  
• “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.”

Home