Journalism 331 (21) Advertising Principles and Practice
Time: M, W, F 1:00-1:50
Location: Simpkins 327
Instructor: Teresa Simmons
Office: Simpkins 317
Phone: 309.298.1426
E-mail: tl-simmons@wiu.edu
Office Hours: Monday, Wednesday and Friday from 10:00 to 11:00, Friday from 2:00 to 3:00 or by
appointment
Text: W. Ronald Lane, Karen Whitehill King & Tom Reichert. Kleppner’s Advertising Procedure. 18th ed.
Prentice Hall (2011)
Course Description:
This course is designed to provide students with a broad perspective and general understanding of the
practices and theory of advertising as a form of mass communication as well as a promotional tool. The
following areas will be covered: agency/client operations, target markets, advertising research, advertising
objectives and strategy, media planning/placement, creative development, campaigns and advertising
law/regulation.
Grading*:
Exam 1 & 2
Final
Quizzes (3 or 4)
Point of Views (2)
Group Project
Participation/
Presentations
25%
15%
10%
20%
20%
10%
100%
*All grades are based the following scale:
92 and above – A
91 & 90 – A89 & 88 – B+
87 to 82 – B
81 & 80 – B79 & 78 – C+
77 to 72 – C
71 & 70 – C69 & 68 – D+
67 to 62 – D
61 & 60 – D59 & below – F
Group Project:
You will form into groups of three and complete a mini-campaign proposal for an actual client. The written
proposal will include a situation analysis, competitive research, target market definition, advertising
objectives and strategy, media plan and creative recommendations (see page 4 of this syllabus). Each group
will also make a formal oral presentation at the end of the semester, with each group member responsible for
part of the presentation. This presentation will be a role-play between agency and client, with another group
representing the client. All group members must participate as both presenters and as clients. Clients will
evaluate the presentation and question the strengths and weaknesses of the data, conclusions and executions
presented. Each presentation is scheduled for twenty-five minutes. Presentations must be on the date
scheduled.
Point of Views (POVs):
You will be required to write two short papers on assigned topics. Each paper will require you to evaluate a
particular subject and/or ad and make recommendations. Both POVs should be about three to four pages in
length and will be graded on the depth of your understanding of the issue(s) and the strength of your
recommendations. You will make a brief presentation of your conclusions/ recommendations to the class.
Any plagiarism found in these papers will result in an automatic failure (0 points) for this assignment. Western
Illinois University’s policy on academic dishonesty can be found at http://www.wiu.edu/policies/acintegrity.php
Tests and Quizzes:
There will be three exams and three or four quizzes given throughout the semester. Dates of the exams are
listed on the next page of this syllabus. Each exam will cover about eight chapters of the text and applicable
class notes and will incorporate multiple-choice, short essay and essay questions. The final will be
cumulative, covering all assigned readings and class notes. Quizzes will be announced at least one class
period in advance and will cover two to three chapters of the text and the applicable class notes. Quizzes will
contain all multiple-choice questions. Quizzes cannot be made up, and tests cannot be made up without a
compelling reason (you will be required to provide sufficient and approved written documentation) and the
prior consent of the instructor.
Participation/Presentations
Grades for participation will be based on class participation, preparation and class attendance. Participation
will include both in-class discussions and work on in-class assignments. Preparation includes class
preparation as well as preparation for the group presentation and for presentation of your recommendations
from your assigned POVs. Attendance policy is discussed below.
Policies:
Assignments:
Assignments are due at the beginning of class. If a project or assignment is not ready at the beginning
of class, it is considered late. Late projects and papers will lose one letter grade for each day they are
late. Exams cannot be made up without prior consent based on serious and unavoidable
circumstances (sufficient and approved written documentation will be required).
Attendance:
Attendance is mandatory. Excessive absences (more than five) will have an impact on your final
grade. Doctor appointments and absences for illness are included as part of your five excused
absences, and medical excuses will not be accepted.
Up to one half of the points allocated for attendance/participation will be awarded based solely on
class attendance. Should you miss more than five classes, one point a day will be taken away from
your final grade, up to 10% of your final grade. If you miss more than fifteen days of class during the
semester, you will automatically fail this course.
Attendance is taken at the beginning of class; if you are more than five minutes late for class you will
be counted as absent for the day.
Cell Phones:
Cell phones are to be turned off and stored in your backpack or bag during class. If you use your cell
phone during class time, you will be asked to leave the class and will be counted as absent for the
day.
DSS Accommodation:
In accordance with University policy and the Americans with Disabilities Act (ADA), academic
accommodations may be made for any student who notifies the instructor of the need for an
accommodation. In order for me to provide the proper accommodation(s), you must provide me with
documentation of the need for an accommodation through Disability Support Services. It is
imperative that you take the initiative to bring such needs to my attention, as I am not legally
permitted to inquire about such particular needs of students. Students who may require special
assistance in emergency evacuations (i.e. fire, tornado, etc.) should contact me as to the most
appropriate procedures to follow in such an emergency. Contact Disability Support Services at
298.2512 for additional services.
Student Rights and Responsibilities:
For a full list of student rights and responsibilities, please visit http://www.wiu.edu/provost/
students.php
Course Outline
Date
Jan.
Feb.
Mar.
Apr.
May
Topic Assignment
21
23, 26
28
30, Feb. 2
4, 6, 9
11
13
16
18, 20
23, 25
27
2
4
6
9
11, 13
25, 27
30, Apr. 1
3
6, 8
10, 13
15
17, 20, 22
24
27, 29, May 1
4, 6, 8
13
Chapter
Introduction
Advertising and Marketing
2
Advertising Agency Operations
5
Brand Planning
3 (pg. 79-92) & 4 (pg. 135-138)
Advertising Research
15
Target Markets
4
Situation Analysis
22 (pg. 658-60)
EXAM 1
Advertising Media Planning
7
Television Media Planning
8
Radio Media Planning
9
POV #1
Newspaper Media Planning
10
Magazine Media Planning
11
Out-of-Home Media Planning
12
Internet/New Media Planning
13 (pg. 383-400)
Direct Marketing Media Planning
13 (pg. 400-417)
Advertising Objectives & Strategy
EXAM 2
Advertising Copywriting
16
Layout and Design
17
POV #2
Broadcast Creative
19 & 20
Campaign Continuity
22
Legal/Ethical Issues
24
GROUP PROJECT PRESENTATIONS
FINAL EXAM (1:00-3:00)
Subject to change/adaptation as needed
Required Contents for Group Project Written Proposal
I.
Executive Summary (1 - 2 page overview of presentation)
II. Situation Analysis (see situation analysis handout for more information on this section)
Nature of Demand
Extent of Demand
Nature of Competition
External Variables
Skills of the Firm
III. Competitive Overview (one page for each major competitor)
Brand(s)/Product(s)
Positioning/Brand Image
Market Share
Advertising Used (campaign theme and media)
Advertising Strengths and Weaknesses
Key Claims in Advertising
IV.
Target Market Profile
Demographics
Geographics
Psychographics
Product Usage
V. Advertising Objectives and Strategy
Objectives - goals of advertising campaign
Strategy - to-that-because strategy statement
VI. Media Plan
Mediums to be used (at least two)/Rationale for each
Media schedule (should include specific media vehicles, type of schedule, timing)
VII. Creative Executions (must be executions for at least two mediums with some form of campaign
continuity)
Boarded for presentation
 Magazine and newspaper - layout and copy done to scale and in color
 Internet –copy/layout for substantial web advertisement or social media campaign
 Radio – script (do not board; hand out copies of script)
 Television - storyboard indicating video (including both key frames and video directions) and audio
 Direct Mail - concept package including all pieces/components and proposed list(s)
Groups will present proposals in class during final week of the semester in a role-play format. All materials
must be bound together in some format with dividers between each of the first six sections (see above).