Fall 2012
Comm 3670
Credit:
Academic Dept:
Pre-req:
SYLABUS
Principles of Advertising and IMC
(Integrated Marketing Communication)
3 hours
Dept. of Communication, College of Humanities
Senior or will be soon
CLASS ROOM:
CLASS TIME:
PROFESSOR:
OFFICE:
OFFICE HOURS:
PHONE:
1110 LNCO
4:35 – 5:45
Ken Foster
2810 LNCO
One hour before class or by appointment
(MOB) 801-520-6166 (HM) 484-6352 or (HM OFF) 463-0266
TEXT:
For several years the industry has evolved so quickly that the texts were not current with the new
media information. The industry has stabilized so we will be using text:
Advertising and Promotion, An Integrated Marketing Communication Perspective, 9th e,
Belch and Belch, McGraw-Hill Irwin. Some earlier editions will work for 90% of the class and
cost far less. All chapters are not assigned, see the class schedule for readings.
In addition, some study material will be posted on the class web site to read online or download.
OBJECTIVES:
This course is designed to provide those interested in business or a career in advertising or media
with a broad overview of the advertising profession. For those not interested in a business or
advertising career, principles learned in this course will be very helpful in making you an astute
consumer. This course gives special emphasis on the models and principles that explain social
and personal consumer psychology, the effects of the media on individuals and society and the
strategies used by communications professionals to achieve their goals.
GRADING:
Assignments
Mid-term #1
Mid-term #2
Final
10%
30%
30%
30%
Extra credit on exams is available and encouraged.
Grading Points Method
93-100%=A
90-92 %= A87-89 %= B+
83-86 %= B
80-82 %= B77-79 %= C+
73-76 %= C
70-72 %= C67-69 %= D+
63-66 %= D
60-62 %= DBelow 60 %= E
MIDTERMS:
Consists of multiple choice, true/false questions of material covered in class up to the exam date.
Sometimes short essays may be on the exam.
EXTRA CREDIT:
Extra credit points can be earned by writing a paragraph on each question you miss on the exam.
Since the final is comprehensive, the extra credit points may help your grade and your preparation
for the final. There is no extra credit on the final.
FINAL:
Comprehensive and of the same format as the midterm.
CLASS:
Lectures will always have accompanying information posted on the class web site. Some
material that is covered on the presentations is covered in more detail in class. There will be
many guest speakers from the media and advertising profession, some with presentations and
some not. Notes from the guest speakers may be included on the exams.
This is a large class. If you cannot attend it is difficult to received phone calls and emails
from 90 people asking what was covered. Please arrange for someone in class to take notes
and provide information for you when you cannot attend.
UNIVERSITY POLICIES
Withdrawal Policy: The most up to date withdrawal dates can be found on the University of
Utah web site.
Americans with Disabilities Act (ADA) Statement
The University of Utah seeks to provide equal access to its programs, services and
activities for people with disabilities. If you will need accommodations in the class,
reasonable prior notice needs to be given to the Center for Disability Services, 162 Olpin
Union Building, 581-5020 (V/TDD). CDS will work with you and the instructor to make
arrangements for accommodations. All information in this course can be made available
in alternative format with prior notification to the Center for Disability Services.
(www.hr.utah.edu/oeo/ada/guide/faculty/)
Accommodation Policy:
I try to screen all advertisements for questionable content it is unlikely that I will present any
offensive or objectionable material during the course of this course. I encourage all in the class to
be sensitive and respectful to concerns of others. However, while I do my best to create a safe
learning environment, I cannot dictate the utterances of your peers. With that in mind, please note
that it is difficult to make content accommodations.
The Student Code: The U of U student code explains rights of students in the classroom as well
as conduct, including cheating on exams, collusion and plagiarism, with which you should be
familiar.
Wellness Statement
Personal concerns such as stress, anxiety, relationship difficulties, depression, crosscultural differences, etc., can interfere with a student’s ability to succeed and thrive at the
University of Utah. For helpful resources contact the Center for Student Wellness;
www.wellness.utah.edu; 801-581-7776.
Classroom equivalency
Discussion threads, e-mails, and chat rooms are all considered to be equivalent to
classrooms, and student behavior within those environments shall conform to the Student
Code. Specifically:
 Posting photos or comments that would be off-topic in a classroom are still offtopic in an online posting.
 Off-color language and photos are never appropriate.
 Using angry or abusive language is called "flaming", is not acceptable, and will
be dealt with according to the Student Code.
 Do not use ALL CAPS, except for titles, since it is the equivalent of shouting
online, as is overuse of certain punctuation marks such as exclamation points !!!!
and question marks ?????.
 Course e-mails, e-journals, and other online course communications are part of
the classroom and as such, are University property and subject to GRAMA
regulations and the Student Code. Privacy regarding these communications
between correspondents must not be assumed and should be mutually agreed
upon in advance, in writing.
Plagiarism software policy
Your professor may elect to use a plagiarism detection service in this course, in which
case you will be required to submit your paper to such a service as part of your
assignment.
Student behavior
Please do not use your phones to talk or text during class, especially during tests. The class
doesn’t make a very good phone booth. Please be polite and respectful to other students. If a
student is harassing you please let the instructor know. Be nice, this class is interesting and fun.
OTHER:
Following are some magazines and website of the advertising profession. You can find the
magazines in the library or all have student rates if you want to subscribe.
MAGAZINES
Advertising Age
Ad Week
Media Week
Marketing Week
Brand Week
WEB SITES
www.tvb.org
www.thecab.tv/
www.rab.com
www.naa.org
www.magazine.org
www.oaaa.org
www.iab.org
Assignment 1: for first week of class: Report on a unique use of traditional media or on a unique
new media.
1. Describe it – use graphics if necessary.
2. How will consumers respond to it.
3. What niche is it trying to fill.
4. Your critical thoughts about it
5. Ex: Some students have brought in an unusual magazine niche, some have shown mobile
marketing, some have shown merging of cable TV with digital media or merging of
digital media with other media. The media are constantly changing; show how they are
merging or how they are staying within their realm but are still working by targeting a
niche or marrying new media.
Write 1 to 1.5 pages, type written, and please watch your writing. As seniors you should be
writing very well. The paper will be reviewed for your writing skills as well as your analytical
ability.
INFORMATION TO HELP READ THE TEXT
The text has a lot of information as does this course, but it is not especially complicated
information with the exception of media math. This information may help you decide what to
study.
1. Pay special attention to words that appear in bold in the assigned chapters, most of these
will be expected to learn.
2. Some models and principles of IMC are covered in the text. The instructor will review
the models you are expected to understand in class and will help explain them to you.
3. Read the information about ads or graphics, they are typically interesting and may help
you understand terms and models.
4. Feel free to be critical, analyze and raise questions about your readings in class. There is
no absolute answer in adverting or communications strategies and we learn as much by
looking at what we shouldn’t do as what has been chosen to do by organizations.
Note: The syllabus is not a binding legal contract. It may be modified by the instructor
when the instructor feels it will benefit the class and upon how well the class conforms.
Typically the student is given reasonable notice of the modification.
Comm 3670 1 Principles of Advertising and IMC Class Schedule
FOSTER
DATE
Aug 20
22
*27
29
Fall 2012
READING
Introduction and Registration
ASSIGN
Chapt 1
Chapt 2
Sep 3
5
10
12
17
19
*24
26
NO CLASS
Chapt 5/6
Chapt 7
Chapt 8
Handout
Chapt 10-12
Chapt 15-16
TEST
Oct 1
3
8
10
*15
17
22
23
*29
31
Review
Chapt 17
NO CLASS
NO CLASS
Chap 18
Handout
Chapt 20
Nov 5
7
12
14
19
21
26
28
Review
Handouts
Handouts
Handouts
Handouts
No Class
Handouts
open
*Dec 3
5
SUBJECT
NO CLASS MEETING: Use class time to do assignment
IMC introduction
Marketing Process
LABOR DAY – NO CLASS
Communications process
Budgeting
Creative Strategy
Consumer psychology
Media Analysis
Media Analysis
PR and IMC
FALL BREAK
FALL BREAK
Measuring
ROI
Advertising Regulation
Advertising Reg cont.
Review
TEST
For test
Digital media
Digital media
Branding
Forecasting and surveying
Thanksgiving
Comprehensive campaign
Review
Test Review