MANAGEMENT 4210: Advertising and Promotions
Fall 2002, TTh 12:15- 13:30 AH177
Instructor: Dr. Mike Basil
Phone: 329-2075
Office: E518
Hours: TTh 10:00-11:00 a.m.
Email: michael.basil@uleth.ca
Required Text: Belch & Belch (2000). Advertising and Promotion: An Integrated
Marketing Communications Perspective (5th edition), Irwin/McGraw Hill.
Course Description and Objectives:
Advertising management is designed to introduce you to the field of advertising and
promotions management. The emphasis is on the use of communication to meet
marketing objectives, including but not limited to advertising. This course will provide
a broad overview of many areas that pertain to marketing communication. Special
attention will be placed on understanding the consumer in order to make business
decisions. Although creative issues will be touched upon, this is primarily a
management, not a creative, course.
This course is intended to train you in the ways of advertising. There are two parts to
that – background knowledge and critical thinking. You will need an understanding of
the “who, what and where” questions -- advertising concepts in general, the specific
terms that are used, and issues that arise. But you will also have to apply those concepts
and tools, and to think through the issues to develop the best possible campaign and
executions for the product or service and relevant audience. Advertising agencies know
that the selection of strategies and executions are not arbitrary (as in chose 1 from
column A, then 1 from column B); they must fit into the logic of the marketing plan, and
communicate the right message for the product to the right target audience. The best
method I know of to improve your critical thinking skills is through frequent practice.
Expect lots of “how, when and why” questions both in class discussion and on your
exams (even if they are multiple choice!).
I hope that you enjoy this class. But I also will try very hard to insure that after this class
you will have the knowledge and critical thinking skills to be a capable employee.
Grading and Evaluation:
Your final letter grade in the class will be based upon your total marks.
Grading will be based on:
Exams (3 - 15% each)
Project (3 parts - 15% each)
Participation: The four Ps
45%
45%
10%
Exams:
There will be three exams. No early or late exams will be given, except in extreme cases
such as documented illness or death in the family. Exams will be multiple choice and
short answer. All material from readings and class are fair game for exams.
MANAGEMENT 4210: Advertising and Promotions
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Communication:
I encourage you to talk with me about any issues related to class. If you cannot make it
to office hours (T 1-3), please set an appointment with me outside of office hours. You
can call me, talk to me before or after class, or e-mail me. I check my e-mail twice daily,
so this is a very efficient way to communicate with me.
Learning Disabilities:
If you have been diagnosed with a learning disability please let me know as soon as
possible. I will be happy to work with you to see that your needs are met.
Cheating:
Anyone caught cheating will be penalized to the fullest extent allowed by the
University. I reserve the right to assign seating during exams.
Group Project:
You will complete an advertising project during this course. The purpose of this project
is to give you practice in applying the concepts learned in class and to hone your critical
thinking skills. Please see the handout for further details.
The 4 Ps of Participation.
Attendance is important. But it is not enough. Your participation grade will be
evaluated according to "four Ps." Practically, you start with a B-, then show me if you
deserve better or worse.
1. Presence: Class attendance is an important part of the learning process.
Textbook provide information and reference; however, a book is neither
sufficient for all of the information, nor is it the best way to learn.
2. Participating: Lots of evidence shows that active learning is the best. Merely
being present is also not sufficient to maximize learning. You are expected to
actively participate in class discussion. Make sure to do the assigned reading
before class. If participation is low, I will call on individuals to respond.
3. Perceptiveness: While participation is good, insightful participation is even
better. You will be rewarded for perceptive, intelligent comments; especially
those relate advertising and marketing experiences to concepts from class.
4. Professionalism: In this course, I encourage you to work with others in a
polite, professional manner and to demonstrate a positive attitude. These
skills are critical for professional success.
The best method I have found to improve critical thinking skills is by asking tough
questions. Be ready in every class for me to call on you and ask “how, when and why.”
My suggestion is not to wait until right before the exam to read the textbook. (I
recommend this for every class, not just this one). There are two reasons fro this. First,
research is quite convincing in showing distributed learning lasts much longer. Second,
earlier exposure to the ideas will let you think about them in ways that help critical
thinking.
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Schedule: I usually stick close. Additional readings may be handed out in class.
September 5 - Introduction to Class
10 - The History of Advertising (no reading)
12 - Advertising, Promotion, and Marketing Communication (Chapter 2)
17 - The Advertising Industry: Ad Agencies and other organizations (Chapter 3)
19 - The Advertising Industry: Compensation, Hiring, and Firing (activity)
24 - Consumer Behavior (Chapter 4)
26 - Communication and Consumer Involvement (Chapter 5)
Project: Group members and product/service must be finalized today
October 1 - Understanding Customers: Segmentation and Positioning (activity)
3 - Establishing Objectives and Budgeting (Chapter 7 + activity)
8 - Case
10 - Exam 1
15 - Creative Strategy: Briefs, Objectives, and Planning (Chapter 8)
17 - Creative Strategy: Implementation and Evaluation (Chapter 9)
Project: Market analysis of product or service due today
22 - Group project workday (activity)
24 - Media Planning and Strategy - An Overview of the Options (Chapter 10)
29 - Broadcast Media (Chapter 11)
31 - Print Media (Chapter 12)
November 5 - Case
7 - Exam 2
12 - Direct Marketing (Chapter 14)
14 - The Role of the Internet (Chapter 15)
Project: Strategy analysis due today (include market analysis)
19 - Sales Promotion: It’s Role in IMC (Chapter 16)
21 - Public Relations (Chapter 17)
26 - Measuring the Effects (Chapter 19)
28 - Regulation of Advertising and Promotions (Chapter 21)
December 3 - Social, Ethical, and Economics Aspects of Advertising (Chapter 22)
5 - Exam 3
Project: Final Group Project Report due, including Media Plan