JMS 565: Advertising Campaigns
(Spring, 2014)
Instructor: Dr. Joel Davis
Office Hours
Tuesday and Thursday from 12:50 to 1:50; 3:30 to 3:50. Other times by
appointment. Office location is PSFA 337A.
Phone: 4-­­6714
E--mail: jdavis@mail.sdsu.edu
Prerequisites
JMS Students: C or better in JMS 560, 562
IMC Students: Proof of major status, senior standing, and consent of instructor
Others:
Equivalent of JMS 460, 560, 562 and consent of instructor
The course is not open to graduate students.
Grades and Graduation
JMS students need to obtain a grade of “C” or better in order for the course to count towards
graduation.
Course Description
JMS 565, Advertising Campaigns, is the final course in the advertising emphasis sequence. It is
designed to help you integrate the knowledge and skills which you have acquired in prior courses and
apply this knowledge to the types of branded communication problems encountered by advertising
professionals.
Advertising Campaigns also requires that you develop new knowledge and competencies. As a
participant in Campaigns you will learn to delegate and accept responsibility, coordinate your work
with the efforts of others on your team, and learn the delicate art of compromise. In short, Campaigns
will give you a taste of what the real world of advertising and marketing is like: a challenging world of
individual expression and team effort.
Course Materials
All readings are online. Readings are noted in each class session listed at the end of this syllabus. The
readings are VERY important and provide a foundation for class discussion as well as your own
thinking and subsequent campaign.
Course Goals: What You Will Accomplish
You team is the functional equivalent of an advertising agency, an agency that will develop a complete
branded communication campaign. In doing so, you will:

Identify the segment to enter (including a description of the recommended product, target
consumer, and communication goals and objectives),

Determine (among other things) the appropriate brand positioning. You will present and
support recommendations as to the positioning (niche), advertising essential message, logo
and name.

Develop a complete branded communication campaign which presents plans and creative for
earned, owned, and paid media. You will create representative examples of traditional, digital
and social creative for use in the prior types of media.

Identify and justify media recommendations.
Team Structure
Team assignment will be discussed in class. Up to four teams will be formed; team size depends upon
class enrollment but usually is about 6 to 8 students.
As a team member you will assume at least one primary role on your agency team. A first task of your
team, therefore, will be to decide who will assume each role. To assume a role does not mean that you
do every bit of the work that falls under the responsibilities of the role; it does mean that you accept
responsibility for seeing that the appropriate work does in fact get done. Be aware that roles are
sometimes fuzzy and responsibilities often overlap. Roles will be discussed in the initial class
sessions. The most successful teams are those that contain individuals with: a mix of complementary
skills, similar high levels of self-motivation, common meeting times and common desire to produce
work at the highest levels of quality.
How You Will Demonstrate The Quality of Your Work
Success in the advertising and marketing community requires the ability to express ideas clearly and
logically in both written and oral form. Your grade will, as a result, reflect the quality of your work in
both these areas.
The Campaign Book is the final written record of your work. It will contain the ideas, thoughts and
recommendations developed by your team. It will be a reflection of you and your team's labors. It is
something, if done right, that years from now you will read through with pride and a smile. It will also
be an asset when you initiate your post-graduation job search.
The Campaign Book must be typed (free of errors), bound and professional in appearance. Campaign
Books are limited to 32 pages (not including reproductions of the creative). All creative work must be
at a level that is intelligible to the first-time reader. One copy in full color is required for the instructor
for grading. It is recommended that each team member also prepare a copy for his/her own records.
Campaign Books, with examples, will be discussed in the first class session. Books are due no later
than noon on May 14, 2014.
Two major presentations will be your opportunity to demonstrate your ability to clearly and
persuasively express ideas and positions and to defend these positions when challenged or
questioned. These presentations are your opportunity to demonstrate the knowledge which your
team has acquired and to communicate the insights and recommendations which your team has
formulated. The first presentation will cover strategy, product, and consumer issues; the second will
address media and creative issues.
Grading
Your grade reflects both your team and individual efforts. While the amount of time you contribute is
important, the quality of your contribution (and the ultimate quality of the team’s work) is even more
important.
There are 1000 points possible. The majority of these points are based on your team's performance
and your team's evaluations of your contribution to that performance. These points are awarded
in the following two-step process.
Step One: Your team will be given a number of points after each course milestone, specifically:
POINTS
The Campaign Book (due end of semester)
200
Credential’s Presentation
Campaign Presentation: Strategic Issues (midterm)
Campaign Presentation: Media and Creative Issues (end of semester)
100
200
200
Individual team meetings
150
In addition to these milestone points, you individually will be evaluated with regard to your
meeting/class contributions:
Instructor’s assessment of contribution (class, meetings, etc.)
150
Note that you can’t participate if you are not in attendance.
Step Two: You will be evaluated four times during the semester by the individual members of your
team. This is not a "popularity" rating but rather an objective evaluation of the commitment and
quality of your efforts and contributions as seen by your team members. An average for all
evaluations over the course of the semester will be computed for each team member. The evaluation
form will be provided at the appropriate time. All evaluations are strictly confidential.
Your average team evaluation will be used to adjust the amount of team points which you will
receive as follows:
Your ave. evaluation for semester
Your percent of team points received
90% or above
85% to 89%
80% to 84%
75% to 79%
60% to 74%
59% or below
Full points (100%)
90%
70%
50%
20%
0%
For example, imagine your team performs at an extraordinary level, receiving the maximum number
of team points for semester (850 points). Also assume that your team felt that you did not make a
major contribution, and as a result, your average team evaluation is 81%. You personally would
receive 595 points (850 * .70), putting your point total in the C- range of grades. On the other hand, a
team member who receives an average evaluation of 92% would receive all 850 points, an A grade.
You can see how group evaluation can result in two members of the same team receiving two very
different grades.
Participation in the evaluation process is not optional. If you fail to turn in an evaluation for any
person on your team at the time that evaluation is due you will receive zero points for that
evaluation period.
At the end of the semester, once your point total has been determined your grade will be awarded as
follows:
A - minimum points required: 900
B - minimum points required: 800
C - minimum points required: 700
D - minimum points required: 600
F - less than 600 points
Borderline cases and final discretion regarding individual grades resides solely with the professor.
Finally, note that your ultimate class grade can be lowered by failure to attend midterm and final
presentations. Your final grade will be lowered ¼ grade for each presentation missed. Thus, for
example, missing an entire class (with two presentations) during presentations weeks will lower
your grade ½ step.
Academic Integrity1
Academic integrity is a critical component of your education. Note that violations of academic
integrity carry serious consequences. You may fail the assignment, fail the course, and/or be
suspended. The most common violations of academic integrity are described on the following page.
1 Source for this section: http://academicintegrity.rutgers.edu/integrity.shtml
Cheating
Cheating is the use of impermissible and/or unacknowledged materials, information, or study aids in
any academic activity. Using books, notes, calculators, conversations with others, etc. when their use
is restricted or forbidden, constitutes cheating. Similarly, students may not request others (including
commercial term paper companies) to conduct research or prepare any work for them. Students may
not submit identical work, or portions thereof, for credit more than once without prior approval of
the instructor to whom the work is being submitted for the second or subsequent time.
Plagiarism
Plagiarism is the representation of the words or ideas of another as one's own in any academic work.
To avoid plagiarism, every direct quotation must be identified by quotation marks, or by appropriate
indentation, and must be cited properly according to the accepted format for the particular
discipline. Acknowledgment is also required when material from any source is paraphrased or
summarized in whole or in part in one's own words. To acknowledge a paraphrase properly, one
might state: to paraphrase Plato's comment... and conclude with a footnote or appropriate citation to
identify the exact reference. A footnote acknowledging only a directly quoted statement does not
suffice to notify the reader of any preceding or succeeding paraphrased material. Information that is
common knowledge, such as names of leaders of prominent nations, basic scientific laws, etc, need
not be cited; however, the sources of all facts or information obtained in reading or research that are
not common knowledge among students in the course must be acknowledged. In addition to
materials specifically cited in the text, other materials that contribute to one's general understanding
of the subject may be acknowledged in the bibliography.
Sometimes, plagiarism can be a subtle issue. Students should be encouraged to discuss any questions
about what constitutes plagiarism with the faculty member teaching the course.
Denying others access to information or material
It is a violation of academic integrity to deny others access to scholarly resources or to deliberately
impede the progress of another student or scholar. Examples of violations of this type include giving
other students false or misleading information; making library material unavailable to others by
stealing or defacing books or journals; deliberately misplacing or destroying reserve materials; and
altering someone else’s computer files.
Facilitating Violations of Academic Integrity
It is a violation of academic integrity for a student to aid others in violating academic integrity. A
student who knowingly or negligently facilitates a violation of academic integrity is as culpable as the
student who receives the impermissible aid, even if the former student does not benefit from the
violation.
Students with Disabilities
Students who need accommodation of their disabilities should contact me privately by the second
class period to discuss specific accommodations for which they have received authorization. If you
have a disability, but have not yet contacted Student Disability Services, please do so before coming to
see me. Student Disability Services is located in room 3101 of the Calpulli Center on Hardy Ave. (near
Cox Arena), and their phone number is 619-594-6473. More information is available at
http://www.sa.sdsu.edu/dss/dss_home.html.
Housekeeping
Do not leave any food products, newspapers, etc. in the classroom. Please recycle your plastic bottles,
aluminum cans and discarded paper in appropriate containers. Eating and drinking in a classroom is
a conditional privilege that requires individual responsibility and which may be rescinded if abused.
Use of Electronic Equipment
Laptops should be ONLY be used for taking notes. You may be asked to verify that your laptop is
being used for course related purposes. Please turn off all cell phones and other electronic equipment.
Students using cell phones during class or inappropriately using a laptop are disruptive to both other
students and the professor, and may be asked to leave class.
Class Sessions
NOTE: All links were verified on 1/4/13. Direct links are provided whenever possible. Links
to downloads may be problematic (depending upon your computer/software) and as a result
you may need to copy and paste provided links into your browser.
1/23
Organization, Assignments, and Category/Brand Selection
The following are intended as reference for the final campaign book. They will be discussed in class,
but there is no need to print them at this time. Just download and review prior to class.
Florida Campaign Book (http://class.classmatandread.net/Books/2004AAF.pdf)
Stupid Drink (http://class.classmatandread.net/stupiddrink.pdf)
Coke (http://class.classmatandread.net/Books/aaf4.pdf)
JCP1 (http://class.classmatandread.net/jcp1.zip)
JCP2 (http://class.classmatandread.net/jcp2.pdf)
1/28
Agency Credentials Discussion
The use of the following will be discussed in the 1/28 class session. Please read and critically analyze
prior to class.
Agency Credential 1 (http://class.classmatandread.net/Credentials/cred3.pdf)
Agency Credential 2 (http://class.classmatandread.net/Credentials/cred4.pdf)
Agency Credential 3 (http://class.classmatandread.net/Credentials/cred5a.pdf)
DDB, DraftFCB
1/30; 2/6; 2/11 to 2/13
Strategic Issues
Note that supplemental readings will be added to this list. These will be announced via Blackboard.
Purchase funnel 1
Purchase funnel 2 (http://class.classmatandread.net/cons.pdf)
Brand Culture (http://class.classmatandread.net/Branding/BrandCulture.pdf)
Brand Personality (http://class.classmatandread.net/Branding/DDBrandPerson.pdf)
Marketing to the Swarm (http://class.classmatandread.net/Branding%2FSwarm.pdf)
Radian6: Brand Communities (click on download link)
Keys to new product success
Criteria for new product success
Diving Deep Into Naming (download and print for reference)
Product Naming
Package Design (1)
Package Design (2)
Package Design (3)
Logos (1)
Logo Design Trends
2/4
Credentials Presentation
2/18 to 2/20
Exploring Presentations
Powerful Presentations (select items of interest)
Why Bad Presentations Happen
(http://class.classmatandread.net/Present/BadPresentHappen.pdf)
Death by Powerpoint
More About Bad Powerpoint
2/25 - 2/27
Individual Group Meetings: Strategic Decisions
3/4 - 3/6
Individual Group Meetings: Presentation Run-Through
3/11 - 3/13
Midterm Presentations
3/18 - 3/27
Traditional, Digital and Social Creative
Your first task is to identify your creative strategy and “big idea.”
Once your strategy is approved, the minimum mandatory executional elements of your campaign are the
following:
Television (traditional)
Magazine advertisement
Nontraditional use of traditional media
Rich media mobile (You can review rich media mobile ads at YouTube, Celtra,, Medialets, and
Crisp Media; download templates and examples: here, here, and here.)
Branded Facebook page (contests or promotions are optional but do not replace the branded page)
Web display advertising (IAB Rising Stars)
QR code (actual code - can be presented in any appropriate context; for example ideas see here)
Augmented reality (description, not execution. If mobile, can use rich media template, if desired)
Experiential/guerilla/social game
You may supplement this with creative for any additional media you believe relevant (for example, any form of
traditional media, YouTube channel, brand blog, etc.)
Read the following for the first day of discussion (3/12):
How to be Creative
How to Tell a Story
Stop Selling and Start Storytelling
The following are good long-term resources.
Facebook Studio (visit and browse)
Facebook Marketing Tips
Facebook Marketing
Facebook for Business (register and download)
Twitter Marketing: Ultimate Guide (follow links of interest from home page)
Twitter for Marketing (view webinar)
JC Penny QR Code
Review rich media mobile ads at YouTube, Celtra,, Medialets, and Crisp Media
You can use Constant Contact for your email creative
4/1 to 4/3
Spring Break
4/8 to 4/10
Campaign Evaluation
Radian6: Defining Influence (click on download link)
Radian6: Social Media Metrics (click on download link
4/15 to 4/17
Individual Group Meetings: Creative/Evaluation
4/22 to 4/24
Individual Group Meetings: Presentation Run-Through
4/29 to 5/1
Final Presentations
5/7
Presentation Analysis