COURSE TITLE:
JMS 460 SPRING 2014
Principles of Advertising
Monday / Wednesday Section
PROFESSOR:
DR. BARBARA MUELLER
Office: PSFA 342
Office Hours: Thursdays 9:30 – 10:45
And by appointment
Office Phone: 594-5451 or 594-5450
E-Mail: muelle1@mail.sdsu.edu
PREREQUISITES:
Junior standing (60 units completed)
TEXT:
J. Thomas Russell and Ronald Lane
Kleppner's Advertising Procedure
18th Edition (18th International Edition OK)
OBJECTIVES:
This course is designed to provide an overview of the
advertising industry and
the role it plays in our society.
More specific objectives: 1) trace the history and
development of the institution; 2) outline the relationships
among agencies, advertisers and the media; 3) examine the
function of advertising in the marketing of goods and
services; 4) outline the shift from impressions to engagement;
5) explore the role of traditional and emerging media; 6)
discuss advertising theory and research; 7) examine formal
and informal regulatory controls governing advertising; 8)
explore the creative aspects of advertising, and 9) study
advertising as a social force.
COURSE WEBSITE:
This course has a website on blackboard. Please visit it
often as related course materials (such as exam scores) will
be posted on the site throughout the semester.
ATTENDANCE:
In this class, participation is considered important. Be
prepared to talk and contribute thoughtfully and critically
about the lectures and readings. Attendance is important, as
exam questions will be drawn from lectures and other
material presented in class. Given the size of the class, roll
will not be taken. If you miss a class for any reason, it is up to
you to obtain lecture notes from your classmates.
GRADING:
4 Midterms @ 100 pts each
Ad Research Assignment
TOTAL POSSIBLE POINTS:
Course is graded on a curve
400 points
50 points
450 Points
EXAMS
Exams have 50 multiple choice and/or true/false questions.
Each question is worth 2 points. Exam questions will be
based on lecture, text and any video content. Each regularly
scheduled exam covers only the material discussed during
that segment of the semester.
IMPORTANT STUFF
Should you miss a midterm, you must request, in writing, no
later than the class period following the missed exam, a
chance to take a make-up exam. You may only make up
ONE exam. If your request is approved, you will be allowed
to participate in a make-up exam. This make-up exam will be
comprehensive and is scheduled during final exams week. It
is to your benefit to take midterms when scheduled. NO
EXCEPTIONS TO THE ABOVE.
ACADEMIC HONESTY:
University policy provides severe penalties for plagiarism,
which is defined as “any activity wherein one person
knowingly resorts to the published or unpublished work of
another in order to represent it as one’s own.” Plagiarism in
the context of this class would occur, for example, when two
individuals hand in identical assignments. The minimum
penalty for plagiarism is a “zero” on the assignment and the
lowering of the final earned course grade by one full letter
grade. Similarly, cheating will not be tolerated. Examples of
cheating include, but are not limited to a) copying, in part or
in whole, from another’s test or examination; b) discussing
answers or ideas relating to answers during a test; c) using
notes, cheat sheets or other devices considered inappropriate
under the prescribed testing condition. The minimum penalty
for cheating is a “zero” on the exam and the lowering of the
final earned course grade by one full letter grade. Repeated
acts of plagiarism or cheating will result in a failing grade or
more severe penalties, such as expulsion from the university.
RESEARCH ASSIGNMENT: Class time on Wednesday March 12th has been set aside
for you to explore academic journals related to advertising.
Please find a current article that interests you in one of the
following journals: Journal of Advertising, Journal of
Advertising Research, International Journal of Advertising,
International Marketing Review, Journal of Consumer
Research, Journal of Consumer Psychology, Psychology and
Marketing, Journal of Marketing, Journal of Marketing
Research, or Advances in Consumer Research. Read the
article and in a short 2 - 3 page paper, summarize the study
that was conducted and the primary findings as well as the
contribution it makes to advertising research. Please also
include recommendations for future research in the area. Be
sure to include a complete cite for the article. Papers are due
in class on Wednesday April 30th. Late papers will be
docked 10 points.
GENERAL COURSE OUTLINE
Week
Topics
Readings
1
Course Introduction
Historical Perspectives
Ch. 1
2
Historical Perspectives cont.
Ch. 2
3
Role of Advertising
Ch. 3 & 4
4
The Role of Advertising Cont.
The Agency
Ch. 5
5
The Agency Cont.
Midterm #1: Wednesday February 19th
6
Subliminal Advertising
Theory
Ch. 7 & 8
7
Theory Cont.
Ch. 9 & 10
8
Advertising Media
Ch. 11 & 14
th
NO CLASS: Wednesday March 12
(Time set aside for Ad Research Assignment)
9
Midterm #2: Monday March 17th
Media and Creativity
10
Creativity
Ch. 13 & 16
11
SPRING BREAK
Ch. 17 & 19
12
Why we Buy
Advertising Regulation
Ch. 20
Pages 749-779
13
Self-Regulation
Midterm #3: Wednesday April 16th
14
Marketing to Kids
Marketing to Teens
Ch. 15
15
Marketing to Teens Cont.
International Advertising
Ch. 21 & 22
Advertising Research Assignment due in class Wednesday April 30th
16
International Advertising Cont.
Social and Economic Implications
Midterm #4: Wednesday May 7th
MAKE UP EXAM: May 12th 1:00 – 3:00
Ch. 23
Pages 727 - 749