SAN FRANCISCO STATE UNIVERSITY
COLLEGE OF BUSINESS
FALL 2019
MKTG 434-03: Advertising Theory & Practices
Schedule No. 2992
Instructor:
Class Hours:
Class Room:
Office:
E-mail:
Office Hours:
Tae Furuse
TR: 5:00pm-6:15pm
BUS 213
SCI 363
tfuruse@sfsu.edu
TR: 2:00pm-3:30pm & W: 2:00pm-4:00pm
COURSE OUTLINE
Course Description & Objectives
The objective of this course is to provide an understanding of the theory and practice of
advertising. We will start by examining the evolution of the advertising industry. We will also
discuss the current trends and changes in the marketing industry to understand the transformation
in media consumption due to rapid advancements in technology and cultural change. The materials
presented are essential in the development of a modern approach to the strategic planning process,
where advertising becomes the driving force in a successful integrated marketing communications
plan.
Throughout this course, you should acquire the fundamental skills needed to analyze, evaluate,
develop and create an advertising plan for a product, service, or company of your choice.
These skills will be learned and practiced through reading of relevant materials, analysis and in class discussions, and experience learned from the team project.
Course Prerequisite: MKTG 431
Course Materials:
1. Required Textbook:
O'Guinn/Allen/Semenik/Close Scheinbaum's (2019) ADVERTISING AND INTEGRATED
BRAND PROMOTION,8th Edition, Cengage, Boston MA
2. iLearn:
The course materials are posted on iLearn including: syllabus, power point slides, assignments,
and announcements. It is your responsibility to check iLearn regularly for the updates. The
course materials will be updated and uploaded on the iLearn website by 9 pm the day before the
scheduled class.
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Grading Policy:
The relative weights making up the final course grade for each student will be as follows:
Exam I
Exam-II
Final Exam
Group Projects:
Advertising Plan
IBP in Action
Quizzes
Attendance/Participation
Total:
15%
15%
15%
30%
10%
10%
5%
100%
Grading Scale
93 -100% = A
90 - 92% = A87 - 89% = B+
83 - 86% = B
80-82% = B77-79% = C+
73-76% = C
70-72% = C-
67-69% = D+
63-66% = D
60-62% = D0 - 59% = F
Attendance/Participation:
Since this is a seminar style class, classroom attendance and participation are a very important
part of this course. You are expected to attend all classes prepared. Behaviors such as
constantly late to class, unexcused exits from class, classroom personal conversations, cell
phone use, web surfing, e-mailing in class, and sleeping in class are not tolerated.
Examinations:
There will be three exams to verify that you have learned the technical material presented
in the lectures, readings, and discussions. All exams will cover all assigned readings in
the textbooks as well as lectures. The format of exams will be multiple-choice questions.
You need to bring a scantron form (#882-ES) for each exam. No make-up exam will be
given without an official medical document or a pre-arrangement with the instructor.
Quizzes:
Six (6) quizzes will be given during the semester. The quiz will generally consist of 2-5 multiple
choice questions of any topic covered up to the previous session. There will be no make-up
quizzes offered. Students missing a quiz will receive a zero for that quiz. The five highest quiz
scores will be counted towards your final course grade (the lowest of your six quizzes will be
dropped.) Each quiz is worth 2% for a maximum total of 10 %.
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Group Projects:
There are two projects you work as a group. Each group will consist of three to five
members depend on the class size. After the projects have been graded, an individual
group member's grade for the projects will be determined on the basis of her/his
contribution to the projects. The quality of contribution will be assessed based on peer
evaluations from group members. An individual group member's grade is a combination
of group grades (60%) and the peer evaluation (40%) of her/his contribution to the
projects.
1.Advertising Plan
In addition to multiple-choice tests, you will also have the opportunity to demonstrate what
you have learned in this course by creating an Advertising Plan similar to the one you
might produce while working as an advertising professional, brand manager or marketing
consultant.
To successfully complete this project, your group will be expected to conduct both primary
and secondary research on a product or service of your choice. Using the Internet as your
main source of data, your group will write an Advertising Plan that includes advertising
objective, in-depth information about your product, your product’s competitive
environment, and your target audience’s thoughts and feelings about the product, and the
appropriate tone for your ad campaign.
After completing your written Advertising Plan, you will synthesize your research into a
single page summary known as a Creative Brief (Template found on page 199 of the
textbook). Although it would be the responsibility of the Creative Team, not the
Account/Brand Planner to create ads, your group is required to create your own ads based
on your Creative Brief for this project.
Your written reports should comply with APA format (http://www.apastyle.orq) and be
no longer than 15 double-spaced pages. To be fair to other groups in the class, late
submission of typed reports will result in a 25% late assignment penalty. Further, there
will be a 10% deduction for each day's delay in submitting the project report.
More details on this assignment will be discussed in class.
Each group will have approximately 20 minutes to present your research findings at the end
of the semester. Presentations that are running overtime may be prompted by the instructor
to wrap up or may lose points. The power point slides should be submitted to the instructor
before noon on the day of presentation. Failure to do so will result in a 10% reduction on
the presentation grade.
2.Weekly “IBP in Action” Report
Each group chooses one advertiser from “Integrated Brand Promotion in Action” sections
of the textbook. In addition to answering the question included in “Integrated Brand
Promotion in Action” section, conduct additional research and analyze how the advertiser
of your choice uses different promotional presentations to reach target audiences. Prepare a
10-minute presentation. There will be no written paper to submit.
The power point slides which include complete references should be submitted to the
instructor before noon on the day of presentation. Failure to do so will result in a 10%
reduction on the presentation grade.
3
Peer Evaluation:
After the project work is fully completed, evaluate the performance of each member of
your group including yourself and submit your ratings. The peer evaluation form will be
posted on iLearn. No evaluations will be accepted 24 hours after the due date.
Teamwork:
Please note that an individual’s grade of any group assignment will be determined based on
the group’s performance and the peer evaluations from other members. Groups with good
working relationships and equitable contribution from members tend to produce the best
reports.
Managing relationships with peers is an extremely important business skill. If your group is
missing one of the above characteristics, it is your responsibility to work at finding a
solution that everyone in the group is comfortable with. The group should exercise every
means possible for getting the group member to do his/her part.
Notes:
This syllabus and schedule are subject to change as necessary. If you are absent from class,
it is your responsibility to check on announcements made while you were absent regarding
schedule changes.
The instructor will not accept the excuse of computer malfunctioning or erasure of material
for not meeting deadlines for any written work. Be sure to have a back-up in the form of a
print-out or another storage device.
Classroom personal conversations, cell phone usage, texting, web browsing, e-mailing
in class are not permitted during class.
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STATEMENTS REQUIRED BY ACADEMIC SENATE POLICY:
1. DISABILITY ACESS:
“Students with disabilities who need reasonable accommodations are encouraged to contact the
instructor. The Disability Programs and Resource Center (DPRC) is available to facilitate the
reasonable accommodations process. The DPRC is located in the Student Service Building and can
be reached by telephone (voice/TTY 415-338-2472) or by email (dprc@sfsu.edu).”
(http://www.sfsu.edu/~dprc/facultyfaq.html#1)
2. STUDENT DISCLOSURES OF SEXUAL VIOLENCE :
SF State fosters a campus free of sexual violence including sexual harassment, domestic violence,
dating violence, stalking, and/or any form of sex or gender discrimination. If you disclose a
personal experience as an SF State student, the course instructor is required to notify the Dean of
Students.
To disclose any such violence confidentially, contact: [The SAFE Place - (415) 338-2208;
(http://www.sfsu.edu/~safe_plc/)] [Counseling and Psychological Services Center - (415) 3382208; (http://psyservs.sfsu.edu/)] For more information on your rights and available resources:
(http://titleix.sfsu.edu)
San Francisco State University College of Business Undergraduate Academic Standards
San Francisco State University College of Business (SF State CoB) regards incidents of academic
misconduct as serious matters. The following explains what academic misconduct is and outlines
the consequences of academic misconduct.
A. Academic Misconduct
Academic misconduct is defined as follows:
1. Cheating: Any unauthorized attempt to offer or obtain assistance in a formal academic exercise
(e.g., an examination or class exercise); assuming another student's identity with intent to provide
an advantage for the student; copying, in part or in whole, from another's test or other evaluation
instrument; submitting work previously presented in another course, if contrary to the rules of
either course.
2. Plagiarism: The unauthorized use (i.e., representing as one’s own work) or reproduction or close
imitation of original creations (ideas, words, sentences, paragraphs, or parts thereof; or
artistic/scholarly works such as computer programs, photographs, or similar works) of another
author (person, group, organization, including anonymous authors) without due acknowledgment
(accepted standards of citation or reference of the original source of the used or quoted content).
3. Fabrication: The distortion of data, information, or citations in any formal academic exercise or
altering grading or grading instructions.
4. Deception: Providing false information to an instructor concerning a formal academic
exercise—e.g., giving a false excuse for missing a deadline, falsely claiming to have submitted
work, or submitting false information regarding internships.
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B. Disciplinary Sanctions
Two major types of sanctions may be imposed for any academic misconduct: Academic and
Administrative. Academic sanctions are actions concerned with the coursework and grades which
are the jurisdiction of the instructor. Administrative sanctions are related to a student's status on
campus and are governed by the Office of Student Conduct (OSC). The imposition of one form of
sanction will not rule out the imposition of the other.
1. Academic Sanctions: Upon verification of academic misconduct by personal observation and/or
documentation, an instructor reserves the right to take one or more of the following academic
actions:
i.
Reprimand: A verbal or written notification of unacceptable behavior, violating the student
honor code.
Reprimand may be considered for any academic misconduct at the discretion of an instructor.
ii.
Modification of Grade: A student may be failed in the evaluation instrument (assignment or
exam), may receive a reduced course grade, or may fail the course.
2. Administrative Sanctions: Academic integrity is essential to the educational process. Traditional
academic practices require that faculty members address cases of academic dishonesty in the
classroom. Executive Order 1078, Article III, K, Cases Involving Academic Dishonesty, insists
that, in addition, CSU faculty members report any infractions to a central location so that a student
can be held accountable for multiple academic violations and the campus can recognize any
patterns of misconduct. Cases of academic dishonesty for both cheating and plagiarism should be
reported to their respective department chairs who should then report it to the Associate Dean or
designee of the College (e.g., Assistant Dean). The Associate Dean or designee will then instruct
the faculty member to complete the Confidential Faculty Report of Academic Dishonesty form.
The form, which goes directly to the OSC, will ask for the following information: names of
students, SFSU ID #s, date of incident, class name/number/section, instructor’s contact
information, type of incident- cheating or plagiarism, etc.
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TENTATIVE SCHEDULE
Week
Date
Topics
1
Aug. 27 Tue
Aug. 29 Thurs
Introduction
Chapter
The World of Advertising and IBP
1
2
Sep. 03 Tue
Sep. 05 Thurs
The Structure of the Advertising Industry
Group Project
2
3
Sep. 10 Tue
Sep. 12 Thurs
The History of Advertising
Social, Ethical and Regulatory Aspects
4
Sep. 17 Tue
5
5
Sep. 19 Thurs
Sep. 24 Tue
Sep. 26 Thurs
Advertising and Consumer Behavior/ IBP Action Report #1
*Brand Proposal Due
Advertising and Consumer Behavior
Exam-I
Segmentation, Positioning and the Value Proposition
6
3
4
5
6
Oct. 01 Tue
Oct. 03 Thurs
Advertising Research-I/IBP Action Report #2
Advertising Research-II
7
7
7
Oct, 08 Tue
Oct, 10 Thurs
Planning Advertising-I/IBP Action Report #3
Planning Advertising-II
8
8
8
Oct, 15 Tue
Oct. 17 Thurs
Managing Creativity-I/IBP Action Report # 4
Managing Creativity-II
9
9
9
Oct. 22 Tue
Oct. 24 Thurs
Video/Group Project
Message Strategy-I/IBP Action Report # 5
10
Oct. 29 Tue
Oct. 31 Thurs
Message Strategy-II
Group Project
11
Nov.05 Tue
Nov.07 Thurs
Exam-II
Media Planning Essentials
12
Nov. 12 Tue
Nov. 14 Thurs
Nov. 19 Tue
Nov. 21 Thurs
Nov. 26 Tue
Nov. 28 Thurs
Dec. 03 Tue
Dec. 05 Thurs
Video/group project/IBP Action Report # 6
Media Planning: Traditional Media
Media Planning: Digital Media/IBP Action Report # 7
Sales Promotion
13
14
15
Dec. 10 Tue
Dec. 12 Thurs
Dec. 17 Tue
Group Presentations * Peer Evaluation Due
Group Presentations
12
13
14
15
16
17
Fall Recess-No Class!
Fall Recess-No Class!
Event Sponsorship/IBP Action Report #8
Group Presentations * Project Paper Due
Final Exam (5:00pm-7:00pm)
10
10
16