MCA 210 - Introduction to Advertising
Contents
The Basics ................................................................................................................................................................................... 2
Course Information:........................................................................................................................................................... 2
Instructor’s Information: ................................................................................................................................................. 2
Course Description............................................................................................................................................................. 2
Course Objectives & Outcomes ..................................................................................................................................... 2
Week-By-Week Course Outline ......................................................................................................................................... 3
Health and Safety Protocols & Basic Needs .................................................................................................................. 4
Food Pantry, Basic Needs, and Student Affairs ........................................................................................................... 4
Accessibility / Student Disability Services .................................................................................................................... 4
Required Text ....................................................................................................................................................................... 5
Grading & Course Conduct Policies .................................................................................................................................. 5
Assignments & Tests ......................................................................................................................................................... 5
Late and Missing Assignments ...................................................................................................................................... 5
In-Person & Online Interaction Guidelines .............................................................................................................. 5
Cheating, Plagiarism, and Academic Integrity ........................................................................................................ 5
Grade Breakdown + Rubric ............................................................................................................................................ 6
MCA 210 - Introduction to Advertising
The Basics
Course Information:
Course number & section:
Term:
Meeting times:
Location:
Prerequisites & co-requisites:
MCA 210 D2 – Introduction to Advertising
2023 Fall
Monday & Wednesday, 12:30PM – 1:45PM
Shepard Hall, Room 491
MCA 101 – Intro to Media Studies
Instructor’s Information:
Name:
Office Telephone:
Mobile Telephone:
E-mails:
Class Credits:
Office Location:
Office Hours:
Javier Garcia
212-650-8952
646-709-3962
JGarcia1@ccny.cuny.edu // Garcia.Javier@gmail.com
3.0
Shepard Hall, Room 467
M/W, 11:30AM – 12:30PM, 3:15PM – 4:15PM
(Walk-In Available, Email to Schedule Appointment)
Course Description
This course explores the history, present, and future of the advertising industry through an
examination of its fundamental workings and its products. Students develop an understanding on
how advertising impacts the world around them, and how the world around them affects advertising.
Students look at advertising case studies through the lens of factors such as global economics,
politics, and technology, offering an analysis on how brands build effective (or ineffective)
communications campaigns Within the context of societal developments. Students are exposed to
and analyze communications and marketing case studies, evaluating their messaging choices, media
plans, target audiences, consumer journeys, and creative (concept, art, copy, etc.) choices. Students
utilize their understanding of these concepts & cases to respond to in-class exercises, papers, and inclass exams.
Course Objectives & Outcomes
This course prepares students to:
1. Identify the value of advertising and judge the meaningfulness and effectiveness of
advertising as a primary communications vehicle in a market environment.
2. Analyze, research, and write effectively about the various audiences that are defined as
“consumers.”
3. Develop competency regarding the advertising process required for the development of an
effective advertising program.
4. Demonstrate knowledge of the role strategic research plays in developing a message strategy.
5. Effectively define the role of the key players in the development of advertising.
6. Evaluate and develop a creative and media strategy.
7. Critique and analyze current industry trends through reading content from major trade
publications (Advertising Age, Adweek, The Drum, Campaign, etc.)
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MCA 210 - Introduction to Advertising
Week-By-Week Course Outline
The below outline & calendar offer an overview of the course topics on a week-by-week basis and is subject to
change. Plan ahead, complete your assigned reading, and add important dates to your calendar apps.
COURSE OUTLINE + SAMPLE TOPICS
ASSIGNMENT/READING
Week 1
Welcome to MCA 210 & Ad/PR!
READ Syllabus, GET
W
M
Defining Advertising, Art & Copy & The History of Advertising – A
Textbook
8/28
8/30
Brief Look
SUBMIT Onboarding
Assignment
M - 9/4
NO CLASS – LABOR DAY
Week 2
WEDNESDAY, 9/6 – MCA Orientation – JOINT CLASS- SH290
READ: IMC Ch. 2
W
M
Branding Basics & Integrated Brand Communication (Ch. 1-2)
Complete Assignments listed
9/6
9/11
on Blackboard
Week 3
Integrated Brand Communication (Ch. 2)
READ: IMC Ch. 3
W
M
9/13
9/18
M - 9/25
Week 4
W
W
9/20
9/27
Week 5
M
W
10/2
10/4
M - 10/9
Week 6
TUES
W
10/10
10/11
Week 7
M
W
10/16
10/18
Week 8
M
W
10/23
10/25
Week 9
M
W
10/30 11/1
Week 10
M
W
11/6
11/8
Week 11
M
W
11/13
11/15
Week 12
M
M
11/20
11/27
WED. 11/22
Week 13
W
M
11/29
12/4
Week 14
W
M
12/6
12/11
FINAL
NO CLASS
TUESDAY, FEB 21ST: CLASSES FOLLOW MONDAY SCHEDULE
Brand Communication and Society (Ch. 3)
READ: IMC, Ch. 4
How Advertising Works (Ch. 4, Continued)
READ: IMC, Ch. 5-6
NO CLASS (COLLEGE CLOSED)
TUES. OCT. 10TH – MONDAY SCHEDULE + GUEST LECTURER
Segmenting and Targeting the Audience (Ch. 5)
Strategic Research (Ch. 6)
Strategic Planning (Ch. 7)
READ: IMC Ch. 7
BEGIN MIDTERM REVIEW
Strategic Planning (Ch 7.)
WEDNESDAY 10/25: MIDTERM REVIEW
READ: IMC Ch. 8 – 10
MONDAY 10/30 – MIDTERM
The Creative Side (Ch. 8) & Art & Copy (Ch. 9 & 10)
READ: IMC Ch. 8 – 10
Post-Grading Midterm Recap
Analyzing & Evaluating the Creative/Production Process
(Ch. 8, 9, 10 Continued) and Managing the Process
Media Basics (Ch. 11)
Traditional Media (Ch. 12)
READ: IMC Ch. 11
Digital Media (Ch. 13)
Media Planning & Buying (Ch 14)
READ: IMC Ch. 16 - 18
ATTEND WAATBP
READ: IMC Ch. 13 - 14
NO CLASS (THANKSGIVING)
Direct Response (Ch. 16) & Promotions (Ch. 17)
Integrated Marketing Communications (Ch. 18)
READ: IMC Ch. 19
Evaluating Effectiveness + Ethics & Advertising (Ch. 19) +
The Future of Advertising
Final Review- Revisit Notes,
Readings & Forum Posts
FINAL TO BE HELD DURING FINALS WEEK (DATE TBD)
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MCA 210 - Introduction to Advertising
Health and Safety Protocols & Basic Needs
•
Students will be expected to adhere to all CUNY-mandated protocol as it relates to the spread of
COVID-19 and other related afflictions. To review the latest CUNY protocol, please access the
following links: https://www.cuny.edu/coronavirus/
If you are struggling, do not struggle in silence.
Your Professors, and the CCNY community, are here to help you.
If you are struggling with your basic needs, housing, mental health, or other conditions that
are jeopardizing your coursework - especially due to circumstances out of your control please contact your Professor to explore how to maintain your academic continuity.
Accommodations will be offered on a case-by-case basis upon request.
Food Pantry, Basic Needs, and Student Affairs
Students who find themselves experiencing difficulties obtaining food every day or who lack a
stable and safe place to live are urged to come to Benny’s pantry for assistance. Benny’s pantry is
located on the ground floor of the North Academic Center (NAC) and is open to anyone within the
CUNY community (students, staff, faculty) in need of support. The pantry is open from 10am to 6pm
and is self-serve. Additional emergency support for financial, health and housing needs are also
available through Benny’s.
Please contact Dee Dee Mozeleski at dmozeleski@ccny.CUNY.edu or Charles Ramirez @
cramirez@ccny.CUNY.edu for additional details. Additional support and services, including
resources for shelter, mental health, emergency financial grant funding, and other basic needs, are
available by contacting the Division of Student Affairs - https://www.ccny.cuny.edu/studentaffairs
Accessibility / Student Disability Services
The AccessAbility Center/Student Disability Services ensures equal access and full participation to
all of City College's programs, services, and activities by coordinating and implementing
appropriate accommodations.
If you’re a student with a disability or other condition & believe you may benefit from assignment
or exam accommodations or other accessibility services, please contact AAC/SDS at the
beginning of the semester via email (disabilityservices@ccny.cuny.edu), or phone (212-6505913 or TTY/TTD 212-650-8441)
Page 4 of 6
MCA 210 - Introduction to Advertising
Required Text
Advertising and IMC
Amazon Link
Wells, Burnett and Moriarty
9th edition – Used or New – in either Paperback PDF/Digital
Grading & Course Conduct Policies
Assignments & Tests
•
•
•
•
•
Writing assignments will include critiques and analysis of issues affecting the advertising
industry (global & business news, advertising and public relations campaigns, movies, the
media, TV & online video, etc.)
All assignments must be submitted VIA Blackboard ONLY matching the following specs:
o Microsoft Word .doc or docx, or PDF only. (NO .Pages, Google Docs, or other formats)
o Double-spaced Paragraphs, 1” margins, 8½ x 11 pages, Times New Roman, 12pt type
ALL ASSIGNMENTS MUST BE UPLOADED TO BLACKBOARD by end of day on due date given
Emailed assignments WILL NOT BE ACCEPTED. (Please contact me if you experience issues
uploading your files onto Blackboard.)
There will be a midterm and a final project, unless otherwise directed.
Late and Missing Assignments
ALL assignments are to be submitted VIA BLACKBOARD by end of day on the assigned due date.
Late assignments will be penalized one point of a letter grade per day late, and will not be accepted
after one week of lateness. Barring extreme circumstances, there will be no make-ups on exams or
quizzes. Missing deadlines will impact your final grade, and may lead to failing.
In-Person & Online Interaction Guidelines
• Students must be fully present
•
•
and engaged in discussions to receive
attendance/participation credit. Questions & open discussions, while welcome, must relate
to our course to maximize our time together.
Students must demonstrate professionalism and be respectful of their peers on all public
and private forums, both verbally and written/online. Assume your audience consists of
your peers and professors, but also potential clients – use business appropriate language.
Students are STRONGLY recommended to install and use Grammarly. It’s free!
Cheating, Plagiarism, and Academic Integrity
The University has a published policy on academic integrity that may be found at:
http://www1.ccny.cuny.edu/current/integrity.cfm
All assignments and projects must be the original work of the student, not any other person
or artificial intelligence (AI). Plagiarism will not be tolerated. Work suspected of not being
original may require an oral presentation to demonstrate authorship in order to receive
credit. It should be noted that the time and effort required to “cheat” probably exceeds that
required to simply complete the assignment as given.
Ignorance of this policy is no excuse. A student who cheats or plagiarizes may incur academic
and disciplinary penalties, including failing grades, suspensions, or expulsion.
Page 5 of 6
MCA 210 - Introduction to Advertising
Grade Breakdown + Rubric
25%: Individual
Assignments
Letter Grade
A
B
C
D/F/0
25%: Midterm
25%: Engagement
25%: Final
(Attendance &
Participation)
Grading Criteria
• Submitted on time and on Blackboard.
• Little to no typos or technical/grammatical writing errors
• Adheres perfectly to formatting standards & expectations.
• Professional tone & clear expression of thoughts
• Relevant, persuasive, thoughtful & clearly researched/cited content
• Submitted on time or late on Blackboard.
• Minor typos/technical errors that do not subtract but may distract
from the work.
• Adheres closely to format standards, with some errors.
• Needs minor corrections and edits related to content/subject matter.
• Message is overall relevant and presented clearly, but with some faults
• Work submitted to Blackboard excessively late.
• Typos, grammatical and formatting issues are clearly present.
• Tone is excessively casual, or otherwise lacking professionalism.
• Message has merit but is unfocused and not well thought out
• Work submitted excessively late, not at all, or unexcused absence on due
date
• Excessive typos and grammatical errors showing lack of self-editing.
• Work does not acknowledge formatting expectations or meet
course/program standards.
• Unfocused, unrelated, and/or poorly structured content
• Submitted haphazardly or as if to simply “check off boxes”
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