Johns Hopkins University
Advertising and Promotion
Spring 2009 Syllabus
COURSE NUMBER:
660.450
COURSE TITLE:
Advertising and Promotion
LOCATION:
213 Hodson Hall
DAYS/TIME:
TTh 12-1:15
PROFESSOR:
Leslie L. Kendrick
Office: 104 Whitehead
email: kendrick@jhu.edu
Office Phone: 410-516-4586
C.A.:
Cassie Wilcox
Office: 104 Whitehead
email: cwilcox6@jhu.edu
Phone: 510-589-5048
EDVENTURE
PARTNERS:
Shannon Conlon
e-mail: sconlon@edventurepartners.com
Office Phone: 412-528-4851
OFFICE HOURS:
Leslie Kendrick: M/W, 1:30-2:30 p.m.
Cassie Wilcox: W/F, 10:30-11:30 a.m.
REQUIRED TEXT:
Advertising and Promotion: An Integrated Marketing Communications
Perspective, by Belch and Belch, 8th edition, McGraw Hill, 2009.
OTHER REQUIRED
READING:
EdVenture Partners Handbook and
Nissan Creative Brief
COURSE OBJECTIVES:
1.
To provide insight into the role of advertising and marketing communications for a firm
seeking to promote its products/services to a designated target market.
2.
To allow students to gain an understanding of key advertising and marketing
communications concepts and principles.
3.
To provide students with the opportunity to formulate, budget, and implement a real
advertising and marketing communications plan and evaluate its effectiveness through
standard industry metrics as well as specific goals developed by a real-world client
(supplied by EdVenture Partners).
4.
To simulate an actual advertising agency “environment” and challenge students to hone
their communications and teamwork skills within their assigned agency “department” as
1
well as with students in other “departments”.
5.
To simulate an actual business setting by allowing students to communicate ideas (orally
and in written form), persuade others to take action, and respond to client concerns.
6.
To provide the opportunity for students to hone their interpersonal and leadership skills
by working with a team and/or managing peers on a semester-long project.
7.
To encourage students to consider advertising or marketing communications as a career.
METHODOLOGY:
These course objectives will be pursued through the use of class and group discussion, videos,
guest speakers, case studies, and a semester-long group project.
COURSE PROCEDURES:
1. Prior to every class, each student is expected to read the assigned chapters. Students should
come to class prepared to share their thoughts and views on the readings and also prepared
with any questions they had on the material.
2. If you must miss a class, it is your responsibility to get the notes from lecture, videos,
cases, speakers, etc. from another student.
3. All client deliverables must be typed and submitted to the Instructor and EdVenture
Partners (EVP) using the Share Space web site interface, on or before the due dates
listed on the syllabus. Late work by any agency department will result in the lowering
of all team members’ grades for that department AND may impact the final grade for
the remaining class members. If a student knows they will not be in class on a day a
quiz will be taken or a deliverable is due, it is the responsibility of the student to call the
Instructor (quizzes) and their department manager (client deliverables). Quizzes may
be taken early, with advance notice, at a mutually agreed upon time. For extreme illness
and other emergency situations, students are required to obtain documentation from their
College’s Advising Office for submission to the Instructor.
4. All client deliverables must be spell-checked and grammar checked prior to submission to
EVP and the Instructor. Points will be deducted for spelling and grammar errors.
5. No make-up quizzes will be given (and there are no “extra credit” assignments at the
end of the semester to make up for missed quizzes or missed deadlines). If students
arrive late to class and miss a portion of the quiz, they will have to do the best they can in the
time remaining. Students should not make air travel arrangements prior to consulting
the syllabus for client meeting/presentation dates.
6. Honor Code & Plagiarism: Students of the Johns Hopkins community are expected to
conduct themselves honestly on all academic assignments. The students of this college have
a collective and individual responsibility for the ethical welfare of themselves and their peers.
Students who submit materials that are the products of their own mind demonstrate respect
for themselves and the community in which they study.
2
Each student has the responsibility to document the following for all client deliverables:
a) Quotations (the exact words/data from another person)
b) Paraphrase (the rewording of another person’s ideas/data)
c) Combination of quotation and paraphrase
This applies to all sources of information, including company brochures, phone or inperson interviews and Internet information. All outside sources of information should be
clearly acknowledged. If there is any doubt or question regarding the use and documentation
of outside sources for academic assignments, the MLA stylebook should be consulted.
7. The University’s policy on disability accommodations is as follows. Students must
present their instructor with a letter from Dr. Richard Sanders (Director of Academic
Advising in Arts & Sciences), stating the disability and the exact accommodations
needed. If the student is unable to provide a letter, no special accommodations will be
given.
STUDENT LEARNING METHODS/COURSE REQUIREMENTS:
Class Participation. Students are expected to complete all client deliverables on time, to attend all
classes and to be prepared for discussion sessions. Students should have read, studied and
thought about the assigned material for each class. Students are expected to arrive to class on
time. Daily quizzes will be given at the beginning of class and students who arrive late will
have to do their best in the time remaining. Participation points will be deducted for students
who leave class early—i.e. after they have taken the quiz.
Quizzes. In order to encourage students to do the assigned reading in advance of class, a quiz
will be given at the beginning of each class period. This quiz will consist of 10 true/false
questions that cover terms and major concepts from the current period’s assigned reading and will
be worth up to 10 points, 1 point for each question. No make up quizzes will be given after the
class meeting. In the case of an extreme emergency, and only if the student has contacted
the Instructor prior to class, an alternate quiz may be given prior to class. If students miss
a class for any reason, their quiz grade will be zero for that day. Only the top 10 of the 11
quiz grades will be counted, for a total of 100 quiz points for the semester. Studying text material
for the daily quizzes will provide students with the necessary course theory/concepts that will
allow them to contribute more effectively to the development of the client’s strategy and tactics.
IRB Market Research Certification. All students in our class must complete the on-line IRB
course to earn the 10 points. Students must print out a certificate upon completion of the on-line
test and give it to the Research Department Manager by the date listed on the course schedule.
Class Project—The Nissan Cube. This EdVenture Partners class project will provide students
with an opportunity to apply their creative and analytical marketing skills by developing an IMC
plan for a real-world client (Nissan), implementing the plan, and measuring its impact on the
target market through pre- and post- market research. Deliverables for this client have been listed
by date on pages 6-10 of this syllabus. The project has been designed for a 13-week semester, so
all deadlines must be met in order for the overall effort to be successful. In addition to being
evaluated by the Instructor, students’ grades will also be determined by feedback from EdVenture
Partners and Nissan executives. NOTE: Johns Hopkins was just one of 10 universities chosen
by Nissan this semester, so there will be 10 other student classes developing and implementing
3
plans on their campuses. In addition, although our class budget is $2,500, Nissan has paid
more than $100,000 in total for the work that will be performed by EVP and all of the
universities involved. Lastly, the client has designated this program as an SAA (Scholastic
Achievement Award) Competition, so the two universities judged as finalists by the client at the
conclusion of the semester will earn an all expense paid trip for 5 class members to Nissan’s
headquarters for a presentation of their plan and results.
Case Studies. One or more IMC case studies will be analyzed in class during the semester and
will count toward your participation grade.
Case Study Videos:
Several case studies featuring actual advertising and marketing executives describing pre- and
post market research and the development and implementation of IMC campaigns, will be shown
throughout the course. Organizations will include: The U.S. Army, V8, Mazda, Maidenform,
AT&T and Chicken of the Sea. In addition, actual Kellogg’s and Nestle Creative Briefs and the
resulting TV commercial executions by J. Walter Thompson Canada executives, will be shown
and discussed by the class.
4
GRADING:
Points
Percent
of Grade
Class participation
In-class case & video discussion
Attendance
10
3%
IRB Market Research Certification (entire class)
10
3%
Quizzes (10 points/quiz, best 10 of 11)
100
33%
Class Project
Department deliverables—quality, creativity,
professionalism & timeliness of written reports, oral
presentations (40% of grade, or 72 points)
180
60%
---300
---100%
Achievement of Department’s Objectives as outlined
by EdVenture Partners (40% of grade, or 72 points)
Teamwork—attendance and contributions at team
meetings (includes peer evaluation)
(20% of grade, or 36 points)
Total points available
Grades will be awarded on the following basis:
Percentage
97% and above
93%-96%
90%-92%
87%-89%
83%-86%
80%-82%
77%-79%
73%-76%
70%-72%
60%-69%
Below 60%
Letter Grade
A+
A
AB+
B
BC+
C
CD
F
5
COURSE SCHEDULE—ADVERTISING AND PROMOTION
Weekly Report Deadlines:
1) Agency Coordinator must have a weekly conference call with Shannon Conlon,
EdVenture Partners and submit a coordinator report each week on Tuesday, prior to class.
2) Department Managers—must email the Coordinator every Monday by 5 p.m. with an
update on their Department so Coordinator can submit an accurate report.
DATE TOPICS
Jan.27
Introduction to IMC
Video: How Research
Guides Advertisers
Jan. 29 Introduction to IMC and
Role of IMC
Feb. 3
Guest Speaker: Shannon
Conlon, EdVenture Partners
Source, Message and
Channel Factors & Role of
Ad Agencies
Exercise:
“Schultz”/Starbucks
Guest Speaker:
Anna Torodova, Nissan
Shannon Conlon, EdVenture
Partners
TEXT
CHAPTER(S)
FOR QUIZ
1 (ungraded
sample quiz
only this
week)
1, 2, EVP
Handbook,
Nissan Client
Product Brief
3, 6
CLIENT DELIVERABLES
--Class members sign up online at
www.edventurepartners.com; Program Code:
1305
--EVP Handbook provided.
--Students complete Department Application
forms.
--Brainstorm names for the agency.
--EdVenture Partners Program Orientation.
--Required Nissan survey questions and sample
IDI script/questions disseminated.
--Client Product Orientation. (teleconference)
--Brainstorm additional research survey
questions.
--Research Dept. submits CAD survey and
IDI script for approval by 5 p.m. Fri. Feb. 5
--Budget Dept. requests first installment, $500
check by 5 p.m. Feb. 5
--Entire class takes IRB on-line certification
course by Feb. 10
6
DATE
Feb. 5
Feb.10
Feb.12
Feb. 17
TOPICS
TEXT
CLIENT DELIVERABLES
CHAPTER(S)
FOR QUIZ
Establishing Objectives and 7, 8
-Research Dept. submits Share Space surveys for
Budgeting & Planning and
approval by 5 p.m.
Development of Creative
--Research Dept. secures venue for conducting
Strategy
IDIs.
-Budget Dept. requests first installment, $500
check by 5 p.m.
DEADLINES: All Depts.
--All class members turn in IRB Certificates in
Video: An Army of One
class or to Instructor’s office by Feb. 10.
Exercise & Video:
--Public Relations Dept.’s first press release due
Developing TV commercials
in Share Space PRIOR TO class meeting.
from creative briefs
--Public Relations Dept. media contact list due at
(Kellogg & Nestle)
beginning of class. Must include name of
publication, Business/Technology/Education
Editor’s names, email addresses, phone numbers
and full mailing addresses. Must include all
campus media and key Baltimore and national
media contacts (print/TV/radio/electronic).
--Advertising Dept. contact list due in class (firm
name, contact person and title, phone, email and
full mailing address).
Implementation and
9, 10
---Research Dept. gives survey to agency
Evaluation of Creative
members (class). Sign-up sheet for survey
Strategy & Media Planning
distribution (courses/classes targeted).
Strategy
-Complete the brainstorming worksheet prior to
class; bring worksheet with you and be prepared
Guest Speaker:
to discuss ideas.
Shannon Conlon, EdVenture
-Brainstorming session in class.
Partners, via teleconference
or videoconference.
Broadcast & Print Media
11, 12
--Reports and Presentations Dept. has agency
letterhead completed PRIOR TO class.
--Agency (entire class) narrows down brainstorm
DEADLINE: All Depts.
ideas to determine slogan, theme and message.
--Budget Dept. sets up bank account when they
receive first check.
Support media & direct
marketing
DEADLINES:
Research Dept.,
PR, Reports &
Presentations
Brainstorming exercise:
“Waitt”/Gateway
13, 14
--Agency members (class) turn surveys in to
Research Dept. at beginning of class.
--Reports and presentations present online
campaign brief to class.
--Reports and presentations submit online
campaign brief to Shannon Conlon for review.
--1st press release mails to contact list. Follow up
phone calls made by March 1.
--Research Dept. presents pre-campaign results.
7
DATE
TOPICS
Feb. 19
Internet and Interactive
Media & Sales Promotion
TEXT
CHAPTER(S)
FOR QUIZ
15, 16
DEADLINE: All Dept.
Managers
Feb. 24
Personal Selling & P.R.
17, 18
DEADLINE: All Dept.
Managers
Feb.26
Consumer Behavior & The
Communication Process
DEADLINE: Reports &
Presentations and Budget
Dept.
Mar. 1
DEADLINE: EVP
Mar. 3
or Mar. 4
DEADLINE: ALL DEPT.
PRESENTERS
4, 5
CLIENT DELIVERABLES
--Preliminary budget for each
department due to Budget Dept.
by 5 p.m.
--Budget Dept. requests 2nd
installment check of $1,000 by 5
p.m.
--Final online campaign brief
submitted to client for review.
--Departments submit MSM
skeleton slides (blank
background) to Reports and
Presentations at beginning of
class.
--Detailed advertising media
plan due at beginning of class
(and emailed to Shannon
Conlon)—mediums, when they
will submit documents to Share
Space, costs, when ads will run,
when files/artwork will be
submitted to the printer,
newspaper, etc.
--Set MSM practice date/time
for next Tues.
--Reports and Presentations
submits MSM Powerpoint by 5
p.m. to Shannon Conlon.
--Budget Dept. requests 3rd
installment, $1,000, by 5 p.m.
--All midterm online documents
completed by 5 p.m.
-Prospective Event date selected
by Campaign Implementation.
Shannon Conlon returns
Powerpoint by 5 p.m.
MSM Rehearsal
8
DATE
TOPICS
Mar. 5
DEADLINE: PR Dept. &
Reports and Presentations
TEXT
CHAPTER(S)
FOR QUIZ
No reading
CLIENT DELIVERABLES
19, 20
--All creative pieces submitted
for Share Space approval.
--Press Release (2nd) due to
Share Space prior to beginning
of class (event date left blank).
--PR solicits donations for the
event, promising signage at
event thanking donors
(coordinate with Advertising).
--Press kit elements due to Share
Space prior to class.
--Event theme, layout, timeline,
activities and details submitted
to Share Space for approval.
--Location of event confirmed
and reserved.
--All required outside
printing/orders placed.
--2nd Press Release mails with
press kit including tear sheets.
Follow up calls made by end of
spring break. Need media at
event!
--PR solicits donations for event.
--PR retailer prospect list due.
--post campaign survey
submitted to Share Space for
approval.
--Make all Share Space
corrections as returned by
Shannon Conlon.
MSM Presentation Guests:
Shannon Conlon,
EdVenture Partners
Anna Torodova, Nissan
(teleconference)
TBA, Local Nissan
Regional Manager
Mar. 10
Measuring IMC Program
Effectiveness, International
Advertising & Promotion
DEADLINE: Advertising
Dept. and PR Dept.
Mar.12
Department & Agency
Work Session
DEADLINE: Advertising
Dept., PR
Mar.1622
Spring Break
No reading
--MSM Presentation (must
practice prior Tues. or Wed.)
--Contact facilities about event
date.
9
DATE
TOPICS
Mar. 24
Department & Agency
Work Session
TEXT
CHAPTER(S)
FOR QUIZ
No reading
CLIENT DELIVERABLES
No reading
--Event/Implementation
--Post campaign surveys
distributed to class.
--All students present at events
--Post campaign research due
by April 9th.
--Event/Implementation
--Post campaign surveys
distributed to class.
--All students present at events
--Post campaign research due
by April 9th.
--Event/Implementation
--Post campaign surveys
distributed to class.
--All students present at events
--Post campaign research due
by April 9th.
--Final (3rd) press release must
be sent to Share Space for
approval prior to class. Follow
up calls completed by April
19th.
--Students turn in completed
surveys to Research Dept. at
beginning of class.
---All Departments except
Research submit final report
sections and Final Presentation
skeleton slides with blank
background to Reports and
Presentations Dept. at beginning
of class.
DEADLINE: All
Departments.
Mar. 26
Department & Agency
Work Session
DEADLINE: All
Departments.
Mar. 31
Department & Agency
Work Session
No reading
DEADLINE: All
Departments.
Apr. 2
Department & Agency
Work Session
No reading
DEADLINE: All
Departments.
Apr. 7
Apr. 9
Department & Agency
Work Session
DEADLINE: All
Departments.
DEADLINE: All
Departments.
No reading
--Event/Implementation
--Post campaign surveys
distributed to class.
--All students present at events
--Post campaign research due
by April 9th.
10
DATE
TOPICS
Apr. 14
DEADLINE: ALL
DEPARTMENTS.
Apr. 16
DEADLINE: Research
Apr. 21
Regulation of
Advertising; Social,
Ethical and Economic
Aspects of Advertising
TEXT
CHAPTER(S)
FOR QUIZ
CLIENT DELIVERABLES
--All online reports for each dept.
21, 22
--Research slides due to
Presentation Dept. by start of class
meeting.
--Final Report and Final
Presentation Powerpoint due to
Shannon Conlon by class meeting.
--SAA online application completed
and emailed by 5 p.m.
--Budget Dept. should have all
checks reconciled with all Depts.
(except Reports and Presentations
who need to pay for the final
report).
--Shannon Conlon will send back
final paper and presentation edits.
DEADLINE: Reports &
Presentations Dept.
Apr. 22
Case (in-class): Ethical
Issues and Social
Responsibility
DEADLINE: EVP
Apr. 23
DEADLINE: Reports &
Presentations
Apr. 28
DEADLINE: Reports &
Presentations
DEADLINE: All Depts.
Apr. 30
Final Presentation
Guests:
Shannon Conlon,
EdVenture Partners
Anna Torodova, Nissan
(teleconference)
TBA, Local Nissan
Regional Manager
--Final edited paper and
presentation resubmitted to Shannon
Conlon.
--Printing of final paper and
presentation book for students,
client, and SAA (3 color, 3 b/w).
--Final Paper must be sent to
Tennessee for review per online
SAA directions.
--Final presentation practice.
--Final presentation.
--Budget Dept. turns in budget kit
(with cashier’s check if applicable).
--Advertising Dept. turns in hard
copies of all creative pieces.
--PR turns in all hard copies of
media coverage (tear sheets).
--Advertising/Multimedia turns in
all hard copy of video/internet
coverage.
--Reports and Presentations turns in
11
Course Evaluation
CD with final report and
presentation.
--Budget Dept. closes checking
account when all checks have
cleared.
12