Comm. 2330, Spring 2005, p.
1
THE UNIVERSITY OF TEXAS AT EL PASO
DEPARTMENT OF COMMUNICATION
COMM 2330: PRINCIPLES OF ADVERTISING
(SPRING 2005) (3 Credits) (CRN: 28049)
Class Time: MWF 8:30—9:20 am
Classroom: UGLC 336
Supplementary Course Web Site:
http://www.swcollege.com/marketing/shimp/sixth_edition/shimp.html
WebCT: http://webct.utep.edu/SCRIPT/28049200520/scripts/serve_home
[Students need to check WebCT regularly for any updates about the class]
Instructor:
Dr. Kenneth C. C. Yang
Email: cyang@utep.edu
Office Phone: 1-915-747-6517
Office: Room 208, Quinn Hall
Office Hours: Monday 13:00—5:00 pm and by appointment (via email or phone)
Wednesday 13:30—5:00 pm and by appointment (via email or phone)
Email consultation is also welcome. Email me any questions if you
cannot drop by my office.
Course Overview:
This course is designed to help you understand the importance of marketing
communication as a component of modern marketing, and the processes by which its
elements affect consumers’ decision-making process. The course emphasizes the
importance of a coordinated effort to develop a brand concept through integrated
marketing communications (IMC). You will be exposed to marketing communications
theories and concepts that are essential to the success of any marketing communications
campaigns.
Course Objectives:
It is expected that you will come out of this course with:
• an understanding of integrated marketing communications and its role in brand
equity enhancement in a highly competitive marketplace;
• an understanding of IMC from the customer's perspective;
• an understanding of communicating new products, brand naming, packaging, and
point of purchase advertising;
• an understanding of issues and practices in modern advertising management;
• an understanding of sales promotion management, public relations, sponsorships,
and online marketing;
• a preparation for careers in advertising industry as theory guides practice.
Required Reading Materials:
Terence A. Shimp. (2003). Advertising, promotion and supplemental aspects of
integrated marketing communications [6th ed]. South-Western Publishing. [ISBN/ISSN:
0-03-035271-1] [Abbrev. Shimp] [Available at the UTEP University Bookstore].
Comm. 2330, Spring 2005, p.
2
[All students registered for this course need to have a copy of this book and bring
the book to the class]
[This book will be used for another course, Comm. 4350: Integrated Marketing
Communication to be offered in Spring]
Course Packet [Available from the CopyCenter at the basement of the University
Library]
Handouts [to be distributed in class or via WebCT]
Supplementary materials available on the course website:
http://www.swcollege.com/marketing/shimp/sixth_edition/shimp.html
WebCT: http://webct.utep.edu/SCRIPT/28049200520/scripts/serve_home
Recommended Reading Materials:
Other recommended reading materials will be available at the Library Reserved
Shelf under Course Number (Comm. 2330).
Evaluation/Grading:
Grades (1000 points) will be based on the following components:
1. Class attendance (100 points) (Each missed attendance costs you 20 points.)
2. Class participation and presentation (200 points)
3. Homework assignments/exercises (200 points)
4. Three exams (500 points) (Exam 1 and Exam 2=180 points each. Exam 3=140
points)
Grade A
Grade B
Grade C
Grade D
Grade F
900 points and above
800—899 points
700—799 points
600—699 points
Under 599 points
Plagiarism and Academic Dishonesty:
In preparing your homework assignments or exercises, you have to give a
reference to any sources of information. You should paraphrase any information you
obtained from another source and write the source according to the reference style
published by the American Psychological Association (APA) (See attached reference
style guidelines in your course packet. APA Format Guideline is placed at WebCT ).
Unless you put them in "quotation marks", do not copy anything word by word.
Violation of this guideline will constitute plagiarism and is a serious academic
dishonesty. In addition, all assignments or exams must represent individual effort. An
individual who copies from another student’s work constitutes academic dishonesty.
According to the UTEP Regulations, offenses will be reported to the Dean of
Student Affairs. Depending on the severity of the individual case, penalties
include verbal warning, zero on assignment, grade deduction, probation, or
suspension.
Comm. 2330, Spring 2005, p.
3
Make-up Policy:
You will not be granted any make-ups for your exams, assignments or exercises.
Under special circumstances with legitimate written and certified excuses, a student
may request the instructor for a special arrangement to make up for the loss of grade or
score during his or her absence.
Make-up exam questions will be different from regular exams. Only essay
questions will be given. Once you miss the exams, you must approach the instructor
immediately to arrange the make-up exam as soon as possible.
Attendance and Classroom Policy:
Class attendance is mandatory. Students commuting from Mexico or holding
employment outside the campus need to plan their drive time. You must finish your
reading assignments in order to actively participate in the class discussion. You
are obliged to observe classroom disciplines such as no chatting with classmates during
the lecture session. You are encouraged to raise questions in class. Feel free to ask for
further explanation. You must turn off your cellular phones or pagers before
entering the classroom.
Each missed attendance costs you 20 points. If you miss five classes (excused or
unexcused) in a semester, you will be dropped from the class.
An excused absence will cost you 5 points. An unexcused absence will cost you 20
points.
Attendance will be taken at the beginning of each class (8:30 am). After
attendance record has been taken, you will be considered late, even though you
have arrived in the classroom. Each occurrence of tardiness costs you 10 points.
If you are late 10 times in a semester, you will be dropped from the class.
All absence waiver applications need to be supported by official documents (a
copy is fine).
Deadlines:
Homeworks and exercises are due at the beginning of the class (8: 30 am).
All homeworks or exercises handed later than 8:35 am are considered as late. No late
works will be accepted unless written evidences such as a physician's letter is
accompanied with the request for late submission. Late submission, even if accepted,
will lose 50 points (out of 100 points). On extremely urgent circumstances, email
submission might be permitted. If you should miss the class on the due date, please
email your homework before 8:35 am on the due date.
Comm. 2330, Spring 2005, p.
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COMM. 2330: PRINCIPLES OF ADVERTISING
Dates
<<Course Schedule>>
Topics
Reading
Assignments
PART ONE: IMC and Its Role in Brand-Equity Enhancement
Session 1
JAN. 10 [M]
Shimp, Ch. 1
Course introduction
The major forms of marketing communications
[Videotape: PBS Frontline, Persuader]
Session 2
JAN. 12 [W]
Shimp, Ch. 1
The nature of marketing communications
The roles of advertising
Brand equity framework
[Videotape: PBS Frontline, Persuader]
[Videotape: Timberland (13:28)]
Session 3
JAN. 14 [F]
Shimp, Ch. 1
An overview of Integrated Marketing
Communications (IMC)
Class Discussion & Presentations
[Videotape: IMC at work: Cincinnati Bell
Wireless Case (27:48)]
JAN. 17 [M]
MARTIN LUTHER KING, JR. DAY. NO CLASS.
Session 4
JAN. 19 [W]
Shimp, Ch. 2
Marketing communications decision process model
[Videotape: Coco-Cola Classic (8:46)]
Session 5
JAN. 21 [F]
Shimp, Ch. 2
Marketing communications decision process model
Class Discussion & Presentations
PART TWO: IMC from the Customer’s Perspectives: Targeting, Communicating,
and Persuading
Session 6
JAN. 24 [M]
Shimp, Ch. 3
Positioning strategy
[Videotape: Radio Shack (16:26)]
Session 7
JAN. 26 [W]
Shimp, Ch. 3
Market segmentation and targeting
[Videotape: Polaroid I-zone (11:22)]
Session 8
JAN. 28 [F]
VALS Practice
Shimp, Ch. 3
Comm. 2330, Spring 2005, p.
5
Metrosexual
PRIZM
Class Discussion & Presentations
[Videotape: AEF Maidenform (8:41)]
JAN. 31 [M]
Session 9
Shimp, Ch. 4
Consumer behavior & marketing communications
[Videotape: A case study in consumer behavior:
The Vermont Teddy Bear Company (12:20)]
FEB. 2 [W]
Session 10
Shimp, Ch. 4
The Consumer (Information) Processing Model
(CPM) & the HEM perspective
FEB. 4 [F]
Session 11
Shimp, Ch. 4
Class Discussion & Presentations
FEB. 7 [M]
Session 12
Shimp, Ch. 5
Persuasion & attitude changes
The Theory of Reasoned Action (TORA)
[Videotape: Undercover Marketing]
FEB. 9 [W]
Session 13
Shimp, Ch. 5
The Elaboration Likelihood Model (ELM)
Practical implications
FEB. 11 [F]
Session 14
Shimp, Ch. 5
Class Discussion & Presentations
Review for Exam 1
FEB. 14 [M]
Examination 1 [covering JAN 10-FEB. 11] (180 points)
PART THREE: Communicating New Products
FEB. 16 [W]
Session 15
Shimp, Ch. 6
New products marketing
[Videotape: Pfizer/Viagra (11:30)]
FEB. 18 [F]
Session 16
Shimp, Ch. 6
Diffusion of innovation model
Class Discussion & Presentations
PART FOUR: Advertising Management
FEB. 21 [M]
Session 17
Shimp, Ch. 8
The hierarchy of effects framework
Budgeting for advertising
FEB. 23 [W]
Session 18
Forms and functions of advertising agency
Creative brief
Shimp, Ch. 8 &
9
Comm. 2330, Spring 2005, p.
6
[Videotape: Donald Trump’s Apprentice]
FEB. 25 [F]
Session 19
Shimp, Ch. 9
Advertising plans and strategy: A five-step program
Creative strategies
[Videotape: War & Advertising, Advertising
ROI]
FEB. 28 [M]
Session 20
Shimp, Ch. 9
Consumer values
The MECCAS model
MAR. 2 [W]
Session 21
Class Discussion & Presentations
MAR. 4 [F]
Session 22
Shimp, Ch. 8 &
9
Shimp, Ch. 10
Endorsers in advertising
The TEARS model
[Videotape: Celebrity Endorser]
MAR. 7 [M]
Session 23
Shimp, Ch. 10
Comparative and subliminal advertising
Fear appeals in advertising
[Videotape: Chiat/Day Nissan (1:43)]
MAR. 9 [W]
Session 24
Shimp, Ch. 10
Humor and sexual appeals in advertising
[Videotape: Sex in advertising (15:00)]
[Videotape: Mr. Bean]
[Videotape: TBS’s 2004 Funniest Commercials]
MAR. 11 [F]
Session 25
Shimp, Ch. 10
Class Discussion & Presentations
MAR. 14 [M]
Session 26
Shimp, Ch. 11
Recall and recognition in advertising research
Measures of physiological arousal
Validity and reliability
[Videotape: Fish-Price rescue heroes (13:34)]
MAR. 16 [W]
Session 27
Shimp, Ch. 11
Advertising effectiveness measurements
Review for Exam 2
Class Discussion & Presentations
[Videotape: AEF, Campbell Company’s V8 Juice
(8:59)]
MAR. 18 [F]
Examination 2 [covering FEB. 16-MAR. 16] (180 points)
Comm. 2330, Spring 2005, p.
MAR. 21 [M]
SPRING BREAK [MAR. 21-26]. NO CLASS.
MAR. 23 [W]
SPRING BREAK [MAR. 21-26]. NO CLASS.
MAR. 25 [F]
GOOD FRIDAY. NO CLASS.
Session 28
MAR. 28 [M]
7
Shimp, Ch. 12
Out-of-home, newspaper, magazine advertising
[Videotape: History Channel, Advertising in the
U.S]
Session 29
MAR. 30 [W]
Shimp, Ch. 12
Radio, television, cable television advertising
[Videotape: Informercials go mainstream (4:00)]
Session 30
APR. 1 [F]
Shimp, Ch. 12
Class Discussion & Presentations
Session 31
APR. 4 [M]
Shimp, Ch. 13
Product placement
Video, CD-ROM, Yellow Page advertising
[Videotape: Bowflex, US Army, Tempur-Pedic,
BMW]
Session 32
APR. 6 [W]
Shimp, Ch. 14
Internet advertising
[Videotape: Tower Record, Tower Record.com
(10:18)]
APR. 8 [F]
Session 33
Class Discussion & Presentations
APR. 11 [M]
Session 34
Shimp, Ch. 13
& 14
Shimp, Ch. 15
The media planning process
Media buying
[Videotape: A case study of IMC: Boyne USA
Resort (13:49)]
APR. 13 [W]
Session 35
Shimp, Ch. 15
Three forms of advertising allocation
The use of efficiency-index procedure for media
selection
APR. 15 [F]
Session 36
Shimp, Ch. 15
Important terminology in media buying
APR. 18 [M]
Session 37
Shimp, Ch. 15
Class Discussion & Presentations
[Videotape: AC Nielsen video clips online]
PART FIVE: External Pressures on Marketing Communications
Comm. 2330, Spring 2005, p.
APR. 20 [W]
Session 38
8
Shimp, Ch. 20
Regulations of marketing communications
[Videotape: Hard liquor and TV ads (6:54)]
APR. 22 [F]
Session 39
Shimp, Ch. 20
Consumer targeting and ethical issues in marketing
communications
[Videotape: Drinking and Law]
APR. 25 [M]
Session 40
Shimp, Ch. 20
Class Discussion & Presentations
Review for Exam 3
Class Evaluation
APR. 27 [W]
Examination 3 [covering MAR. 21-APR. 25] (140 points)
Last day of the class.
Your final grade will be emailed to you and posted on WebCT
within 7 days.