Comm. 2330, SPRING 2006, p.
1
THE UNIVERSITY OF TEXAS AT EL PASO
DEPARTMENT OF COMMUNICATION
COMM 2330: PRINCIPLES OF ADVERTISING
(SPRING 2006) (3 Credits) (CRN: 26108)
Class Time: TR 9:00—10:20 am
Classroom: UGLC 342
Supplementary Course Web Site:
http://www.swcollege.com/marketing/shimp/sixth_edition/shimp.html
[Students are required 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: Tuesday 1:00—5:00 pm or by appointment (via email or phone)
Thursday 1:00—5:00 pm or 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 2006, p.
2
[All students registered for this course need to have a copy of this book and
bring the book to the class for reference.]
Course Packet [Available from the CopyCenter at the basement of the
University Library]
Handouts [to be distributed in class or via WebCT. Please make sure you
check WEBCT regularly as required by the course instructor.]
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
Evaluation/Grading:
Grades (1000 points) will be based on the following components:
1. Class attendance (200 points): Excessive absence and tardiness will
affect your grade severely. If you have 10 unexcused and excused
absences combined in this course, you will be dropped from the class.
You will lose 20 points for each unexcused absence, 10 points for each
excused absence, and 5 points for each occurrence of tardiness.
2. Class participation and group presentation (150 points)
3. Homework assignments/exercises (200 points)
4. Three exams (450 points): 150 points each.
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.
Make-up Policy:
You will not be granted any make-ups for your exams, homework assignments,
and presentations. Under special circumstances with legitimate written and
certified excuses, a student may request the instructor for a special
Comm. 2330, SPRING 2006, p.
3
arrangement to make up for the loss of grade or score during his or her
absence.
Make-up exam questions will be different from regularly scheduled
exams. Only essay questions will be given. Once you miss the exam, you
must contact the instructor within 5 days to arrange a make-up exam.
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.
Important Rules about Your Absences:
1. Unexcused absence is defined as any absence without any
supporting and valid documents to waive your absence.
2. Excused absence is defined as any absence that is waived by the
instructor at his own discretion.
3. To waive an unexcused absence, the instructor will require the
application be filed within 7 working days after the absence occurs
and supported by the valid documents. Late submission of any
supporting documents will not be accepted. As a result, the absence
will be treated as unexcused. It is advisable that you submit a copy of
supporting documents to me. You can keep the original for other
classes.
4. Special case category: Official copy of government-issued
documents from UTEP, police, court, immigration/border patrol, state
or federal governments. This category will cover athletic events, jury
duties,
car
accidents,
border-passing
problems,
or
government-related businesses (No points will be deducted. However,
if you have accumulated 10 absences, you will still be dropped from
the class.) It is advisable that you submit a copy of supporting
documents to me. You can keep the original for other classes.
5. Attendance will be taken at the beginning of each class (9:00 am).
After attendance record has been taken, you will be considered late
(tardy), even though you have arrived in the classroom. Each
occurrence of tardiness costs you 5 points.
6. Students who arrive 20 minutes after the class will be marked as
absent. Student leaving before the end of the class without the
approval of the instructor will be considered as tardy.
Deadlines:
Homework assignments or exercises are due at the beginning of the
class (9:00 am). Assignments handed later than 9:10 am are considered to be
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 20 % of the grade each day even
Comm. 2330, SPRING 2006, p.
4
with supporting documents approved by the instructor. On extremely
urgent circumstances, email submission might be permitted. If you should
miss the class on due date, please email your homework before 9:10 am
to avoid this problem.
COMM. 2330: PRINCIPLES OF ADVERTISING
<<COURSE SCHEDULE>>
WK
DATES
TOPICS
READING
ASSIGNMENTS
PART ONE: IMC AND ITS ROLE IN BRAND-EQUITY ENHANCEMENT
1 JAN. 17 (T)
Shimp, Ch. 1 &
Course introduction
Course Packet
[Videotape: PBS Frontline, Persuader]
JAN. 19 (R)
The major forms of marketing
Shimp, Ch. 1 &
communications;
Course Packet
The nature of marketing communications;
The roles of advertising
2 JAN. 24 (T)
Shimp, Ch. 1 &
Brand equity framework;
Course Packet
An overview of Integrated Marketing
Communications (IMC)
[Videotape: Don Schultz’s tape on IMC]
[Videotape: IMC at work: Cincinnati Bell
Wireless Case (27:48)]
Group Discussions and Presentations
JAN. 26 (R)
Shimp, Ch. 2 &
Marketing communications decision
Course Packet
process model
[Videotape: Coco-Cola Classic (8:46)]
Group Discussions and Presentations
3 JAN. 31 (T)
Shimp, Ch. 2 &
Marketing communications decision
Course Packet
process model
PART TWO: IMC FROM THE CUSTOMER’S PERSPECTIVES: TARGETING,
COMMUNICATING, AND PERSUADING
FEB. 2 (R)
Shimp, Ch. 3 &
Positioning strategy
Course Packet
[Videotape: Radio Shack (16:26)]
[Videotape: AEF Maidenform (8:41)]
Group Discussion or Presentations
4 FEB. 7 (T)
Shimp, Ch. 3 &
Market segmentation and targeting;
Course Packet
VALS Practice;
Metrosexual;
PRIZM
[Videotape: Polaroid I-zone (11:22)]
Group Discussion or Presentations
FEB. 9 (R)
CONFERENCE LEAVE [NO CLASS]
Comm. 2330, SPRING 2006, p.
5 FEB.14 (T)
FEB. 16 (R)
6 FEB.21 (T)
7
8
9
10
5
Shimp, Ch. 4 &
Consumer behavior & marketing
Course Packet
communications
[Videotape: A case study in consumer
behavior: The Vermont Teddy Bear
Company (12:20)]
Group Discussion or Presentations
The Consumer
Shimp, Ch. 4 &
(Information) Processing Model (CPM) & the Course Packet
HEM perspective
Shimp, Ch. 5 &
Persuasion & attitude changes;
Course Packet
The Theory of Reasoned Action (TORA)
[Videotape: Undercover Marketing]
Group Discussion or Presentations
FEB. 23 (R) The Elaboration Likelihood Model (ELM)
Shimp, Ch. 5 &
Course Packet
Practical implications
Review for Exam 1
FEB. 28 (T)
EXAM 1 [150 POINTS] [CHAPTER 1 TO CHAPTER 5]
PART THREE: COMMUNICATING NEW PRODUCTS
MAR. 2 (R)
Shimp, Ch. 6 &
New products marketing
Course Packet
[Videotape: Pfizer/Viagra (11:30)]
MAR. 7 (T)
Shimp, Ch. 6 &
Diffusion of innovation model
Course Packet
Group Discussion or Presentations
PART FOUR: ADVERTISING MANAGEMENT
MAR. 9 (R)
Shimp, Ch. 8 &
The hierarchy of effects framework;
Course Packet
Budgeting for advertising;
Forms and functions of advertising
agency;
Creative brief;
Advertising plans and strategy: A five-step
program;
Creative strategies
[Videotape: Donald Trump’s Apprentice]
MAR. 14 (T)
SPRING BREAK [NO CLASS]
MAR. 16 (R)
SPRING BREAK [NO CLASS]
MAR. 21 (T) Consumer values
Shimp, Ch. 9 &
Course Packet
The MECCAS model
MAR. 23 (R) Endorsers in advertising;
Shimp, Ch. 10 &
Course Packet
The TEARS model;
Comparative and subliminal advertising;
Fear appeals in advertising
Group Discussion or Presentations
11 MAR. 28 (T)
Humor and sexual appeals in advertising
Shimp, Ch. 10 &
Comm. 2330, SPRING 2006, p.
MAR. 30 (R)
12 APR. 4 (T)
APR. 6 (R)
13 APR. 11 (T)
6
Course Packet
[Videotape: Sex in advertising (15:00)]
[Videotape: TBS’s 2004 Funniest
Commercials]
[Videotape: TBS’s 2005 Funniest
Commercials]
Review for Exam 2
Group Discussion or Presentations
EXAM 2 [150 POINTS] [CHAPTERS 6, 8, 9, & 10]
Shimp, Ch. 11 &
Recall and recognition in advertising
Course Packet
research;
Measures of physiological arousal
Validity and reliability
[Videotape: Fish-Price rescue heroes
(13:34)]
Shimp, Ch. 11 &
Advertising effectiveness measurements
Course Packet
Group Discussion or Presentations
[Videotape: AEF, Campbell Company’s
V8 Juice (8:59)]
Out-of-home,
newspaper,
magazine Shimp, Ch. 12 &
Course Packet
advertising
[Videotape: Advertising in the U.S
(History Channel)]
Group Discussion or Presentations
APR. 13 (R)
14 APR. 18 (T)
APR. 20 (R)
15 APR. 25 (T)
Shimp, Ch. 12 &
Radio, television, cable television
Course Packet
advertising
[Videotape: Informercials go mainstream
(4:00)]
Group Discussion or Presentations
Shimp, Ch. 13,
Product placement
14 & Course Packe
Video, CD-ROM, Yellow Page advertising;
Internet Advertising
[Videotape: Bowflex, US Army,
Tempur-Pedic, BMW]
[Videotape: Tower Record, Tower
Record.com (10:18)]
Shimp, Ch. 15 &
The media planning process;
Course Packet
Media buying;
Three forms of advertising allocation
[Videotape: A case study of IMC: Boyne
USA Resort (13:49)]
The use of efficiency-index procedure for
Shimp, Ch. 15 &
media selection;
Course Packet
Important terminology in media buying
Comm. 2330, SPRING 2006, p.
7
Group Discussion & Presentations
[Videotape: AC Nielsen video clips online
PART FIVE: EXTERNAL PRESSURES ON MARKETING COMMUNICATIONS
APR. 27 (R) Regulations of marketing communicationShimp, Ch. 20 &
Consumer targeting and ethical issues Course Packet
marketing communications
16 MAY 2 (T)
Review for Exam 3
Class Evaluation
[Videotape: Hard liquor and TV ads
(6:54)]
[Videotape: Drinking and Law]
MAY 4 (R)
EXAM 3 [150 POINTS] [CHAPTERS 11, 12, 13, 14, 15, & 20]
May 4, 2006 is the last day of the class.
Your final grade will be emailed to you and posted on WebCT
within 7 days.