Advertising
and
Public Relations
EVANGEL UNIVERSITY
Degree Completion Program
1.
Advertising and Public Relations
3 Credit Hours -- 5 Weeks
By
Nancy Pace-Miller
EVANGEL UNIVERSITY
Degree Completion Program
2.
OVERVIEW
Welcome to the Advertising and Public Relations course. This seminar will provide an
introductory look at the field of Advertising and Public Relations. This seminar is a
required course toward attainment of your Communication Studies degree.
This module focuses on the practical aspects of working in the field of advertising and
promotions. Specifically, learners understand the industry and gain insight into their own
potential for working in a persuasive, corporate environment.
Course Description
Learners discover the basic techniques of advertising and public relations--topics include
copywriting, designing, strategy and execution. Careful consideration is given to clarify
the relationship between advertising and public relations, yet maintaining how they work
together.
Course Objectives
The following objectives are provided as a focus for learning in the Advertising and
Public Relations module. You may wish to further refine or expand upon them for
personal growth or work responsibilities. If so, please discuss your personal needs with
the instructor prior to the first class meeting or on the first night of class.
Prior to and during session one, learners will:
1. Explore the historical significance of the advertising business.
2. Learn how agencies work.
3. Review potential job opportunities in agencies and the people who are hired for
those jobs.
4. Examine ethical considerations relative to the advertising field.
5. Examine cultural, gender, and diversity type issues as it relates to advertising.
3.
Prior to and during session two, learners will:
1. Review principles of marketing.
2. Discuss differences and commonalities between marketing and advertising.
3. Explore the creative side of advertising—copywriting and design.
4. Examine the “how-to” of doing an integrated marketing plan.
Prior to and during session three, learners will:
1. Compare and contrast the functions of sales promotions and direct mail with
conventional advertising.
2. Explore creative ways to do sales promotion.
3. Examine direct mail techniques, including web purchasing, home shopping, and
print mailings.
4. Discuss the importance of sales analysis and productivity outcome.
Prior to and during session four, learners will:
1. Understand the historical significance of public relations.
2. Discuss differences between public relations and advertising.
3. Explore how public relations works, looking at techniques and strategies
4. Review public relations case and/or video news release for discussion.
4.
Prior to and during session five, learners will:
1. Show competency in forming and executing an integrated marketing plan for a
company.
2. Examine creative execution of effective advertising copy and design.
3. Present their creative plans for a given client.
4. Demonstrate their abilities to “pitch” an account, using their persuasive
presentation skills.
Required Text
Arens, W. (2004). Contemporary Advertising (9th Ed.). New York: McGraw-Hill
Grade Determination
Grades will be determined according to the following point distribution (700 total points).
Weekly assessments (four weeks)
Advertising Project: Integrated Marketing Plan
Created character
Brand Paper
Weekly work
400
100
50
50
100
Please note that I grade on a plus/minus grading scale. That scale is as follows:
100-95 = A; 94-90 = A-; 89-88 =B+; 87-85 = B; 84-80 = B-; 79-78 = C+; 77-75 = C;
74-70 =C-; 69-68 = D+; 67-65 = D; 64-60 = D-; anything below a 60 is failing.
5.
Please use the grid provided to track your grade.
Assignment
Week
Points
Possible
Points
Earned
Read BRAND story
Outline for “chosen” Brand paper
1
1
10
10
Created character
Research on integrated marketing plan
Research finished on brand paper (data reported)
Assessment
2
2
2
2
50
10
10
100
Direct mail packets (analyze/be prepared to discuss)
Bring an example of a sales promotion to class
Draft of your brand paper should be done
Assessment
3
3
3
3
20
30
10
100
Find a public relations event, bring materials to class
Bring five questions to ask guest speaker
BRAND Paper
Assessment
4
4
4
4
20
pass/fail
30
100
Advertising Projects with Integrated Plan
Oral Presentation of project
Assessment
5
5
5
100
mandatory pitch
100
700 points possible
6.
ASSIGNMENTS
The assignments for this module are designed to enable you to apply text theory with
practical application. The nature of the Evangel Degree Completion program is designed
for learners to apply text theory to real-live situations. Accordingly, please be prepared
to share your weekly findings with your cohort members during class time.
During the next five weeks, you will eat, breathe, and sleep the wonderful world of
advertising and public relations. The more you put into your studies, the more you will
reap the benefits of learning about these exciting career fields.
For your assignments, please present your work in a formal, professional
manner. Work should be well-written, proofed, and edited; however, reflective
writing can be written in first person (informal). Please use the following format
guidelines: 12-point font (preferably Times or New Times Roman), 1” margins,
single-sided, and double spaced. Minimal corrections can be made on your paper,
but please use a black pen. Please use appropriate headings to your papers. A
cover sheet is also necessary. In the center of your cover sheet, please include the
title of your paper or written work, your name and school number. Please put all
weekly work in a pocket folder before turning it in to be graded.
Self assessments and in-class activities may be handwritten and informal. Please be
prepared to discuss the text information contained in the assigned readings and handouts.
You may call me (742-0197) before 8:30 p.m., or you can e-mail me at
pace-millern@evangel.edu. (Please give me 24 hours to 48 hours to respond if it’s a
weekend).
God bless you as you work through this module. Enjoy the wonders of this field.
7.
Week 1 To be completed prior to and submitted on the first night of class.
READ
Arens, W., Chapter 1, pp. 4-24
What is Advertising today?
1. As you read through this chapter, I want you to consciously think about the different
types of advertising and/or marketing fields that the author is discussing. This first
chapter is a broad overview. It will open your eyes to the possibilities of this industry.
Ask yourself these questions, “What is advertising?” “How is advertising different than
marketing?” “What is international and global marketing?” When you really think
through the verbiage of the chapter, you will see that this field is vast and mighty. Can
you see yourself working in a field like this?
Be prepared to discuss this chapter and answer questions about the industry. Make
yourself notes. I’ll be looking for active participation with real-time discussion.
READ
Arens, W., Chapter 2, pp. 28-50
The Evolution of Advertising.
2. This chapter highlights the progression of the advertising field. There are several
historical figures that you will need to know for assessment and just for your general
knowledge. Please do a web search and/or library search, looking for these individuals:
David Ogilvy, Rosser Reeves, Claude Hopkins. I will be asking you what you
discovered about these individuals. Why were these people significant to the field of
advertising? What were their contributions? You and your cohort members will be
leading this discussion.
READ
Arens, W., Chapters 3 and 4, pp. 62-127
Regulatory Aspects and the Scope of Adv.
3. Specifically in Chapter 4, you will need to understand the “players” in the advertising
business. What does an account executive do versus a creative team member? What
kinds of agencies are there? How do agencies work? How do agencies get compensated
for what they do? What do agencies sell? Thoroughly read through this chapter and be
prepared to be an interactive member in the tracking of a job through an agency.
Discussion will be lively and poignant. Be prepared to participate in lecture.
READ
Handouts (Brand history papers; given the week prior to the first class.)
4. Please come to class having fully read the brand stories that were provided to you the
week prior to our first night. Get a general feel for reporting the story of a brand. You
will be developing your own brand paper.
8.
Come to class with an outline for your brand paper. You will need to have a title and a
formal outline for your paper. I advise going to the library and searching the internet.
You will need at least five to seven sources for your informative, brand paper. I won’t
accept all internet references. Any pictures or graphics you use in your report that are not
yours originally, must be marked FPO (For placement only), and the source given for the
original work. I will be collecting these during an activity and evaluating them. The
brand paper will be an ongoing project until week four, when it is due.
READ
Arens, W., Chapters 12-13 pp. 370-434 Creating Advertisements and Commercials
5. You’ve got to read these chapters to understand the “heart” of advertising. These
chapters are foundational and should be read carefully. HINT: Most of the topics we
cover from now on will have something to do with these chapters in some way. Know
these chapters.
9.
Week 2 To be completed prior to and submitted on the second night of class.
READ
Arens, W., Chapter 5, pp. 136-163 and Chapter 10, pp. 304-325
Behavior/Promotions
1. After reading your designated chapters this week, consider which created character in
advertising is your favorite. The FRITO BANDITO will always have a special place in
my heart. Created characters are one way to give a brand support. In some cases in
history, the character HAS MADE the product. Here’s your assignment.
You are to create a new advertising character. This character can either be for an existing
product, or you can create a whole new product with a character. You are to literally
create this character. First, I want a drawing of this character. Then, I want you to create
a “rough” ad, using this character and the product. You are to show me exactly how this
character would be used in an advertisement (setting, etc). Think Jolly Green Giant and
his land. Be as creative and bizarre as you’d like, but make it real. You will write a short
summary, explaining how you decided on this character and why this character best
support the product line.
READ
Arens, W., Chapters 6, 7, 8 pp. 168-259 Market Segmentation, Research, and Planning
2. This is a heavy week for reading your text. Your text is one of the finest on the
market for teaching this subject. Please read your text with mindfulness. This will be
your best tool for understanding this material. Most everything you need to know about
advertising is in this book. After reading your chapters, I want you to explore the Web.
Thinking outside the box, I want you to research integrated marketing plans. Find out
everything you can about preparing a marketing plan, doing a strategic analysis, writing a
SWOT (look it up, if you don’t know the lingo). I want a written summary of your
findings. You will need your findings for class discussion.
3. By now, you should have completed your research on the brand that you’ve chosen for
your brand paper. Please have your rough draft with you. I will be spot checking to see
your progression on this assignment. Research and writing is a part of this industry.
Writing the draft is the first step. Revision is the key to making any kind of report
superb. Make sure you have your rough draft with you in class.
4. Prepare for assessment. You will be assessed on key terms and concepts from
chapters 1-10, 12, and 13. I would skim Chapter 9 for key terms. Make sure you review
notes from week one and are careful to listen during week two’s discussion.
10.
Week 3 To be completed prior to and submitted on the third night of class.
READ
Arens, W., Review information in Chapter 10, Sales Promotion.
Read Chapters 14, 15, and 17
Producing ads, Using the Media
1. Your reading this week is again, very heavy. You are starting to see the vastness of
this field and what it really entails. Your homework is a reflection of your reading and
the direct mail packet (handout) that was given to you last week. Prepare accordingly.
2. Using the direct mail packet given to you last week, you are to review all of the
components in the “print” direct mail packet. What are the major components in a direct
mail packet? How do the designer and copywriter use the graphics, copy, and offer to
persuade the consumer to purchase something? I want you to write a concise and precise,
one-page analysis of your direct mail packet. Be prepared to discuss your packet with the
cohort.
3. You are to find an example of an effect sales promotion this week. Bring it to class so
we can discuss other ways that this promotion may have been done. Let’s look at the
pros and cons of this sales promotion. Have your ideas written down, so you can boldly
discuss your findings. (In agency work, this practice is very common. Employees have
creative sit-downs to “cuss” and discuss what’s happening in the field.) You never know
where your next idea is going to come from. Be a participant observer of media and
advertising.
4. Your brand paper should be well on its way to being done. Draft two should be in
your folders tonight. Remember to follow a business report style. You should consider
the brand paper as a research/business report. (Account people in agencies are required
to research and present information on a brand frequently.) How would you turn this
paper in if you worked in an agency?
5. Prepare for assessment. The assessment covers chapters 14, 15, and 17. Review your
class notes as well. These chapters are also foundational. Please make sure that you read
them.
11.
Week 4 To be completed prior to and submitted on the fourth night of class.
READ
Arens, W., Chapter 11, pp. 336-364
Handouts on Public Relations
Relationship Building: Public Relations
1. You will need to thoroughly read through your text chapter and the handouts for this
class. With the information that you gain from your readings, you should be prepared to
work on a case study in Public Relations.
2. To assure that you have a “feel” for public relations, please do personal research this
week on the topic of public relations. I want you to bring materials from a public
relations event. You can use materials from companies you may have contact with, or
you can go online and find materials. I just want to see that you honestly put forth real
effort to find good materials.
3. After all the time you’ve spent in research this week, you will be delighted to meet a
professional in the field. Please think through the concepts that you’ve learned thus far
on public relations. What do you want to know about? Prepare five questions or so that
you want to ask our guest speaker. The guest speaker will be glad to address any
question that you may have. Come prepared to listen and learn.
4. Prepare for assessment.
5. Brand papers are due tonight. I will be collecting these prior to your assessment.
Please have them completely done and ready for me to grade.
12.
Week 5 To be completed prior to and submitted on the fifth night of class.
READ
Arens, W., Chapters 14 and 17 (review) Producing Ads
Chapter 18, pp. 580-604
Using Supplementary Media
1. Tonight is the “crowning glory” of the advertising class. You will show competency
in forming and executing an integrated marketing plan. In a “leave behind,” you will
need a title page introducing your campaign. You will need each of these sections as
well: Research (all demographic and psychographic information); SWOT analysis;
marketing strategy; creative platform; and reduced sized samples of your creative work;
timeline for your campaign; and, approximate cost for the entire campaign. This project
will require organization and time management, please work on it frequently. This is one
of those projects that you should do a little at a time. (A handout is given the first night
of class, explaining all the expectations and the grading chart that is used for assessment
of this project.) Use that expectation sheet to assist you in developing your plan and your
leave behind.
2. You will need to fully prepare your creative for presentation tonight. Not only should
your “leave behind” have reduced sized examples, but you will need to “show and tell”
your creative execution as part of your pitch. You will present the real thing to the
cohort. Your creative should be at comprehensive level of execution.
3. You will have the opportunity to demonstrate your ability to “pitch” an account, using
persuasive presentation skills.
4. Prepare for assessment. Your assessment will include chapter 18 information as well
as board overview questions from concepts you’ve learned in class over the last five
weeks.
13.