VILLANOVA UNIVERSITY
College of Commerce and Finance
Department of Marketing
Fall, 2004
MKT-2220: Advertising Management
TR 8:30-9:45(Sec.1), 10-11:15(2), 11:30-12:45(3)
Office Hours: TR 1– 2:15 or by appointment
Dr. H. K. Bang
2065 Bartley
(610) 519-6431 hae-kyong.bang@villanova.edu
REQUIRED COURSE READINGS
1) Wells, William, John Burnett, and Sandra Moriarty (2003), Advertising Principles and
Practice, 6 th
edition, Upper Saddle River, NJ: Prentice Hall.
2) Articles from the WSJ and other sources (to be assigned throughout the semester)
COURSE DESCRIPTION AND OBJECTIVES
This course is designed to help you learn the concepts and tools that you need in order to develop, evaluate, and manage an advertising campaign from the marketing (or advertising) manager's viewpoint.
By the end of the semester, you should:
1) Be familiar with basic concepts and models used for developing an advertising campaign.
2) Learn about the relationship among three major aspects of advertising (i.e., research, media planning, and creative strategy) and how to utilize your learning to effectively manage advertising campaigns.
3) Be able to demonstrate thorough understanding of advertising so that you can critically assess the effectiveness of an advertising campaign and be able to develop an advertising management plan that will help management achieve their marketing objectives.
LEARNING METHODS
Discussion will be the primary learning method of the course. Lectures will be provided to cover important issues in advertising, and videotapes and/or guest speakers will also be included frequently. Group activities in class and outside the class will be integral part of learning as well.
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PARTICIPATION
All students should come to class prepared to discuss/debate/ support/refute the material under consideration for the day's class by reading and thinking about the assigned chapters or articles.
Both quantity and quality of your participation matter because the primary goal of this requirement is to ensure that the student become comfortable with the language and ideas related to advertising and that he or she be able to justify his or her viewpoints. Please view class participation as an opportunity to improve your grade – thoughtful and consistent participation will be rewarded.
ATTENDANCE
Students are expected to attend class. Four unexcused absences are permitted without penalty.
Beyond that limit, each additional absence will result in a reduction of one percent from your final grade, but the total grade penalty will not exceed more than ten percent. An excused absence requires the following: (a) prior written notification of your absence to the instructor or the Dean's office; (b) a submission of documentation of the cause of your absence, and/or (c) approval by the instructor.
EXAMINATION
There will be two examinations (one mid-term and one final) in this class given on the dates provided in the Course Outline. All materials from the readings, lectures, class discussions, and any other sources covered in class will be used in the development of the exams. The format of the examinations consists of a mixture of objective questions, short answer questions, and essay questions.
MAKE-UP EXAMINATIONS
Consistent with marketing department policy, no make-up exams will be permitted. If you have a true emergency, please contact the instructor prior to the examination.
ACADEMIC INTEGRITY COURSE REQUIREMENT
The Code of Academic Integrity of Villanova University addresses cheating, fabrication of submitted work, plagiarism, handing in work completed for another course without the instructor’s approval and other forms of dishonesty. For the first offense, a student who violates the Code of Villanova University will receive zero for the assignment. The violation will be reported by the Instructor to the Dean’s Office and recorded in the student’s file. In addition, the student will be expected to complete an education program. For the second offense, the student will be dismissed from the University and the reason noted on the students’ official transcript.
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GROUP PROJECT
Details will be provided in a subsequent handout.
EVALUATION
Your grade for this course will be determined by your performance in the following course requirements:
Group Project: Report and Presentation
Part I - Background Information
Part II - Your Assessment of Consumer Responses
Part III - Development of Questionnaire
40%
10%
5%
5%
Part IV - Report of Actual Consumer Responses
Part V- Recommendations
Oral Presentation ( 12/2, 12/7)
- Groups & presentation orders to be finalized on 9/9(Th)
10%
5%
5%
- Topics to be notified to me by 9/23(Th)-first come, first served
- All reports to be submitted in the beginning of class on 12/2(Th)
Examinations:
I. Mid-term Examination (10/5, T)
II. Final Exam (12/15, Wed, 8-1030 am)
20%
20%
Participation 20%
---------------------------------------------------------------------------------------------------------
100% TOTAL
GRADE STRUCTURE
A 93 – 100%
B+ 86 - 89
B- 80 – 82
C
D+
D-
73 - 75
66 - 69
60 – 62
A-
B
90 - 92
83 - 85
C+ 76 - 79
C- 70 - 72
D
F
63 - 65
Below 60%
CORRESPONDENCE
I enjoy meeting with students in person, but if you cannot make my office hours, email is the best way to reach me. When you email me, please do me a favor by clearly identifying your class or section number as well as your last name along with your first name.
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COURSE OUTLINE
WEEK
WEEK 1
TOPICS
Introduction/ Overview of the Course
8/26
WEEK 2 Introduction to Advertising/ Advertising Agencies;
ASSIGNMENTS
Ch. 1
8/31, 9/2
Learning Objectives (Chapter 1)
Definition and roles of advertising.
Major players of advertising.
An overview of what makes effective advertising.
Current advertising issues.
Understanding the advertising agency business.
WEEK 3 Advertising and Society: Ethics and Regulation Ch. 2
9/7, 9
Learning Objectives (Chapter 2)
Understanding social and ethical issues in advertising.
Learn about self-regulation and the NAD/NARB
Learn about how the FTC regulates advertising.
Learn about pros and cons of using comparative advertising.
WEEK 4 Advertising and the Marketing Process
9/14, 16
Learning Objectives (Chapter 3)
Ch. 3
Learn how advertising relates to marketing.
An overview of an integrated marketing communications (IMC) planning process.
Understand advantages and disadvantages of various forms of
WEEK 5
9/21, 23 marketing communications.
- Review various positioning strategies.
The Consumer Audience
How Advertising Works
Ch. 4
Ch. 6
Learning Objectives (Chapter 4)
Understand the importance of learning about consumer behavior.
Explain which societal and cultural factors affect advertising and consumers.
Understand how to appeal to target markets through advertising.
Understand psychological influences on consumers including factors relate to motivation, attitudes and values.
Learn about how to manage involvement through advertising.
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Learning Objectives (Chapter 6)
Review consumer behavior.
Learn the factors in the environment affecting the advertising process.
Learn the mechanics of how consumer receives advertising messages.
Understand how advertising can be used to build brand equity.
Be able to debate as to whether creative or content driven ads are more effective.
WEEK 6 The Accounting Planning and Research Ch. 5
9/28, 30
Learning Objectives (Chapter 5)
Learn how research is used by advertisers to develop effective ads.
Understand the difference between strategic research and evaluative research.
Understanding various measures of effectiveness.
Learn about account planning.
WEEK 7
10/5, 7
Advertising Planning and Strategy
Mid-term Exam (10/5, T)
Ch. 7
Learning Objectives (Chapter 7)
Learn about major components of the advertising plan.
Understand the importance of setting objectives.
Discuss the success factors of introductory advertising and
the relationship between advertising and sales.
Discuss various budgeting methods used in advertising.
10/12, 10/14: SEMESTER RECESS (NO CLASSES)
WEEK 8
10/19, 21
Media Planning and Buying
Learning Objectives (Chapter 8)
Learn about major decisions involved in media planning.
Understand types of media objectives and how they are set.
Know major media planning measures (reach, frequency, CPM, GRPs)
Learn to use secondary data frequently used in media planning.
Summarize the process of staging a media plan.
Ch. 8
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WEEK 9 Print Media
10/26, 28 Broadcast and Interactive Online Media
Learning Objectives (Chapter 9)
Ch. 9
Ch. 10
Discuss the strengths and weaknesses of newspapers, magazines and other print medium as an advertising carrier.
Define out of home media and list their pros and cons.
Describe directories and their role in decision making.
Learning Objectives (Chapter 10)
Describe television structure and advertising, the TV audience, and the advantages and disadvantages of television advertising.
Describe radio structure and advertising, the radio audience, and the advantages and disadvantages of radio advertising.
Describe interactive media, their structure, their audience, and the advantages and disadvantages of interactive media.
Understand the reality of Internet as an advertising medium.
WEEK 10 The Creative Side of Advertising
11/2, 4
“The Advertising Creative Process” by Jeremy Bullmore
Ch. 11
Learning Objectives (Chapter 11)
Define creative advertising and its process.
Describe the role and work of art directors and copywriters.
Outline different approaches used to come up with creative ideas.
Understand different executional approaches including humor.
How to write an effective copy.
WEEK 11 Copywriting
11/9, 11 Design and Production
Learning Objectives (Chapter 12)
Identify the good and bad practices in copywriting.
List the various copy elements of a print ad and their functions.
Learning Objectives (Chapter 13)
Explain how the art director creates TV commercials.
Ch. 12
Ch. 13
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WEEK 12 Direct-Response Marketing
11/16, 18 Sales Promotion
Learning Objectives (Chapter 14)
Define and distinguish between direct marketing and direct-response
Ch. 14
Ch. 15 advertising.
Identify key types of direct marketing.
Evaluate various media that direct-response programs can use.
Explain how databases are used in direct response.
Discuss the role of direct marketing in the IMC programs.
Learning Objectives (Chapter 15)
Explain the principles that drive the use of sales promotion and understand why advertisers are spending more on sales promotion.
Explain the use of various consumer and trade promotions.
WEEK 13 Public Relations
11/23
Learning Objectives (Chapter 16)
Explain what public relations is and how it differs from advertising.
Identify the areas in which public relations operates and some activities
Ch. 16 performed in those areas.
List and explain the most common types of public relations tools.
Discuss the value and importance of measuring the results of public relations efforts.
11/25 (Th): THANKSGIVING RECESS (NO CLASSES)
WEEK 14 International Advertising;
11/30, 12/2 Presentations Starts on 12/2 (Th)
Ch. 18
Learning Objectives (Chapter 18)
Explain the evolution of global marketing.
Discuss standardization vs. local adaptation of advertising programs.
Discuss the influence of culture on advertising.
List the special problems international advertisers face.
WEEK 15 Presentations Continues on 12/7(T);
12/7, 9 Special Topic (TBA) or Catch Up Day
12/14(T): READING DAY
FINAL EXAMINATION : 12/15 (W), 8-1030 am, Bartley (Room numbers TBA)
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