COMM 468/568
Psychology of Advertising (3 cr.)
Fall Semester 2014
Office Hours: TBA
email: rlrudolph@stcloudstate.edu
Dr. Roger Rudolph
Office: SH 135
Phone: 320 308-3826
Course Description: Concepts and theories from behavioral sciences.
Application and use of psychological theories for developing advertising
campaigns and programs. Interpersonal and mass communication influences on
consumer behavior. Graduate students do an additional paper or project.
Student Learning Outcomes:
Upon completion of this course students will:
1. Be able to understand and integrate key components of individual oriented theories
from social and consumer psychology.
2. Increase their understanding of the application of social and consumer psychology to
both individual and marketer focused advertising contexts.
3. Will be able to answer the following key questions. What impact does advertising have
on consumer behavior? What are the psychological processes responsible for the
effectiveness of advertising? How do consumers make sense of advertising messages?
What messages ‘get across’ and when and why?
3. Enjoy a fun and interesting online class.
Required Reading
The Psychology of Advertising, Bob Fennis and Wolfgang Stroebe, Psychology Press
2010).
Grading Rubric
Chapter Quizzes (7)
70%
Open book quiz on each chapter. Two attempts if needed.
Written Assignments (2)
30%
Short 2-3 page paper on application of theories to advertising contexts.
*Students taking Comm 568 are required to complete additional course requirements:
a term paper and additional course readings.
468/568 Topics and Assignments
Week of:
August 25
Course Introduction
Read Syllabus
Login to D2L
September 2
Read: Setting the Stage
September 8
Complete Quiz on Chapter 1
September 15
How Consumers acquire and process information
from advertising
September 22
Complete Quiz on Chapter 2
September 29
How advertising affects consumer memory
October 6
Complete Quiz on Chapter 3
Ch. 1
Ch. 2
Ch.3
October 13
How Consumers Form Attitudes Towards Products
Written Assignment #1 Due by 5pm on Friday
October 20
Complete Quiz on Chapter 4
October 27 How consumers yield to advertising: Principles of Persuasion
and attitude change
November 3
Ch.4
Ch.5
Complete Quiz on Chapter 5
November 10 How advertising influences buying behavior
Ch.6
November 17 Complete Quiz on Chapter 6
November 24 Beyond persuasion: Achieving consumer compliance
without changing attitudes
December 1
Complete Quiz on Chapter 7
December 8
Written Assignment #1 Due by 5pm on Friday
December 15 Complete online course evaluation
Ch.7