Term, Year: Spring 2014 Class hours: T/R 12:30 – 1:50 P.M.
Instructor: Matt Hanson
Classroom: Anderson 207
Phone:
Email:
219-613-8104
Matthew.Hanson@PurdueCal.edu
Office: Anderson 382 Office Hours: M/T/W/R 9:30 – 10:50 A.M.
R 5:30 – 6:20 P.M.
Or by appointment
COM/MKG 42900 – Advertising Campaigns 3 cr.
Emphasizes the preparation of a complete advertising campaign for a business or non-profit organization.
The student will be able to integrate marketing research and segmentation, media, and promotion plans, strategy, creative, and presentation in a unified campaign to serve a local or national organization.
This course provides an in-depth understanding of the advertising business through developing and presenting a real world advertising campaign in the National Student Advertising Competition
(www.aaf.org). Functioning as a real working agency, Agency 429 requires each individual team member to provide both an individual effort, as well as work within project teams focusing on campaign development. This project focuses on the two main areas of advertising: advertising strategy and creative execution.
MKT / MGMT 42800
COM 25600 and COM 44600
1.
Develop a thorough understanding of how agencies work through an experiential learning approach.
Assessment: Agency 429 is run as a real-life agency complete with a management hierarchy, various positions that work within teams, as well as mandatory progress meetings that all work towards a finished advertising campaign for the client.
2.
Understand the relationship between market research (company, competition, industry, and target market) and formulating advertising strategies.
Assessment: Through weekly meetings, comprehension of the methods and findings will be analyzed through discussions, assignments, and quizzes over the materials that are found.
3.
Have the ability to compile those findings into a detailed advertising plans book for the client.
Assessment: All members of Agency 429 will contribute and help write a final integrated marketing plan for inclusion in the NSAC plans book.

National Student Advertising Competition (NSAC) Case Study
American Advertising Federation
National Student Advertising Competition (NSAC) Rules
American Advertising Federation
**Not Required, But Very Useful for This Project**
ISBN: 978-1887229418
Advertising Campaign Planning: Developing an Advertising-based Marketing Planning
Copy Workshop, 4 th Edition, Avery
Grading is based on four (4) specific criteria:
490 Points Possible
1.
Attendance – 50 points
2.
Assignments – 70 points
 Student Contract Assignment – 5 points
 You’re Hired Assignment – 5 points
 Self Evaluation Assignment – 10 points
 Team Evaluation Assignment – 10 points
 Competition Assignment – 40 points
3.
Plans book, presentation, and participation in the development – 280 points
 Plans Book – 120 points
 Presentation – 120 points
 Team Evaluation – 40 points
4.
Quizzes – 90 points
A = 441 points or more
B = 440 – 392 points
C = 391 – 343 points
D = 342 – 294 points
F = 293 points or less
Attendance:
You must attend at least two of the three scheduled meetings each week (T/R 12:30 – 1:50 P.M. and/or R
6:30 – 9:20 P.M.). Points will be deducted from your final grade each day you are absent, tardy, or leave early based on the following: absence = 5 points, tardy/leave early = 3 points. Your final grade will automatically drop one letter grade for every three classes missed.
Assignments:
Through the term, you will be expected to complete a variety of assignments. Assignments are due by the due date and are to be turned in via Blackboard only. I will not accept assignments through email or in-class. All late assignments will be considered incomplete and you will receive a zero for that assignment.
Plans book, presentation, and participation in the development:
Plans Book:
This 26-page final compilation of the agency’s ideas and findings will provide detailed insights into the target market, competitive environment, primary and secondary research, the agency’s “big idea”, creative

executions, media planning, and evaluation strategies. All members of the agency must participate in the development of the plans book. If the agency fails to turn in the book by the plans book deadline, all members of the course will receive an “F” for the course.

Plans Book Scoring
Criteria
Creative Messaging
Media Plan
Strategy & Integration
Requirements

Effectively addresses the target audience and objectives of the challenge.

Is distinct yet fits within the scope of the Mary Kay brand and direct selling model.

Is applicable/flexible across multiple media platforms.

Demonstrates a thoughtful process and is substantiated by research.

Innovative, yet takes industry and marketing trends into account.

Effective, efficient, and creative use of budget.

Encompasses consumer touch points across traditional and nontraditional media.

Substantiated by research and applicable to target audience.

Flexible over a year-long campaign.

Provides rational and illustrates use of media choices.

Recommends a use of sponsorship/events.

Demonstrates understanding of case study and effectively addresses the challenge.

Emphasizes creative ideas and thinking that utilize both traditional and nontraditional (i.e. digital, sponsorship, event, guerilla, mobile) marketing elements.

Demonstrates an effective and synergistic blending of advertising, digital and
Scoring
9 – 10 = Superior
7 – 8 = Very Good
5 – 6 = Satisfactory
3 – 4 = Unsatisfactory
1 – 2 = Unacceptable
9 – 10 = Superior
7 – 8 = Very Good
5 – 6 = Satisfactory
3 – 4 = Unsatisfactory
1 – 2 = Unacceptable
9 – 10 = Superior
7 – 8 = Very Good
5 – 6 = Satisfactory
3 – 4 = Unsatisfactory
1 – 2 = Unacceptable

Research
Measurement & Evaluation
Overall Quality of the Plans
Book non-traditional efforts, partnerships, sponsorships and events.

Suggest other tools as needed.

Includes both primary and secondary research sources.

Covers the target market
(demographic, psychographic, behavioral, etc.), industry specific information, etc.

Is clearly cited and documented throughout the book in either footnotes or an appendix.

The positioning recommendation clearly derives from the research and the case study challenge.

Makes recommendations to monitor plan performance.

Clearly represents key performance indicators, benchmarks, and additional implications.

Recognizes potential pitfalls in media and marketing and recommends optimization.

Creative in design.

Clarity and quality of communication; readability.

Free of translation, grammatical, spelling, and syntax errors.
9 – 10 = Superior
7 – 8 = Very Good
5 – 6 = Satisfactory
3 – 4 = Unsatisfactory
1 – 2 = Unacceptable
9 – 10 = Superior
7 – 8 = Very Good
5 – 6 = Satisfactory
3 – 4 = Unsatisfactory
1 – 2 = Unacceptable
9 – 10 = Superior
7 – 8 = Very Good
5 – 6 = Satisfactory
3 – 4 = Unsatisfactory
1 – 2 = Unacceptable
Presentation :
This 20-minute presentation of the agency’s ideas and findings will provide detailed insights into the target market, competitive environment, primary and secondary research, the agency’s “big idea”, creative executions, media planning, and evaluation strategies. All members of the agency must participate in the development of the presentation, attend the in-class practice sessions, and assist in the development of all

props. Your presentation is due in South Bend, Indiana on April 4 th . If the agency fails to present at the district competition, all members of the course will receive an “F” for the course.
Presentation Scoring
Criteria
Creative Messaging
Media Plan
Strategy & Execution
Requirements

Is conceptually strong and flexible over a year-long integrated campaign.

Emphasizes use of traditional and nontraditional platforms.

Takes into account current marketing and industry trends.

Is distinctive from key competitors and other agencies (groups) pitching for business.

Demonstrates effective and efficient use of budget.

Combines creativity and research.

Applicable to target audience.

Incorporates multiplatform media, both traditional and nontraditional.

Provides rationale and illustrates use of media choices.

Demonstrates understanding of case study and effectively addresses the challenge.

Conceptually strong and flexible over a year-long campaign.

Ability to be effective against the target market(s) and their diverse demographic and psychographic makeup.

Demonstrates integration of sponsorships and strategic alliances.
Scoring
9 – 10 = Superior
7 – 8 = Very Good
5 – 6 = Satisfactory
3 – 4 = Unsatisfactory
1 – 2 = Unacceptable
9 – 10 = Superior
7 – 8 = Very Good
5 – 6 = Satisfactory
3 – 4 = Unsatisfactory
1 – 2 = Unacceptable
9 – 10 = Superior
7 – 8 = Very Good
5 – 6 = Satisfactory
3 – 4 = Unsatisfactory
1 – 2 = Unacceptable

Research
Measurement & Evaluation

Quality and applicability of research to the challenge and recommended strategies.

Balance of primary and secondary research.

Maintains focus of the target audience and industry.
 Clearly supports the plan’s positioning statement.

Effectively demonstrates methods to monitor plan performance.

Clearly represents key performance indicators, benchmarks, and additional implications.

Explains implementation of ongoing measurement.
9 – 10 = Superior
7 – 8 = Very Good
5 – 6 = Satisfactory
3 – 4 = Unsatisfactory
1 – 2 = Unacceptable
9 – 10 = Superior
7 – 8 = Very Good
5 – 6 = Satisfactory
3 – 4 = Unsatisfactory
1 – 2 = Unacceptable
Overall Quality of the
Presentation

Convincing approaches to satisfying the objective.

Professional in appearance and delivery, engaging, and convincing.

Unique, highlighting individual approach to provide distinction form other groups.

Demonstrates
9 – 10 = Superior
7 – 8 = Very Good
5 – 6 = Satisfactory
3 – 4 = Unsatisfactory
1 – 2 = Unacceptable understanding of case study, challenge, and plan recommendations.

Ability to think on your feet and effectively answer judges questions.

Follows a logical order.
Participation :
A final team participation form at the completion of the course will provide a clear picture on the work ethic and involvement of each member of the team. Each student will be evaluated on the following scale by their team members and then compiled to give an average grade.
A (5) B (4)
SCALE:
C (3) D (2) F (1) i.e. 20 member team scored individual student “A”: 5, 5, 5, 5, 5, 5, 5, 5, 5, 5, 5, 5, 5, 5, 5, 5, 5, 4, 4, & 3

96 total points/100 possible points x 40 points possible = 38.4 out 40 points possible
The following grade expectations are provided below for you to use as a guide in your evaluations.
A = Top Quality Performance
The work is at a professional level and is insightful, high quality, and does something extra to spark excellence from the group. An A student provides outstanding leadership, long and productive hours at key times in the process, and is recognized by his/her peers as a key driver of plan excellence. An A student provides guidance and direction above and beyond what is expected.
B = Very Good Performance
The work is at a professional level and the student will do all that is asked of them, but does not take initiative to go above and beyond what is expected either through additional work or sparking new strategy ideas. Assignments submitted are relevant and incorporated into the strategy, plans book, and presentation without others having to edit your work.
C = Average Performance
The work was completed, but the quality of the work did not reach the professional level required for the strategy, plans book, and presentation.
D = Below Average Performance
These students consistently miss assignments, lack participation, and turn in information that cannot be used in the final project. The only difference between D and F students is that D students have a physical presence during class meetings.
F = Minimal Performance
Quizzes:
These students consistently miss assignments, lack participation, and turn in information that cannot be used in the final project. F students have many unexcused absences from class meetings.
Students will have 9 quizzes during the semester based on the group’s findings, as well as the case study, clarification memos, and the competition structure. Quizzes will be given in-class and will consist of multiple choice, true and false, and open-ended questions.

Welcome to Agency 429. The agency functions under a hierarchy system that is comprised of three parts:
Account director(s), management directors, and the teams within those four departments that report to their respective directors. Each member of the agency must hold at least one (1) position or be in one team at all times during the project. Members may be in multiple teams.
 Coordinate, direct, and maintain the progress of each department on a daily basis (research, creative, media, and promotions).
 Develop weekly meetings with department heads outside of class time.
 In coordination with the instructor, establish weekly assignments for each department head and hold them and their teams to the deadline.
 Must be able to make key decisions in all four departments that continue the progression of the project and speaks for the entire group.
 Must be aware of all facets of the campaign and have all relevant information available when asked for it by either the instructor or your team.
 Troubleshooting (that will occur regularly) and make quick decisions to solve the issues.
 Absolutely no vacation plans are allowed during the semester.
 You must be available and write for the all sections during the plans book and presentation writing.
Research Director (Dept. Leader) –
 Responsible for all marketing research efforts and the formulation of a strategy on strict deadlines.
 Manage the subscription accounts and develop a team for selecting relevant data through the following:
1.
Experian Simmons Consumer Research
2.
Adology
3.
MRI
4.
Hitwise
 You must be available and write for the all sections during the plans book and presentation writing.
 Call and manage weekly meetings with your department as well as maintain the weekly reporting system for each member within you group.

Research Team –
 Researching the brand, market, competition, and consumer audience.
 Conducting focus groups, surveys, experiments and field research.
 Devise several potential strategies that reflect evidence and research to present to the team.
 Spearheading social efforts and ensuring that they align with strategic planning and creative vision.
 Define, develop, and facilitate a plan for deployment of social media programs and best practices.
 Track corporate and competitive intelligence, deliver analysis and identify trends.
 Knows how to reach the people in the rawest form of marketing.
Creative Director (Dept. Leader) –
 Guiding and refining the concept into an executable and organized bundle, while working under tight deadlines.
 Painting out the strategy into the ideas and concepts that effectively implement the strategy and reach the target market.
 Must have artistic skills and experience to ensure that the creative strategy gets translated effectively into production.
 Digital imaging/photo software experience is required. Photoshop and/or Illustrator experience is a must. InDesign and Keynote preferred.
 Manage and submit requests to instructor for stock imagery.
 The first hand on drafts, mockups, and storyboards.
 Develop a team for selecting relevant images and video through stock vendor.
 You must be available and write for the all sections during the plans book and presentation writing.
 Call and manage weekly meetings with your department as well as maintain the weekly reporting system for each member within your group.
Creative Team –
 Design all creative executions for the book and presentation.
 Digital imaging/photo software experience is required. Photoshop and/or Illustrator experience is a must. InDesign and Keynote preferred.
 Must be available to produce imagery needed for the creative process at any time.
 Digital retouching, manipulation, and camera skills a plus.
 You must be available during the production of the plans book and presentation.
 Working knowledge of PUC production facilities.
 In charge of finding talent for all production.
Media Director (Dept. Leader) –
 Responsible for the creation and accuracy of the media objectives, strategy, purchasing rationale, schedule, and budget.
 Devising what forms of conventional, unconventional, and innovative media would serve to convey the best messages.
 Develop a team for selecting relevant data through:
1.
The Nielsen Company
2.
SRDS
 Maintain phone contacts with traditional and non-traditional companies for information needed.
 You must be available and write for the all sections during the plans book and presentation writing.

 Call and manage weekly meetings with your department as well as maintain the weekly reporting system for each member within you group.
Media Team –
 Responsible for researching the costs and benefits of using various media outlets and configuring them into the budget.
 Responsible for estimates of target audience figures and statistics ensuring that strategy is in tune with objectives.
Promotions Director (Dept. Leader) –
 Responsible for developing a series of promotional events that compliment the strategy.
 Establish partnerships, sponsorships, event, and philanthropic suggestions for strategy.
 You must be available and write for the all sections during the plans book and presentation writing.
 Call and manage weekly meetings with your department as well as maintain the weekly reporting system for each member within your group.
Promotions Team –
 Responsible for establishing promotional and PR programs that compliment the strategy.
 Establish all details associated with recommended strategies.

Jan 14 th
Day, Jan 16 th
Night, Jan 16 th
(Optional)
Jan 17 th
Responsibility
Jan 21 st
Day, Jan 23 rd
Night, Jan 23 rd
(Optional)
Jan 28 th
Day, Jan 30 th
Night, Jan 30 th
(Optional)
Feb 4 th
Day, Feb 6 th
Night, Feb 6
(Optional) th
Feb 11 th
Day, Feb 13 th
Introduction
Assignment: You’re Hired
Assignment: Student Contract
Quiz #1 (Case Study only)
Due: You’re Hired Assignment
Due: Student Contract
Campaign development
Campaign development
Due: NSAC Intent to Participate Form – Instructor’s
Quiz #2
Campaign development
Campaign development
Campaign development
Quiz #3
Select Big Idea
Campaign development
Campaign development
Campaign development
Quiz #4
Campaign development
Finalize Tactics
Campaign development
Campaign development
Quiz #5
Campaign development
Campaign development

Night, Feb 13 th
(Optional)
Feb 18 th
Day, Feb 20
Night, Feb 20
(Optional) th th
Feb 25 th
Day, Feb 27 th
Night, Feb 27 th
(Optional)
Mar 4 th
Day, Mar 6 th
Night, Mar 6 th
(Optional)
Mar 11 th
Day, Mar 13 th
Night, Mar 13
(Optional) th
Mar 18 th
Day, Mar 20 th
Campaign development
Quiz #6
Writing Plans Book Begins
Write Plans Book
Write Plans Book
Quiz #7
Write Plans Book
Writing Presentation Script Begins
Write Plans Book
Write Presentation Script
Write Plans Book Ends
Write Presentation Script
Quiz #8
Plans Book Design/Production Begins
Write Presentation Script
Keynote Presentation Design Begins
Plans Book Production
Write Presentation Script Ends
Keynote Presentation Design
Prop Production Begins
Plans Book Production
Keynote Presentation Design
Presenter Tryouts
SPRING BREAK
SPRING BREAK
SPRING BREAK
Preflight Plans Book
Keynote Presentation Design Ends
Prop Production Ends
Quiz #9
Preflight Plans Book
Practice

Night, Mar 20
(Optional)
Mar 21 st th
Mar 25 th
Day, Mar 27 th
Night, Mar 27
(Optional)
Mar 28 th th
Apr 1 st
Day, Apr 3 rd
Night, Apr 3 rd
Apr 4 th
Apr 8 th
Apr 10 th & Beyond
Q&A Preparation Begins
Preflight Plans Book
Practice
Q&A Preparation
Due: Plans Book Uploaded
Practice Day
Q&A Preparation
Due: Presenters and Student Conduct Form
Practice Day
Q&A Preparation
Practice Day
Q&A Preparation
Due: Reminder Sheet and AAF Dues
Practice Day
Q&A Preparation
Assign: Team Evaluation
Assign: Self Evaluation
Assign: Competition
Activity: You Be The Judge
Practice Day in South Bend, DoubleTree Hilton
Presentation Practice (South Bend or PUC)
Competition Day in South Bend, DoubleTree Hilton
Due: You Be The Judge (by awards ceremony)
Wrap-Up
Due: Team Evaluation Assignment
Due: Self Evaluation Assignment
Due: Competition Assignment
Practice for Semi-Finals (if applicable)

Due: January 16 th and can be signed in BlackBoard Digitally
I, ______________________________, have read and understand the syllabus and schedule for
COM/MKG 42900, 01 – Advertising Campaigns. I agree to abide by the rules and guidelines set forth within the syllabus and schedule. I will hold myself 100% responsible for the work that is required in this course and will maintain the accuracy of my grade by monitoring my progress through Blackboard. I completely understand that attendance in class is imperative to quality learning. I agree to actively contribute to this class and only submit work completed to the best of my abilities. I understand that constructive criticism is needed to grow as a student. I agree to be respectful to my fellow classmates, my client, and especially to the course professor, and understand that failure to do so will result in my failed grade and my immediate removal from this course. Finally, I agree to be professional and honest in all of my class endeavors.
Name: _____________________________________
(Please Sign)
Date: _____________________________________

Academic Honesty
Honesty and integrity in academic and personal pursuits are hallmarks of higher education. By acting honestly and with integrity, students maintain and uphold their own reputations, and the reputation of both the School of Management and the University. The Students Handbook states that “the commitment of the acts of cheating, lying, stealing and deceit in any of their diverse forms (such as the use of ghost-written papers, use of substitutes for taking examinations, the use of illegal cribs, plagiarism, and copying during exams) is dishonest.” Also, aiding and abetting in committing dishonest acts is in itself dishonest. The penalty for any student(s) involved in any of such acts will range from an outright zero in the specific assignment the act was committed to a grade of “F” in the course.
I understand that academic dishonesty will not be tolerated at Purdue University Calumet. I am here to learn. Through learning, I will strive to become a better person and a more valuable contributor to society. I understand that dishonesty in the classroom, through cheating, plagiarism or other dishonest acts, defeats this purpose and disgraces the mission and quality of a Purdue University Calumet education. Therefore, I make the following pledge: in accordance with the Honor Code, I will not engage in dishonesty in my academic activities, and I will not tolerate such dishonesty by other students.
Purdue University Calumet supports the principles of freedom of expression for both faculty and students.
The University respects the rights of faculty to teach and students to learn. Maintenance of these rights requires classroom conditions that do not impede the learning process. Disruptive classroom behavior will not be tolerated. An individual engaging in such behavior may be subject to disciplinary action.
Definition of Civility: Purdue University Calumet places a priority on student learning. We value the inherent worth and dignity of every person, thereby fostering a community of mutual respect. We believe that in order to achieve these ideals, all Purdue University Calumet students are expected, while in the role as student or representative of the university, to exhibit and practice civil behaviors, defined as behaviors that:
1.
Respect faculty, staff, fellow students, guests, and all university property, policies, rules and regulations
2.
Take responsibility for one’s choices and actions
3.
Accept consequences of one’s inappropriate choices and actions
4.
Communicate in a professional and courteous
In compliance with the Americans with Disabilities Act (ADA), all qualifying students enrolled in this course are entitled to reasonable accommodations. It is the student’s responsibility to inform the instructor of any special needs before the end of the second week of classes.
An incomplete is given only in the case of documented illness or per recommendation of Dean of Students
Office. An incomplete is not awarded for failure to complete assignments or exams.
Fire…
 Know the location of the fire alarms, fire extinguishers and evacuation routes and exits.
 Evacuate when the alarm sounds.
 Help ensure everyone evacuates.
 Assist others during the evacuation.

 Immediately call University Police (989.2911) if you or others need assistance or if someone is trapped in an elevator.
Severe Weather…
 Know the location of your Storm Safe Area.
 Listen for announcements via the campus public address system.
 Follow instructions.
 Help ensure everyone is aware and follows instructions.
Medical Emergency…
 Immediately call University Police (989.2911)
 Immediately call 9-911 (if you are using a campus phone or 911 if you are using a cell phone) if an ambulance is needed.
 Do not administer first aid or move the person unless trained to do.
 Stay at the scene to provide information to emergency personnel.
Power Failure…
 If it lasts more than a few seconds…secure your space and go to the first floor.
 Listen for announcements via the campus public address system.
 Follow instructions.
 Help ensure everyone follows instructions.
 REMEMBER…emergency lighting is limited in duration…it is intended to help you evacuate safely…it is not intended to help you keep working.
Elevator Failure…
 If you are trapped, activate the elevator alarm and use the emergency telephone to contact
University Police.
 If you hear someone who is trapped in an elevator, reassure them that you will call University Police
(989.2911).
Criminal Activity…
 Call University Police (989.2911) immediately if you observe a crime, note a suspicious person or have knowledge of a crime previously committed. The confidential hotline number for reporting suspicion of criminal behavior is 989-2912.
Dangerous Individuals…
 Call University Police (989.2911) immediately if you observe someone demonstrating apparently irrational or harmful behavior.
 Also please take note of the campus resources that are available should you believe that a student may benefit from intervention that could prevent a potential emergency situation:
Dean of Students office: 989-4141
Counseling Center: 989-2366
Hazardous Condition…
 If you see, smell, touch or hear something that is a hazard or has the potential to become a hazard call University Police (989.2911).

Sounds like gunshot…
 Turn off lights to the room.
 Lock or barricade the door.
 Hide where you can’t be seen.
 Call the University Police (989.2911)
 Wait for Police to arrive.
WHEN IN DOUBT…CALL UNIVERSITY POLICE AT 989.2911