ADV3008 Principles of Advertising
Tuesdays / Thursdays 8 – 9:15 a.m.
HL 265
Instructor: Aileen Izquierdo
Email: aileen.izquierdo@fiu.edu
Phone: 305-919-4429
Office: AC2, Room 311C
Office Hours: Tuesdays, 9:30 – 10:30 a.m. or by appointment
Make sure you review this syllabus at the beginning of each week. The instructor reserves the right to
revise the syllabus at any time – changes will be supplied in class or via your FIU email address.
COURSE DESCRIPTION
A comprehensive survey of the basic principles and practices of advertising that emphasizes
creative/media strategy, decision processes and historical, social, and economic influences. This course
will provide a foundation for advanced advertising courses.
STUDENT LEARNING OBJECTIVES
1. Understand the concept of Integrated Marketing Communication.
2. Understand the concept of advertising.
3. Discuss the basic economic impact of advertising.
4. Explain the different job functions and responsibilities of those employed in advertising.
5. Recognize some of the social and ethical implications of advertising.
6. Identify the methods used for market segmentation and audience targeting.
7. Discuss influences that affect consumer behavior.
8. Explain the methods used in marketing and advertising research.
9. Explain the role of marketing and advertising planning.
10. Explain the role and methods of media planning.
11. Explain some of the advantages and disadvantages of using various forms of media.
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REQUIRED TEXT
Belch, G.E., & Belch, M.A. (2011). Advertising & Promotion: An Integrated Marketing Communications
Perspective (10th Ed). New York, NY: McGraw-Hill Companies, Inc.
COURSE DESCRIPTION
STUDENT LEARNING OBJECTIVES
REQUIRED TEXTS
COURSE EXPECTATIONS AND PARTICIPATION
The course is designed for active participation, and active contribution to discussions is encouraged in
order to create a rich learning experience.
 Readings – Please see course schedule for weekly reading assignments. All reading assignments
must be completed prior to the start of class in order to be prepared for class discussion and
tasks.
 In-Class Assignments – All in-class assignments are due by the end of class unless specified by
the instructor.
 Case Study Analysis – There will be discussions about various cases identified in the text book or
assigned to enhance course discussion.
 Current Events – You are expected to stay current with trends, research and articles related to
the advertising industry. You are expected to visit advertising-focused websites, blogs and
related trade publications such as AdWeek, Ad Age, Brandweek and Businessweek.
 Exams – The course will include four in-class, closed book exams. All students must adhere to
the exam schedule. The exams will cover material from the textbook, readings and class
discussions. These exams will be multiple choice, and/or true-false (50 questions, 2 points each).
The exams are not cumulative. Make-up exams will not be given unless extenuating
circumstances are present and are communicated in a timely manner. Make up exams will be
administered at the instructor’s discretion.
 Participation – Class participation is an integral part of this course. Be sure to complete the
assigned readings as you prepare to engage in class discussion, share ideas and ask questions.
You may enhance your participation grade by actively and positively engaging in class discussion.
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GRADING AND EVALUTION
Grading Scale
A
AB+
B
BC+
C
D
F
Course Evaluation
Assignment
In-class assignments and class
discussions
Exams
Total
92-100
89-91
87-88
82-86
79-81
77-78
70-76
66-69
0-65
Points
10 percent
90 percent
100 percent
COURSE POLICIES
Academic Honesty: In meeting one of the major objectives of higher education, which is to develop selfreliance, it is expected that students will be responsible for the completion of their own academic work.
The use of literature, notes, aids, or assistance from other sources should be clearly identified with
respect to all course assignments and examinations. In addition, students are expected to use all
resources, including books, journals, and computers only in legal and authorized ways. They should also
refrain from falsification of records, attend class as required, and participate in the educational process
without disrupting the orderly processes and functions of the University. Students are expected to
abide by the CODE OF ACADEMIC INTEGRITY. This Code of Academic Integrity was adopted by the
Student Government Association on November 28, 2001, and reflects the values articulated in the
Student Code of Standards.
Florida International University is a community dedicated to generating and imparting knowledge
through excellent teaching and research, the rigorous and respectful exchange of ideas, and community
service. All students should respect the right of others to have an equitable opportunity to learn and
honestly to demonstrate the quality of their learning. Therefore, all students are expected to adhere to
a standard of academic conduct, which demonstrates respect for themselves, their fellow students, and
the educational mission of Florida International University.
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Pledge
As a student of this university:
I will be honest in my academic endeavors.
I will not represent someone else's work as my own.
I will not cheat, nor will I aid in another's cheating.
All students are deemed by the University to understand that if they are found responsible for academic
misconduct, they will be subject to the Academic Misconduct procedures and sanctions.
Disability Notice: There is a Disability Resource Center available to you should you need it. It is your
responsibility to contact them to process your request to have your needs met. You must follow their
procedures as to properly notify the instructor.
Diversity Statement: The School of Journalism and Mass Communication (SJMC) fosters an environment
of inclusivity and respect for diversity and multiculturalism. The SJMC educates students to embrace
diversity and understand the root causes of discrimination, as well as social, ethnic, sexual, disability and
gender-based exclusion. (SJMC Diversity Statement, Adopted 3/6/14)
Religious Holy Days: The University's policy on religious holy days as stated in the University Catalog and
Student Handbook will be followed in this class. Any student may request to be excused from class to
observe a religious holy day of his or her faith.
Attendance & Participation: Class attendance is essential for your understanding and comprehension of
the course material. Classes begin at 8 a.m.
Discrepancies: In the event that there is a discrepancy with your grades – whether it was not posted
with the rest of the class or if there are questions that you would like to review with your instructor – it
is your responsibility to communicate with your instructor in a timely manner in order for changes to be
made or office hours to be arranged.
Electronic Devices: I encourage you to bring your laptops or tablets to class as they can be useful for
class discussion and for looking up resources; however, please set all electronic devices, including cell
phones, to vibrate so that they cannot be heard. Additionally, if you must take a call or text, please
quietly leave the classroom to complete the discussion. Please do not engage in texting inside the
classroom.
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IMPORTANT DATES
September 2
Tuesday
September 3
Wednesday
September 4
Thursday
Last day to add courses; last day to drop courses or withdraw from the
University without incurring financial liability for Tuition and Fees
Fall semester Payment Due Date
$100 late payment fee assessed for outstanding balances; students enrolled in
the Tuition and Fees Payment Plan will not be assessed a Late Payment Fee if
both installments are paid by the due dates
September 19 Friday Last day to withdraw from the University with a 25% refund of Tuition
September 19 Friday Last day to apply for graduation at the end of Fall 2014 term
November 3 Monday Deadline to drop a course with a DR grade
Deadline to withdraw from the University with a WI grade
November 11
Veterans Day Holiday (University Closed)
Tuesday
November 27 & 28
Thanksgiving Holiday (University Closed)
Thurs & Friday
December 8 -13
Final week of the semester - modified class schedule: Final exams and other
Monday- Saturday
course assessment activities are scheduled during this week
December 18
Complete grade report available to students by web and at kiosks at
Thursday
9 a.m.
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COURSE SCHEDULE, TOPICS AND DUE DATES
Tuesday, Aug. 26
Thursday, Aug. 28
Tuesday, Sept. 2
Thursday, Sept. 4
Tuesday, Sept. 9
Thursday, Sept. 11
Tuesday, Sept. 16
Thursday, Sept. 18
Tuesday, Sept. 23
Thursday, Sept. 25
Tuesday, Sept. 30
Thursday, Oct. 2
Tuesday, Oct. 7
Thursday, Oct. 9
Tuesday, Oct. 14
Thursday, Oct. 16
Tuesday, Oct. 21
Thursday, Oct. 23
Tuesday, Oct. 28
Thursday, Oct. 30
Tuesday, Nov. 4
Thursday, Nov. 6
Tuesday, Nov. 11
Thursday, Nov. 13
Tuesday, Nov. 18
Thursday, Nov. 20
Tuesday, Nov. 25
Thursday, Nov. 27
Tuesday, Dec. 2
Thursday, Dec. 4
Syllabus review and TED’s Ads Worth Spreading winners
Chapter 1 – An Introduction to Integrated Marketing Communication
Chapter 2 – The Role of IMC in the Marketing Process
Chapter 2 – The Role of IMC in the Marketing Process
Chapter 3 – Organizing for Advertising and Promotion: The Role of Ad Agencies
Chapter 3 – Organizing for Advertising and Promotion: The Role of Ad Agencies
Chapter 4 – Perspectives on Consumer Behavior
EXAM
Chapter 5 – The Communication Process
Chapter 5 – The Communication Process
Chapter 6 – Source, Message and Channel Factors
Chapter 6 – Source, Message and Channel Factors
Chapter 8 – Creative Strategy: Planning and Development
Chapter 9 – Creative Strategy: Implementation and Evaluation
EXAM
Discussion on political ads during gubernatorial debate (in-class assignment)
Chapter 10 – Media Planning and Strategy
Chapter 10 – Media Planning and Strategy
Chapter 11 – Evaluation of Media: TV and Radio
Chapter 12 – Evaluation of Media: Magazines and Newspapers
Chapter 13 – 14 – Support Media and Direct Marketing
EXAM
Veterans Day – University Closed – NO CLASS
Chapter 15 – Digital and Social Media
Chapter 15 – Digital and Social Media
Chapter 16 – Sales Promotion
Chapter 17 – PR, Publicity and Corporate Advertising
Thanksgiving Holiday – University Closed – NO CLASS
Chapter 20 & 21 – Regulation of Advertising and Promotion and Evaluating
Social, Ethical and Economics of Advertising and Promotion
EXAM
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