Florida International University
School of Journalism & Mass Communication
Department of Advertising and Public Relations
ADV 3008 Section RVC
Principles of Advertising – Fall 2013
Professor:
Office:
Email:
Office Hours:
Yu Liu, Ph.D.
AC2 – 323A
liuy@fiu.edu (best way to reach me)
Biscayne Bay Campus (BBC) – Tuesday & Thursday: 1:00 – 3:00 p.m.
And by appointment
Course Description and Learning Objectives
Course Content: A comprehensive survey of 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.
Learning Objectives: Upon completion of this course, the successful student should be able to:
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. Recognize some of the forms of advertising regulation.
7. Identify the methods used for market segmentation and audience targeting.
8. Discuss influences that affect consumer needs and wants.
9. Explain the methods used in marketing and advertising research.
10. Explain the role of marketing and advertising planning.
11. Explain the role and methods of media planning.
12. Explain some of the advantages and disadvantages of using various forms of media.
Required Textbook
Belch, G. E., & Belch, M. A. (2011). Advertising and promotion: An integrated marketing communications
perspective (9th Ed.). New York, NY: McGraw-Hill Companies, Inc.
Course Requirements and Grading
This is an online course, and as such, requires organization and ability to study on your own. I strongly
encourage you to add all assignments, exams and quizzes to your calendar and to check the Blackboard system
daily. The final grade is computed as follows.
a) Exams (120 points): The course will include three exams. Each exam is worth 40 points towards the
student’s final grade in the course. The exams will cover material from the textbook, powerpoint slides,
and will consist of multiple-choice and/or true-false questions (40 questions, 1 point each). The exams
are not cumulative. Students are responsible for all information and material contained in the textbook,
additional readings, and powerpoint slides. A study guide will be posted online at least five days before
ADV 3008: Principles of Advertising
Yu Liu – Fall 2013
the exam. Since this class is an online class, make-up exams will not be given unless extenuating
circumstances are present and documentation is provided.
b) Quizzes (30 points): There will be four quizzes worth 10 points each. However, only three quizzes will
be counted toward the student’s final grade (the lowest grade will be dropped from the computation).
The format of the quiz will be multiple choice and/or true-false questions (20 questions, 0.5 point each).
No make-up quiz allowed.
c) Blog entry (40 points): Each student is required to post four blog entries on the course website worth 10
points each. Each of the four blogs will have a general topic and students will be requested to create a
blog entry that discusses the topic. Instructions for each blog entry will be given as the semester
progresses. Blog entries should be posted under “Blog”.
d) Participation (10 points): The instructor will post four discussion questions on the Discussion Board.
Students are expected to post a short comment (short paragraph, about 5-8 lines) about the topic being
discussed and to comment on other classmates’ comments. It is the student’s full responsibility to check
for Discussion Questions and make comments in order to receive participation points. The discussion
questions deadlines are specified on the syllabus. You will only receive a grade for these questions at the
end of the semester.
Grading Scale for Course
Exam 1
Exam 2
Exam 3
Quizzes
Blog Entries
Participation (Discussion
Questions)
Total
Grade
A
AB+
B
BC+
40
40
40
30
40
10
200 points
Points
200-180
179.99-170
169.99-160
159.99-150
149.99-140
139.99-130
Grade
C
CD+
D
DF
Points
129.99-120
119.99-110
109.99-100
99.99-90
89.99-80
79.99-0
Note: There will be no rounding up of grades. For example, if you got a total of 139.50 points, you will receive
a C+, not a B-. If you got a total of 169.80, you will receive a B+, not an A-, and so forth. Complains or
questions about grades should be done in writing within one week of receiving the grade.
Missed Exams and Quizzes
If you miss an exam without a written excuse provided in advance or documentation after an illness or
other emergency, you will receive no credit (zero) for that exam or quiz. Make-up exams are subject to be in a
different format from regular exams (i.e. essay, fill in the blank).
You will be excused from an exam only if you are terminally sick, have a death in the immediate family,
or are involved in some serious mishap (auto accident, appendicitis, act of religious being, etc.). Doctor’s
appointments, mild sickness or not ‘feeling well,’ weddings, family vacation, sporting events, emergencies out
of the country, work-related excuses, or other attempts at creative excuses will not be accepted. Student-athletes
must inform me in advance of game days, etc. which may prevent you from taking exams/quizzes, or
completing requested assignments.
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ADV 3008: Principles of Advertising
Yu Liu – Fall 2013
Since one of the quizzes will be dropped from the grade computation, there will be no make-ups for
quizzes. DO NOT ASK.
Missed Blog Entries and Discussion Questions
Late blog entries/discussion questions will not be accepted. EVER. Your blog entries/discussion
questions should be posted/submitted by the deadline. Make sure you complete your entries on time.
Instructions for each blog entry/discussion questions will be given as the semester progresses.
Important information regarding the exam
• If an exam has a time limit; all questions must be answered, saved and submitted BEFORE the time
expires. When the time has run out, the exam is submitted automatically with whatever answers have been
saved that far. If no answers have been saved, you will automatically receive a grade of zero.
IMPORTANT: Save your answers as you go along and before clicking “submit.”
• Be aware of the availability window on the exam.
• For example: If your exam available window is from 7am to 7pm and you have 30 minutes to complete
the exam; you would need to start your exam no later than 6:30 pm in order for you to have the allotted
time. If you start at 6:40 pm then you will only have 20 minutes to complete your exam.
• Grades will be posted once the entire availability window has expired, not when you complete your
exam.
• If you have any computer issues WHILE, BEFORE or AFTER taking the quiz, please be sure to contact
technical support, not the professor.
• You may find the exam and practice quiz in the “Assessments” tab.
Technical Difficulties
If for any reason you find technical difficulties with Blackboard, please contact Blackboard Support
IMMEDIATELY. In addition, just send me a message that you face technical difficulties and Blackboard
Support Team is working on fixing it.
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http://online.fiu.edu/
E-mail & Live Chat Support
Sun - Thur from 8am - 10pm
Fri. and Sat. from 8am - 8pm
Phone Support
Monday - Friday from 8am - 8pm
Telephone: 305-348 3630
Toll-Free: 1-877-3-ELEARN
Courtesy
Write in the language that respects others. Keep in mind that when communicating through text, your
body language and tone cannot always be taken into account by others. This makes the words you use even
more important. While you should feel free to express your ideas as you would in a face to face course, the
following tips should help you as you communicate inside your course: 1) Don’t shout: Typing in all caps
indicates shouting and might be offensive to others; 2) Check your writing for grammar and spelling errors; 3)
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ADV 3008: Principles of Advertising
Yu Liu – Fall 2013
Keep it polite and maintain all discussions in the context of a classroom; 4) Think before your write; 5) Use
proper language and titles; and 6) Avoid spam.
Disability services
Florida International University provides academic accommodations for qualified students with
disabilities. For more information, please contact the Disability Resources Center on the ground floor of AC2 or
online at http://drc.fiu.edu.
Important Dates
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August 26th, 2013: Classes begin.
September 2nd, 2013: Labor Day Holiday (University closed).
September 3rd, 2013: Last day to add courses; last day to drop courses or withdraw from the
University without incurring financial liability for tuition and fees.
September 20th, 2013: Last day to withdraw from the University with a 25% refund of tuition
November 4th, 2013: Last day to drop a course with a DR grade. Last day to withdraw from the
University with a WI grade.
November 11th, 2013: Veterans Day Holiday (University Closed).
November 28th – 29th, 2013: Thanksgiving Holiday (University Closed).
December 9th – 15th: Final week of the semester. Final exams and other course assessment
activities are scheduled during this week.
For other important dates, refer to the 2013-2014 Academic Calendar
(https://calendar.fiu.edu/events/index/calendar:acadfall2013)
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ADV 3008: Principles of Advertising
Yu Liu – Fall 2013
Course Outline – Tentative Schedule (subject to change)
Week
Date
Week 1
Aug 26 - Sep 1
Topic
Readings & Assignments
Introduction and Syllabus
Post a note about yourself under the
Blog called “About Me”: your name,
major/minor, and an interesting thing
about yourself
Week 2
Sep 2– 8
Introduction to IMC/The Role of IMC in
Belch & Belch, Chapters 1 and 2
the Marketing Process
Week 3
Sep 9 - 15
Perspectives on Consumer Behavior
Belch & Belch, Chapter 4
Quiz # 1 (Chapter 1) – 30 minutes
Quiz # 1
Open date: Thu, Sep 12 @ 6:00am
Close date: Sun, Sep 15 @ 11:59pm
Week 4
Sep 16 – 22
The Communication Process/Source,
Message, & Channel Factors
Belch & Belch, Chapters 5 and 6
Blog Entry # 1 due on Thu, Sep 19
@ 11:59pm
Discussion Question # 1 due on Sun,
Sep 22 @ 11:59pm
Week 5
Sep 23 - 29
Media Planning
Belch & Belch, Chapter 10
Exam 1
Exam 1 (Chapters: 1, 2, 4, 5, and 6)
70 minutes
Open date: Thu, Sep 26 @ 6:00am
Close date: Sun, Sep 29 @ 11:59pm
Week 6
Sep 30 – Oct 6
Creative Strategy: Planning &
Development
Belch & Belch, Chapters 8
Blog Entry # 2 due on Thu, Oct 3 @
11:59pm
Week 7
Oct 7 - 13
Creative Strategy: Implementation &
Belch & Belch, Chapters 9
Evaluation
Quiz # 2 (Chapter 10) – 30 minutes
Quiz # 2
Open date: Thu, Oct 10 at 6:00am
Close date: Sun, Oct 13 @ 11:59pm
Week 8
Oct 14 – 20
The Internet and Interactive Media
Belch & Belch, Chapter 15
Discussion Question # 2 due on Sun,
Oct 20 @ 11:59pm
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ADV 3008: Principles of Advertising
Yu Liu – Fall 2013
Week 9
Oct 21 – 27
Sales Promotion
Belch & Belch, Chapter 16
Discussion Question # 3 due on Sun,
Oct 27 @ 11:59pm
Week 10
Oct 28 – Nov 3
Exam 2
Exam 2 (Chapters: 8, 9, 10, 15, and 16)
70 minutes
Open date: Thu, Oct 31 @ 6:00am
Close date: Sun, Nov 3 @ 11:59pm
Week 11
Nov 4 – 10
PR, Publicity, and Corporate Advertising
Belch & Belch, Chapter 17
Blog Entry # 3
due on Thu, Nov 7 @ 11:59pm
Week 12
Nov 11 - 17
Measuring the Effectiveness of the
Belch & Belch, Chapter 18
Promotional Program
Quiz # 3 (Chapter 17) – 30 minutes
Quiz # 3
Open date: Thu, Nov 14 @ 6:00am
Close date: Sun, Nov 17 @ 11:59pm
Week 13
Nov 18 - 24
International Advertising
Belch & Belch, Chapter 19
Blog Entry # 4 due on Thu, Nov 21
@ 11:59pm
Discussion Question # 4 due on Sun,
Nov 24 @ 11:59pm
Week 14
Nov 25 – Dec 1
Quiz # 4 (Chapter 18) – 30 minutes
Quiz # 4
Open date: Mon, Nov 25 @ 6:00am
Close date: Wed, Nov 27@ 6:00pm
Week 15
Dec 2 – 8
Evaluating Social, Ethical, & Economic
Belch & Belch, Chapter 21
Aspects of Advertising and Promotion
Week 16
Dec 9 - 15
Exam 3
Exam 3 (Chapters 17, 18, 19, and 21)
Finals
70 minutes
Open date: Mon, Dec 9 @ 6:00am
Close date: Wed, Dec 11 @ 11:59pm
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ADV 3008: Principles of Advertising
Yu Liu – Fall 2013
Academic Integrity
Students enrolled in this course are expected to abide by the Florida International University Code of
Academic Integrity and to practice consistent ethical behavior in assigned coursework. Academic dishonesty of
any kind, for whatever reason, will not be tolerated.
One of the major objectives of higher education is to develop self-reliance. Students are expected to 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 ways that are legal
and authorized. Students must never falsify records.
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.
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.
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 the University. All students are deemed by the Universityto understand that if they are found
responsible for academic misconduct, they will be subject to the Academic Misconduct procedures and
sanctions, as outlined in the Student Handbook. For details on the policy and procedure go to ACADEMIC
MISCONDUCT (http://academic.fiu.edu/AcademicBudget/misconductweb/1acmisconductproc.htm).
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