ADV
575: Advertising Campaigns
Spring 2008
Syllabus and Schedule
Professor: Ginger
Rosenkrans, PhD
Course Hours: Mon/Tues, 4-5:50pm
Office: CCB 253
Phone: (310) 506-6111
Office Hours: Mondays, 4-6m; Tuesdays, 2-3:30, also by appointment
E-Mail:
grosenkr@pepperdine.edu
Web Site:
http://arachnid.pepperdine.edu/grosenkrans
Course Description
Advertising Campaigns is designed as an upper division advertising
capstone course that allows students to apply the theories of
advertising, marketing, promotion, and public relations.
This class is the ultimate testing ground for creativity and knowledge.
You will be responsible for developing an entire individualized
multimedia advertising campaign. From conception to finished proposal,
from creative strategy to proof of performance, you will develop an
individually supervised ad campaign throughout the length of this
course. Each project will also have a green element and an interactive
component.
You will create a major advertising campaign (relevant to your current
profession or your future goals). You will develop the marketing mix
strategy; perform market research using target marketing techniques;
employ copywriting storyboarding, design and layout; develop an
interactive component of your campaign; develop media planning; create
the sales promotion and publicity for print and broadcast; and employ
theories related to your campaign. This will end with a final class
pitch of your entire campaign.
Course
Goals
The
goals of this course are to have you
create a major
advertising campaign from start to completion. You will conceive a brand
new product concept; create the marketing mix strategy; perform market
research; develop a full media plan; develop research surveys (write,
distribute and tabulate); use sophisticated target marketing techniques
to direct their advertising strategies; employ research and theories
related to your campaign; and develop an interactive and green element
in the campaign.
You will also finalize your creative advertising
knowledge by creating copy and storyboards, as well as developing sales
promotion concepts, special events, community outreach tie-ins and
additional publicity efforts for print, broadcast, and the internet. The
will conclude with a final class pitch of the entire campaign.
Course Objectives
Create a marketing mix strategy
Perform market research
Write a creative brief
Develop a full media plan
Develop research surveys
Employ sophisticated target marketing techniques
Write advertising copy
Layout/design ads
Develop sales promotion concepts, special events, community outreach
tie-ins and additional publicity efforts
Create an interactive element for the campaign
Include a green component for the campaign
Explore and incorporate theories and research in the campaign
Learn the process of a campaign
Pitch the campaign
Textbook, readings, and tools
1. Advertising Campaign
Planning by Jim Avery
Ad Age - recommended for class
2.
Several DVDs, CD Rs and a flash stick.
3. Advertising Education Foundation
http://www.aef.com
4. Communication Arts
http://www.commarts.com/
4.
AAF Smartbrief All Access
http://www.smartbrief.com/news/AAF/companyData.jsp?companyId=6523&lmcid=1646712&
5.
Business Week's Brand Equity
http://www.businessweek.com/innovate/brandequity/index.html
Business Week's Innovation
6. Business Week's Innovate http://www.businessweek.com/innovate/content/aug2006/id20060801_825212.htm
Brand Channel
7. Brand Channel
http://www.brandchannel.com
8. Research and case studies will be assigned—check website
9.
IAB.net
Additional readings and handouts will be assigned and required to read.
Mission
Statement
Pepperdine University
is a Christian university committed to the highest standards of academic
excellence and Christian values, where students are strengthened for
lives of purpose, service, and leadership. The following is the
Affirmation Statement in the University's catalogues and publications:
As a Christian University, Pepperdine Affirms:
That God is
That God is revealed uniquely in Christ
That the educational process may not, with impunity, be divorced from
the divine process
That the student, as a person of infinite dignity, is the heart of the
educational enterprise
That the quality of student life is a valid concern of the University
That truth, having nothing to fear from investigation, should be pursued
relentlessly in every discipline
That spiritual commitment, tolerating no excuse for mediocrity, demands
the highest standards of academic excellence
That freedom, whether spiritual, intellectual, or economic, is
indivisible
That knowledge calls, ultimately, for a life of service
Disabilities
Any student with a documented disability (physical, learning, or
psychological) needing academic accommodations should contact the
Disability Services Office (Main Campus, Tyler Campus Center 264, x6500)
as early in the semester as possible. All discussions will remain
confidential. Please visit
http://www.pepperdine.edu/disabilityservices/ for additional
information.
Format
and Policies
Through readings and projects you will develop critical thinking and
application skills. It is important to keep pace with the readings and
project assignments, and it is your responsibility to attend class
regularly and prepared. Please bring your disks, texts and syllabus to
each class.
1. Most of the material you need to know for the successful completion
of this course will come during class time, through assigned readings,
and project assignments. Additional information can be obtained from the
course's Web site.
2. Assignments must be submitted on time. Late papers/assignments will
not be accepted. Quizzes/exams and in-class assignments cannot be made
up. Excused late work and absences are only accepted under excused
situations (e.g., documented illness, family tragedies, participation in
university-sponsored activities).
3. Attendance is mandatory. I will allow for one unexcused absence.
After that, I will reduce your grade 25 points (from cumulative grade)
for each absence thereafter. Arriving late or leaving early is counted
as an absence. Documented illness, family tragedies and participation in
university-sponsored activities are excused absences. Please let me know
in advance if you are going to be absent. Also, if papers are due the
day you are absent, get those papers to me through another student or
through e-mail, or by sending them to me c/o Communication Division FAX
machine.
4. Assignments and projects will be graded on: (1) clarity and
conciseness of work; (2) following the assignment’s directions; (3)
packaging and presentation of work/assignments; and (4) attention to
final product (i.e., no mistakes in grammar, punctuation, and/or typos).
Rubrics and/or scales also will be used for grading assignments and
projects.
5. If you are a student with a documented disability who will require
accommodations in this course, please register with Lauren Breeding,
Director of Disability Services, for assistance in developing a plan to
address your academic needs (TAC 264, Ext. 6500).
Assessment
Throughout the semester you will be evaluated in specific and measurable
ways over specially selected competencies requested by the Communication
Division. These competencies are embedded in the assignments that you
will do and does not require any additional work on your part. The
purpose of these competencies is to provide the Communication Division
and the professor of this course with an on-going assessment of the
success we are making towards specific educational goals. Simply
stated, the communication division and professor of this course will
collect data from some of your assignments, as well as my evaluations of
your work, so that we can know how well we are doing in the classroom.
The data we collect is kept within the Communication Division and
professor. Should it become necessary to share or present your data
beyond the department, we and/or the professor will remove any personal
identifiers and aggregate your information into a larger sample.
Summary
of Assignments
There will
be a total of 400 points for the class. The following is a breakdown of
assignments and grading:
1. Final Exam (50 points). You will have a final exam. The
comprehensive final exam covers the entire course content and material.
This exam allows you to tie together everything you have learned in
class.
2. Midterm (100 points).
3. Campaign - 2 Drafts (100 points total; each worth 50
points)
4. Final Ad Campaign and pitch (150 points).
Grading
Final grading will be on the percentage basis.
A 95-100
A- 90-94
B+ 88-89
B 84-87
B- 80-83
C+ 78-79
C 73-77
C- 70-72
D+ 67-69
D 63-66
D- 60-62
F below 60
Schedule of Assignments *#
WEEK 1
Intro to course, survey
The Idea; Your own creative ad campaign concept
WEEK 2
Research and planning
Situation analysis
Competitive analysis (current/anticipated)
SWOT
Creative brief
WEEK 3
Research and planning
Product/Person Match
Product lifecycle strategy
Branding strategy
Creative brief
WEEK 4
Target Market
Comprehensive Consumer Profile
Demographics, psychographics...
VALS< AIOS< PRIZM etc.
WEEK 5
Media Planning/Flighting
Research
Campaign Draft 1 due
WEEK 6
Research and Theories
Survey (100 participants minimum required)
Data analyses (both quantitative and qualitative)
Personal interpretation
WEEK 7
Research and Theories cont.
The Calendar: 12 month actual time line for all traditional and
non-traditional media/pr/promotional venues, community outreach,
non-profit and green concepts.
WEEK 8
The Calendar, cont.
Midterm
WEEK 9
Spring Break
WEEK 10
The Budget: Limited vs. Unlimited $$
Complete rationale for each venue
SRDS, Nielsen research, MRI, Datamonitor…Include solid validation
of “best
bang for the buck”
Draft 2 due
WEEK 11
The budget, cont.
The Channels: Advertising (multimedia approach – print, radio, outdoor,
TV, web, wireless)
P.R./Publicity/Promotion
Sales promotion (in-store)
Product integration concepts
WEEK 12
The Channels, cont.
Integrated marketing (publicity, promotions, etc.)
Interactive advertising (includes web, wireless, etc.)
WEEK 13
Interactive advertising (includes web, wireless, etc.)
WEEK 14
Presentations/pitches
WEEK 15
Presentations/pitches
WEEK 16
Presentations/pitches
WEEK 17
FINAL EXAM: Check Master Schedule
*Note: This schedule remains flexible and is subject to change,
including assignments and project deadlines.
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