ADV 599 and Com 599

ADV 599 Spring 2008

ADV 599 Summer 2007 Sessions

ADV 599 Spring 2007 Session (4 units)

ADV 599 Summer 2006 Session (4 units)

COM 599 Summer 2006 Session (3 units)

ADV 599 Spring 2006 Sessions

ADV 599 Fall 2005 Session

ADV 599 Summer Session 2005

ADV 599 May Session

ADV 599 Summer Session

COM 599 Fall 2004 Session

Advertising Directed Studies (ADV 599)
Internet Advertising Research
Spring 2008 with Kristi
Syllabus, Schedule, Assignments

Professor: Ginger Rosenkrans, PhD
Office: CCB 253
Time, Days and Classroom: Spring 2008, Directed Studies
e-Mail: Ginger.Rosenkrans@pepperdine.edu
Phone Numbers: direct line: (310) 506-6111; Communication Division: (310) 506-4211
Office Hours:  N/A
Web site URL: http://arachnid.pepperdine.edu/grosenkrans

Course Description
ADV 599 for Spring 2008 semester is an advanced Internet advertising directed studies course in which you will research online advertising, online rich media advertising, and other online ad formats.

Course Goals
The goals of the course are to equip you with the ability to develop a concept of online rich media, online ad formats, and their usages and applications; to employ online advertising research from peer-reviewed and trade journals.

Course Objectives
--To understand the concept of online rich media and its usage
--To understand the concept of other online ad formats and their usages
--To execute research on online rich media, other online ad formats, and web site design
--To uncover theories and methodologies in the area of online advertising
--To write a research summary/lit review of online rich media advertising
--To write a research summary/lit review of online advertising
--To write a research summary/lit review of web site design
--To write a research/summary/lit review of online ad formats

Required Readings and Textbooks, Readings, Tools
Journal of Advertising
Journal of Advertising Research
Journal of Interactive Advertising
Journal of Internet Marketing
International Journal of Internet Marketing and Advertising
Journal of Website Promotion
The Online Advertising Playbook: Proven Strategies and Tested Tactics from the Advertising Research Foundation by Joe Plummer, Steve Rappaport, Taddy Hall, and Robert Barocci (Hardcover - April 27, 2007)

Web Design Concept chapter in the Encyclopedia of Multimedia Technology and Networking

Principles of Web Design

Pepperdine's e-library, journals, related links posted on my Web site

Other Recommended Readings/Resources/Links: see my Web site at http://arachnid.pepperdine.edu/grosenkrans  

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

Format and Policies
Through researching and writing abstracts, you will develop critical thinking and application skills.

 1.     Most of the material you need to know for the successful completion of this course will come from the required readings and research articles and through Pepperdine's Online Libraries to access peer-reviewed journals

 2. Assignment due date: See assignments below.

 3. We will meet at least once a week via e-mail, phone, or in person

 4. Assignments will be graded on: (1) clarity and conciseness of work; (2) following the assignment’s directions; (3) packaging and presentation of work/assignments; (4) attention to final product (i.e., no mistakes in grammar, punctuation, and/or typos); (5) comprehensiveness; (6) accuracy: and (7) use of APA style. See Rubrics (points adjusted for assignment/project):

Excellent | Good | Satisfactory |
3                    2                    1                       

1. Assignment work is complete
Excellent | Good | Satisfactory |
3                2              1                

2. Assignment work is accurate
Excellent | Good | Satisfactory |
3                2              1             

3. Packaging of work (also includes organization, grammar, punctuation, etc.)
Excellent | Good | Satisfactory |
3                2              1               
                                                

Disabilities
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 with an on-going assessment of the success we are making towards specific educational goals.  Simply stated, the communication division 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.  Should it become necessary to share or present your data beyond the department, we 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:

Research (400 points). You will develop a creatively packaged research project:
1. A research summary/literature review with citations and bibliography (at least 25 peer-reviewed articles) on online rich media advertising. Due on or before Thursday, February7.
2. A research summary/literature review with citations and bibliography (at least 25 peer-reviewed articles) on web site design. Due on or before  Thursday, February 28.
3. A research summary/literature review with citations and bibliography (at least 25 peer-reviewed articles) on online ad formats. Due on or before Thursday, March 20.
4. A research summary/literature review with citations and bibliography (at least 25 peer-reviewed articles) on the theories and methodologies associated with online advertising
Due on or before Thursday, April 10.

Grading
Final grading will be on the percentage basis.

Final grading will be on the percentage basis.

A         96-100

A-        90-95

B+       87-89

B         83-86

B-        80-82

C+       77-79

C         73-76

C-        70-72

D+       67-69

D         63-66

D-        60-62

F         below 60

Advertising Directed Studies (adv 599)
Internet Advertising Research
Spring 2008 with Margaret Cahill
Syllabus, Schedule, Assignments

Professor: Ginger Rosenkrans, PhD
Office: CCB 253
Time, Days and Classroom: Spring 2008, Directed Studies
e-Mail: Ginger.Rosenkrans@pepperdine.edu
Phone Numbers: direct line: (310) 506-6111; Communication Division: (310) 506-4211
Office Hours:  N/A
Web site URL: http://arachnid.pepperdine.edu/grosenkrans

Course Description
COM 599 for Spring 2008 semester is an Internet advertising research studies course in which you will research online advertising methodologies and theories in online brand awareness, user interactivity, rich media,

Course Goals
The goals of the course are to equip you with the ability to develop the concept, knowledge, and research of online rich media, advertising theories associated with the Internet medium, common research methodologies of the online medium, branding online, and online user interactivity theories. The research will be obtained  from peer-reviewed and trade journals, 

Course Objectives
--To understand the concept of online rich media and its usage
--To research online rich media advertising theories and methodologies
-- To research and identify brand awareness theories and methodologies that are applied in Internet advertising research studies
--To research and identify online user interactivity theories and methodologies
-- To research and identify common advertising theories and methodologies applied in online advertising research studies

 

Required  Readings and Textbooks, Readings, Tools
Pepperdine's e-library, journals: Journal of Advertising, Journal of Advertising Research, Journal of Marketing Research, Journal of Interactive Advertising, International Journal of Internet Marketing and Advertising, Journal of Website Promotion; ABI-INFORM search tool, SAGE publications, Academic Search Elite (EBSCO), Communication and Mass Media Complete, and US Newspaper Source.

Textbook: can be purchased on Amazon
http://www.amazon.com/Internet-Advertising-Research-Consumer-Psychology/dp/0805851097/ref=sr_1_3?ie=UTF8&s=books&qid=1195343681&sr=8-3

Other Recommended Readings/Resources/Links: see my Web site at http://arachnid.pepperdine.edu/grosenkrans  

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

Format and Policies
Through researching and writing abstracts, you will develop critical thinking and application skills.

 1.     Most of the material you need to know for the successful completion of this course will come from the suggested readings and research articles

 2.    Assignment due date: On or before Friday, April 11, 2008

 3.    We will meet at least once a week via e-mail or phone

 4.    Assignments will be graded on: (1) clarity and conciseness of work; (2) following the assignment’s directions; (3) packaging and presentation of work/assignments; (4) attention to final product (i.e., no mistakes in grammar, punctuation, and/or typos); (5) comprehensiveness; (6) accuracy: and (7) use of APA style. See Rubrics (points adjusted for assignment/project):

Excellent | Good | Satisfactory |
3                    2                    1                       

1. Assignment work is complete
Excellent | Good | Satisfactory |
3                2              1                

2. Assignment work is accurate
Excellent | Good | Satisfactory |
3                2              1             

3. Packaging of work (also includes organization, grammar, punctuation, etc.)
Excellent | Good | Satisfactory |
3                2              1               
                                                

 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 with an on-going assessment of the success we are making towards specific educational goals.  Simply stated, the communication division 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.  Should it become necessary to share or present your data beyond the department, we 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. Research on online rich media and its usage (100 points). You will provide research on online rich media advertising from blind, peer-reviewed journals. You will (1) write an abstract of each research article, (2) provide a bibliography, (3) provide a one-page summary of the research, (4) provide copies of the research articles, and (5) provide recommendations for future research. You will provide a had copy and CD of all the above.

2. Research on user interactivity theories and methodologies (100 points). You will provide research on user interactivity theories and methodologies from blind, peer-reviewed journals. You will (1) write an abstract of each research article, (2) provide a bibliography, (3) provide a one-page summary of the research, (4) provide copies of the research articles, and (5) provide recommendations for future research. You will provide a had copy and CD of all the above.

3. Research on brand awareness theories and methodologies that are applied in Internet advertising research studies (100 points). You will provide research on brand awareness theories and methodologies from blind, peer-reviewed journals. You will (1) write an abstract of each research article, (2) provide a bibliography, (3) provide a one-page summary of the research, (4) provide copies of the research articles, and (5) provide recommendations for future research. You will provide a had copy and CD of all the above.

4. Research on research and identify common advertising theories and methodologies applied in online advertising research studies (100 points). You will provide research on brand common advertising theories and methodologies applied in online advertising research studies from blind, peer-reviewed journals. You will (1) write an abstract of each research article, (2) provide a bibliography, (3) provide a one-page summary of the research, (4) provide copies of the research articles, and (5) provide recommendations for future research. You will provide a had copy and CD of all the above.

Grading
Final grading will be on the percentage basis.

A         96-100

A-         90-95

B+       87-89

B         83-86

B-        80-82

C+       77-79

C         73-76

C-        70-72

D+       67-69

D         63-66

D-        60-62

F         below 60

* everything is due on or before April 11, 2008.

Communication Directed Studies (COM 599)
Internet Advertising
Summer 2007
Syllabus, Schedule, Assignments

Professor: Ginger Rosenkrans, PhD
Office: CCB 253
Time, Days and Classroom: Spring 2007, Directed Studies
e-Mail: Ginger.Rosenkrans@pepperdine.edu
Phone Numbers: direct line: (310) 506-6111; Communication Division: (310) 506-4211
Office Hours:  N/A
Web site URL: http://arachnid.pepperdine.edu/grosenkrans

Course Description
COM 599 for Summer 2007 semester is an advanced Web site design and Internet advertising directed studies course in which you will research and execute advanced online ad designs.

Course Goals
The goals of the course are to equip you with the ability to develop a concept of online rich media, its usage, and application; to design online ads; to design Web sites; and to execute online rich media/multimedia research from peer-reviewed and trade journals.

Course Objectives
--To understand the concept of online rich media and its usage
--To develop online rich media ads
--To develop an interactive Web site
--To write a summary of rich media and online advertising concept and usage
--To research online rich media advertising

Suggested Readings and Textbooks, Readings, Tools
Web Design Concept chapter in the Encyclopedia of Multimedia Technology and Networking.

Principles of Web Design

Pepperdine's e-library, journals, related links posted on my Web site

Other Recommended Readings/Resources/Links: see my Web site at http://arachnid.pepperdine.edu/grosenkrans  

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

Format and Policies
Through researching and writing abstracts, you will develop critical thinking and application skills.

 1.     Most of the material you need to know for the successful completion of this course will come from the suggested readings and research articles

 2.    Assignment due dates: see below

 3.    We will meet at least once a week via e-mail or phone

 4.    Assignments will be graded on: (1) clarity and conciseness of work; (2) following the assignment’s directions; (3) packaging and presentation of work/assignments; (4) attention to final product (i.e., no mistakes in grammar, punctuation, and/or typos); (5) comprehensiveness; (6) accuracy: and (7) use of APA style. See Rubrics (points adjusted for assignment/project):

Excellent | Good | Satisfactory |
3                    2                    1                       

1. Assignment work is complete
Excellent | Good | Satisfactory |
3                2              1                

2. Assignment work is accurate
Excellent | Good | Satisfactory |
3                2              1             

3. Packaging of work (also includes organization, grammar, punctuation, etc.)
Excellent | Good | Satisfactory |
3                2              1               
                                                

 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 with an on-going assessment of the success we are making towards specific educational goals.  Simply stated, the communication division 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.  Should it become necessary to share or present your data beyond the department, we will remove any personal identifiers and aggregate your information into a larger sample.

Summary of Assignments

There will be a total of 300 points for the class. The following is a breakdown of assignments and grading:

1. Research (100 points). You will develop a creatively packaged research project about Web site design, online rich media advertising, online interactivity, media richness theory, and two other theories of your choice on online interactive advertising. More information on this assignment will be provided on my Web site. Due on or before June 28.

2. Designs (100 points). You will design 3 interactive online rich media ads and one Web site. This is due on or before June 28.

3. Web Design (100 points). You will design one interactive Web site. This is due on or before June 28.

Grading
Final grading will be on the percentage basis.

Final grading will be on the percentage basis.

A         96-100

A-         90-95

B+       87-89

B         83-86

B-        80-82

C+       77-79

C         73-76

C-        70-72

D+       67-69

D         63-66

D-        60-62

F         below 60

Advertising Directed Studies (ADV 599)
Fall 2007 with Jamie Maben
Syllabus, Schedule, Assignments

Professor: Ginger Rosenkrans, PhD
Office: CCB 253
Time, Days and Classroom: Fall 200, Directed Studies
e-Mail: Ginger.Rosenkrans@pepperdine.edu  Phone Numbers:
direct line: (310) 506-6111; Communication Division:
(310) 506-4211
Office Hours:  N/A Web site URL: http://arachnid.pepperdine.edu/grosenkrans

Course Description
ADV 599 for Summer 2006 semester is a directed studies course in which you will explore the concept of branding and how specific techniques, especially perceived brand history, are chosen among the world's top brands for their respective target audiences. 

Course Goals
The goals of the course are to equip you with the ability to create, critique, and produce/package a advertising branding campaign.  It is another goal of this course that you become knowledgeable in the area of perceived brand history and its effects on differing demographic segments, as well as general branding techniques.

Required Textbooks, Readings, Tools
APA style book

Ad Age—free subscription online. http://www.adage.com

Brand Channel—free subscription. http://www.brandchannel.com

Creating Brand Loyalty: The Management of Power Positioning and Really Great Advertising by R. Czerniawski & M. Maloney (1999). AMACOM. ISBN# 0814405010

Building Brand Identity: A Strategy for Success in a Hostile Marketplace by L.B. Upshaw. (1995). Wiley. ISBN# 047104220X

Pepperdine's e-library, journals, related links posted on my Web site

Recommended Readings/Resources/Links: see my Web site at http://arachnid.pepperdine.edu/grosenkrans 

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

Format and Policies

Through researching and writing abstracts, you will develop critical thinking and application skills.

 1.     Most of the material you need to know for the successful completion of this course will come from your APA stylebook, journal articles and trade articles

2.    Assignment due dates: see below

3.    We will meet at least once a week via e-mail or phone

4.    Assignments will be graded on: (1) clarity and conciseness of work; (2) following the assignment’s directions; (3) packaging and presentation of work/assignments; (4) attention to final product (i.e., no mistakes in grammar, punctuation, and/or typos); and use of APA style. Please see rubrics on the Web at http://arachnid.pepperdine.edu/grosenkrans

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 with an on-going assessment of the success we are making towards specific educational goals.  Simply stated, the communication division 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.  Should it become necessary to share or present your data beyond the department, we will remove any personal identifiers and aggregate your information into a larger sample.

Summary of Assignments

There will be a total of 1000 points for the class. The following is a breakdown of assignments and grading:

1. Final Advertising Campaign Branding Project (500 points). You will analyze past brand techniques and create a branding campaign suggesting future techniques to be used to strengthen brand image and loyalty for a specific client. Due on or before July 26.

2. Research Project (350 points). You will create a creatively packaged research project about branding and the effects of brand age perception on differing demographic segments. Due on or before July 26.

3. Classroom Article (100 points). You will create an article about general brand techniques that may be further used in the classroom as a guide to building brand identity. Due on or before July 26.

4. Print Ad (50 points). Design a print ad for the Communication Division that enhances brand awareness of the division’s graduate program. Due on or before June 11.

Advertising Directed Studies (ADV 599)
Spring 2007 with Anthony
Syllabus, Schedule, Assignments

Professor: Ginger Rosenkrans, PhD
Office: CCB 253
Time, Days and Classroom: Spring 2006, Directed Studies
e-Mail: Ginger.Rosenkrans@pepperdine.edu
Phone Numbers: direct line: (310) 506-6111; Communication Division: (310) 506-4211
Office Hours:  N/A
Web site URL: http://arachnid.pepperdine.edu/grosenkrans

Course Description
ADV 599 for Spring 2007 semester is an advanced creative advertising directed studies course in which you will research and execute advanced creative ad designs/layouts.

Course Goals
The goals of the course are to equip you with the ability to develop a concept of typography and its usage; design and layout ads, magazine pieces, newspaper pieces, and brochures; develop and present a portfolio of advanced creative pieces, and to execute type and layout research from peer-reviewed and trade journals.

Course Objectives
--To understand the concept of typography and its usage
--To develop ad layouts
--To develop newspaper layouts
--To develop magazine layouts
--To develop brochure layouts
--To develop a portfolio
--To research typography
--To write a summary of typography concept and usage
--To receive feedback and critique of copy and layouts from professor and industry professional

Suggested Readings and Textbooks, Readings, Tools
Visual Literacy

Copy and Layout, Harrower Text

Communication Arts magazine

Society for News Design

Typography handouts

Pepperdine's e-library, journals, related links posted on my Web site

Other Recommended Readings/Resources/Links: see my Web site at http://arachnid.pepperdine.edu/grosenkrans  

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

Format and Policies
Through researching and writing abstracts, you will develop critical thinking and application skills.

 1.     Most of the material you need to know for the successful completion of this course will come from the suggested readings and research articles

 2.    Assignment due dates: see below

 3.    We will meet at least once a week via e-mail or phone

 4.    Assignments will be graded on: (1) clarity and conciseness of work; (2) following the assignment’s directions; (3) packaging and presentation of work/assignments; (4) attention to final product (i.e., no mistakes in grammar, punctuation, and/or typos); (5) comprehensiveness; (6) accuracy: and (7) use of APA style. See Rubrics (points adjusted for assignment/project):

Excellent | Good | Satisfactory |
3                    2                    1                       

1. Assignment work is complete
Excellent | Good | Satisfactory |
3                2              1                

2. Assignment work is accurate
Excellent | Good | Satisfactory |
3                2              1             

3. Packaging of work (also includes organization, grammar, punctuation, etc.)
Excellent | Good | Satisfactory |
3                2              1               
                                                

 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 with an on-going assessment of the success we are making towards specific educational goals.  Simply stated, the communication division 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.  Should it become necessary to share or present your data beyond the department, we will remove any personal identifiers and aggregate your information into a larger sample.

Summary of Assignments

There will be a total of 300 points for the class. The following is a breakdown of assignments and grading:

1. Final Creative Advertising Portfolio (100 points). You will develop a portfolio that has ad layouts, magazine layouts, newspaper layouts, brochure layouts, and typography specific layouts and have the portfolio critiqued by the professor and industry professional by April 11.

2. Research (100 points). You will develop a creatively packaged research project about concept and usage of typography. More information on this assignment will be provided on my Web site. Due on or before March 31.

3. Designs (100 points) You will design print ads, typography specific layouts, magazine layouts, brochure layouts, and newspaper layouts. More information on these assignments will be provided on my Web site. This is due on or before April 11.

Grading
Final grading will be on the percentage basis.

Final grading will be on the percentage basis.

A         96-100

A-         90-95

B+       87-89

B         83-86

B-        80-82

C+       77-79

C         73-76

C-        70-72

D+       67-69

D         63-66

D-        60-62

F         below 60

Communication Directed Studies (COM 599)
Internet Advertising
Spring 2007 with Jennifer
Syllabus, Schedule, Assignments

Professor: Ginger Rosenkrans, PhD
Office: CCB 253
Time, Days and Classroom: Spring 2007, Directed Studies
e-Mail: Ginger.Rosenkrans@pepperdine.edu
Phone Numbers: direct line: (310) 506-6111; Communication Division: (310) 506-4211
Office Hours:  N/A
Web site URL: http://arachnid.pepperdine.edu/grosenkrans

Course Description
COM 599 for Spring 2007 semester is an advanced Web site design and Internet advertising directed studies course in which you will research and execute advanced online ad designs.

Course Goals
The goals of the course are to equip you with the ability to develop a concept of online rich media, its usage, and application; to design online ads; to design Web sites; and to execute online rich media/multimedia research from peer-reviewed and trade journals.

Course Objectives
--To understand the concept of online rich media and its usage
--To develop online rich media ads
--To develop an interactive Web site
--To write a summary of rich media and online advertising concept and usage
--To research online rich media advertising

Suggested Readings and Textbooks, Readings, Tools
Web Design Concept chapter in the Encyclopedia of Multimedia Technology and Networking.

Principles of Web Design

Pepperdine's e-library, journals, related links posted on my Web site

Other Recommended Readings/Resources/Links: see my Web site at http://arachnid.pepperdine.edu/grosenkrans  

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

Format and Policies
Through researching and writing abstracts, you will develop critical thinking and application skills.

 1.     Most of the material you need to know for the successful completion of this course will come from the suggested readings and research articles

 2.    Assignment due dates: see below

 3.    We will meet at least once a week via e-mail or phone

 4.    Assignments will be graded on: (1) clarity and conciseness of work; (2) following the assignment’s directions; (3) packaging and presentation of work/assignments; (4) attention to final product (i.e., no mistakes in grammar, punctuation, and/or typos); (5) comprehensiveness; (6) accuracy: and (7) use of APA style. See Rubrics (points adjusted for assignment/project):

Excellent | Good | Satisfactory |
3                    2                    1                       

1. Assignment work is complete
Excellent | Good | Satisfactory |
3                2              1                

2. Assignment work is accurate
Excellent | Good | Satisfactory |
3                2              1             

3. Packaging of work (also includes organization, grammar, punctuation, etc.)
Excellent | Good | Satisfactory |
3                2              1               
                                                

 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 with an on-going assessment of the success we are making towards specific educational goals.  Simply stated, the communication division 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.  Should it become necessary to share or present your data beyond the department, we will remove any personal identifiers and aggregate your information into a larger sample.

Summary of Assignments

There will be a total of 300 points for the class. The following is a breakdown of assignments and grading:

1. Research (100 points). You will develop a creatively packaged research project about Web site design, online rich media advertising, online interactivity, media richness theory, and two other theories of your choice on online interactive advertising. More information on this assignment will be provided on my Web site. Due on or before April 11.

2. Designs (100 points). You will design 3 interactive online rich media ads and one Web site. This is due on or before March 31.

3. Web Design (100 points). You will design one interactive Web site. This is due on or before March 31.

Grading
Final grading will be on the percentage basis.

Final grading will be on the percentage basis.

A         96-100

A-         90-95

B+       87-89

B         83-86

B-        80-82

C+       77-79

C         73-76

C-        70-72

D+       67-69

D         63-66

D-        60-62

F         below 60

Advertising Directed Studies (ADV 599)
Spring 2007 with Tanner
Syllabus, Schedule, Assignments

Professor: Ginger Rosenkrans, PhD
Office: CCB 253
Time, Days and Classroom: Spring 2006, Directed Studies
e-Mail: Ginger.Rosenkrans@pepperdine.edu
Phone Numbers: direct line: (310) 506-6111; Communication Division: (310) 506-4211
Office Hours:  N/A
Web site URL: http://arachnid.pepperdine.edu/grosenkrans

Course Description
ADV 599 for Spring 2007 semester is an advanced creative advertising directed studies course in which you will research and execute advanced creative ad designs/layouts.

Course Goals
The goals of the course are to equip you with advanced skills and principles and theories of print and online design.

Course Objectives
--To understand the concept of of advanced principles and theories of print and online design
--To develop ad layouts, package designs, photo restoration
--To research various theories on print and online design and to explain and demonstrate the application of the theories
--To develop a portfolio
--To write a summary of typography concept and usage

Suggested Readings and Textbooks, Readings, Tools
Visual Literacy

Copy and Layout, Harrower Text

Communication Arts magazine

Society for News Design

Pepperdine's e-library, journals, related links posted on my Web site

Other Recommended Readings/Resources/Links: see my Web site at http://arachnid.pepperdine.edu/grosenkrans  

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

Format and Policies
Through researching and writing abstracts, you will develop critical thinking and application skills.

 1.     Most of the material you need to know for the successful completion of this course will come from the suggested readings and research articles

 2.    Assignment due dates: see below

 3.    We will meet at least once a week via e-mail or phone

 4.    Assignments will be graded on: (1) clarity and conciseness of work; (2) following the assignment’s directions; (3) packaging and presentation of work/assignments; (4) attention to final product (i.e., no mistakes in grammar, punctuation, and/or typos); (5) comprehensiveness; (6) accuracy: and (7) use of APA style. See Rubrics (points adjusted for assignment/project):

Excellent | Good | Satisfactory |
3                    2                    1                       

1. Assignment work is complete
Excellent | Good | Satisfactory |
3                2              1                

2. Assignment work is accurate
Excellent | Good | Satisfactory |
3                2              1             

3. Packaging of work (also includes organization, grammar, punctuation, etc.)
Excellent | Good | Satisfactory |
3                2              1               
                                                

 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 with an on-going assessment of the success we are making towards specific educational goals.  Simply stated, the communication division 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.  Should it become necessary to share or present your data beyond the department, we will remove any personal identifiers and aggregate your information into a larger sample.

Summary of Assignments

There will be a total of 300 points for the class. The following is a breakdown of assignments and grading:

1. Final Creative Advertising Portfolio (100 points). You will develop a portfolio that has ad layouts, package designs, and photo restorations. Due April 11.

2. Research (100 points). You will develop a creatively packaged research project about theories of print and online design. More information on this assignment will be provided on my Web site. Due on or before March 31.

3. Designs (100 points) You will design print  layouts, package designs, and photo restorations. This is due on or before April 11.

Grading
Final grading will be on the percentage basis.

Final grading will be on the percentage basis.

A         96-100

A-         90-95

B+       87-89

B         83-86

B-        80-82

C+       77-79

C         73-76

C-        70-72

D+       67-69

D         63-66

D-        60-62

F         below 60

Communication Directed Studies (COM 599)
Summer 2006 with Indoo
Syllabus, Schedule, Assignments

Professor: Ginger Rosenkrans, PhD
Office: CCB 253
Time, Days and Classroom: Spring 2006, Directed Studies
e-Mail: Ginger.Rosenkrans@pepperdine.edu
Phone Numbers: direct line: (310) 506-6111; Communication Division: (310) 506-4211
Office Hours:  N/A
Web site URL: http://arachnid.pepperdine.edu/grosenkrans

Course Description
COM 599 for Summer 2006 semester is a directed studies course in which you will explore the concept and theories of Internet advertising effectiveness, rich media, and consumer behavior.

Course Goals
The goals of the course are to equip you with the ability to acquire research skills in finding, identifying, and explaining theories and measurements for Internet advertising effectiveness, Internet advertising rich media, and consumer behavior.

Course Objectives
--To summarize and package research on
1. Theories and measurements for Internet Advertising effectiveness
2. Theories and research on rich media advertising
3. Consumer behavior online

Suggested Textbooks, Readings, Tools
APA style book

See my Links list

Pepperdine's e-library, journals, related links posted on my Web site

Recommended Readings/Resources/Links: see my Web site at http://arachnid.pepperdine.edu/grosenkrans  

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

Format and Policies
Through researching and writing abstracts, you will develop critical thinking and application skills.

 1.     Most of the material you need to know for the successful completion of this course will come from your APA stylebook, journal articles, trade articles, and the recommended books for this course.

 2.    Assignment due dates: see below

 3.    We will meet at least once a week in person, via e-mail or phone

 4.    Assignments will be graded on: (1) clarity and conciseness of work; (2) following the assignment’s directions; (3) packaging and presentation of work/assignments; (4) attention to final product (i.e., no mistakes in grammar, punctuation, and/or typos); (5) comprehensiveness and completeness; (6) accuracy); and use of APA style. 

 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 with an on-going assessment of the success we are making towards specific educational goals.  Simply stated, the communication division 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.  Should it become necessary to share or present your data beyond the department, we 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. Advertising Project (200 points). You will analyze Internet advertising effectiveness and rich media theories, concepts, and measures and create a research plan book suggesting future techniques to be used to strengthen online advertising usage. Due on or before June 25.

2. Research Project  (200 points). You will produce a packaged research project about branding, theories of online advertising measures, online advertising effectiveness, rich media, and online consumer behavior.
(a) printing and summarizing 7 peer-reviewed, journal articles on theories and measure for online ad effectiveness, (b) printing and summarizing peer-reviewed journal articles on online rich media, (c) printing and summarizing peer-reviewed journal articles on online consumer behavior, (d) providing a bibliography, and (e) providing a hard copy of your work as well as everything on CD. This is due on or before June 25.

Grading
Final grading will be on the percentage basis.

Final grading will be on the percentage basis.

A         96-100

A-         90-95

B+       87-89

B         83-86

B-        80-82

C+       77-79

C         73-76

C-        70-72

D+       67-69

D         63-66

D-        60-62

F         below 60

Advertising Directed Studies (ADV 599)
Spring 2006 with Chris Fuentes
Syllabus, Schedule, Assignments

Professor: Ginger Rosenkrans, PhD
Office: CCB 253
Time, Days and Classroom: Spring 2006, Directed Studies
e-Mail: Ginger.Rosenkrans@pepperdine.edu
Phone Numbers: direct line: (310) 506-6111; Communication Division: (310) 506-4211
Office Hours:  N/A
Web site URL: http://arachnid.pepperdine.edu/grosenkrans

Course Description
ADV 599 for Spring 2006 semester is a directed studies course in which you will explore the concept of branding and how specific techniques, especially perceived brand history, are chosen among the world's top brands for their respective target audiences.

Course Goals
The goals of the course are to equip you with the ability to create, critique, and produce/package a advertising branding campaign.  It is another goal of this course that you become knowledgeable in the area of perceived brand history and its effects on differing demographic segments, as well as general branding techniques.

Required Textbooks, Readings, Tools
APA style book

Creating Brand Loyalty: The Management of Power Positioning and Really Great Advertising by R. Czerniawski & M. Maloney (1999). AMACOM. ISBN# 0814405010

Building Brand Identity: A Strategy for Success in a Hostile Marketplace by L.B. Upshaw. (1995). Wiley. ISBN# 047104220X

Pepperdine's e-library, journals, related links posted on my Web site

Recommended Readings/Resources/Links: see my Web site at http://arachnid.pepperdine.edu/grosenkrans  

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

Format and Policies
Through researching and writing abstracts, you will develop critical thinking and application skills.

 1.     Most of the material you need to know for the successful completion of this course will come from your APA stylebook, journal articles and trade articles

 2.    Assignment due dates: see below

 3.    We will meet at least once a week via e-mail or phone

 4.    Assignments will be graded on: (1) clarity and conciseness of work; (2) following the assignment’s directions; (3) packaging and presentation of work/assignments; (4) attention to final product (i.e., no mistakes in grammar, punctuation, and/or typos); and use of APA style.

 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 with an on-going assessment of the success we are making towards specific educational goals.  Simply stated, the communication division 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.  Should it become necessary to share or present your data beyond the department, we will remove any personal identifiers and aggregate your information into a larger sample.

Summary of Assignments

There will be a total of 1000 points for the class. The following is a breakdown of assignments and grading:

1. Final Advertising Campaign Branding Project (500 points). You will analyze past brand techniques and create a branding campaign suggesting future techniques to be used to strengthen brand image and loyalty for a specific client. Due on or before April 14.

2. Research Project  (350 points). You will create a creatively packaged research project about branding and the effects of brand age perception on differing demographic segments. Due on or before April 7.

3. Classroom Article (150 points) You will create an article about general brand techniques that may be further used in the classroom as a guide to building brand identity. Due on or before April 14.

Grading
Final grading will be on the percentage basis.

Final grading will be on the percentage basis.

A         96-100

A-         90-95

B+       87-89

B         83-86

B-        80-82

C+       77-79

C         73-76

C-        70-72

D+       67-69

D         63-66

D-        60-62

F         below 60

Advertising Directed Studies (ADV 599)
Summer 2006 with Indoo
Syllabus, Schedule, Assignments

Professor: Ginger Rosenkrans, PhD
Office: CCB 253
Time, Days and Classroom: Spring 2006, Directed Studies
e-Mail: Ginger.Rosenkrans@pepperdine.edu
Phone Numbers: direct line: (310) 506-6111; Communication Division: (310) 506-4211
Office Hours:  N/A
Web site URL: http://arachnid.pepperdine.edu/grosenkrans

Course Description
ADV 599 for Summer 2006 semester is a directed studies course in which you will explore the concept of traditional and online branding and how specific techniques are chosen among the world's top brands for their respective target audiences.

Course Goals
The goals of the course are to equip you with the ability to create, critique, and produce/package a advertising branding campaign and to research online and traditional brand strategies from peer-reviewed journal articles.  It is another goal of this course that you become knowledgeable in the area of brand techniques employed and the effects on differing global segments, as well as general branding techniques.

Course Objectives
--To create and package an advertising branding campaign
--To write summaries of online and traditional brand strategies from peer-reviewed journal articles.
--To write a summary of brand techniques employed

Suggested Readings and Textbooks, Readings, Tools
APA style book

How to Advertise: Building Brands and Business in the New Marketing World by Kenneth Roman and Jane Maas (2005). ISBN: 0-312-34021-4

Essentials of Contemporary Advertising by William Arens and David H. Schaefer. (2007). ISBN: 978-0-07-313666-0
0-07-313666-2

Creating Brand Loyalty: The Management of Power Positioning and Really Great Advertising by R. Czerniawski & M. Maloney (1999). AMACOM. ISBN# 0814405010

Building Brand Identity: A Strategy for Success in a Hostile Marketplace by L.B. Upshaw. (1995). Wiley. ISBN# 047104220X

Pepperdine's e-library, journals, related links posted on my Web site

Other Recommended Readings/Resources/Links: see my Web site at http://arachnid.pepperdine.edu/grosenkrans  

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

Format and Policies
Through researching and writing abstracts, you will develop critical thinking and application skills.

 1.     Most of the material you need to know for the successful completion of this course will come from the suggested readings and research articles

 2.    Assignment due dates: see below

 3.    We will meet at least once a week via e-mail or phone

 4.    Assignments will be graded on: (1) clarity and conciseness of work; (2) following the assignment’s directions; (3) packaging and presentation of work/assignments; (4) attention to final product (i.e., no mistakes in grammar, punctuation, and/or typos); (5) comprehensiveness; (6) accuracy: and (7) use of APA style.

 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 with an on-going assessment of the success we are making towards specific educational goals.  Simply stated, the communication division 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.  Should it become necessary to share or present your data beyond the department, we 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 Advertising Campaign Branding Project (200 points). You will analyze brand techniques and create a branding campaign that suggests future techniques to be used to strengthen brand image and loyalty for a specific client. Due on or before June 25.

2. Research (100 points). You will create a creatively packaged research project about branding and the effects of brand age perception on differing demographic segments. Due on or before June 25.

3. Research (100 points) You will find at least 10 peer-reviewed research journal articles on branding (from 2000-present) and write a summary for each article. You will also provide a bibliography and a hard and electronic copy of each article. Required to submit: (a) printing and summarizing 7 peer-reviewed, journal articles on traditional brand strategies, (b) printing and summarizing peer-reviewed journal articles on online brand strategies, (c) printing and summarizing peer-reviewed journal articles on online brand techniques, (d) providing a bibliography, and (e) providing a hard copy of your work as well as everything on CD. This is due on or before June 25.Due on or before June 25.

Grading
Final grading will be on the percentage basis.

Final grading will be on the percentage basis.

A         96-100

A-         90-95

B+       87-89

B         83-86

B-        80-82

C+       77-79

C         73-76

C-        70-72

D+       67-69

D         63-66

D-        60-62

F         below 60

Communication Directed Studies (COM 599)
Summer 2006 with Indoo
Syllabus, Schedule, Assignments

Professor: Ginger Rosenkrans, PhD
Office: CCB 253
Time, Days and Classroom: Spring 2006, Directed Studies
e-Mail: Ginger.Rosenkrans@pepperdine.edu
Phone Numbers: direct line: (310) 506-6111; Communication Division: (310) 506-4211
Office Hours:  N/A
Web site URL: http://arachnid.pepperdine.edu/grosenkrans

Course Description
COM 599 for Summer 2006 semester is a directed studies course in which you will explore the concept and theories of Internet advertising effectiveness, rich media, and consumer behavior.

Course Goals
The goals of the course are to equip you with the ability to acquire research skills in finding, identifying, and explaining theories and measurements for Internet advertising effectiveness, Internet advertising rich media, and consumer behavior.

Course Objectives
--To summarize and package research on
1. Theories and measurements for Internet Advertising effectiveness
2. Theories and research on rich media advertising
3. Consumer behavior online

Suggested Textbooks, Readings, Tools
APA style book

See my Links list

Pepperdine's e-library, journals, related links posted on my Web site

Recommended Readings/Resources/Links: see my Web site at http://arachnid.pepperdine.edu/grosenkrans  

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

Format and Policies
Through researching and writing abstracts, you will develop critical thinking and application skills.

 1.     Most of the material you need to know for the successful completion of this course will come from your APA stylebook, journal articles, trade articles, and the recommended books for this course.

 2.    Assignment due dates: see below

 3.    We will meet at least once a week in person, via e-mail or phone

 4.    Assignments will be graded on: (1) clarity and conciseness of work; (2) following the assignment’s directions; (3) packaging and presentation of work/assignments; (4) attention to final product (i.e., no mistakes in grammar, punctuation, and/or typos); (5) comprehensiveness and completeness; (6) accuracy); and use of APA style. 

 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 with an on-going assessment of the success we are making towards specific educational goals.  Simply stated, the communication division 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.  Should it become necessary to share or present your data beyond the department, we 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. Advertising Project (200 points). You will analyze Internet advertising effectiveness and rich media theories, concepts, and measures and create a research plan book suggesting future techniques to be used to strengthen online advertising usage. Due on or before June 25.

2. Research Project  (200 points). You will produce a packaged research project about branding, theories of online advertising measures, online advertising effectiveness, rich media, and online consumer behavior.
(a) printing and summarizing 7 peer-reviewed, journal articles on theories and measure for online ad effectiveness, (b) printing and summarizing peer-reviewed journal articles on online rich media, (c) printing and summarizing peer-reviewed journal articles on online consumer behavior, (d) providing a bibliography, and (e) providing a hard copy of your work as well as everything on CD. This is due on or before June 25.

Grading
Final grading will be on the percentage basis.

Final grading will be on the percentage basis.

A         96-100

A-         90-95

B+       87-89

B         83-86

B-        80-82

C+       77-79

C         73-76

C-        70-72

D+       67-69

D         63-66

D-        60-62

F         below 60

Advertising Directed Studies (ADV 599)
Spring 2006 with Chris Fuentes
Syllabus, Schedule, Assignments

Professor: Ginger Rosenkrans, PhD
Office: CCB 253
Time, Days and Classroom: Spring 2006, Directed Studies
e-Mail: Ginger.Rosenkrans@pepperdine.edu
Phone Numbers: direct line: (310) 506-6111; Communication Division: (310) 506-4211
Office Hours:  N/A
Web site URL: http://arachnid.pepperdine.edu/grosenkrans

Course Description
ADV 599 for Spring 2006 semester is a directed studies course in which you will explore the concept of branding and how specific techniques, especially perceived brand history, are chosen among the world's top brands for their respective target audiences.

Course Goals
The goals of the course are to equip you with the ability to create, critique, and produce/package a advertising branding campaign.  It is another goal of this course that you become knowledgeable in the area of perceived brand history and its effects on differing demographic segments, as well as general branding techniques.

Required Textbooks, Readings, Tools
APA style book

Creating Brand Loyalty: The Management of Power Positioning and Really Great Advertising by R. Czerniawski & M. Maloney (1999). AMACOM. ISBN# 0814405010

Building Brand Identity: A Strategy for Success in a Hostile Marketplace by L.B. Upshaw. (1995). Wiley. ISBN# 047104220X

Pepperdine's e-library, journals, related links posted on my Web site

Recommended Readings/Resources/Links: see my Web site at http://arachnid.pepperdine.edu/grosenkrans  

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

Format and Policies
Through researching and writing abstracts, you will develop critical thinking and application skills.

 1.     Most of the material you need to know for the successful completion of this course will come from your APA stylebook, journal articles and trade articles

 2.    Assignment due dates: see below

 3.    We will meet at least once a week via e-mail or phone

 4.    Assignments will be graded on: (1) clarity and conciseness of work; (2) following the assignment’s directions; (3) packaging and presentation of work/assignments; (4) attention to final product (i.e., no mistakes in grammar, punctuation, and/or typos); and use of APA style.

 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 with an on-going assessment of the success we are making towards specific educational goals.  Simply stated, the communication division 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.  Should it become necessary to share or present your data beyond the department, we will remove any personal identifiers and aggregate your information into a larger sample.

Summary of Assignments

There will be a total of 1000 points for the class. The following is a breakdown of assignments and grading:

1. Final Advertising Campaign Branding Project (500 points). You will analyze past brand techniques and create a branding campaign suggesting future techniques to be used to strengthen brand image and loyalty for a specific client. Due on or before April 14.

2. Research Project  (350 points). You will create a creatively packaged research project about branding and the effects of brand age perception on differing demographic segments. Due on or before April 7.

3. Classroom Article (150 points) You will create an article about general brand techniques that may be further used in the classroom as a guide to building brand identity. Due on or before April 14.

Grading
Final grading will be on the percentage basis.

Final grading will be on the percentage basis.

A         96-100

A-         90-95

B+       87-89

B         83-86

B-        80-82

C+       77-79

C         73-76

C-        70-72

D+       67-69

D         63-66

D-        60-62

F         below 60

Advertising Directed Studies (ADV 599)
Spring 2006 with Arianna Thompson
Syllabus, Schedule, Assignments

Professor: Ginger Rosenkrans, PhD
Office: CCB 253
Time, Days and Classroom: Spring 2006, Directed Studies
e-Mail: Ginger.Rosenkrans@pepperdine.edu
Phone Numbers: direct line: (310) 506-6111; Communication Division: (310) 506-4211
Office Hours:  N/A
Web site URL: http://arachnid.pepperdine.edu/grosenkrans

Course Description
ADV 599 for Spring 2006 semester is a directed studies course in which you will explore the concept and theories of traditional advertising branding, Internet advertising branding and search engine advertising.

Course Goals
The goals of the course are to equip you with the ability to acquire research skills in finding, identifying, and explaining theories and measurements for Internet advertising effectiveness, Internet advertising branding, and Internet advertising search engine.

Required Textbooks, Readings, Tools
APA style book

Creating Brand Loyalty: The Management of Power Positioning and Really Great Advertising by R. Czerniawski & M. Maloney (1999). AMACOM. ISBN# 0814405010

Building Brand Identity: A Strategy for Success in a Hostile Marketplace by L.B. Upshaw. (1995). Wiley. ISBN# 047104220X

Pepperdine's e-library, journals, related links posted on my Web site

Recommended Readings/Resources/Links: see my Web site at http://arachnid.pepperdine.edu/grosenkrans  

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

Format and Policies
Through researching and writing abstracts, you will develop critical thinking and application skills.

 1.     Most of the material you need to know for the successful completion of this course will come from your APA stylebook, journal articles, trade articles, and the recommended books for this course.

 2.    Assignment due dates: see below

 3.    We will meet at least once a week in person, via e-mail or phone

 4.    Assignments will be graded on: (1) clarity and conciseness of work; (2) following the assignment’s directions; (3) packaging and presentation of work/assignments; (4) attention to final product (i.e., no mistakes in grammar, punctuation, and/or typos); and use of APA style. Rubrics/Evaluation sheets will be provided on my Web site for grading each assignment.

 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 with an on-going assessment of the success we are making towards specific educational goals.  Simply stated, the communication division 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.  Should it become necessary to share or present your data beyond the department, we 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. Advertising Branding Project (200 points). You will analyze traditional and online branding theories, concepts, and measures and create a branding research plan book suggesting future techniques to be used to strengthen traditional and online brand image and loyalty Due on or before April 14.

2. Research Project  (200 points). You will produce a packaged research project about branding, theories of traditional and online branding, measures of online and traditional branding, and theories and measures for search engine advertising. This includes:
(a) printing and summarizing 7 peer-reviewed, journal articles on theories and measure for traditional branding, (b) printing and summarizing peer-reviewed journal articles on online branding, (c) printing and summarizing peer-reviewed journal articles on online search engine advertising, (d) providing a bibliography, and (e) providing a hard copy of your work as well as everything on CD. This is due on or before March 24..

Grading
Final grading will be on the percentage basis.

Final grading will be on the percentage basis.

A         96-100

A-         90-95

B+       87-89

B         83-86

B-        80-82

C+       77-79

C         73-76

C-        70-72

D+       67-69

D         63-66

D-        60-62

F         below 60

Advertising Directed Studies (ADV 599) for Jackie Chiuchiarelli
Fall 2005 Session
Syllabus, Schedule, Assignments

Professor: Ginger Rosenkrans, PhD
Office: CCB 253
Time, Days and Classroom: Meet at least once a week
e-Mail: Ginger.Rosenkrans@pepperdine.edu
Phone Numbers: direct line: (310) 506-6111; Communication Division: (310) 506-4211
Office Hours:  Monday, 4-6:00; Tuesdays, 2-3:50; Thursdays, 1-1:30; also by appointment
Web site URL: http://arachnid.pepperdine.edu/grosenkrans

Course Description

ADV 599 for Fall Session 2005 is a directed study in which you will participate in unearthing research in the area of in-class ad campaign formulation and effectiveness through online database research, Internet research, in-class observation, participation, critiques, and production/packaging of final campaigns. 

Course Goals

The goals of the course are to equip you with the ability to create, critique, and produce/package a complete creative advertising campaign.  It is another goal of this course that you become knowledgeable in the area of in-class advertising competitions and their effectiveness.

Required Textbooks, Readings, Tools

APA style book

Creative Strategy in Advertising, by A. Jerome Jeweler and Bonnie L. Drewniany. (2001). Stamford, CT: Wadsworth. ISBN# 0-534-55783-X

Pepperdine's e-library, journals, related links posted on my Web site

Additional readings will be assigned

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

Format and Policies

Through readings, projects, and observations you will develop critical thinking and application skills.

1.    Most of the material you need to know for the successful completion of this course will come from observation and discussion among campaign groups, journal articles, and advertising publications.

2.    Assignments must be submitted on time. Late papers/assignments will not be accepted.

3.    We will meet at least once a week in person or through e-mail or phone.

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; (4) content accuracy, and (5) attention to final product (i.e., no mistakes in grammar, punctuation, and/or typos).

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 with an on-going assessment of the success we are making towards specific educational goals.  Simply stated, the communication division 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.  Should it become necessary to share or present your data beyond the department, we will remove any personal identifiers and aggregate your information into a larger sample.

Summary of Assignments

There will be a total of 1000 points for the class. The following is a breakdown of assignments and grading:

1. Final Advertising Campaign Compilation Book (500 points). Due on or before December 2.

2. Research Project (350 points). You will create a creatively packaged research project about the effectiveness on in-class advertising competitions and your experience with the class. Due on or before November 25.

3. Completed Evaluation Sheets (150 points) You will create evaluation sheets for all groups and be available to the students at certain times. Due on or before December 2.

Grading

Final grading will be on the percentage basis.

A         95-100               B-         80-82

A-        90-94                 C+        77-79

B+       87-89                 C          73-76

B         83-86                  C-        70-72   

Final Advertising Compilation Book
"A campaign is a series of ads that reflect the same big idea and have a similar theme and attitude."--Jewler and Drewniany, p. 108

Teams will be placed into teams to create a creative strategy campaign.

You will create a thorough, organized campaign book that is professionally packaged.

You will meet with groups inside and outside of class for help, critiquing, and/or any questions they may have. 

Criteria for pitch and campaign book that will be used to developed scales and rubrics.

You will include in this project:
(1) name of your team's ad agency and logo
(2) creative brief on your agency letterhead
(3) 21 Big Idea brainstorm ideas
(4) strategy and strategy statement
(5) answers to questions on p. 85 in your text
(6) profile of each team member
(7) B&W print ad and color print ad for newspaper
(8) B&W print ad and color print ad for magazine
(9) Radio spot
(10) TV storyboard
(11) direct mail piece
(12) POP ad
(13) billboard ad
(14) bus shelter ad
(15) van or bus wrap
(16) advertising piece of choice
(17) answer to Preparation for Campaign questions
 

_______ Attention-grabbing opening; introduction of yourselves

_______ One minute to summarize the project. Give a recap (example: The goals you set for us were… we came up with this….)

_______ Selling a concept to Client is clear throughout pitch

_______ Creative strategy clearly pitched throughout

_______ Creatives (print ads, commercial, etc.) not revealed all at once; revealed one at a time as necessary and in the most effective order

_______ Engaging presentation/pitch

_______  Presentation is memorable

_______ Sound explanation for concept and its tie to each creative

_______ Concluding remarks clear, engaging

_______  Dressed appropriately and as a team

_______ Good eye contact

_______ Good vocal inflections

_______  Stumbling not noticeable

_______ Support each other  

_______ Participation from each group member

 _______ Q&A session handled well (answered Client’s questions clearly, etc.)

_______ Final print ads complete, packaged, and presented professionally; clearly visible for Client

_______ Final print ads in black and white complete, packaged, and presented professionally

_______ Print ads in color are complete, packaged, and presented professionally

 _______  Audio/radio commercial  on tape is complete, packaged, and presented professionally; can be heard clearly

_______ Radio commercial script is complete, packaged, and presented professionally

_______ TV commercial and/or storyboard is complete, packaged, and presented professionally; can be heard and seen clearly

_______ Billboard is complete, packaged, and presented professionally; clearly visible for Client

 _______  Bus shelter is complete, packaged, and presented professionally; clearly visible for Client

                        sample dimensions for one-sheet station posters:

                        One sheet poster size: 45” H x 30” W

                        Viewing Area: 44” H x 28” W

_______ Bus wrap/poster is complete, packaged, and presented professionally; clearly visible for Client

_______ POP

_______  Direct Mail Piece               

_______ Optional/other advertising media are complete, packaged and presented professionally; clearly visible for Client

_______ Group name and Logo

Advertising Directed Studies (ADV 599)
Summer 2005/July Session
Syllabus, Schedule, Assignments

Professor: Ginger Rosenkrans, PhD
Office: CCB 260
Time, Days and Classroom: May session, Directed Studies
e-Mail: Ginger.Rosenkrans@pepperdine.edu
Phone Numbers: direct line: (310) 506-6111; Communication Division: (310) 506-4211
Office Hours:  N/A
Web site URL: http://arachnid.pepperdine.edu/grosenkrans

Course Description

ADV 599 for July Session 2005 is a directed studies course in which you will participate in unearthing research in the area of online auctions as advertising as well as in-class advertising competitions.

Course Goals

The goals of the course are to equip you with the ability to research journal and trade articles in the area of advertising and to write bibliographies and abstracts on research articles in APA style. Additionally, other goals of this course are for you to become knowledgeable in the area of (1) local online auctions as advertising and how they increase advertising revenue, (2) online auctions as advertising and consumer brand preference, (3) online auctions as advertising and brand awareness, (4) online auctions as advertising and consumer behavior/purchase intent; (5) and the effectiveness of  in-class advertising competitions.

Required Textbooks, Readings, Tools

APA style book

Pepperdine's e-library, journals, related links posted on my Web site

Recommended Readings/Resources/Links: see my Web site at http://arachnid.pepperdine.edu/grosenkrans  

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

Format and Policies

Through researching and writing abstracts,  you will develop critical thinking and application skills.

1.     Most of the material you need to know for the successful completion of this course will come from your APA stylebook, journal articles and trade articles

2.    Assignments must be submitted on or before July 29.

3.    We will meet at least once a week via e-mail or phone

4.    Assignments will be graded on: (1) clarity and conciseness of work; (2) following the assignment’s directions; (3) packaging and presentation of work/assignments; (4) attention to final product (i.e., no mistakes in grammar, punctuation, and/or typos); and use of APA style.

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).

Summary of Assignments

There will be a total of 1000 points for the class. The following is a breakdown of assignments and grading:

1.     You will provide research in ten areas--each area worth 100 points. Five areas of research will include annotated bibliographies.

2.  Please see assignments below for more detail

Grading

Final grading will be on the percentage basis.

A         95-100

A-        90-94

B+       87-89

B         83-86

*Schedule of Assignments

WEEK 1    research; report via e-mail or in person your progress    

WEEK 2    research; report via e-mail or in person your progress    

 WEEK 3   research; report via e-mail or in person your progress                               

WEEK 4   research; report via e-mail or in person your progress; assignments due on or before Aug. 28.          

*Note: This schedule remains flexible and is subject to change

 Assignments:

 Due on or before July 29 (100 points each)

Print 5 refereed journal articles published within the last four years (2000-2005) that have studies an area relating to advertising.

Print 5 non-journal articles published within the last four years (2000-2005) that have studies an area relating to advertising.

Provide a bibliography and write an abstract (one-paragraph summary) in APA style for each article and attach your abstract to each printed article

Each area of research will be determined and agreed upon by the professor and student. There will be 10 different areas of research and 5 of the area’s bibliographies will be annotated.

 TIPS:

Go to Pepperdine’s electronic library and go to the various engines to search for research articles in refereed/peer reviewed journals.  Additionally, go to http://www.arachnid.pepperdine.edu/grosenkrans and click on Links. There are links that’ll whisk you to sites where you can find research. Also try Scirus online to search for scientific academic journals

Advertising Directed Studies (ADV 599)
Summer 2004/May Session
Syllabus, Schedule, Assignments

Professor: Ginger Rosenkrans, PhD
Office: CCB 260
Time, Days and Classroom: May session, Directed Studies
e-Mail: Ginger.Rosenkrans@pepperdine.edu
Phone Numbers: direct line: (310) 506-6111; Communication Division: (310) 506-4211
Office Hours:  N/A
Web site URL: http://arachnid.pepperdine.edu/grosenkrans

Course Description

ADV 599 for May Session 2004 is a directed studies course in which you will participate in unearthing research in the area of online auctions as advertising as well as in-class advertising competitions.

Course Goals

The goals of the course are to equip you with the ability to research journal and trade articles in the area of advertising and to write bibliographies and abstracts on research articles in APA style. Additionally, other goals of this course are for you to become knowledgeable in the area of (1) local online auctions as advertising and how they increase advertising revenue, (2) online auctions as advertising and consumer brand preference, (3) online auctions as advertising and brand awareness, (4) online auctions as advertising and consumer behavior/purchase intent; (5) and the effectiveness of  in-class advertising competitions.

Required Textbooks, Readings, Tools

APA style book

Pepperdine's e-library, journals, related links posted on my Web site

Recommended Readings/Resources/Links: see my Web site at http://arachnid.pepperdine.edu/grosenkrans  

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

Format and Policies

Through researching and writing abstracts,  you will develop critical thinking and application skills.

1.     Most of the material you need to know for the successful completion of this course will come from your APA stylebook, journal articles and trade articles

2.    Assignments must be submitted on or before May 28.

3.    We will meet at least once a week

4.    Assignments will be graded on: (1) clarity and conciseness of work; (2) following the assignment’s directions; (3) packaging and presentation of work/assignments; (4) attention to final product (i.e., no mistakes in grammar, punctuation, and/or typos); and use of APA style.

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).

Summary of Assignments

There will be a total of 500 points for the class. The following is a breakdown of assignments and grading:

1.     You will provide research in five areas--each area worth 100 points.

2.  Please see assignments below for more detail

Grading

Final grading will be on the percentage basis.

A         95-100

A-        90-94

B+       87-89

B         83-86

B-        80-82

C+       77-79

C         73-76

C-        70-72

D+       67-69

D         63-66

D-        60-62

F          below 60

*Schedule of Assignments

WEEK 1    research; report via e-mail or in person your progress    

WEEK 2    research; report via e-mail or in person your progress    

 WEEK 3   research; report via e-mail or in person your progress                               

WEEK 4   research; report via e-mail or in person your progress; assignments due on or before May 28.          

*Note: This schedule remains flexible and is subject to change

ADV 599: Directed Studies

Assignments:

 1.         Due on or before May 28 (100 points)

Print 5 refereed journal articles published within the last three years (2000-2004) that have studies in the area of online auctions and branding

Print 5 non-journal articles published within the last three years (2000-2004) that have studies in the area of online auctions and revenue generated from online auctions and branding

Provide a bibliography and write an abstract (one-paragraph summary) in APA style for each article and attach your abstract to each printed article

 2.         Due on or before May 28 (100 points)

Print 5 refereed journal articles published within the last three years (2000-2004) that have studies in the area of online advertising effects on branding and purchase intent

Print 5 non-journal articles that discuss or have studies published within the last three years (2000-2004) in the area of online advertising effects on branding and purchase intent

Provide a bibliography and write an abstract (one-paragraph summary) in APA style for each article and attach your abstract to each printed article

 3.         Due on or before May 28 (100 points)

Print 5 refereed journal articles that have studies published within the last three years (2000-2004) in the area of newspapers using online auctions for advertising revenue

Print 5 non-journal articles that have studies published within the last three years (2000-2004) in the area of newspapers using online auctions for advertising revenue

Provide a bibliography and write an abstract (one-paragraph summary) in APA style for each article and attach your abstract to each printed article

4.        Due on or before May 28 (100 points)

Print 5 refereed journal articles that have studies published within the last three years (2000-2004) that have surveys on bidders' perceptions toward brands when they win or lose a product/service bid

Print 5 non-journal articles that have studies published within the last three years (2000-2004) that have surveys on bidders' perceptions toward brands when they win or lose a product/service bid

Provide a bibliography and write an abstract (one-paragraph summary) in APA style for each article and attach your abstract to each printed article

5.         Due on or before May 28 (100 points)

Print 5 refereed journal articles that have studies published within the last three years (2000-2004) in the area of in-class advertising competitions

Print 5 non-journal articles that have studies published within the last three years (2000-2004) in the area of in-class advertising competition

Provide a bibliography and write an abstract (one-paragraph summary) in APA style for each article and attach your abstract to each printed article

 TIPS:

Go to Pepperdine’s electronic library and go to the various engines to search for research articles in refereed/peer reviewed journals.  Additionally, go to http://www.arachnid.pepperdine.edu/grosenkrans and click on Links. There are links that’ll whisk you to sites where you can find research. Also try Scirus online to search for scientific academic journals

Advertising Directed Studies (ADV 599)
Summer 2004 Session
Syllabus, Schedule, Assignments

Professor: Ginger Rosenkrans, PhD
Office: CCB 260
Time, Days and Classroom: May session, Directed Studies
e-Mail: Ginger.Rosenkrans@pepperdine.edu
Phone Numbers: direct line: (310) 506-6111; Communication Division: (310) 506-4211
Office Hours:  N/A
Web site URL: http://arachnid.pepperdine.edu/grosenkrans

Course Description

ADV 599 for Summer Session 2004 is a directed studies course in which you will participate in unearthing research in the area of consumer behavior and branding effectiveness. Additionally, you will develop an understanding of advertising as a process of communication and apply course materials to work experience.

Course Goals

The goals of the course are to equip you with the ability to research journal and trade articles in the area of advertising and to write bibliographies and abstracts on research articles in APA style. Additionally, other goals of this course are for you to become knowledgeable in the area of (1) the advertising process, (2) branding effectiveness, (3) consumer behavior, and (4) integration of theory in practice

Required Textbooks, Readings, Tools

APA style book

Pepperdine's e-library, journals, related links posted on my Web site

Recommended Readings/Resources/Links: see my Web site at http://arachnid.pepperdine.edu/grosenkrans  

Russell, J.T., & Lane, W.R. (2002). Advertising Procedure. Upper Saddle River, NJ: Prentice Hall. ISBN: 0-13-065221-0

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

Format and Policies

Through researching and writing abstracts, you will develop critical thinking and application skills. In addition, you will critically examine advertising as an influence on consumer buying decisions and behavior and branding effectiveness as well as develop an understanding of advertising as a process of communication and apply course materials to work experience

1.     Most of the material you need to know for the successful completion of this course will come from your APA stylebook, journal articles, trade articles, and the Russell textbook.

2.      Assignments must be submitted on or before August 2.

3.      We will meet at least once a week via e-mail.

4.      Assignments and Project will be graded on: (1) clarity and conciseness of work; (2) following the assignment’s directions; (3) packaging and presentation of work/assignments; (4) attention to final product (i.e., no mistakes in grammar, punctuation, and/or typos); and use of APA style.

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).

Summary of Assignments

There will be a total of 500 points for the class. The following is a breakdown of assignments and grading:

1.     You will provide research in two areas--each area worth 200 points.

2. You will produce a project that integrates theory and application in advertising—300 points

2.  Please see assignments and project below for more detail

Grading

Final grading will be on the percentage basis.

A         95-100

A-             90-94

B+       87-89

B         83-86

B-                80-82

C+       77-79

C         73-76

C-                70-72

D+       67-69

D         63-66

D-                60-62

F          below 60

*Schedule of Assignments

WEEK 1    research; report via e-mail or in person your progress    

WEEK 2    research; report via e-mail or in person your progress    

 WEEK 3   research; report via e-mail or in person your progress                               

WEEK 4   research; report via e-mail or in person your progress

WEEK 5: research; report via e-mail or in person your progress

 WEEK 6: research; report via e-mail or in person your progress; assignments due on or before August 2          

*Note: This schedule remains flexible and is subject to change

Directed Studies

Research Assignments:

 1.        Due on or before August 2 (100 points)

Print 5 refereed journal articles published within the last three years (2000-2004) that have studies in the area of consumer behavior with a focus on emotional appeals

Print 5 non-journal articles published within the last three years (2000-2004) that have studies in the area of consumer behavior with a focus on emotional appeals

Provide a bibliography and write an abstract (one-paragraph summary) in APA style for each article and attach your abstract to each printed article

 2.        Due on or before August 28 (100 points)

Print 5 refereed journal articles published within the last three years (2000-2004) that have studies in the area of branding and advertising

Print 5 non-journal articles that discuss or have studies published within the last three years (2000-2004) in the area of branding and advertising

Provide a bibliography and write an abstract (one-paragraph summary) in APA style for each article and attach your abstract to each printed article

Project: Written Project Report (300 points)

This project will allow you to apply theory and principles from your Russell textbook and professional internship experience. Choose a product or service and track it during the term. Collect print, TV, Web, radio, and other media examples of advertising for this product or service. Contact the company through phone, mail, or e-mail and ask for information or press releases on the product or service. Ask how the company conducts its research to determine the wants and needs expressed by consumers and ask how the company examines the market, the consumer, and the competition. What research methods are used? Research and analyze for:

Branding strategy (Chapter 3)

Lifecycle stage (Chapter 3)

Target audience (Chapter 4)

Media choices/media planning relative to target audience (Chapters 7-13)

Effectiveness of media strategy (Chapter 7)

Apparent integration of media choices (Chapters 7-13)

Use of Internet for adverting (Chapter 13 and handouts)

Appeals used in ads (Chapters 15-17)

What could be changed to make the ads better for the target audience (Chapters 16-17) Slogans and logos (Chapter 16)

Ad copy, if used (Chapter 16)

Design principles (Chapter 17)

Research employed (Chapter 15)

Sales promotion, if used (Chapter 14)

International Advertising (Chapter 24)

Write a minimum 20-page, double spaced report on your analysis and findings. Please computer generate your report. Be sure to also include background information on your product or service. Place at the end of your report in an appendices: e-mail and other correspondence with the company, press releases on product or service, and any other material obtained from the company or from your research. Please provide two final hard copies. One for the professor to keep and one for you to turn in for a grade.

Grade will be based on: including the above requirements, comprehensiveness of report, organization of report, presentation of written report, report’s accuracy, synthesis of information, clarity and conciseness of report, and attention to final project’s report (i.e., no mistakes in grammar, punctuation, and/or typos).

TIPS:

Go to Pepperdine’s electronic library and go to the various engines to search for research articles in refereed/peer reviewed journals.  Additionally, go to http://www.arachnid.pepperdine.edu/grosenkrans and click on Links. There are links that’ll whisk you to sites where you can find research. Also try Scirus online to search for scientific academic journals

Communication Directed Studies (COM 599)
Fall 2004 Session
Syllabus, Schedule, Assignments

Professor: Ginger Rosenkrans, PhD
Office: CCB 260
Time, Days and Classroom: Meet at least once a week (TBA)
e-Mail: Ginger.Rosenkrans@pepperdine.edu
Phone Numbers: direct line: (310) 506-6111; Communication Division: (310) 506-4211
Office Hours:  N/A
Web site URL: http://arachnid.pepperdine.edu/grosenkrans

Course Description

ADV 599 for Fall Session 2004 is a directed study in which you will be introduced to the creative process of advertising by: appealing to diverse markets; fact finding; the Big Idea; idea generation; sound strategy; creative brief; functions and basics of designs; working in print; writing for radio, working in TV, direct marketing; retail; Internet advertising; and convincing the client. You will write copy, design ads, and put together a small campaign. This is designed to parallel the functions of the creative department of advertisers and agencies. Additionally, you will develop the skills necessary to put communication theory into practice and appeal to a large consumer demographic.

Course Goals The goals of the course are to equip you with the ability to build a strategic plan, a creative brief, write advertising copy, and design ads. It is another goal of this course that you will put together an advertising campaign integrating course materials.

Required Textbooks, Readings, Tools

APA style book

Arnston, Amy E. (most recent edition). Graphic Design Basics. ISBN #0-03-018734-6

Creative Strategy in Advertising, by A. Jerome Jeweler and Bonnie L. Drewniany. (2001). Stamford, CT: Wadsworth. ISBN# 0-534-55783-X

Several CD Rs.

Additional readings will be assigned

Recommended Readings/Resources/Links: see my Web site at http://arachnid.pepperdine.edu/grosenkrans   and http://www.inoadvertising.com

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). In addition, a scale will be used to grade work.

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).

Summary of Assignments

There will be a total of 500 points for the class. The following is a breakdown of assignments and grading:

1. Annotated Bibliography Assignment (100). You will provide research with a focus on creative advertising. Both academic journals and trade articles will be utilized. You are required to submit 20 entries (5 points each).
Due dates:
10 entries: Due Thursday, September 30
10 entries: Due Thursday, November 11

2. Final Exam (100 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. Ad Campaign (200 points). See ad campaign details at the end of this syllabus and schedule.
Draft 1: Due Thursday, October 7
Draft 2: Due Thursday, November 4
Pitch and all final copies of creatives: Due Tuesday, November 30

Grading

Final grading will be on the percentage basis.

A         95-100

A-        90-94

B+       87-89

B         83-86

B-        80-82

C+       77-79

C         73-76

C-        70-72

D+       67-69

D         63-66

D-        60-62

F          below 60

Ad Campaign Project
"A campaign is a series of ads that reflect the same big idea and have a similar theme and attitude."--Jewler and Drewniany, p. 108

The 200 points will be broken down:
50 points: Draft #1
50 points: Draft #2
150 points: Final pitch and final work due

You will be placed into teams to create a creative strategy campaign.

You will create brand awareness for an assigned product or service.

You are required to develop: one magazine ad, one newspaper ad, one radio spot, one TV or Cable commercial, one billboard, one bus shelter, and one other advertising method of your choice (e.g., direct mail piece, brochure, etc.). More detailed information will come.

Packaging and presentation of all work is included in the grade.

Creative Ad Campaign Draft #1 due Thursday, October 7 (50 points)

Submit two copies of creative brief
Submit two copies of 21 Big Idea brainstorm ideas
submit two copies of print ad draft
submit two copies of your strategy statement
submit two copies of your answers to questions on p. 81 in your text

Creative Brief:

Client:

Brief description of product or service:

Role of advertising: (why advertising, what is the problem advertising can solve, how will client benefit, how will consumers benefit):

Communication purpose: ____ General leads _____Introduce new product or service _____Sell company image _____ Other 

How do you want people to respond?

______contact company (call, email, other)  _____ Go to Web site 

_____no action, image only _____other

Target audience(s):  

Key insight:

Audience’s current perception of your company and product/service:

What differentiates you from the competition:

Product features:

Product benefits:

Choose desired advertising characteristics from list below

____ conservative  _____Contemporary ______Cutting Edge  _____Factual _____Emotional

Mandatories:

What one single fact or idea should audience remember/take away from the advertising?

Creative Ad Campaign Draft #2 due Thursday, November 4 (50 points)

Submit two copies of all of the following:

_______ Final print ads complete and packaged and presented professionally

 _______ Final print ads in black and white complete

 _______ Print ads in color are complete

 _______  Audio/radio commercial  on tape is complete

 _______ Radio commercial script is complete

_______ TV commercial storyboard is complete

_______ Billboard is complete

_______  Bus shelter is complete

                              sample dimensions for one-sheet station posters:

                              One sheet poster size: 45” H x 30” W

                              Viewing Area: 44” H x 28” W

_______ Bus wrap/poster is complete

                              King Size dimensions: 144”x 29-30” x 72 1/8”

                              Queen Size dimensions: 87 ½” x 29-30” x 44  ½” 

_______ Optional/other advertising media are complete:

_______ Concept is clear throughout

 Using bullet points, answer the following on paper:

• What is your concept?

• What is your campaign’s theme? Briefly explain how your theme relates to your brand image, positioning or other critical elements

• How effective will this campaign be?

• How does your campaign satisfy communication, advertising and marketing goals?

• Why is your campaign the best choice for the problem at hand?

• What is your creative strategy?

  • Remember you are not talking to the consumer, you are trying to convince the client that your ideas are sound

  • What’s going on in the minds of the target audience?

  • What is target audience saying now?

  • What would you like your target audience to be saying?

  • Why does your campaign stand out from competition

  • How does your campaign break through the clutter?

• Do you plan to have sound or animation as part of your presentation?

• How are you going to express your BIG IDEA?

• How will you begin your presentation? How will you introduce yourselves? How will you get the attention of your audience?

• What are the steps you plan to take for your presentation?

• How are you going to be engaging?

• What are your concluding remarks?

• What are some questions you are anticipating from the Client? Come up with as many questions and problems you can think of that might be asked in the Q& A session.

• How will you present your ads, bus shelter, billboard ad, etc.?

• In what order will you present your media? Best not to present all at once—to give it all at once.

• How will each of you participate in the presentation? Who will be appointed the facilitator?

• What will you be wearing?

• How will you be memorable?

Creative Campaign Pitch: Tuesday, November 30, (150 points)

20 minutes for each group: 15 minutes to pitch and 5 minutes for Q&A from Client

10 points docked if you go under 14 minutes for pitch or less and 10 points docked if you go over 15 minutes for pitch.

Please submit on November 30:

1. One final copy of all your creatives to be submitted to the professor to keep

2. One final copy of all your creatives to be submitted to the professor to grade and return to you with this evaluation pitch sheet

3. One final copy of all your creatives to be submitted to the Client to keep

4. Copy of the following Evaluation Sheet (will be filled out by professor and returned with your set of creatives for grade)

Evaluation Sheet: 

_______ Attention-grabbing opening; introduction of yourselves

_______ One minute to summarize the project. Give a recap (example: The goals you set for us were… we came up with this….)

_______ Selling a concept to Client is clear throughout pitch

_______ Creative strategy clearly pitched throughout

_______ Creatives (print ads, commercial, etc.) not revealed all at once; revealed one at a time as necessary and in the most effective order

_______ Engaging presentation/pitch

_______  Presentation is memorable

_______ Sound explanation for concept and its tie to each creative

_______ Concluding remarks clear, engaging

_______  Dressed appropriately and as a team

_______ Good eye contact

_______ Good vocal inflections

_______  Stumbling not noticeable

_______ Support each other  

_______ Participation from each group member

 _______ Q&A session handled well (answered Client’s questions clearly, etc.)

_______ Final print ads complete, packaged, and presented professionally; clearly visible for Client

_______ Final print ads in black and white complete, packaged, and presented professionally

_______ Print ads in color are complete, packaged, and presented professionally

 _______  Audio/radio commercial  on tape is complete, packaged, and presented professionally; can be heard clearly

_______ Radio commercial script is complete, packaged, and presented professionally

_______ TV commercial and/or storyboard is complete, packaged, and presented professionally; can be heard and seen clearly

_______ Billboard is complete, packaged, and presented professionally; clearly visible for Client

 _______  Bus shelter is complete, packaged, and presented professionally; clearly visible for Client

                        sample dimensions for one-sheet station posters:

                        One sheet poster size: 45” H x 30” W

                        Viewing Area: 44” H x 28” W

_______ Bus wrap/poster is complete, packaged, and presented professionally; clearly visible for Client

                        King Size dimensions: 144”x 29-30” x 72 1/8”

                        Queen Size dimensions: 87 ½” x 29-30” x 44  ½” 

_______ Optional/other advertising media are complete, packaged and presented professionally; clearly visible for Client

_______ Group name and Logo