PR 222 Introduction to Advertising Revised 9/09 D. Bober

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1 Ursuline College Accelerated Program CRITICAL INFORMATION! DO NOT SKIP THIS LINK BELOW... BEFORE PROCEEDING TO READ THE UCAP MODULE, YOU ARE EXPECTED TO READ AND ADHERE TO ALL UCAP POLICY INFORMATION CONTAINED ON THIS LINK BELOW CLICK HERE... PR 222 Introduction to Advertising Revised 9/09 D. Bober Purpose The purpose of the PR 222 course, Introduction to Advertising, is to provide an introduction to the strategies and tactics of advertising, its role and function in society and business. More specifically, students will examine advertising s foundations, planning/strategy, effective media and messages and evaluation. In addition, students can learn about a potential career in advertising by examining roles and functions in an advertising agency or in-house marketing environment. Why should you take this course? Advertising is a dynamic and exciting industry. The need for advertising professionals is growing given the increased need of organizations of all sizes to differentiate and promote them in the marketplace. Whether this course is taken by student is majoring in public relations and marketing communications or is taking the course for an elective, each student can gain practical and useful knowledge about the field. From creating a flyer for a garage sale to developing a campaign for a charitable cause, every individual can be viewed as a user and consumer of advertising. The study of advertising gives students valuable tools and resources to use in any professional career. Many people are attracted to this profession because of the high profile and exciting nature of the work. Opportunities are best for those graduates who combine a degree in communications, marketing, public relations, journalism or graphic design with a cando attitude and related internship experience. This course will offer the student an overview into the world of advertising. It will focus on what it takes to build a brand and how to communicate this brand to the market. The student will also learn how to take this brand concept and make a sound media plan to target potential customers.

2 Class Outline Class #1 Class #2 Class #3 Class #4 Class #5 What is advertising? Advertising s role in marketing The role of an ad agency Advertising and society Ethics in advertising How advertising works What is a USP? The consumer audience Strategic research Strategic planning Media choices Print media Broadcast media Pro s and con s of print and broadcast Interactive and alternative media Media planning and buying Creative and message strategy Opportunities in advertising Expectations and evaluations of the effectiveness of ad campaigns Presentations Course Objectives By the end of this course, students should be able to: 1) Understand what it is like to work in the advertising field as part of a team 2) Understand how to conduct a brand development session, the first step in building a brand 3) Learn how to take the outcome of the brand development session and create the ultimate brand position for the company 4) Understand the reasons why to advertise in each media; TV, radio, newspaper, magazine, billboard, direct mail and internet with the strengths and weaknesses of each discussed 5) Construct a media plan 6) Conduct an effective ad campaign presentation 7) Evaluate and appreciate artistic creativity and technical expertise required in advertising. 8) Understand what potential employers would be looking for in an applicant for an advertising position

3 Materials of Instruction Text: Advertising, Principles and Practice Moriarty, Mitchell, Wells 8 th edition The text will be supplemented with additional handouts. This class will be a very handson interactive class. Open discussion and opinions are vital to this class and are expected. The centerpiece of this class will be the individual ad campaign worked on by each student. Class Grading Criteria Weekly Quiz (4 20 pts. each) Case Studies (2 50 pts. each) Advertising Portfolio Individual Ad Campaign Project Total Points 80 pts 100 pts 120 pts 150 pts 450 pts Preparation and Assignments Weekly quizzes will be multiple choice and based on previous week s reading from the textbook (quizzes will take place during classes #1, #2, #3 & #4). Case study assignments will be based on textbook and class discussion and are outlined in this document. (Case studies will be due in class #1 & #2)

4 ADVERTISING PORTFOLIO PROJECT 120 POINTS The purpose of the advertising portfolio project is to give students the opportunity to apply theoretical concepts from the textbooks in a practical, hands-on method. Weeks 1-4 the student will be asked to find real ads that apply to the concepts from the weekly chapter readings. In addition, the student will be asked to write, design, or produce an ad from his/her creative perspective. The student creative portion of the portfolio will give each student an opportunity to produce ads that they can include as part of a future portfolio to use in the field if they are seeking employment in the industry. The portfolio must be put into a 3-ring binder. All ads in both sections should be put into clear portfolio sleeves. The portfolio will be divided into two (2) parts: 1) Advertising Examples Section Students will collect various ads throughout the course that represent the different types of advertising discussed in class. Each ad should be identified by the publication the ad appeared in, when it appeared and to whom the ad is targeted. The real ad example tear sheets must be pasted or printed onto white paper and the caption and explanation must be typed at the bottom of the page. 2) Advertising Student Creative Section Student samples of creative work will be submitted in this section. ADVERTISING PORTFOLIO PROJECT RUBRIC 120 POINTS TOTAL Points for Advertising Portfolio Project will be assessed as follows: Advertising examples section - 15 pts. per week - 60 pts. total for 4 weeks Points Rubric (5=excellent, 4= good, 3= average, 2= needs improvement, 1=poor) AD REPRESENTATION: Ad(s) selected represent(s) the correct type of advertising required in assignment description APPROPRIATE PRESENTATION: Correct caption, publication, date, target audience DESCRIPTIVE WRITE-UP: based on question in weekly assignment description Advertising student creative section - 15 pts. per week - 60 pts. total for 4 weeks Points Rubric (5=excellent, 4= good, 3= average, 2= needs improvement, 1=poor) COPYWRITING: is the ad succinct, specific, single-minded, original, and personal? Does it use variety and imaginative description? (see pg. 359 of textbook for detail) SELLING PROPOSITIONS & CREATIVITY: clearly communicate, fresh creative ideas that help differentiate a brand and offer a compelling consumer benefit. VISUAL OR AUDIO IMPACT: does this ad grab consumer attention?, Stick in memory?, Cement belief?, Tell an interesting story?, Communicate Quickly?, Anchor associations? (see pg of textbook for detail)

5 FINAL CAMPAIGN PROJECT 150 POINTS The purpose of this project is to provide the student an opportunity to individually write a comprehensive ad campaign proposal including important concepts and practical knowledge learned throughout the course. The individual ad campaign project will be the cornerstone activity of the class and will involve a verbal presentation along with a written paper. Each student must select a local business in the Greater Cleveland area and develop a proposal for a one year advertising campaign the selected business. The student will be asked to contact the business to let them know that they are working on an advertising campaign project that focuses on their organization. Students can interview employees of this organization, users of the organization s product or service to gain knowledge about how the company operates and attracts customers. Throughout the 5-week course, each week a suggested task will be listed to keep the student organized and on track for the final project assignment. Written Paper Portion: The campaign paper is worth 100 points. The student will submit a written paper on the proposal for the advertising campaign. The campaign project paper should be 5-7 typed pages and should include the following sections: I. Table of Contents (10 points) II. Introduction (15 points) o Background Research: describe the business o SWOT analysis (strengths, weaknesses, opportunities, threats) o Key advertising problem(s) to be solved III. Key Strategic Decisions (15 points) o Advertising/IMC Objectives/Strategies o Target Audience (or stakeholder in IMC plan) o Brand Position: product features and competitive advantage o Brand Image and Personality o Budget IV. Media Strategy (15 points) o Media Objectives o Vehicle Selection and budget allocation o Scheduling V. Message Strategy (15 points) o Key Consumer Insight o Selling premise o Big Idea o Execution VI. Other Tools (15 points) o Sale Promotion o Public Relations o Direct Marketing o Personal Selling o Sponsorships, Merchandising, packaging, point-of-purchase o Integration Strategy VII. Conclusions and Evaluation of Effectiveness (15 points)

6 Presentation Portion: The campaign presentation is worth 50 points. Each student will be responsible for a formal 10 minute class presentation that outlines the areas covered in the paper (Do not exceed the allotted timeframe). At least 2-3 visual aids should be included in the presentation (print, radio and television ads). The presentation will be assessed based on the following criteria: Introduction (10 points) Attention getter, audience motivation, speaker credibility, states the purpose, summarizes main points Organization (10 points) Main ideas easy to follow and remember, smooth transitions Supporting Materials (10 points) Ideas supported with data (verbal and visual, relevant data), all topics from IMC reviewed Conclusion (10 points) Reviews thesis, states main points, gives effective final remarks Delivery (10 points) Relaxed and confident, good eye contact, conversational tone, refers to notes only briefly, appropriate volume

7 ASSIGNMENTS TO BE COMPLETED PRIOR TO CLASS #1 Reading Assignments: Read Chapters 1, 2 and 3. Be prepared for a quiz on the chapter readings. Case Study Assignment (50 points) Choose a major ad campaign that you have noticed and either loved or hated. Prepare and present a 1-2 page rationale as to why you feel this ad campaign is a successful one or destined to fail. Be prepared to discuss the campaign you chose in class, feel free to bring in visual aids to aid in your explanation (tear-sheet from magazine or the product itself if feasible.) If it is a television or radio commercial, write a description of the spot and attach it to the paper. Point out the target audience in mind. As you should have read the chapters before class, try to integrate concepts from the chapters into your analysis. (50 points) Portfolio Assignment Class #1 (30 points total) Advertising Examples Section (15 points) Find a print ad example of each of the seven (7) major types of advertising. Create a portfolio of the ads. See Advertising Portfolio criteria in the module. Each ad should be identified by the publication the ad appeared in, when it appeared and to whom the ad is targeted. The real ad example tear sheets must be pasted or printed onto white paper and the caption and explanation must be typed at the bottom of the page. Under each caption include a description of why the ad meets the requirements for the specific type (2-3 sentences per ad type). Advertising Student Creative Section (15 points) Read pgs Copywriting for Print section in the textbook. One principle of copywriting is that the headline catches the reader s eye, but the body copy wins the readers heart. Moriarty, et al. Create a print ad that demonstrates this concept. You can use a computer to create the ad (with clip art, etc.) or may draw the ad using freehand. Neat presentation is important. Final Campaign Project suggested week #1 task no need to turn in to instructor. Select a company, business or organization in the Greater Cleveland area which you would like to develop your final campaign project. The organization can be for profit or non-profit. Begin to do some initial background research on the organization. Visit their website, read annual reports, survey some customers and/or clients. You might even want to contact a representative at the company to tell them about your campaign project. Write a 2 3 paragraph business description, SWOT analysis (refer to pg. 186 for a SWOT description), and decide what key advertising problem(s) you are going to solve.

8 Class #1 Overview of Advertising, Advertising s Role in Marketing, Advertising and Society By the end of this session students should understand or be able to do: 1) Understand the basic principles of advertising 2) Understand the difference between advertising, marketing and pr 3) Understand the need for advertising in today s marketplace 4) Understand the role of an advertising agency 5) Appreciate the overall philosophies and ethics involved in advertising Class Activities 1) Introductions, review class objectives, syllabus, grading criteria 2) Students presentations relating to first case study 3) Facilitator led class discussion on role of ad agency 4) Assignment and discussion of campaign project 5) Quiz 6) Group discussion, ethics in advertising

9 ASSIGNMENTS TO BE COMPLETED PRIOR TO CLASS #2 Reading Assignments: Read Chapters 4, 5, 6 & 7. Be prepared for a quiz on the chapter readings. Case Study Assignment (50 points) Find an article in the newspaper or business magazine (Plain Dealer, Wall Street Journal, Advertising Age, Business Week) that discusses a concept that you have learned about in your Advertising textbook reading. Write a 2 page response that briefly reviews the article, explains the related advertising textbook concept and then analyzes how the article and concept are related. Please attach a copy of the article to the 2 page response. Portfolio Assignment Class #2 (30 points) Advertising Examples Section (15 points) From current magazines, identify and include tear sheets of one (1) advertisement that has exceptionally high stopping power (attention), one (1) that has exceptionally high pulling power (interest) and one (1) that have exceptionally high locking power (memory). Each ad should be identified by the publication the ad appeared in, when it appeared and to whom the ad is targeted. The real ad example tear sheets must be pasted or printed onto white paper and the caption and explanation must be typed at the bottom of the page. On a separate sheet of paper following the ad tear sheets, please answer the following questions: 1) which of the 3 advertisements that you selected is mainly information? 2) Which of the 3 advertisements is mainly emotional and focused on feelings? 3) Which is focused on building a brand or creating associations? 4) Do any of them do a great job in creating action? Pick the most effective ad in the collection of the three. Why did you choose this one and what can you learn from it about effective advertising? Advertising Student Creative Section (15 points) Read pgs How to Write Radio Copy section. Pick one of the examples you chose above in the Advertising Examples section. From the information provided in the print ad you chose, write a :60 second radio advertisement for that product or service. Look at the Radio Script example on ANGEL under Content section for how to format a radio script. Be creative and have fun with this assignment. Be sure to time the ad to be sure it is exactly 60 seconds. Final Campaign Project suggested week #2 task no need to turn in to instructor. After you have examined the external and internal environment of the organization for your campaign project, key objectives and strategies for the campaign can be developed. As part of the final paper assignment, write a paragraph or more for each of the following areas: Advertising/IMC Objectives/Strategies, Target Audience (or stakeholder in IMC plan), Brand Position (product features and competitive advantage), Brand Image and Personality and Advertising Budget.

10 Class #2 How advertising works, USP s, the consumer audience, strategic research By the end of this session students should understand or be able to do: 1) Understand the meaning of a USP and why it is so important 2) Will be able to facilitate a brand development session 3) Key concepts of how advertising works 4) Discussion of concept of subliminal advertising 5) Understanding audience segmentation, psychographics, and VALS discussion of student views on VALS, their survey results 6) Key concepts of advertising research, types and how to make the choice of which research to use 7) Understand the different types of research and how to conduct them 8) Outline the key factors in an IMC plan Class Activities 1) Quiz on readings 2) Student presentations on case studies 3) Facilitator led class discussion on USP (unique selling points) 4) Understand the different types of research and how to conduct them, mock focus group exercise 5) Updates on individual project with facilitator

11 ASSIGNMENTS TO BE COMPLETED PRIOR TO CLASS #3 Reading Assignments: Read Chapters 8, 9, 10 & 11. Be prepared for a quiz on the chapter readings. Portfolio Assignment Class #3 (30 points) Advertising Examples Section (15 points) Record 15 minutes of a television show that you enjoy watching on a regular basis. View the video tape or DVD and answer the following questions to include in your portfolio: What was the television show? What channel was it broadcast on? Who is the target audience for this show? How many advertisements were on during the 15 minute timeframe? What products, services and/or organizations were represented in the ads? What types of techniques were employed by the advertisers in each ad (list advertiser name, brief description of each commercial and the appeal technique you thought was employed)? Of the commercials you watched what was your favorite commercial and why? Develop a story board based on your favorite commercial to include in your portfolio. Print out storyboard template (make multiple copies) on page 12 of the module. Advertising Student Creative Section (15 points) Select a product that is advertised exclusively through print advertising. Examples of such products are business-to-business and industrial products, school supplies, some food items, etc. The objective is to develop a 30 second television spot for this product. Read pg. 214 and pg. 357 about writing creative briefs. First write a creative brief to summarize the ad s strategies. Read pages How to Write Television Copy. Then write a television script (use pg. 408 as template for your script) and develop a storyboard - (use the Television Storyboard Example on the content section of ANGEL as template for your storyboard you may use clip art, photos or your own free drawings to create the storyboard) to present your idea for the product. Print out storyboard template (make multiple copies) on page 12 of the module. Final Campaign Project suggested week #3 task no need to turn in to instructor. After you have written the draft of the key strategic decisions section of your final paper, it s time to examine the Media Strategy and Message Strategy. Write a paragraph addressing each of the following: Media Objectives, Vehicle Selection and budget allocation, Scheduling, Message Strategy, Key Consumer Insight, Selling premise, Big Idea, and Executions. This is also the time to develop the creative portion of the campaign (print, radio, television, and other vehicle promotion ideas).

12 Storyboard Template Product Name TV :30

13 Class #3 Strategic Planning, Media Choices Print & Broadcast By the end of this session students should understand or be able to do: 1) Explain the key concepts of media planning and media buying 2) Understand the strengths and weaknesses of each advertising medium 3) Understand why research is needed before committing to creative and media schedule 4) Outline the basic media concepts used by planners and buyers Class Activities 1) Quiz on reading 2) Class project on case study 3) Facilitator led discussion on strategic planning, media choices 4) Guest Speaker from specific media- upon availability

14 ASSIGNMENTS TO BE COMPLETED PRIOR TO CLASS #4 Reading Assignments: Read chapters 12, 13 & 14. Be prepared for a quiz on the chapter readings. Portfolio Assignment Class #4 (30 points) Advertising Examples Section (15 points) One approach to design says that a visual image in an ad should reflect the image of the brand. Find a print ad that you think speaks effectively for the personality of the brand. Now compare the print ad with the brand s Website. Include a tear sheet of the print ad and print out the home page of the website to include in your portfolio. Each should be identified by the publication the ad appeared in, when it appeared and to whom the ad is targeted. The real ad example tear sheets must be pasted or printed onto white paper and the caption and explanation must be typed at the bottom of the page. Answer the following questions: Does the same design continue on the website? Does the site present the brand personality in the same way as the print ad? Advertising Student Creative Section (15 points) You have been asked to design a Web Page for a local business or organization (choose one from the local community or use the one that you are using for the final campaign project). Go to and choose a visual to illustrate the Website by trying to match the personality of the organization to the visual image. Then identify the primary categories of information that need to be included on the page. Develop a flowchart or map that shows how a typical user would navigate through the site. What other image could you find on 1stoppictures that might be used on the inside pages to provide some visual interest to this business s online image? Final Campaign Project suggested week #4 task no need to turn in to instructor. Once the media and message strategy have been developed, the other tools section can be drafted. This section will include: Sale Promotion, Public Relations, Direct Marketing, Personal Selling, Sponsorships, Merchandising, packaging, point-of-purchase, and Integration Strategy.

15 Class #4 Interactive and alternative media, media planning, creative and message strategy By the end of this session students should understand or be able to do: 1) Understand how to take the results of the brand development session and use it to craft the creative message 2) Understand the need to have consistency in message through all media used 3) Define creative advertising and explain how it leads to the big idea 4) Outline key parts of a creative brief 5) Explain the basic style of writing used for advertising copy. 6) Explain how visual impact is created in advertising 7) Know how to give a powerful advertising presentation Class Activities 1) Quiz on reading in the text 2) Student presentations on case study 3) Facilitator led discussions on chapter material 4) Discussion of creative development and message strategy 5) Review components of final and final presentation

16 ASSIGNMENTS TO BE COMPLETED PRIOR TO CLASS #5 Reading Assignments: Read Chapters 15, 16, 17 & 19. Turn in Final Advertising Portfolio Assignment Final Campaign Paper If you have been working along the suggested campaign project timeframe, now is the time to draft the conclusion and evaluate the effectiveness of your campaign. In addition, the paper should be in a good draft format now. It s time to review, edit and revise review, edit and revise. The paper should be in a professional looking folder or portfolio, use subtitles for each section, and must include samples of the creative ideas (i.e. print ads, radio scripts, storyboards, web pages and any other creative concepts you plan to use.) In addition, you will need to include a media-planning template. If you go to the following website you can download this planning template and edit it according to your media buying plan. Please refer to the specific advertising campaign project paper details on page 5 of the module. Project Presentation Each student will turn in their individual project and prepare a presentation approximately 10 minutes in length. The class will have the opportunity to ask questions after each presentation. Please refer to the specific advertising campaign project presentation details on page 6 of the module.

17 Class #5 By the end of this session students should understand or be able to do: 1) Define and distinguish between direct marketing and direct response advertising 2) Discuss the role of direct marketing in integrated marketing programs 3) Explain the principles that drive the use of sales promotion and discuss why advertisers are spending increasing sums of money on sales promotion 4) Explain how public relations is and how it differs from advertising 5) Discuss how campaigns and IMC programs are evaluated Class Activities 1) Quiz on reading in the text 2) Student final campaign presentations 3) Discussion on chapter material 4) Student activity to wrap up course material