Course Syllabus. All correspondence courses have a maximum course completion deadline of one year from the date of registration.

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1 Instructr Infrmatin BUS 345 ADVERTISING Curse Syllabus Instructr: Heather Ashbach (preferred methd f cntact) Phne: Address: San Juan Capistran, CA Curse Delivery Online, Open-enrllment Credit Hurs 3 Semester Hurs Curse Prerequisites BUS 304 Curse Time Limits The minimum curse cmpletin times fr a 3 semester hur pen-enrllment nline crrespndence curse is 6 weeks frm date f enrllment. All crrespndence curses have a maximum curse cmpletin deadline f ne year frm the date f registratin. Curse Materials Textbks can be purchased frm the Adams State University Bkstre. T rder textbks r btain infrmatin abut bk titles, yu may g t exstudies.adams.edu and click n the "Bkstre" link. Select "DISTLEARN" frm the department menu. ( Use Sectin Number: 1760 t rder bks frm Bkstre site. This shuld prvide the crrect textbk infrmatin and rdering ptins. If yu have questins, yu can cntact the Bkstre at , at asubkstre@adams.edu r by mail t Adams State University Bkstre, 208 Edgemnt Blvd., Suite 3140, Alamsa, CO Adams State University Extended Studies Page 1 f 13 March 2015

2 Required Textbk: Belch & Belch (2012). Advertising and Prmtin: An Integrated Marketing Cmmunicatins Perspective. 9 th ed. New Yrk: McGraw-Hill/Irwin. ISBN Online supplement (required): Cnnect Interactives (purchased thrugh McGraw-Hill), cmpanin t the text. Nte: Yu will need t purchase nline access, but yu may chse the "Free Trial" first. HOWEVER, be sure t use the same address when yu purchase Cnnect in rder t save the wrk yu did under the Free Trial. Catalg Descriptin Advertising (BUS 345) cvers strategic planning, prcesses and tls currently utilized in the fast-paced, ever changing integrated marketing cmmunicatins industry. Tpics cvered include target marketing and cnsumer behavir; bjective setting and budgeting; creative strategy and media planning, implementatin and evaluatin; and an in-depth review f current prmtinal mix tls and strategies including advertising, direct marketing, interactive marketing, sales prmtin, publicity and persnal selling. Curse Cmmunicatins If questins arise thrughut the curse, please cntact me at my Adams State , hashbach@adams.edu. Please d nt use the Message functin in Blackbard as I prefer t my Adams State accunt. Student Learning Outcmes Upn cmpletin f this curse, the student will be able t: Chapter 1: Overview f Integrated Marketing Cmmunicatins Examine the marketing cmmunicatin functin and the grwing imprtance f advertising and ther prmtinal elements in the marketing prgrams f dmestic and freign cmpanies. Intrduce the cncept f integrated marketing cmmunicatins (IMC) and cnsider hw it has evlved. Examine reasns fr the increasing imprtance f the IMC perspective in planning and executing advertising and prmtinal prgrams. Intrduce the varius elements f the prmtinal mix and cnsider their rles in an IMC prgram. Examine the varius types f cntact pints thrugh which marketers cmmunicate with their target audiences. Adams State University Extended Studies Page 2 f 13 March 2015

3 Examine hw varius marketing and prmtinal elements must be crdinated t cmmunicate effectively. Intrduce a mdel f the IMC planning prcess and examine the steps in develping a marketing cmmunicatins prgram. Chapter 2: Rle f IMC in Marketing Prcess Understand the marketing prcess and the rle f advertising and prmtin in an rganizatin's integrated marketing prgram. Understand the cncept f target marketing in an integrated marketing cmmunicatins prgram. Recgnize the rle f market segmentatin and its use in an integrated marketing cmmunicatins prgram. Understand the use f psitining and repsitining strategies. Knw the varius decisin areas under each element f the marketing mix and hw they influence and interact with advertising and prmtinal strategy. Chapter 4: Cnsumer Behavir Understand the rle cnsumer behavir plays in the develpment and implementatin f advertising and prmtinal prgrams. Understand the cnsumer decisin-making prcess and hw it varies fr different types f purchases. Understand varius internal psychlgical prcesses, their influence n cnsumer decisin making, and implicatins fr advertising and prmtin. Recgnize the varius appraches t studying the cnsumer learning prcess and their implicatins fr advertising and prmtin. Recgnize external factrs such as culture, scial class, grup influences, and situatinal determinants and hw they affect cnsumer behavir. Understand alternative appraches t studying cnsumer behavir. Chapter 7: Objective Setting and Budgeting Recgnize the imprtance and value f setting specific bjectives fr advertising and prmtin. Understand the rle bjectives play in the IMC planning prcess and the relatinship f prmtinal bjectives t marketing bjectives. Knw the differences between sales and cmmunicatins bjectives and the issues regarding the use f each. Recgnize sme prblems marketers encunter in setting bjectives fr their IMC prgrams. Understand the prcess f budgeting fr IMC. Understand theretical issues invlved in budget setting. Knw varius methds f budget setting. Adams State University Extended Studies Page 3 f 13 March 2015

4 Chapter 8: Creative Strategy Planning and Develpment Discuss what is meant by advertising creativity and examine the rle f creative strategy in advertising. Cnsider the prcess that guides the creatin f advertising messages and the research inputs int the stages f the creative prcess. Examine creative strategy develpment and the rles f varius client and agency persnnel invlved in it. Examine varius appraches used fr determining majr selling ideas that frm the basis f an advertising campaign. Chapter 9: Creative Strategy Implementatin and Evaluatin Analyze varius types f appeals that can be used in the develpment and implementatin f an advertising message. Analyze the varius creative executin styles that advertisers can use and the advertising situatins where they are mst apprpriate. Analyze varius tactical issues invlved in the creatin f print advertising and TV cmmercials. Cnsider hw clients evaluate the creative wrk f their agencies and discuss guidelines fr the evaluatin and apprval prcess. Chapter 10: Media Planning and Strategy Understand the key terminlgy used in media planning. Knw hw a media plan is develped. Knw what cnstitutes media bjectives. Knw the prcess f develping and implementing media strategies. Be familiar with varius characteristics f media. Chapter 11: TV and Radi Examine the structure f the televisin and radi industries and the rle f each medium in the advertising prgram. Cnsider the advantages and limitatins f TV and radi as advertising media. Explain hw advertising time is purchased fr the bradcast media, hw audiences are measured, and hw rates are determined. Cnsider future trends in TV and radi and hw they will influence the use f these media in advertising. Chapter 12: Print Media Examine the varius types f magazines and newspapers and the value f each as an advertising medium. Analyze the advantages and limitatins f magazines and newspapers as advertising media. Discuss hw advertising space is purchased in magazines and newspapers, hw readership is measured, and hw rates are determined. Cnsider future develpments in magazines and newspapers and hw these trends will influence their use as advertising media. Adams State University Extended Studies Page 4 f 13 March 2015

5 Chapter 13: Supprt Media Examine the rle f supprt media in the IMC prgram. Recgnize the varius traditinal and nntraditinal supprt media available t the marketer in develping an IMC prgram. Develp an understanding f the advantages and disadvantages f supprt media. Knw hw audiences fr supprt media are measured. Chapter 14: Direct Marketing Recgnize the area f direct marketing as a cmmunicatins tl. Knw the strategies and tactics invlved in direct marketing. Demnstrate the use f direct-marketing media. Determine the scpe and effectiveness f direct marketing. Chapter 15: Internet and Interactive Marketing Understand the rle f the Internet and interactive media in an IMC prgram. Understand the use f Web 1.0 and Web 2.0 media platfrms in the IMC prcess. Understand hw t evaluate the effectiveness f cmmunicatins thrugh the Internet. Knw the advantages and disadvantages f the Internet and interactive media. Examine the rle f additinal nline media. Chapter 16: Sales Prmtin Understand the rle f sales prmtin in a cmpany's integrated marketing cmmunicatins prgram and t examine why it is increasingly imprtant. Examine the varius bjectives f sales prmtin prgrams. Examine the types f cnsumer- and trade-riented sales prmtin tls and the factrs t cnsider in using them. Understand hw sales prmtin is crdinated with advertising. Cnsider ptential prblems and abuse by cmpanies in their use f sales prmtin. Chapter 17: Public Relatins, Publicity and Crprate Advertising Recgnize the rles f public relatins, publicity, and crprate advertising in the prmtinal mix. Knw the difference between public relatins and publicity and demnstrate the advantages and disadvantages f each. Understand the reasns fr crprate advertising and its advantages and disadvantages. Knw the methds fr measuring the effects f public relatins, publicity, and crprate advertising. Understand the different frms f crprate advertising. Adams State University Extended Studies Page 5 f 13 March 2015

6 Chapter 22: Persnal Selling Understand the rle f persnal selling in the integrated marketing cmmunicatins prgram. Knw the advantages and disadvantages f persnal selling as a prmtinal prgram element. Understand hw persnal selling is cmbined with ther elements in an IMC prgram. Knw methds used t determine the effectiveness f the persnal selling effrt. Chapter 19: Internatinal Advertising and Prmtin Examine the imprtance f internatinal marketing and the rle f internatinal advertising and prmtin. Review the varius factrs in the internatinal envirnment and hw they influence advertising and prmtin decisins. Cnsider the prs and cns f glbal versus lcalized marketing and advertising. Examine the varius decisin areas f internatinal advertising. Understand the rle f ther prmtinal mix elements in the internatinal integrated marketing cmmunicatins prgram. Chapter 21: Ethics Cnsider varius perspectives cncerning the ethical aspects f advertising and prmtin. Cnsider varius perspectives cncerning the scial aspects f advertising and prmtin. Evaluate the scial criticisms f advertising. Examine the ecnmic rle f advertising and its effects n cnsumer chice, cmpetitin, and prduct csts and prices. Curse Requirements Included with each mdule will be sme variety f the fllwing elements: Learning bjectives and utcmes Lessn summary and quick ntes n the material Reading assignment Assignments may include all r sme f the fllwing within each mdule: Discussin/Written Assignment Respnse Cnnect interactive assignment Prject prmpt and/r check in Yu are free t wrk n the learning mdules in any rder yu chse. Hwever, yu must submit yur prject prmpts/assignments in rder with a minimum f ne week between each s that feedback can be btained and included within yur final prject submissin. Adams State University Extended Studies Page 6 f 13 March 2015

7 D nt wait until the last minute t cmplete yur wrk. I will nt accept all wrk submitted at nce because yu are wrried abut yur impending ne-year cmpletin deadline. Plan ut a schedule that wrks fr yu s that yu are able t cmplete all curse requirements at least ne-week prir t yur ne-year mark. Cnnect Interactives The Cnnect supplement is required fr this curse. It is an nline platfrm where yur weekly interactive assignments will be cnducted. As stated abve, yu can use the three-week trial versin befre purchasing the full Cnnect supplement, but yu will be required t use the same fr bth. When accessing Cnnect, yu must always d s thrugh Blackbard by clicking n the assignment link in each mdule. If yu attempt t access yur assignments directly thrugh Cnnect, bypassing the Blackbard link, yur grade may nt transfer crrectly. Yu may wrk n the interactives in any rder yu chse. If yu run int a technical issue with Cnnect, please call Cnnect Tech Supprt at Their supprt hurs are listed at Yu'll als find a cl chat tl there which yu may find mre helpful than a phne call. Feedback n yur interactives will be available fllwing cmpletin f yur secnd attempt. Each interactive is wrth 2 pints fr a ttal f 30. Discussins Since we re wrking in an asynchrnus distance envirnment, discussins can be hard. In place f back and frth cnversatins with classmates, we will have several written assignment respnses due thrughut the curse s that yu can wrk n writing style and frming yur thughts abut advertising tpics int cherent arguments and pints. The prmpts in this curse are designed t get yu thinking abut hw advertising impacts yur life and will ask yu t draw frm persnal experiences with the tpic. These assignments cnstitute a large chunk f yur grade s please spend time develping yur thughts. Remember this is an academic setting s I m wanting t see clear examples (either thrugh descriptins r samples) and thughtful analysis. Once cmpleted, these respnses will be upladed t the curse Discussin tab and cntribute t an n-ging discussin f advertising tpics available t all students wh jin the curse. Keep this in mind when fashining yur respnses. When psting t the discussin area, please type in yur cmments directly int the discussin frum (i.e. d nt type yur cmments int a dcument and then attach it t the discussin). When viewing the discussin item fr the week, yu will nly see the prmpt. Yu will nt be able t see thers psts until yu pst yur riginal respnse. After ding s, be Adams State University Extended Studies Page 7 f 13 March 2015

8 sure t view the psts f yur classmates t gain new perspectives n issues in advertising. Discussins/written assignment respnses will be graded the week after they are submitted. Grades will be psted in the grade bk link in yur left side menu. Each respnse is wrth 6 pints fr a ttal f 30. Prject Using the utline prvided belw and detailed in Chapter 1, yu will prduce a frmalized advertising plan. Yu can chse t wrk with a small business in yur area r create a plan fr a business yu wuld like t smeday run. Befre beginning wrk n yur prject, yu will need t get apprval n the rganizatin yu will be assisting. Large crpratins like Pepsi, Nike, etc. are nt gd fits fr this prject as yu must have a persnal cntact within the rganizatin. Yu must have apprval n yur rganizatin befre beginning wrk. If yu d nt get prir apprval and submit a prject at the end f the curse that des nt meet the requirements, yu will receive a zer. If this curse was fllwing a traditinal semester frmat, by the end f week 5, yu wuld need t have determined yur rganizatin. Plan accrdingly. At this time, yu will submit a 1-page, single spaced Business Prpsal utlining yur rganizatin with the fllwing elements: Name f rganizatin. Cntact at the rganizatin (list yurself if yu are creating a plan fr a business yu wuld smeday like t run). General backgrund (what the business des/prduces, wh it serves, etc.). Address whether yu will be analyzing a current plan r develping a new plan. Outline the bjectives yur plan will seek t achieve. This paper, alng with yur final, needs t be written in a third persn, business prfessinal tne (n "I" r "we"). The gal f this is fr yu t learn hw t make yur pint(s) clearly and cncisely in a business prfessinal manner. If yu change yur business selectin after submitting yur Business Prpsal, yu must resubmit a new Business Prpsal and have it apprved befre the next prject assignment can be turned in. By week 10/Mdule 10 (if we were fllwing a traditinal semester schedule), we will have cvered many f the elements yu'll need t put tgether the advertising plan fr yur chsen r created cmpany. In Chapter 8, pg. 277 (Mdule 5/Week 5), we learn abut the Creative Brief as a srt f radmap fr yur creative plan. This ne-page dcument utlines the basic elements f yur creative plan, deriving frm the bjectives yur plan is trying t meet. Adams State University Extended Studies Page 8 f 13 March 2015

9 T help keep yu n track and reduce the likelihd that yu wait until the last week f the curse t d yur full prject, yu will submit a Creative Brief fr yur chsen r created cmpany, utlining the basic elements f yur creative strategy. A sample utline is prvided belw and an example fr Tacri Jewelry can be fund n pg. 279, Exhibit 8-12A: Basic prblem r issue the advertising must address Advertising and cmmunicatins bjectives (restate frm yur Business Prpsal assignment, update as needed) Target Audience Majr selling idea r key benefits t cmmunicate Creative Strategy statement (campaign theme, appeal and executin technique t be used) Supprting inf Yur final paper must be at least 15 pages in length, single-spaced, in 12 pint fnt and written in a third persn, business prfessinal tne (i.e. n "I" r "we" unless using direct qutes). Again, the gal f this is fr yu t learn hw t make yur pint(s) clearly and cncisely in a business prfessinal manner. Yu will need t prvide a title page, table f cntents and an executive summary. Please begin each main sectin (utlined belw with a checkmark) n a new page. Cite all references, fllwing either APA r MLA frmat. Yu will need t cnsult utside references when develping this prject and include graphics, charts, etc. as needed. I d nt tlerate plagiarism. Perid. Make sure yu prperly cite all surces and put all pints in yur wn wrds. Prjects that are plagiarized will receive a failing grade. PROJECT OUTLINE Title Page Table f Cntents Executive Summary Quick backgrund. Key findings/mst imprtant aspects f the plan (i.e. yur recmmendatins). Think f this dcument as the nly part f yur plan a busy CEO may read. What wuld yu want him/her t knw? Include the name, phne number and f yur cntact within the rganizatin. Adams State University Extended Studies Page 9 f 13 March 2015

10 Situatin Analysis Outline the firm's current advertising situatin (mst critical factrs, image f cmpany, basic demgraphic trends, etc). Explain the basic prblem, issue r pprtunity the advertising must address. Histrical cntext Hw did the firm arrive at its current situatin? Histry f the principal players, the industry, the brand, crprate culture, critical mments, successes and failures. Industry analysis Fcus n the supply side f the supply/demand equatin. Identify and describe the current industry in which the firm perates. Explain develpments and trends within the entire industry in which the firm perates. Market analysis Fcus n the demand side f the supply/demand equatin. Hw is the market segmented? Fr whm des the firm prduce (i.e. wh is the firm's target market and why)? Is there an additinal market which culd be targeted? Examine the factrs that drive and determine the market fr the firm's prduct r service. Examine market psitining. Cmpetitr analysis Wh are the main cmpetitrs? What are the strengths, weaknesses, pprtunities and threats each pse t the rganizatin? Objectives (the mst critical piece f yur plan; identify what yur plan will seek t accmplish thrugh advertising) Quantitative benchmarks What are the firm's quantitative advertising bjectives? List/cme up with at least tw and be sure that they are quantifiable. (see pgs fr further examples): EX: Increase cnsumer awareness f brand by 20%. EX: Cnvert ne-time prduct users int repeat purchases by 15%. EX: Increase sales by 25%. Measurement methds and criteria fr success Hw will/d they measure an increase in cnsumer awareness? An increase in sales? Define and describe measurement methds fr each bjective. Hw will/d they knw if yu have been successful? Time frame Adams State University Extended Studies Page 10 f 13 March 2015

11 Specify a perid f time fr each bjective in rder t be able t measure success. Integrated Marketing Cmmunicatins Strategy Creative Strategy Clear and cncise articulatin f the methds the rganizatin will/des utilize t achieve its bjectives. Campaign theme, ptential tagline/slgan. Outline appeals that will be used. Cpy strategy/messaging. Executin Media Plan In which media venues (print, radi, tv, web, ther) will/d the ads appear and why? IMC Tls Hw will/are all f the different types f ads/prmtins integrated t prvide a chesive image fr the firm (think branding)? What will/d actual deliverables lk like? What will/d they say, hw will/d they lk and hw ften will/are they emplyed? Be very specific and prvide examples. Advertising Direct Marketing Interactive/Internet Marketing Supprt Media Sales Prmtin Public Relatins/Publicity/Crprate Marketing Persnal Selling Other Budgeting Methds If creating an advertising plan: Determine the mst apprpriate budgeting methd fr the firm (i.e. percentage f sales, share f market/vice, respnse mdel, bjective and task) and explain why this was chsen. If analyzing an advertising plan already in existence: Describe the plan in place and why it wrks r des nt wrk fr the rganizatin. Amunt What is the current advertising budget and what is the prpsed advertising budget, based n the cpy and media strategy yu Adams State University Extended Studies Page 11 f 13 March 2015

12 intend t use? Itemize csts (i.e. website design and maintenance, ad prductin and distributin, etc.). Justificatin Justify yur prpsed expenses by shwing what the pssible return culd be based n each item. Evaluatin Criteria What is the plan timeline? Hw will they determine if the plan has been successful? Cnsequences and cntingencies Plans fr any ther issues that may arise as a result f the advertising strategy. Cnclusin Summarize yur key findings and yur key recmmendatins fr success. Wrks Cited/Surces Grade Distributin and Scale In alignment with ASU academic plicies, n D may apply t a majr r minr field. Grade Distributin Discussins 5 pts each) = 30 pts Cnnect Interactives 2 pts each) = 30 pts Prject (includes prpsal and brief) = 40 pts Ttal pints pssible = 100 pts Grade Scale pints % A pints 80 89% B pints 70 79% C pints 60 69% D < 60 pints < 60% F ADA Statement Students wh need special accmmdatin t cmplete this class shuld cntact the instructr and the Adams State University Cunseling Center at Adams State University Extended Studies Page 12 f 13 March 2015

13 Academic Integrity BUS 345 ADVERTISING The Adams State University Student Handbk prhibits all frms f academic dishnesty. These include cheating, plagiarism, frgery, furnishing false infrmatin, and alteratin r misuse f dcuments, recrds, r identificatin. If yu engage in curse-related academic dishnesty, yu will receive a failing grade fr the assignment in questin r fr the class based n the seriusness f the infractin. Please see the Student Handbk under the sectin Academic Integrity. I d nt take this plicy lightly. If yu submit wrk that is lifted cmpletely frm the bk, an nline surce (which is nt prperly cited) r anther persn s wrk, yu will fail this curse. Adams State University Extended Studies Page 13 f 13 March 2015