305: ADVERTISING FUNDAMENTALS OF ADVERTISING
Syllabus Spring 2012
Tuesday Thursday (6:30 to 8:00pm) CMA A2.320
INSTRUCTOR:
Vinnie Cicchirillo, PhD
Assistant Professor
Office: CMA 7.134
Office Hours: Tuesday & Thursday (1pm to 3pm) or by appointment.
Email: [e-mail]
Phone: [phone]
GRADUATE ASSISTANT:
Jason Flowers, MA
Office: UA9 4.116
Office Hours: Monday (1pm to 3pm) & Thursday (3:30pm 5:30pm)
Email: [e-mail]
REQUIRED READING:
Arens, W. F., Weigold, M. F., & Arens, C. Contemporary Advertising & Integrated Marketing
Communications (13th ed.). New York, NY: McGraw Hill.
GOALS:
-
This course is intended to educate students about the role of advertising in society. We
will cover the past, present, and future of advertising in America. Topics covered will
involve advertising management, production, planning, different media venues and
advantages and disadvantages of each, etc Students should be able to walk away from
this course with a basic understanding of advertising concepts.
GRADING:
-
Exam #1
Exam #2
Exam #3
Advertisement Analysis (2 x 10pts each)
In-class activities
Total Points
60pts
60pts
60pts
20pts
10pts
210pts
2
GRADE BREAK DOWN:
210 197 pts
A
100%-94%
196 188 pts
A-
93%-90%
187 182 pts
B+
89%-87%
181 176 pts
B
86%-84%
175 167 pts
B-
83%-80%
166 161 pts
C+
79%-77%
160 155 pts
C
76%-74%
154 146 pts
C-
73%-70%
145 140 pts
D+
69%-67%
139 134 pts
D
66%-64%
133 125 pts
D-
63%-60%
124 pts or lower
F
59% & below
ASSIGNMENTS:
Exams: Over the course of the semester there will be 3 multiple choice exams testing your
knowledge on the material covered in class. The exams are not cumulative. In most instances, I
will try to have some kind of exam review before the exam. Make-up exams will only be allowed
in the case of extreme circumstances and notice must be given before the exam (not after).
Advertisement Analysis: In order to assess your learning over the course of the semester there
will be 2 advertisement analysis essays due throughout the semester. Each student will be
required to write about a specific advertisement (magazine or television) in a 1-2 page essay.
Specific guidelines and procedures will be discussed later on in the semester.
In-class activities: Throughout the semester we will have various in-class activities. These
activities will range from taking attendance, pop quizzes, to short in-class essays. These
assignments are given in order to help facilitate student learning and foster some student-teacher
interaction.
Extra Credit: Throughout the semester students will have opportunities to participate in extra
credit studies. Typically, I give 1 to 2 points of extra credit per study (limit 4-6 studies).
Furthermore, students may not accumulate more than 6pts of extra credit.
3
Tentative Nature of the Syllabus
I reserve the right to make changes to the syllabus and class schedule in order to adjust for
unexpected events or necessary changes that need to be made. Make-up exams (if allowed) may
be given in a different format than the original version of the exam.
Religious Holiday
By UT Austin policy, you must notify me of your pending absence at least a week prior to the
date of observance of a religious holy day. If you must miss a class, an examination, or a work
assignment in order to observe a religious holy day, I will give you an opportunity to complete
the missed work within a reasonable after time the absence.
Academic Honesty
All students agree to read and abide by the University of Texas at Austins Standard of Academic
Integrity and understand the nature of Scholastic Dishonesty as defined by UT-Austin at
http://deanofstudents.utexas.edu/sjs/acint_student.php
If you have any questions about what constitutes plagiarism, or any other form of Scholastic
Dishonesty, ask me or any other member of the faculty. Students are responsible for their own
conduct and for reporting any violations to their instructor or other member of the Department of
Advertising faculty.
** Students with disabilities may request the appropriate academic accommodations from the
Division of Diversity and Community Engagement, Services for Students with Disabilities
Student Services Building 4.104, email: [e-mail], 512-471-6259
Cell Phones, PDAs, IPods, etc
Out of respect and common courtesy for the instructor and fellow classmates you are required to
turn OFF your electronic devices (laptops are the exception) once you enter the classroom. If
you cannot turn off these devices for at least a minimum of one hour each day, while attending
this course you may have a psychological problem and should seek counseling. This is not a
joke; if you cannot turn off these simple devices for a short amount of time you may a severe
psychological attachment disorder and may need counseling.
Counseling and Mental Health Center, Student Services Building (SSB) 5th Floor
Hours: Monday Friday, 8:00 a.m. 5:00 p.m.
5124713515 to schedule an appointment
5124712255 to talk to a counselor over the phone
4
Jan. 17 (Tuesday)
Schedule Spring 2012
Topic
Introduction, Go over syllabus, Defining
Advertising
Jan. 19 (Thursday)
History of Advertising
Jan. 24 (Tuesday)
History of Advertising cont
Jan. 26 (Thursday)
Advertising Effects & Outcomes
Jan. 31 (Tuesday)
Ethics & Regulations
Chapter #3
Feb. 2 (Thursday)
Understanding the Who in Advertising?
Chapter #4
Feb. 7 (Tuesday)
Media formats Traditional
Feb. 9 (Thursday)
Media formats non-traditional
Feb. 14 (Tuesday)
Understanding the Consumer
Feb. 16 (Thursday)
Psychology of Consumers
Feb. 21 (Tuesday)
Segmentation & Targeting/exam review
Feb. 23 (Thursday)
Exam #1
Exam #1
Feb. 28 (Tuesday)
Advertising Research/Discuss AA#1
Chapter #7
Mar. 1 (Thursday)
Advertising Research Review
Mar. 6 (Tuesday)
Marketing & Advertising Planning
Chapter #8
Mar. 8 (Thursday)
Video/DVD: Greatest Movie Ever Sold
AA#1 DUE
Mar. 12-17
Spring Break
No Class
Mar. 20 (Tuesday)
Media Planning
Chapter #9
Mar. 22 (Thursday)
Media Costs & Budgeting
Mar. 27 (Tuesday)
Creative Strategy
Chapter #10
Mar. 29 (Thursday)
Creative Execution
Chapter #11
Apr. 3 (Tuesday)
Production (TV & Radio)
Chapter #12
Date
Reading/Assignment
Chapter #1
Chapter #2
Chapter #5
Chapter #6
5
Apr. 5 (Thursday)
Exam #2
Exam #2
Apr. 10 (Tuesday)
Media Usage: Print Media
Chapter #13
Apr. 12 (Thursday)
Media Usage: TV & Radio
Chapter #14
Apr. 17 (Tuesday)
Media Usage: Internet
Chapter #15
Apr. 19 (Thursday)
Media Usage: Outdoor Media
Chapter #16
Apr. 24 (Tuesday)
Chapter #17
Apr. 26 (Thursday)
Integrated Comm. Mngmt.
Public Relations & Corporate
Advertising
May 1 (Tuesday)
Special Topic: Mobile Marketing
May 3 (Thursday)
Special Topic: Video Game Advertising
AA#2 DUE
May 10 (Thursday)
(7pm to 8pm)
Exam #3
Exam #3
Chapter #18