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MAR 3326 Syllabus 2013 Sumer C

MAR 3326 Syllabus 2013 Sumer C - MAR 3326 3326-001(3...

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MAR 3326 3326-001 (3 credits) Principles of Advertising Summer C Term, 2013 Fully Online Delivery Format Professor Information Dr. Allen Smith Fleming Hall, Room 202 [email protected] (561) 297-2386 Office Hours Tuesdays: 11:00 a.m. to 2:00 p.m. And by appointment Required Text and Materials Moriarty, Sandra, Nancy Mitchell, and William Wells (2012), Advertising and IMC: Principles and Practice, 9 th edition, Upper Saddle River, New Jersey: Pearson Prentice Hall. (ISBN: 13: 978-0-13- 2163644) Class notes in PowerPoint, and course information and assignments in Word posted on Blackboard. Computer with Microsoft Office software, webcam, and audio capability (audio headset/ear buds) to engage in Collaborate Sessions Activated Owl Card, permitting access to FAU Library’s online electronic journal collection and online indexes and databases Catalog Course Description Principles of Advertising (MAR 3326) 3 credits Prerequisite: Junior standing (60 credit hours earned—no business courses required) Broad survey of basic advertising in marketing contexts, including advertising management, social and buyer issues, creative and media strategy, agency, and domestic and global aspects. Supplemental Course Description MAR 3326—Principles of Advertising is a required three-credit hour course in the Marketing Department’s advertising track. It is a prerequisite for MAR 4334: Creative Advertising Strategy: Concepts and Design and the Marketing Department’s Advertising Internship program. The course leads to a Major in Marketing or a Major in Marketing with a Concentration in Advertising. It is also a three-credit hour elective course open to students who 1
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have successfully completed 60 credit hours in any area of study. You do not have to be a business student to take the class. Advertising is a powerful and expensive business function. An advertising campaign is rigorously and systematically developed. An effective advertising campaign produces a desired effect that drives a business toward its goals and objectives. Advertising effectiveness requires research, planning, creativity and technical execution—the central components of MAR 3326: Principles of Advertising. The course presents a broad overview of advertising campaign strategy in domestic, e-commerce, and global marketing contexts. It introduces terms and concepts, classifications, procedures and processes, research methods, persuasive approaches, emerging media, and insights into buyer behavior commonly used in developing advertising campaigns. In particular, the course covers such topics as: 1) advertising foundations and environments; 2) marketing basics and advertising, 3) advertising and persuasion—insights into how advertising works; 3) advertising campaign strategy; 4) media strategy and tactics; 5) creative message strategy, 6) creative thinking techniques; and 7) technical design fundamentals, including the design and layout of print advertisements, principles of copywriting, and technical fundamentals of executing broadcast commercials and viral videos.
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