AP EC 351: PRINCIPLES OF ADVERTISING, Spring 2006
Section 1

 

INSTRUCTOR: Ed Kaiser
252 Barre Hall
656-5779
E-MAIL: ekaiser@clemson.edu
OFFICE HOURS:

8:30-10:45 a.m. M, W, F
8:30-10:30 a.m. Tu and Th or by Appointment
TIME AND ROOM: 2:00 a.m.- 3:15 p.m. Tu and Th, 174 P & AS Bldg. If an instructor is not in the classroom by 2:15, students may leave
REQUIRED TEXT: Lane, W. Ronald , Karen Whitehill King, and J. Thomas Russell; Kleppner's Advertising Procedure, 16 edition; Prentice Hall; Upper Saddle River, New Jersey, 2005.
GOAL: To prepare a written proposal for a one year advertising campaign for a local business
INTERMEDIATE OBJECTIVES::
  • Understand the various functions of advertising.
  • Understand the foundations of research and audience analysis that is imperative to successful advertising.
  • Understand the various media formats that carry advertising and promotional messages to audiences.
  • Understand the planning, research, and production necessary to create an advertising campaign.
  • Understand some of the specialized areas of advertising, such as social effects, economic effects, and ethical considerations.
CLEMSON UNIVERSITY'S STATEMENT ON ACADEMIC INTEGRITY:
 

"As members of the Clemson University community, we have inherited Thomas Green Clemson's vision of this institution as a 'high seminary of learning.' Fundamental to this vision is a mutual commitment to truthfulness, honor, and responsibility, without which we cannot earn the trust and respect of others. Furthermore, we recognize that academic dishonesty detracts from the value of a Clemson degree. Therefore, we shall not tolerate lying, cheating, or stealing in any form."

"When in the opinion of a faculty members, there is evidence that a student has committed an act of academic dishonesty, the faculty member shall make a formal written charge of academic dishonesty, including a description of the misconduct, to the Associate Dean of Undergraduate Services. At the same time, the faculty member may, but is not required to, inform each involved student privately of the nature of the alleged charge."

GRADE:

The course grade will be based on five components: two exams during the semester, a cumulative Final Exam, assignments, and a team project.

METHOD I:  Each component will count 20% of the course score.

METHOD II : The lowest score and the highest score from the five scores will be dropped.
                       The course score will be the average of the middle three scores.

  The grading scale for course grades will be >90%, A: 80% to 90%, B: 70% to *)%, C: 60% to 70%, D: and <60%, F. The scale may be curved down at the end of the semester if needed.
ASSIGNMENTS: There will be several assignments during the semester. Most assignments will be done in teams, but some may be done individually. Each team member will be expected to be prepared to discuss the team's work for that assignment.
   
ADVERTISING TEAM PROJECT:

Each team will develop a proposal for a one year advertising campaign for a local business. Each team will submit a written paper on the proposal for the advertising campaign.

The team paper should include the following sections:

  • Table of Contents
  • Introduction - describe the business
  • Creative Work Plan
  • Proposed Advertisements ( at least newspaper, radio, TV and one other media)
  • Proposed Sales Promotions (at least two different sales promotions)
  • Media Schedule
  • Budget
  • Conclusions
"FIRING" TEAM MEMBERS:

A student can be "fired" from a team if the other team members submit to the instructor the You're Fired form available on Blackboard. If the instructor feels that the "firing" is justified, the instructor will handle the "firing."

A student "fired" from a team will have the option to complete assignments individually. A student "fired" from a team will not receive a grad for the team project.

CLASS ATTENDANCE: College work proceeds at such a pace that regular attendance is necessary for each student to obtain maximum benefit from instruction. Regular and punctual attendance at all class sessions is a student obligation, and each student is responsible for all work, including test and written work, in all class sessions. No right or privilege exists that permits a student to be absent from any given number of class sessions. All absences are matters to be resolved between the instructor and the student. In the event that a student finds it necessary to be absent from class, it is the student's responsibility to make up resulting deficiencies.
 

TENTATIVE Lecture Schedule:
Th Jan 12  Class Roll, Discuss Course Syllabus
Tu 17  Background and Roles of Today's Advertising (Chapters 1 and 2)
Th 19  The Advertising Sprial and Brand Planning (Chapter 3)
Tu 24  Creating the Copy (Chapter 16)
Th 26  Creating the Copy (Chapter 16)
Tu 31  Target Marketing (Chapter 4)
Th Feb 2  Research in Advertising (Chapter 15)
Tu 7  The Total Concept: Words and Visuals (Chapter 17)
Th 9  Basic Media Strategy (Chapter 7)
Tu 14  Television (Chapters 9 and 20)
Th 16  Radio (Chapters 9 and 20)
Tu 21  Review for Exam #1
Th 23  Exam # 1
Tu 28  Newspapers (Chapters 10 and 18)
Th Mar 2  Magazines (Chapters 11 and 18)
Tu 7  Out-of-Home Advertising (Chapter 12)
Th 9  Direct Response (Chapter 13)
Tu 14  Sales Promotion (Chapter 14)
Th 16  Trademarks and Packaging (Chapter 21)
Tu 21  SPRING BREAK
Th 23  SPRING BREAK
Tu 28  The Complete Campaign (Chapter 22)
Th 30  Economic and Social Effects on Advertising (Chapter 24)
Tu Apr 4   Legal and Other Restraints on Advertising (Chapter 24)
Th 6  Review for Exam #2 and Work on Team Project
Tu 11  Exam #2
Th 13  Work on Term Project
Tu 18  Work on Team Project
Th 20   Team Project Paper Due
Tu
25
 No Class
Th
27
  
     
M May1  FINAL EXAMINATION, 6:30 - 9:30 p.m.

This is the proposed syllabus. and is subject to change. The official syllabus is the one handed out in class

Spring 2006 Course List    App Econ & Stat Home


Copyright 2006 by Eddie H. Kaiser, Department of Applied Economics & Statistics, Clemson University, Clemson, SC 29634-0313

updated 2/14/06