AP EC 351: PRINCIPLES OF ADVERTISING
Section 1
Course Syllabus
Fall 2007

Contact information

Instructor: Dr. Charles Curtis, Jr.
Office: 246 Barre Hall
Phone: 656-5781
Email: ccurtis@clemson.edu

Office Hours
Dr. Curtis: Monday through Friday 8:00-12:00 noon & by appointment.

Email is the most effective mode of communication for making appointments. Please put in subject line APEC 351 Appointment. The instructors will accommodate disability needs.

Credits: 3 credits

Course Meets: Tuesday & Thursday 8:00-9:15, Room 174 ( Auditorium) P&AS Building (If instructor has not arrived by 2:15 students may leave)

Required Materials:

Lane, Ronald, Karen King, and Thomas Russell. Kleppner's Advertising Procedure, 16th edition, Prentice Hall, 2005, ISBN-0-13-140412-1

Cohen, William A., The Marketing Plan , 5 th Edition, John Wiley & Sons, 2006 ISBN-10 0-471-75529-X

Goal: To prepare a written proposal for a one year promotional campaign for a business concern. The student will select the business/entity and will fulfill this goal. No two students may have the same entity without prior approval of the instructor. Public service and community involvement by students is at the core of this goal.

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 aspects of marketing, such as social effects, economic effects, and ethical considerations.
•  To learn a lot & have fun.

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 member, 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.”

Grading :

There will be six exams, any exam may be dropped. If you have an event, activity, illness etc. that causes a missed exam (whether University sanctioned and excused or not) and you miss an exam, then it will be considered the "dropped" exam. All exams are cumulative due to the nature of the topic.

ADVERTISING PROJECT:

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

The term paper should include the following sections:

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

The purpose of the course project is to encourage assimilation of the course material. Each student will develop an advertising plan proposal for a one-year marketing campaign for a business or charity entity (wholesaler, retailer, service, product or not-for-profit (charity) entity). Each student will submit a written report on the proposal for their specific campaign. The course project should be professional and comprehensive in treating relevant components as specified in pp. 2 in the Cohen text.

The grading scale for course grades will be >90%: A, 80% to 90%: B, 70% to 80%: C, 60% to 70%: D, and <60%: F.

Exams (six, drop one) are 80 percent of the class grade.

Course project is 20 percent of the class grade.

Course Schedule:

The instructor reserves the right to modify any portion of the syllabus as needed.

Fall 2006 Course List    Ag Econ Home

2007 by Charles E. Curtis, Jr., Professor, Department of Applied Economics & Statistics, Clemson University, Clemson, SC 29634-0355

updated 2/28/07