The Business of Advertising

QUIZ

Powerpoint for Chapter 3

Review Questions:

1. Almost half of advertising dollars are spent on local advertising. Why is local advertising so important?
2. What are the four types of local advertising and what purpose do they serve?
3. Why do wholesalers and manufacturers provide co-op advertising funds and materials to local advertisers?
4. What additional challenges are faced by companies that advertise internationally?
5. How do the media in other countries tend to differ from that which we are accustomed to in the United States?
6. Why do so many advertisers hire ad agencies?
7. In what ways does the role of an Account Planner differ from that of an Account Executive?
8. What are the most important things an advertiser should consider when selecting an agency?
9. What is the best way to compensate an agency? Explain your answer?
10. What are some things that agencies will need to do to adapt to the media options created by new technologies?

RESOURCES:

-->

AAAA	http://www.aaaa.org/Pages/default.aspx
Advertising Age	www.adage.com
Advertising Age Data Center	http://adage.com/datacenter/
Procter & Gamble	http://www.pg.com/en_US/index.jhtml
Honda USA	http://automobiles.honda.com/
McDonald’s	http://www.macdonalds.com/us/en/home.html
WPP	http://www.wpp.com/wpp/

Homework:

  Due Tuesday, 2/11

 Select an advertising agency that interests you. You may admire its campaigns or you might be interested in it as a possible employer. Write a review of the agency organization and philosophy including as much of the following information possible. Consider using the Standard Directory of Advertising Agencies, Web sites, annual reports, Advertising Age, and Adweek as sources.

 

Example:

Media Placement Group is a marketing and media management company, based in Boca Raton, Florida. Founded in 1986, MPG was established to meet the needs of companies seeking superior quality media planning and buying services.

• Agency size: billings and number of employees

30 employees

• Corporate affiliation (part of a holding company?)

No

• Locations of major offices

Boca Raton, Florida

• Top officers of the company

Cindy Kurtz

Brad Kurtz

• Key clients

            Compass Furniture
GCO Carpet Outlet
Floorz
St. Charles Vision
Reed's Jewelers
Jenss Décor

• Most notable campaigns

Seminole Casinos

• Agency philosophy

MPG's approach to media management is based on the commitment to increase our clients' profitability by maximizing the return on their advertising investment. MPG has developed expertise in buying all media (print, television, radio, away-from-home) across a wide range of industries. Currently, MPG places advertising in more than 400 cities across the U.S.

• What makes this agency unique?

MPG's philosophy is simple. They spend their clients' advertising dollars as if they were their own.

If you were an advertiser seeking an agency, why might this agency appeal to you? What if you were a job seeker?

- This agency is appealing to an advertiser because they are committed, honest, and dedicated to satisfying their clients needs. 

- This agency is appealing to a job seeker because it is a good size agency with dedicated members and strong ethics and values.  

Secondary Homework: 

The class has been divided into two competing ad agencies. Decide among yourselves what role you will play in the agency. Examples: Account Manager, Account Planner, Art Director, Copywriter, Research Dept.  Come up with a name for your agency 

Reading: Chapter 3

   

 

Updated Attendance Policy - please read.

This is the attendance policy as stated in the syllabus:

"a. Attendance Policy

i. Students are expected to attend all classes. Please refer to the College Handbook for further clarification of the Harcum policy on attendance.

ii. Students may be permitted one absence at the discretion of the Instructor. Students should notify the Instructor of an anticipated absence, so that work can be made up in a timely manner.

iii. Students are expected to be in class on time, so that they do not miss instructions for the day’s activity."

In light of the attendance issues thus far, I will be amending this policy.

Updated Attendance Policy:

If a student is absent for more than two classes, their grade will drop one letter grade for each additional absence.

Exceptions will only be made with permission from the instructor.

Week Two - Chapter Two - Ethics of Advertising

Powerpoint for  Chapter Two

Celebrity Endorsements - Tag Hauer Watches - http://us.tagheuer.com/

Advertising and the First Amendment - http://www.lawpublish.com/amend1.html

Public Service Announcements Ads: http://www.ftc.gov/opa/1999/05/doans.shtm

What is the line on Nudity or suggestiveness?

http://www.abercrombie.com/

http://www.victoriassecret.com/

http://www.americanapparel.net/advertising/

http://ww5.komen.org/BreastCancer/WarningSigns.html

Advertising to Children

Are these Ads Offensive?

Ads are required to tell the truth about the health effects of their products.  

READING:

Harmful Substances
Key Rules for Advertising

Homework:
Find three advertisements that you feel are socially unacceptable and three that you feel raise the social conscience of consumers. The students should evaluate the social acceptability of an ad based on the issues discussed in the chapter and not merely on their personal reactions to a particular product. Students should prepare their reasons for finding an ad unacceptable and, where appropriate, make suggestions as to how the ad could be changed to make it more acceptable. The socially acceptable ads they choose may portray people or products in ways that raise our consciousness. Such ads might, for example, urge consumers to use the product in moderation (e.g., “designated driver” concept). 

This analysis should be typed and accompany the ad. 

Commercials from Class

Welcome!

Hi All - Welcome to our Class blog!

On this blog you will find notes from class lectures, helpful resources and links to reading assignments that are not in the textbook.

Each week your assignments will be listed at the end of the entry in RED.  Assignments are due on Mondays unless otherwise noted. They will be marked down one letter grade for each day that they are late.  Assignments may be improved in response to the critiques that they receive and turned in at the end of the semester. Their grade will reflect any improvements that were made. The goal is to create the best possible work for YOUR portfolio!

Reading assignments will be given each week. They will be listed at the end of the entry in BLUE

Week One - Chapter One - Evolution of Advertising

Chapter One Powerpoint

Homework:  Due Thursday, January 16 - 

When you wake up tomorrow - write down all the brands you see identified in the first 10 minutes.

Bring in two examples of marketing communications. Explain whether or not they are Advertising and why.

Reading:

Chapter One

 

Quizlet terms

 

Syllabus

HARCUM COLLEGE

Advertising

I.      Course Title: Advertising

II.    Course Number: BUS242

III.  Lecture-Lab-Credit: 3-0-3

IV.  Course Instructor Information
Julian Crooks possesses a Bachelor of Fine Arts in Apparel Design from the Rhode Island School of Design in Providence, RI and a Master of Art Education from the University of the Arts in Philadelphia, PA.  She has taught courses in the Apparel Design Department at the Rhode Island School of Design from 1997 to 2004 and has worked in both the fashion design and retail industries since 1989.

V.    Course Description:

This course is a comprehensive journey through the multi-faceted advertising and media communications industry.  Students in this course will learn and practice (1) how to analyze companies and markets, (2) how to develop insights by understanding consumers’ cognitions, affect and behavior, (3) how to select a market to serve, (4) how to brand a product or service, and (5) how to communicate the positioning message to consumers.  These skills will be learned and practiced through reading of relevant material, analysis and presentation of in class examples, and “hands-on” experience derived from individual and team projects.

VI.  Course Objectives:

The goal of this course is to provide students with the fundamental skills needed to analyze, evaluate, develop and create advertising for all platforms, and channels, which are part of our daily digital world.  This goal will be accomplished by focusing on three key elements central to the strategic planning process:  brands, consumers, and the style and form of communication.  Specific course learning objectives are as follows:

·      Analyze companies and markets

·      Develop insights by understanding consumer cognitive and affective behavior

·      Select target markets

·      Branding products and services

·      Communicate positioning messages to consumers

·      Learn fundamental building blocks used to develop strategically sound IMC plans

·      Understand systematic process involved in developing a communication plan

·      Analyzing a market situation

·      Formulating communication objectives

·      Identifying potential target audiences

·      Apply knowledge through class exercises, assignments, and simulations.

VII. Course Activities:

The course will consist of interactive class discussions, class critiques of homework, group and individual projects.

    TESTS – There is a  final exam

            QUIZZES – Weekly quizzes will test the students’ grasp of key concepts

            HOMEWORK/PROJECT – There will be individual or group homework projects each week in addition to a reading assignment.

VIII.       Course Requirements and Evaluation

a.     Attendance Policy

                                               i.     Students are expected to attend all classes. Please refer to the College Handbook for further clarification of the Harcum policy on attendance.

                                             ii.     Students may be permitted one absence at the discretion of the Instructor. Students should notify the Instructor of an anticipated absence, so that work can be made up in a timely manner.

                                            iii.     Students are expected to be in class on time, so that they do not miss instructions for the day’s activity.

b.     Student Responsibilities

                                               i.     Students are expected to keep current with the reading and activity assignments.

                                             ii.     Cell phones and other electronic devices are to be turned OFF during class.

                                            iii.     Food and beverages are NOT permitted in classrooms.

                                            iv.     Students should become familiar with the Drop/Add policy by referring to the Student Handbook or College Catalog.

c.      Assignments

                                               i.     Papers and/or projects will be assigned at the Instructor’s discretion. Sufficient time will be allowed to complete any assignments.

                                             ii.     All papers must be typed unless otherwise stated. Exceptions must be authorized by the Instructor.

                                            iii.     Grades for work turned in late will be reduced by one full letter grade.

                                            iv.     Extra credit will be assigned at the Instructor’s discretion.

                                              v.     Students with a justifiable excuse for missing an exam will be given an assignment to make up for the missed exam.

                                            vi.     Any student found cheating on an exam and/or quiz will be dismissed from the class. All assignments are to be completed by the student and plagiarism will not be tolerated. Plagiarism will result in a lowering of your grade.

d.     Evaluation

       i.  Grades will be based on the following criteria.

Major Exams            10%

Quizzes               20%

Homework            50%

Readings               10%
Participation            10%

IX.           Textbook and Other Course Materials Requirements

M: Advertising

William F. Arens
David H. Schaefer, Sacramento City College
Michael F. Weigold, University of Florida at Gainesville

ISBN: 0078028914
Copyright year: 2012

Support Blog: http://crooksadvertising.blogspot.com/

My Email: jcrooks@harcum.edu

X.  Course Schedule:

Class reading                        Chapter topic                                                                        Class meetings

Chapter 01                        Historical application of advertising                                    Week 1

Chapter 02                        Economic and regulatory aspects                                    Week 1

Chapter 03                        The business of advertising                                                Week 2

Chapter 04                        Audience segmentation and marketing mix                        Week 2

Chapter 05                        Consumer behavior                                                            Week 3                                                           

Chapter 06                        Account Planning and Research                                    Week 3

Chapter 07                        Integrated Marketing Communications                        Week 4

Chapter 08                        Creating ads:  Strategy and process                                    Week 5

Chapter 09                        Creative Execution: Art and Copy                                    Week 6

Chapter 10                        Advertising production                                                Week 7           

Chapter 11                        Print production                                                            Week 8

Chapter 12                        TV and radio:  Electronic media                                    Week 9

Chapter 13                        Digital interactive and Internet media                                    Week 10

Chapter 14                        Out-of-home and specialty media                                     Week 11

Chapter 15                        Media planning and buying                                                Week 12

Chapter 16            Personal sales and product packaging                                    Week 13

Chapter 17            Public relations, sponsorship and corporate ads            Week 14

Accommodations

If you have a documented disability for which you are or may be requesting reasonable academic adjustments, you are encouraged to contact the Office of Student Affairs,  Room 204 in Klein Hall, 610-526-6036.

Writing Policy

Written assignments are to be prepared according to the specifications provided by the instructor and should demonstrate the following conventions of academic writing: a focused thesis or central idea; development that supports and is unified around the thesis; coherence between paragraphs and ideas; and appropriate grammar, mechanics, punctuation, spelling, and diction.  Research assignments are expected to conform to MLA or APA guidelines for utilization and documentation of sources, with an emphasis on bibliographic