Course Objectives -- Objectives which are common to all sections of the course and all instructors of the course.

1.To expose students to the role of advertising in the marketing mix.

2.To expose students to the theories and guidelines for creating effective ads, including the measurement of their effectiveness and social constraints.

3.To introduce Microsoft Publisher software for creating Professional ads.

4.To integrate the above knowledge in a complete creative ad Campaign for a real client.

5.To introduce PowerPoint software for creative professional Presentations.

6.To create a professional ad campaign presentation.

Course Prerequisite: MGM 290

Text:  Russell & Lane, Kleppner’s Advertising Procedures, 15^th Edition, Prentice-Hall, 2002.

Final Grade Policy:

1.Exams (2)                   25%, 30% (3/8,4/28)

2.Research Papers (1)         30% April 26

3.Attendance                  5% Taken Randomly

4.Presentations               10% 5/3,5/5,5/7

Course Outcomes

Achievement of objective 1 will be measured by Test 1 and objective 2 by Test 2.  Objective 3 & 4 will be measured with the ad campaign submission, and objective 5 & 6 will be measured by the oral presentation.

Exam Format

The midterm exams will consist of multiple-choice questions on textbook material and essay questions on lecture material covered until the exam date.  Midterm 2 is not cumulative.

The average of your two exams must be a passing grade in order to pass the course.

Bonus

You may attend up to 3 speakers on promotion topics and receive 1 bonus point for each.

Ad Campaign

You will develop an advertising campaign for a product/service(TBA).  The fundamental objectives of the ad campaign:

-to inform potential target markets of the existence of this product/service (develop awareness)

-to generate interest in the product/service and what it can do for the target markets

-to generate inquiries

More information about the project will be provided in class.

- You may develop an advertising campaign for another real product or service (e.g., family business, firm where you presently work, etc.)  In this case your topic must be approved in writing prior to start of work (February 13, 2004).

- You will work in groups of 3 and will be responsible for any group conflict resolution, should any arise.

- One paper on your ad campaign will be submitted by each team.  The paper must be typed, double spaced, and on time to be graded.  No late papers will be accepted.  (Maximum of 20 typed pages excluding appendices).  Please submit an additional clean copy and disks for our client.

- All teams will evaluate each team member's performance.  This evaluation will be used to adjust individual grades for the paper if so indicated.

- Ad campaigns are due in class.

- Your team will present the ad campaign in class on May 3, 5, 7, 2004.

Note:  An advertising folder containing ad campaign models areavailable for consultation in the secretary's office. 

Ad Campaign

  I.  Marketing Plan

• Product Description

• Expected Sales of Product(give estimate)

• Current/Expected Share of Market (give % for your competition)

• Product Positioning (perceptual map or chart)

• Target Market (be specific, how many?)

• Duration of Campaign

• Marketing Problems

II.  Advertising Plan

• Ad Budget (objective and task method)

• Media Selection/Schedule(justify for target)

• Unique Selling Proposition (Why should prospects buy your product instead of competitors':  What is your one major competitive advantage)

• Ad Campaign Theme (Slogan = catchy way of saying your USP)

III.  Creative Advertising * (All layouts inserted in paper)

• Newspaper Ads

• Magazine Ads

• Radio Spots

• TV Ads

• Outdoor

• Sales Promotions

• Direct Mail

• Packaging

• Logo

• Web Page

IV.  References

*Note:  You must do a layout for an ad for each medium listed, even if you do not recommend it in the media selection section.  You must also justify each ad:  Why it will appeal to your target market and why it's execution is appropriate for the medium.