Seminar in Advertising CJN-770-AE- Spring 2012

TH 5:30 PM 8:10 PM / R 400

Dr. Gloria M. Boone

Ridgeway 405
Communication and Journalism
Suffolk University
Boston, MA 02108

Office Hours:
before and after class and
by appointment

Phone: 617-573-8501
Fax: 617-742-6982
E-mail: gboone@suffolk.edu

Website: http://infoacrs.com

Course Objectives:

  1. To provide an understanding of the key terms and concepts in advertising.

  2. To investigate the impact of target markets and market segmentation on advertising.

  3. To examine the social, economic, and cultural impact of advertising.

  4. To show how media buying choices offer constraints and opportunities for advertisers.

  5. To allow students to create, develop and justify a print advertisement.

  6. To have student teams research, create and present an advertising campaign.

  7. To have students use online advertisng systems.


de Mooij, M. (2011). Consumer Behavior and Culture: Consequences for Global Marketing and Advertising. Second Edition. Sage Publications, Inc.

Altstiel, T. & Grow J. (2010). Advertising Creative: Stategy, Copy and Design. Second edition. Sage Publishions, Inc.


Class Period Topic or Activity
  Schedule is subject to change
Jan 19

Advertising forecasts


Old and New exercise explained

Global Brands

Top 100 Brands

Read Altsteil pp.17-22: Adv, Mar Com, IMC, AIDA, Maslow, Chapter 3: brands, Unique Selling Proposition, identity, positioning, repositioning, resonance, Aaker, endorser, co-driver, driver,Bedbury, Al Ries, Jack Trout

Read M Chapter 1 before class

Short-Term Effects of Advertising: Some Well-Established Empirical Law-Like Patterns. Wood, Leslie. Journal of Advertising Research, Jun2009, Vol. 49 Issue 2, p186-192.

Jan 26

History and evolution of advertising.
Advertising History Timeline

Values and Culture -Read M Chapter 2

Consumer Behavior and Demographics Read M Chapter 3


Feb 2

Old & New Exercise Due

Consumer persuasion: behavior, decision, learning, perception, persuasion & influence

Using Quasi-Experimental Data To Develop Empirical Generalizations For Persuasive Advertising. Armstrong, J. Scott; Patnaik, Sandeep. Journal of Advertising Research, Jun 2009, Vol. 49 Issue 2, p170-175.

Target market and market segmentation
Demographics,VALS2, Prizm

Mediamark reporter in MRI+

Read A Chapter 5; M Chapter 4, 5

Television: Back to the Future. Sharp, Byron; Beal, Virginia; Collins, Martin. Journal of Advertising Research, Jun2009, Vol. 49 Issue 2, p211-219.

Feb 9

Advertising research

Creative strategy and appeals Read A Chapter 1, 6

Layout & Design Read A chapter 7; M Chapter 6

The Stopping Power of Advertising: Measures and Effects of Visual Complexity. Pieters, Rik; Wedel, Michel; Batra, Rajeev. Journal of Marketing, Sep2010, Vol. 74 Issue 5, p48-60.

Feb 16

Copywriting Read A Chapter 9,10; M Chapter 7

Print Ad assignment explained

Feb 23

In Class Creativity Exercise

Print media Read A Chapter 11

Media Planning

Average CPM's


Mar 1

Law & regulation  Read A pp21-27 (code of ethics, puffery,celebrities, copyright,trademark)

The role and types of the  advertising agencies Read A pp.1-14 creative team, process,career, creativity), Chapter A 17


Read A Chapter 4 (Strategy)

Mar 8

Print Ad Presentations with Market / Print Media Analysis Paper

The Advertising Plan
Group Campaign explained

Mar 15

Spring break


Mar 22

Internet advertising Read A Chapter 13

Boone, G. & Secci, J. & Gallant, L. (2007, May). Emerging Trends in Online Advertising. Revista DOXA Comunicacion: Revista Interdisciplinar de estudios de Comunicacion y Ciencias Sociales, V, 241-253. http://www.uspceu.es/

Whither the Click? How Online Advertising Works. Fulgoni, Gian M.; Mörn, Marie Pauline. Journal of Advertising Research, Jun2009, Vol. 49 Issue 2, p134-142

Google Ads

Ad Campaign discussion & work

Mar 29


TV ads Top Ten TV ADS Read A chapter 12

Measurable Emotions: How Television Ads Really Work.Micu, Anca Cristina; Plummer, Joseph T.. Journal of Advertising Research, Jun2010, Vol. 50 Issue 2, p137-153.

The Enduring Influence of TV Advertising And.Communications Clout Patterns In the Global Marketplace. Jamhouri, Oscar; Winiarz, Marek L.. Journal of Advertising Research, Jun2009, Vol. 49 Issue 2, p227-235

A Content Analysis of Music Placement in Prime-Time Television Advertising. Allan, David. Journal of Advertising Research, Sep2008, Vol. 48 Issue 3, p404-417.

Cost Per Second The Relative Effectiveness of 15- and 30-Second Television Advertisements. Newstead, Kate; Romaniuk, Jenni. Journal of Advertising Research, Mar2010, Vol. 50 Issue 1, p68-76

Radio Ads

Who listens to radio these days, anyway? Doesn't everyone use their iPods and iPhones to hear music? Hampp, Andrew. Advertising Age, 9/27/2010, Vol. 81 Issue 34, p50-50

Ad Campaign discussion & work

Apr 5 Out-of-home, sales promotion, evaluation of campaigns Read A chapter 14, 15

Outdoor Advertising

Split-Second Recognition: What Makes Outdoor Advertising Work? Van Meurs, Lex; Aristoff, Mandy. Journal of Advertising Research, Mar2009, Vol. 49 Issue 1, p82-92.

Political Ads

NYT on Political ads

Group meeting

Apr 12


International advertising

Read M Chapter 8

Group meeting

Apr 19 Group meeting
Apr 26

Group presentations


Test (100 points) Objective questions, matching, T&F, short answers, and/or essays

Quizes (100 points) online, take-home and/or in class

Discussion on blackboard (50 points) posts on news and commentary

Old and New exercises (25 points)

Participation (25 points)

Original Print Advertisement with Market / Media Analysis Paper- 4-5 pages (100 points)

Advertising Campaign (100 points total)

Total (500 points)

  General Notes:

  1. ALL papers must be typed. Both content and style will be graded.
  2. Sources must be cited using APA style in papers or take-home tests.
  3. Use the APA guidelines in formatting any paper.
  4. Assignments must be handed in ON TIME. A late penalty will be applied.
  5. This course follows the Federal Government’s Credit Hour definition: For every hour in the classroom you are expected to spend at least two hours reading, researching and completing assignments and homework. It is anticipated that you will spend at least 135 hours of work (in and out of class) to complete this three credit course.
  6. Academic dishonesty is morally repugnant. Cheating on examinations, plagiarism and/or improper acknowledgment of sources in essays or research papers, and the use of a single essay or paper in more than one course, without the permission of the instructor, constitute unacceptable academic conduct. Student work may be checked by plagiarism detection software.  Academic dishonesty will be reported to the Office of Student Affairs. Reports will be addressed through the Student Discipline System. An undergraduate student who has been found to have violated this policy is subject to an automatic grade of “F” in the course and to suspension, enforced withdrawal, or dismissal from the University or appropriate lesser penalties if warranted by the circumstances.
  7. Incompletes are given ONLY if you have a valid reason that you discuss with the instructor.
  8. I use your Suffolk email and blackboard to notify you of class changes. Please sign up and check both systems.
  9. Disability Statement: If you anticipate issues related to the format or requirements of this course, please meet with me. I would like us to discuss ways to ensure your full participation in the course. If you determine that formal, disability-related accommodations are necessary, it is very important that you be registered with the Office of Disability Services (located in 73 Tremont St., 7th floor, 617-994-6820) and notify me of your eligibility for reasonable accommodations. We can then plan how best to coordinate your accommodations.





A 93 %

B- 80 %

D+ 67 %

A- 90 %

C+ 77 %

D 64 %

B+ 87 %

C 74 %

D- 60 %

B 84 %

C- 70 %

F below 60%

© 2011 Gloria Boone