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Course:
Advertising
CJN 257
MW 5:30-8:10
R 415
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Contact:
Dr. Gloria Boone
Ridgeway 405
Communication and Journalism
Suffolk University
Boston, MA 02108
Office
Hours: Monday & Wed. before class and by appointment.
Office: Ridgeway 405
Phone: 617-573-8501
Fax: 617-742-6982
E-mail: gboone@suffolk.edu
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Readings:
Readings
will be assigned from the Internet, the media, advertising and marketing
journals.
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Course
Objectives:
- To
provide an understanding of the key terms and concepts in
advertising.
- To
investigate the impact of target markets and market segmentation on
advertising.
- To
examine the social, economic, and cultural impact of advertising.
- To
show how media buying choices offer constraints and opportunities
for advertisers.
- To
allow students to create, develop and justify a print advertisement.
- To
have student teams research, create and present an advertising
campaign.
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| Class Period |
Topic or Activity |
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Schedule is subject to change |
| May 12 |
Introduction to the course.
Introduction to advertising communication and technology.
Advertising
forecasts
Old and new exercise
explained
Importance of Global brands
You are expected to keep up with
Advertising and Marketing News
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| May 14 |
History and evolution of
advertising.
Advertising history timeline The advertising agency -
http://biz.yahoo.com/ic/720.html
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| May 19 |
Law & regulation
Social & ethical issues
Census exercise
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| May 21 |
Old & new exercise due The role and types of the
advertising agencies
Consumer persuasion: behavior, decision, learning, perception,
persuasion & influence
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| May 26 |
Memorial Day Holiday |
| May 28 |
Target market and market
segmentation
Demographics,VALS2, Prizm
Advertising research
Census exercise due |
| June 2 |
Creative strategy and appeals
Copywriting
Print Ad assignment explained
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| June 4 |
Layout & design In class
creativity exercise
Print media
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| June 9 |
Media Planning
Average CPM's
Internet advertising |
| June 11 |
Broadcast media
TV ads
Radio Ads |
| June 16 |
Print Ad Presentations with
Market / Print Media Analysis Paper
The Advertising Plan
Group Campaign explained |
| June 18 |
Out-of-home, sales promotion,
evaluation of campaigns Outdoor Advertising
Political Ads Group meeting |
| June 23 |
International advertising direct response
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| June 25 |
Group presentations |
| June 27 |
Final Exam |
| Requirements:
Test (100 points) Objective questions, matching, T&F, short answers
Blog (75 points) posts on news and commentary
Old and New exercises (25 points)
Census Exercise (25 points)
Original Print Advertisement with Market / Media Analysis Paper- 3 pages (100 points)
Advertising Campaign (125 points total)
Ad Campaign Presentation (25 points)
Campaign Paper of 5 pages per person (100 points)
Participation (25 points)
Total (500 points)
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General
Notes:
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ALL papers must be typed. Both content and style will
be graded.
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Sources must be cited using the American Psychological
Association (APA) format.
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Use the APA guidelines in formatting any paper.
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Assignments must be handed in ON TIME. A late penalty
will be applied.
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Academic dishonesty is morally repugnant. As noted in the
Suffolk University. Student Handbook, plagiarism or
cheating will result in failing the course and possible
dismissal from school.
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| Grading:
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| A 450
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B- 400
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D+ 350
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| A- 437
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C+ 387 #9;
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D 325
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| B+ 425
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C 375
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D- 300
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| B 412
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C- 362
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F below 300
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