ADVERTISING/PROMOTION (IMC) FALL 04
MARKETING 272-01 (Glenn-214) & 272-02 (Langdon 104)
01 @
Bill McGowan-AMA
Faculty Advisor of the Year, 2001-2002 Office:
Tehama 387
Office Hours:
E-Mail: bmcgowan@csuchico.edu
Course Objectives:
This course emphasizes the importance of Integrated Marketing Communications (IMC) concepts in enhancing the equity of brands and provides thorough coverage of all aspects of an IMC program: advertising, sales promotions, packaging, branding strategies, point-of-purchase communications, marketing-oriented public relations and event & cause related sponsorships. Appropriate academic theories and concepts will also be covered with illustrations and examples provided.
This course was
designed to help you develop certain skills and increase your knowledge of IMC
so that you will be more diversified and prepared in meeting the needs of your
future employers. We will use lectures, class discussions, written assignments,
group activities and videos to explore multiple concepts throughout the
semester.
Performance
Evaluation:
Your final grade in
Advertising 272 will be a function of:
·
Three
exams (120, 150, 200 pts). Text,
cassette and classroom discussion will be “fair game” for each exam. All
Q’s will be multiple choice, diagrams or short answer. Bring a #2 pencil
and a full size #886-E Scantron Form (50/50) for each test. Short answer
questions will be answered directly on the test
·
Assignments:
1)
Team
Advertising/Sales Promotion Campaign: 180 pts.
2)
Team
Advertising/Sales Promotion Presentation: 16 minutes (range 15-17 mins): 60
pts.
Your Advertising/Sales Promotion Campaign assignment must be typed, double-spaced. The use of proper grammar, punctuation and sentence structure will be
expected.
3) Individual Evaluation: Each
individual will evaluate all members of their team. You will pay a severe price in my class if
your team members determine you are a “slacker” or “non-performer.” If you are
in either of the previously mentioned categories, points will be
individually deducted from the total points your team has earned on both the
Campaign & Presentation that would have normally been earned by each member
of the team. It’s your call!!!!
·
Business Card: What does your
business card say about you? What should
it say? You get to present your Bus Card in class: 20 pts. (nothing beyond 8 ½
x11”)
·
Make your (team) own ad/promo in class based on the example I
provide: 20pts. Bring mags/newspapers for cut outs, scissors, various colored
pencils, crayons, glue, coupons & basically whatever you think you need to
make this creative ad/promo in class (no computers for this work product).
·
Participation (15 pts): Based on
attendance and actual class participation.
·
Total Points: 765 pts.
“BE CREATIVE”
Extra Credit:
While my intent is to
be “fair” to all students, please note the following:
Santa Claus comes
once a year on Christmas Eve, and therefore will not appear in this classroom
in the form of “extra credit”.
Besides, doing all the required work negates any need for extra credit.
Required Materials:
Advertising,
Promotion & Supplemental Aspects of Integrated Marketing Communication
(IMC), 6e, Terrence A. Shrimp, 2003, Thompson (South-Western)
Information will also be provided from Contemporary Advertising, Arens, 9th
edition, McGraw-Hill Irwin
Academic Honesty:
Academic honesty is an issue of serious concern here at CSU, Chico. Faculty expect students to maintain a high standard of academic integrity. When faculty suspect students of cheating, they may bring formal charges, and a pretty unpleasant process is set in motion. If charges are proved, the consequences are severe, ranging from failure in an individual course to expulsion from the University and denial of a degree.
Cheating is the
willful and intentional fraud or deception for the purpose of improving a grade
or obtaining course credit and includes all behavior by a student which is
intended to gain unearned academic advantage by fraudulent and/or deceptive
means.
The following give a
good idea of behavior that will result in a failing grade on a paper, an
examination, or final grade in a class, or could result in disciplinary
probation, suspension, or expulsion from the University:
·
Copying
graded homework assignments from another student, or giving your work to be
copied by another student.
·
Looking
at another student’s paper during an examination, or giving answers to another
student during an examination.
·
Working
together on a take-home exam or homework when not specifically permitted by the
instructor.
·
Providing
a term paper to another student or writing a paper for another student.
·
Any form
of plagiarism.
·
Any other
form of academic dishonesty or cheating.
NOTE: For further information on
the disciplinary process and sanctions, refer to the Code of Students’
Rights and Responsibilities, which can be reviewed in Kendall Hall, Room
110, phone 898-6897.
Dropping Classes:
If you want to drop a
course, it is your responsibility to initiate and follow through on the
action. Do not assume an instructor
will drop you from a course if you quit attending class. University regulations specify several
conditions for dropping a class and the relevant cutoff dates. These are covered on page 155 of the
University Catalog. If you intend to
drop a course, do it right away, or you may miss a critical cutoff date.
House Rules:
Follow the Golden
Rule: “Always treat others like you
would like to be treated!” Specifically,
that means:
·
No hats
worn backwards!
·
Please
don’t be late to class. (Be here
promptly)
·
Please
don’t talk while someone else is “officially” speaking.
·
Please
leave the classroom as clean (or preferably cleaner) than you found it.
·
Thanks
for your help.
Grades: A=100-93 ;
A- =92-90 ; B+ =89-87 ; B =86-83
; B- =82-80 B; C+ = 79-77 ;
C=76-73 ; C- =72-70; D+ =69-67; D=66-60; F=59 & below.
Guest Speakers: At various times throughout the
semester we will have local Advertising Executives speak to our class on a
variety of topics that will be extremely helpful with your advertising
campaign. We will also have a speaker
from the Ferguson Corporation as well as one from Pepsi Bottling Group
conversing about what lies beyond the hallowed walls of CSU. All these speakers should help to broaden
your mind about real-world subjects!
Insight: Be
Familiar with the Advertising Plan shown as Appendix B, and it wouldn’t hurt to
look over Appendix A on Marketing.
See me about
joining the Chico State Chapter of the American Marketing Association.
Note: This
syllabus and course schedule are subject to change at any time. Professor has the right to drop you from class anytime
throughout the semester once he feels you have missed too many classes.
272-01 & 02
Course Outline
Fall 2004
8/24 Introduction-Syllabus-Videos-Ads/Promos;
Project
8/26 Cover
Ads/Promos from students; Bus Cards Due 8/31
Finish
Ads/Pr-TEAMS CHOSEN (5)
Overview of IMC Ch#
1
Advertising
History; Advertising Pyramid
8/31 BC’s due +
Presentations in Class
9/2-9/7 The
Mkt Comm Process & Brand Eq Enhancement Ch#
2
Positioning
& Targeting for MarCom Efforts Ch#
3
9/9-9/14 The
Communication Process Ch#
4
Persuasion
in Marketing Comm Ch#
5
9/16 Marcom’s Role
in Facilitating Prod Adoption Ch#
6
9/21 Guest
Speaker: Ryan Burton-Romero (Ferguson
Corp.)
9/23 Brand Names,
Logos, Pkgs & POP Materials Ch#
7
Miscellaneous
(catch up if needed) & Exam Review
9/28 Guest
Speakers-Greg Egelbrecht (FS Adv Firm) Greg
& Shyla
9/30 FIRST EXAM
….Chapters 1-7 plus Arens Info
10/5 Overview of
Adv Mgmt Ch# 8
Creative
Adv Strategy Ch#
9
10/7 Advertising
Guest Speakers-Lisa Horvath & Julie Florence (your
peers)
10/12 Endorsers & Message Appeal in Adv Ch# 10
10/14 Adv Ad Message
Effectiveness Ch#
11
10/19 Traditional Adv Media Ch# 12
10/21 Alternative Off-line Adv Media & On-line Media Ch# 13
10/26 Off-line &
On-line Direct Adv Ch#
14
10/28 Miscellaneous
(catch up if needed) & Exam Review
11/2 SECOND
EXAM…Chapters 8-14/Q’s from Guests Spkrs
11/4 Media
Planning and Analysis Ch#
15
11/9 Sales Promo
Mgmt, Mkt Oriented PR & Sponsorships Ch#
16
11/11 Trade Oriented Sales Promos Ch# 17
11/16 Consumer Oriented Promos Ch# 18
11/18 Mkt PR &
Sponsorship Mkt Ch#
19
November
22-26 Thanksgiving Break----Have a
great time
11/30 Team Ad/Promo
Some final
info
12/2 Advertising/Promotions
Presentations—Gps 1-3
12/7 Advertising/Promotions
Presentations—Gps 4-6
12/9 Advertising/Promotions
Presentations—Gps 7-8
Final
Review and Discussion
12/13-17 FINAL
(Chapters 15—19 PLUS SLOGANS, JINGLES AND ICONS AS WELL AS CLASSROOM
DISCUSSION)
100
MC/SHORT ANSWER/LISTINGS@ 2PTS EACH=200 PTS
CALIFORNIA
STATE UNIVERSITY, CHICO
COLLEGE
OF BUSINESS
Department
of Finance and Marketing
Marketing 272 – Fall 2004
Bill McGowan
ADVERTISING
TEAM ASSIGNMENTS
The purpose of these assignments is to allow everyone an opportunity to acquire mastery of the concepts of advertising/promotions through hands-on participation. For the campaign project, you will complete a marketing and advertising plan from start to finish. This plan involves identifying a target audience for your client, examining past and present communication performance, conducting research, creating strategies and copy ideas, and finally, implementing your plan.
Each team will have five to six members depending on our class size. You are encouraged to start meeting immediately and as regularly as you can. Drop by during my office hours any time you have questions. A serious commitment to the assignments is essential for its successful completion. Take advantage of this group-learning experience to articulate and justify course material via overt communication with your peers.
I. THE CAMPAIGN ASSIGNMENT
The subject campaign for each section will be the same, so your team must put forth their best effort regarding a nationwide advertising campaign for this product.
Section
1 (
Section 2 (
As the advertising agency for your respective sponsor (client), you have been asked to develop a multimedia campaign with the ultimate goal to promote more awareness and create a more positive attitude for your brand. I will provide some examples of past campaigns for your viewing in class to assist your team with this venture.
JACK WELCH (FORMER G.E. CEO) SAYS
“TO SUCCEED IN LIFE YOU MUST STAND OUT FROM THE PILE”. HOW DOES YOUR ADVERTISING/PROMOTION[
TEAM STAND OUT FROM THE PILE??????????
What Goes Into The Campaign. Your campaign plan book should be a thorough document. It must be typewritten, double-spaced. Inside the plan book, you can have a maximum of 46 pages, no more, with content on one side of the page only. All pages must be numbered. You are encouraged to use title pages, tables, dividers, appendices, anything you want, but all pages between the covers except title pages, artworks and tab sections cannot add up to more than the limit.
It's suicide if you don't justify everything you say. Solid rationales are crucial. Assume that the readers know very little about your assumptions and recommendations. You must do everything to educate them, including the company's history and objectives. You must prove beyond a doubt that you have arrived at a decision by reason, not by throwing darts.
Remember also to communicate brilliance in writing. Write with clarity. Use short sentences and pay close attention to organization. Underline main ideas. Use paragraph subheads that say something, that sell. In short, ADVERTISE. Also, Pay Attention To Detail.
I will show each group a copy of an Integrated Marketing Communications Plan outline for their campaign reference. Your campaign is more specific and has some different requirements. It is for one calendar year (define the exact time frame of your campaign) and must address the four key areas outlined below. Pay attention to the due dates for each section. Submit your write up in a three-ring binder (2”) so subsequent sections can be added to it as they become due. Remember, when you turn in the tree-ring binder, it is the last time you will see it until it’s returned. Remember, this is an advertising project……make sure your capitalize on all your opportunities!
You may not add to any
section whose deadline has passed. Grading will be finalized only at the
end of the term.
Following are a few tips on writing a brilliant argument in each of these sections.
(1) Executive Summary (5%). DUE ON THURSDAY DECEMBER 2nd, (before class in my office in Tehama-387).
Keep the summary at one to two
pages at the maximum.. Summarize information presented in your marketing and
advertising plan along with a synopsis of your advertising objectives and
strategy.
(2) Situation Analysis (20%). DUE ON THURSDAY OCT 14th . All marketing and advertising objectives (includes sales promo) and activities follow logically from a review of your company’s history, current situation, management’s prediction of future trends and prospect for growth. Do some preliminary research to make sure there is enough published information about your selected sponsor so that nothing surprises you.
Based on your research:
1. What products/services/benefits (remember to use a broad definition) are offered by your client?
2.
Has
there been any reorganization in your client’s management? What changes were
brought in as a result of each shuffle in management and how did they impact on
mission, sales, growth and profits?
3.
Who
is in charge today?
4.
How
would you describe your client’s current corporate culture?
5.
What
short-term and long-term goals (targets) has your client set for itself?
6. What are your client’s major concerns?
Be sure to do a careful and thorough analysis of the various external and internal factors facing your client when addressing the above questions. If you are uncertain how these factors operate, consult a Marketing Principles text before commencing. You may wish to use our library's print or electronic resources to research for this section. Some helpful sources are Wall Street Journal, TIME, Newsweek, BusinessWeek, Fortune, Forbes, American Demographics, ADWEEK, and Advertising Age. Use ABI Inform & Academic Search (Time/Newsweek) to search these journals. You must organize your effort to look at all related topics. See me if you need more help in this regard.
Then move on to a description of your target market:
1. What is the most meaningful way to define the market in which your client competes? Have things changed re this target market?
2. Who are its direct and indirect competitors? (Remember that price does not have to involve monetary value and the key in defining competition is substitutability.)
3. If possible, provide a list, with enclosures, of previous promotions used by your client. What were the goals behind some of these efforts? Their approximate costs? The technical success or failure of each promotion?
4. Give some details about the degree of channel integration. Is the current arrangement effective and efficient?
Conclude this section with your
advertising objectives and discuss strategies to remedy problems or take
advantage of opportunities. Be sure that you do not confuse strategies with
tactics. In this section, you should limit your discussion to broader
directions (e.g. adopt a frontal attack strategy) rather than specifics (e.g.
use fear, humor in its advertising).
(3) Advertising/Sales Promotion Strategy (20%) DUE ON THURSDAY NOVEMBER 18th. Discuss your advertising/sales promotion strategy in relationship to your product or market position, product’s differentiation, its life cycle stage, packaging and branding characteristics. Be sure to address:
1. Within the broad target market you have selected, which demographic and psychographic group offers the very best opportunity?
2. What steps occur in the target group’s decision process?
3. Where along the process do most potential customers fall off? Why?
4. What BIG IDEA(S) will be used to communicate your product’s advertising message as well as your sales promotion message to your audience, and why? Will your advertising message help your sales promotion message?
(4) Media Plan (20%). DUE ON THURSDAY NOVEMBER 18TH. In presenting what media will carry the message, you must address your prospect's best "aperture." It refers to an "opening in the mind" through which the message must pass. You may use any combination of media.
1. Use a Personal Media Network scheme (will be covered in class) to detail, daypart by daypart, where these apertures may occur in the course of a day. Impact will be at its greatest when the aperture is widest.
2. Be sure to discuss why you have chosen to rely on specific vehicles within these media types.
3. What integrated marketing communications may be used to lend synergistic support?
4. What special efficiencies can be gained by creative media planning and buying? Refer to the Simmon's Market Report, American Demographics, SRDS reference guides (guides start with the call letters HF 5813 U60088 and then continue to HF 5905 S722, S7 and S727) and other available sources in our library. Your primary source for TV advertising costs will be from the Media Market Guide. The Media Market Guide is on two-hour recall/use in the Limited Loan section of the Library on the first floor. Ask about secondary sources.
5. Summarize your recommendations in a comprehensive media plan (spreadsheet) reflecting the detail I showed you in class.
6.
Remember to submit a justifiable budget with back-up
media justification.. This budget should
be based on the % of sales method. So,
average your sales from 2002 & 2003 as a guide in projecting your 2004
sales (see how many sources you can find to help you with this—what trends do
you notice). Then take 10% of that projected 2004 sales number for your budget
number. What additional information have you secured to help you define the
2004 number? Show me all the numbers you used to arrive at this calculation
plus their source.
(5) Creative (35%). DUE ON THURSDAY DECEMBER 2nd (before class in my office in Tehama-387). This is where you state and justify the creative strategy needed to successfully communicate your message. In addition, you are required to submit one mandatory sample of each form of advertisement as follows (e.g. name of product, slogan, jingle, 30-second TV ad on videotape, 30-second radio audio ad, paste-up of a newspaper and magazine ad, mock-up of direct mail package and mock-up of a billboard ad). In addition, what types of creative sales promotions have you developed as part of this package? What about Trade Promotions from the company you’ve selected to their dealers as well as Consumer Promotions for their prospective buyers.
Where can you advertise
in the future that you don’t advertise now?
Where can you have sales promotions in the future where you don’t have them now and what can be
different about them?
GRADING
COMPLETED BY MONDAY DEC 13THth. Your campaign plan book will
be judged as if it were a corporate presentation. Spelling, grammar and punctuation count and points will be taken
from each section that reflects mistakes and errors in these areas.
BE CREATIVE *** BE CREATIVE *** BE CREATIVE