PELLISSIPPI STATE COMMUNITY COLLEGE MASTER SYLLABUS
ADVERTISING & PROMOTION  ADV 2500
Class Hours: 3.0						Credit Hours: 3.0
Laboratory Hours: 0.0						Revised: Fall 09
Catalog Course Description:
	A study of advertising principles applied to marketing and organizational situations.  Includes study of the communication process, consumer behavior, market segmentation, creative strategy, and media.
Entry Level Standards:
	Students must be able to read and write at the college level.
Prerequisites/Corequisites:
	None
Textbook(s) and Other Course Materials:
	Arens, William. Essentials of Contemporary Advertising second edition. McGraw-Hill. Access codes to Marketing Target Practice (bundled with new books)
I. Week/Unit/Topic Basis:
	Week				Topic
	1				Chapters 1 & 2: The Advertising Process
	2				Chapter 3: Advertising Industry
	3				Chapter 4 : Segmentation, Targeting and the Marketing Mix
	4				Chapter 5: Communication and Consumer Behavior
	5				Chapter 6 & 7: The Advertising Planning process
	6				Exam 1, Chapters 1 – 7: Projects
	7				Chapters 8: Creative Strategy
	8				Chapter 9: Creative Execution – Art and Copy
	9				Chapter 10 : Producing Ads- Print, Electronic and Digital
	10				Exam 2: Chapters 8-10: Projects
	11				Chapter 11: Media -Print
	12				Chapter 12: Media – Electronic (Television & Radio) Chapter 13: Media-Digital Interactive and Direct Mail
	13				Chapters 14: Media – Out of Home & Buying
	14				Chapter 15 : Media Planning and Buying
	15				Exam 3: Chapters 11-15: Projects
II. Course Objectives:
	A.			Demonstrate an understanding of the role of advertising as part of an organization's overall promotion and marketing strategy.  I, II, VI
	B.			Exhibit knowledge of the role consumer behavior and the communications process play in the development and implementation of advertising campaigns.  I, II, VI
	C.			Demonstrate an understanding of the application of market segmentation in designing the organization's advertising plan.  I, II, III, VI
	D.			Understand and utilize the creative process in developing advertising campaigns.  IV, V, VI
	E			Evaluate the effectiveness and efficiency of various advertising media.  III, V, VI
	F.			Understand ethical and regulatory issues in advertising.  I, II, III, V, VI
	G.			Understand basic research and evaluation methodology in advertising. III, V, VI
	H.			Demonstrate an understanding of strengths and weaknesses of the promotional mix variables.  I, II, VI
	I.			Understand how the global nature of business impacts advertising. I, VI, VII.
	J.			Develop an appreciation of the subcultures present in the U.S. market impact advertising. I, VI, VII.
*Roman numerals after course objectives reference goals of the Business and Computer Technology department.
III. Instructional Processes:
Students will:
	1.			Record, analyze, interpret and articulate facts orally and in writing by reading, evaluating and developing solutions to business-based advertising case study exercises (Ad Planner). (Communication outcome, Transitional strategies)
	2.			Provide structured feedback to their peers on team presentations made in class. (Active learning strategy)
	3.			Use critical thinking skills to interpret, evaluate and make informed judgments about the effectiveness of advertisements in meeting specific communications goals. (Transitional strategies)
	4.			Demonstrate competence in using word processing packages by submitting all written assignments in this format. They will demonstrate competence in using the Web for advertising research by submitting Internet exercises designed to explore, describe and compare features of different advertisers' Web site and answer specific questions. (Technological literacy outcome, Transitional strategy, Active learning strategies)
	5.			Locate, evaluate and use relevant information sources from the ERC and on the World Wide Web to answer critical thinking and case study assignment problems. (Technological literacy outcome, Active learning strategies)
	6.			Develop group projects to present to peers. Critiques of and by team members and the rest of the class will be a part of the assignment, giving students an opportunity to learn to give and receive peer critiques. (Active learning strategies)
	7.			Analyze CLIO winners to determine how effectively the message is conveyed. International ads will be evaluated to demonstrate how variations in cultural norms and mores impact advertising. (Communication outcome, Social/Behavioral Sciences outcome, Transitional strategy)
*Strategies and outcomes listed after instructional processes reference TBR’s goals for strengthening general education knowledge and skills, connecting coursework to experiences beyond the classroom, and encouraging students to take active and responsible roles in the educational process.
IV. Expectations for Student Performance:
Upon successful completion of this course, the student should be able to:
	1.			Understand the promotional function and the importance advertising plays in the marketing programs of domestic companies.  A
	2.			Understand the concept of integrated marketing communications and recognize how the various marketing and promotional elements must be coordinated to communicate effectively.  A, E
	3.			Analyze the macro environment of organizations and the environmental influences on advertising strategy, particularly the impact of multiple cultures within the USA and the impact of the global marketplace on advertising strategy.  A, E, F, I, J
	4.			Apply consumer behavior concepts to the development of advertising programs.  A, B, C
	5.			Analyze the impact of culture on adverting effectiveness. B, F, I, J.
	6.			Understand how to apply the concepts of market segmentation and positioning to advertising campaigns. A, C
	7.			Discuss the major variables in the communication process and how they influence consumers' processing of advertising messages . B, D
	8.			Analyze and set advertising objectives and establish advertising budgets. A, E
	9.			Understand the process of planning, developing, implementing, and evaluating creative advertising strategy. D
	10.			Describe the structure of the broadcast and print industries and the role of these media in the advertising program. E
	11.			Evaluate the advantages and limitations of broadcast and print media in advertising programs. E
	12.			Demonstrate knowledge of media planning and strategy. A, E
	13.			Understand how advertising is regulated through self-regulation and government regulation. D, F
	14.			Recognize and evaluate the social and economic aspects of advertising. A, F
	15.			Discuss future trends and developments in advertising and media and how they will influence promotion and marketing. A, B, C
	16.			Explain how ethical considerations affect the development of advertising campaigns. A, F
	17.			Discuss criteria used for choosing a market segment.  A, C
	18.			Discuss the various methods used to track the effectiveness of ad executions before, during and after the launch of full-blown campaigns. G, H
	19.			Describe the essential characteristics of the advertising message. B
	20.			Detail the various formatting alternatives for radio and television ads. E
	21.			Detail the components of print copy, along with important guidelines for writing effective copy. B, D
	22.			Identify the basic purposes for and components and formats of print ad illustrations.  D
	23.			Develop an appreciation for and awareness of the multiple sub-cultures that are the American market by utilizing Census data and BusinessDecision databases to demonstrate pervasiveness of subcultures in the USA. J, C, F.
	24.			Discuss the importance of the multi-cultural marketplace on the effectiveness of advertising agencies by utilizing the American Marketing Association’s Marketing FactBook to review and evaluate the impact of multiple cultures on media. I, J, C.
	25.			Evaluate the impact of culture on creative executions by reviewing CLIO’s, & Effies. D, C, B, J.
*Letters after performance expectations reference the course objectives listed above.
V. Evaluation: The student’s grade will be determined by:
	A. Testing Procedures:
			A minimum of three major tests is recommended covering chapter material and supplemental material provided by the instructor.  Tests should comprise no more than 75% of the student's total grade.
	B. Laboratory Expectations:
		N/A
	C. Field Work:
		N/A
	D. Other Evaluation Methods:
		In addition to, students will also be evaluated on practical application exercises homework and/or cases such as Advertising Target Practice. Finally, students will be graded on participation and on web assignments.
	E. Grading Scale:
		92 - 100    A 89 -  91     B+ 82 -  88     B 79 -  81     C+ 72 -  78     C 65 -  71     D Below 65 F
VI. Policies:
	A. Attendance Policy:
		Pellissippi State Technical Community College expects students to attend all scheduled instructional activities.  As a minimum, students in all courses must be present for at least 75 percent of their scheduled class and laboratory meetings in order to receive credit for the course.  [NOTE:  No differentiation is noted for excused/unexcused absences.  These will be treated as an absence.] (Pellissippi State Online Catalog)
	B. Academic Dishonesty:
		Plagiarism, cheating, and other forms of academic dishonesty are prohibited.  Students guilty of academic misconduct, either directly or indirectly through participation or assistance, are immediately responsible to the instructor of the class.  In addition to other possible disciplinary sanctions which may be imposed through the regular Pellissippi State procedures as a result of academic misconduct, the instructor has the authority to assign an F or a zero for the exercise or examination or to assign an F in the course.  (Pellissippi State Online Catalog)
	C. Accommodations for disabilities:
		Students who need accommodations because of a disability, have emergency medical information to share, or need special arrangements in case the building must be evacuated should inform the instructor immediately, privately after class or in her or his office. Students must present a current accommodation plan from a staff member in Services for Students with Disabilities (SSWD) in order to receive accommodations in this course. Services for Students with Disabilities may be contacted by going to Goins134 or 126 or by phone: 694-6751(Voice/TTY) or 539-7153. More information is available at www.pstcc.edu/departments/swd/
	D. Computer Usage Guidelines:
		College-owned or –operated computing resources are provided for use by students of Pellissippi State.  All students are responsible for the usage of Pellissippi State’s computing resources in an effective, efficient, ethical and lawful manner. (Pellissippi State Online Catalog)