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Advertising CJN-257-W1- Summer I 2011
Online class 05/16/2011-07/01/2011
Dr. Gloria M. Boone
Ridgeway
405
Communication and Journalism
Suffolk
University
Boston,
MA 02108
Phone: 617-573-8501
Cell: 781-690-3269
Fax: 617-742-6982
E-mail: gboone@suffolk.edu
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 students analyze an advertising campaign.
Readings:
Altstiel, T. & Grow J. (2010). Advertising Creative: Strategy, Copy and Design. Second edition. Sage Publications, Inc.
Journal articles, newspapers, trade publications and videos will be used.
Other information:There are no prerequisites for CJN 257 Advertising.
This course fulfills a major requirement for Advertising majors. This class is an elective in CJN for many concentrations.
Students in other CAS and SOM majors often take CJN 257 to learn about Advertising.
Students should expect to spend 8 to 10 hours per week completing the readings, papers and assignments for this class.
Each assignment will have a set of questions that should be examined by each student.
Other required materials for the course include:
| Class Period | Topic or Activity | |||||||||||||||
| Week 1 |
Read Altsteil pp.17-22; chapter 3 Brand Exercise: Pick one brand on the top 100 chart and look at the website for that brand. Write two pages on the following: find and analyze an ad for that brand; what is the story of the brand; when was the brand established; what is the positioning of the brand; does the brand use a consistent logo, colors or visual identity? (Write 2 pages for 25 points. Due by 5/20 at 10 p.m. EST) History and evolution of
advertising.
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| Week 2 | Law & regulation Read A pp. 21-27 The role and types of the advertising agencies Read A pp.1-14, chapter A 17 Creative strategy and appeals Read A chapters 1 and 6 http://biz.yahoo.com/ic/720.html Values and Culture Consumer Behavior and Demographics Compare and Contrast old and new ads paper (Write two or three pages for 50 points. Due by 5/27 at 10 p.m. EST) |
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| Week 3 | 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, June 2009, Vol. 49 Issue 2, p170-175. Target market and market
segmentation Read A chapters 4 and 5 Mediamark reporter in MRI+ (please note that you must sign in with a suffolk email) Target market exercise Pick one popular food or retail product in the United States. Using MRI+ and other target market sources discuss the demographics for this product. Who are the heavy users for the product? What does MRI+ tell you about their age, gender, income, education, family, occupation, or geographic location? What do the index numbers show about the media preferences for these heavy users? What can you determine about their likes or interests? (Write two pages for 25 points. Due by 6/3 at 10 p.m. EST) Television: Back to the Future. Sharp, Byron; Beal, Virginia; Collins, Martin. Journal of Advertising Research, June 2009, Vol. 49 Issue 2, p211-219. TV ads Top Ten TV ADS Read A chapter 12 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 |
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| Week 4 |
Layout & Design. Read A chapter 7 Design exercise. Find an example of balance, informal balance, pointing, and one other design element of your choice in a magazine or newspaper. You can use an online ad from magazines or take a photo of an ad in a printed source. Label each photo with the design element. (One page for 25 points. Due by 6/10 at 10 p.m. EST.) Copywriting Read A chapter 9,10 Copy exercises (One page for 25 points. Due by 6/10 at 10 p.m. EST.) Write 20 headlines for one brand.
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| Week 5 | Print media Read A chapter 11 Print Ad (Write 4 to 5 pages for 100 points. Due by 6/17 at 10 p.m. EST.) |
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| Week 6 | 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.; MÃrn, Marie Pauline. Journal of Advertising Research, June 2009, Vol. 49 Issue 2, p134-142 Google Ads Out-of-home, sales promotion, evaluation of campaigns Read A chapter 14, 15 Split-Second Recognition: What Makes Outdoor Advertising Work? Van Meurs, Lex; Aristoff, Mandy. Journal of Advertising Research, March 2009, Vol. 49 Issue 1, p82-92. Ad campaign Analysis. Analyze one campaign that appeared online, in an outdoor format or as a political ad (2008-present) in any media. Describe the campaign. Was the campaign successful. Why or why not? Discuss what advertising techniques were used in this campaign. What would you suggest to improve the ad campaign? Cite sources. ( Write Three pages for 50 points. Due by 6/24 at 10 p.m. EST) |
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| Week 7 | Review Final (100 points. Due by 7/1 at 10 p.m. EST)
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Requirements: Participation in online chats (100 points) Brand exercise. 2 pages.(25 points) Design exercise. 1 page with four photos or pictures. (25 points) Copy exercises. 1 page. (25 points) Target market exercise. 2 pages.(25 points) Compare and contrast old and new ads paper- 2 to 3 pages. Include photos of the ads.(50 points) Original Print Advertisement with Market / Media Analysis Paper- 4 to 5 pages (100 points) Advertising Campaign Analysis- 3 pages (50 points total) Final (100 points) Objective questions, matching, T&F, short answers, and essays Total (500 points) General Notes:
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© 2011 Gloria Boone
