MACO 480
Spring 2001
Office: 101-A Talbot
Phone: 448-4228
EMAIL: maco-rjd@nicholls.edu
1. Advertising Concepts and Strategies. 3-3-0
Theory, research, concepts, case studies and execution of regular and special projects.
2. Course Requirements
Prerequisite MACO 380.
3. Course Objectives
a. Students will learn about the major theories, research and concepts behind advertising.
b. Students will learn how to examine case studies, how to present them orally and how to use the case studies to learn about advertising executions.
c. Students will learn about buying media for advertising campaign.
d. Students will learn to use advanced presentation tools for presenting campaign ideas.
These goals will be met through one major examine, a final project, at least (but not limited to) one orally presented case study, final presentation of student's portfolio and twenty hours of practicum work for The Courier's advertising department.
4. Materials and Textbooks
1. Text - Strategic Advertising Campaigns (2nd ed) by Schultz, Martin & Brown.
2. 2 – 100MB Zip disks.
5. Class Meetings, Attendance, Class Policies
1. You are allowed 3 absences by the University. Any absence beyond that will affect your grade.
2. Class participation in discussions and is mandatory and graded.
3. You are encouraged to take notes, and to get notes from a fellow student when absent.
4. Makeups for exams are given at the next class period the student is present. Late projects are due at the next class meeting the student attends.
5. Smoking, Eating, Drinking, and Chewing of anything are not allowed in class AT ANY TIME.
6. Students must complete all the work (i.e., tests, projects, presentations, papers, productions, writing assignments, etc.) required to receive a passing grade for this course. Completion of all the work required does not guarantee a passing grade. Failure to complete any required work will result in a grade of "F" for the course.
7. A portfolio is required of every Mass Communication student. The student's portfolio will be presented and graded in the capstone course of the student's emphasis. Further details on the portfolio requirements may be found in the MACO Student Handbook or from any MACO professor. All work in all MACO courses should be corrected and archived on disk and in hard copy for possible inclusion in the student's portfolio.
6. Procedure for Conducting Class
1. Lecture/demonstration/practicum
2. Assignment
3. Evaluation
***Discussion and taking of notes suggested
7. Grading Policy
All Grades carry equal weight
Grading scale is:
A=100-93
B=92-84
C=83-75
D=74-70
F=69 or below
* Any assignment late for deadline will be docked 1 point per minute
up to 10 points.
8. Tests and Evaluations
1. There will be a Mid-Term Exam and Final Advertising Campaign presentation.
2. Students will receive individual grades for case studies and presentation of the case studies.
3. Each assignment will be returned to the instructor corrected before the students receive their grades for that assignment. Failure to do so will result in the grade being lowered by 5 points.
4. Students should use these corrected publications to begin building a portfolio of their work.
5. There will be an oral critique in class following each assignment.
Plagiarism and other forms of dishonesty will be dealt with severely, the minimum penalty being an F in the course.
9. Course Outline
Week 1 Analyzing Existing campaigns
Week 2 Consumer Research Chapter 4
Week 3 Advertising Planning Chapter 2
Week 4 Advertising Budgets/Advertising Campaign Assigned Chapter 5
Week 5 Strategy Chapter 6
Week 6 Delivering Messages Chapter 7
Week 7 Consumer Sales Promotion Chapter 8
Week 8 Mid-term Examination
Week 9 Advertising & Public Relations Chapter 10
Week 10 Direct Marketing Chapter 11
Week 11 Packaging, Point of Sale and Specialties Chapter 12
Week 12 Media: Using and Buying Chapter 13
Week 13 Media: Using and Buying Chapter 13
Week 14 Measuring the Effects of the Advertising Chapter 14
Week 15 Selling Management Chapter 15
Week 16 Presentation of Campaigns
Final Project
10. Bibliography
Creativity
Baker, Steven. Systematic Approach to Advertising Creativity. New York: Springer-Verlag, 1983.
Jewler, A. Jerome. Creative Strategy in Advertising. 2nd ed. Belmont, CA: Wadsworth, 1985.
Design and Layout
Bockus, Jr., William H. Advertising Graphics. 4th ed. New York: Macmillam, 1986.
Nelson, Roy P. The Design of Advertising. 6th ed. Dubuque, IA: William C. Brown, 1989.
Copywriting
Bayran, Richard. Words That Sell. Chicago: Contemporary Books, 1987
Burton, Philip Ward. Advertising Copywriting. 5th ed. Columbus, OH: Grid Publishing, 1983.
Weaver, J. Clark. Broadcast Copywriting as Process. New York: Longman, Inc., 1984.
Retail Advertising
Garcia, Mario, Bohle, Robert, and Fry, Don, eds. Color in American Newspapers. St. Petersburg, Fla.: The Poynter Institute for Media Studies, 1986.
Spitzer, Harry, and Schwartz, F. Richard. Inside Retail Sales Promotion and Advertising. New York: Harper & Row, 1982.
Broadcast Advertising
Bergendorff, Fred L., and others. Broadcast Advertising & Promotion. New York: Hastings House, 1983.
Murphy, Jonne. Handbook of Radio Advertising. Radnor, PA: Chilton Book Co., 1980.
Direct-Mail Advertising
Arnold, Edmund C. The Making of Flyers, Folders, and Brochures. Chicago: L. Ragan Communications, 1983.
Direct Marketing Creative Guild. Direct Marketing Design. Glen Cove, NY: PBC International, Inc., 1985
Trademarks and Logotypes
Carter, David. Designing Corporate Identity Programs for Small Corporations. New York: Art Direction Book Co., 1982
Jones, John Philip. What’s in a name? Advertising and Concepts of Brands. Lexington, MA: Lexington Books, D.C. Heath, 1986.