course syllabus principles of advertising- … syllabus principles of advertising- 4342/5342 *01/70...

©2016-2017 === Robert Allen King ===. All rights reserved.

Course Syllabus

Principles of Advertising- 4342/5342 *01/70

Professor: Robert Allen King This syllabus is a dynamic document and is subject to change

Last Updated: January 12, 2016

Class Days/Times/Location or Other Format: Online

Office Location: CC 228C

Office Hours: MW- 10-11, 2-4:30 / T 2-4:30; Other times available by request

Office Phone: (806) 651 - 4002

Email: [email protected]

Cell/Text: 304-808-1216

Skype: username- robertallenking

Website: robertallenking.com

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Terms of Use A student's continued enrollment in this course signifies acknowledgment of and agreement with the

statements, disclaimers, policies, and procedures outlined within this syllabus and elsewhere in the

WTClass environment. This Syllabus is a dynamic document. Elements of the course structure (e.g., dates

and topics covered, but not policies) may be changed at the discretion of the professor.

WTAMU College of Business Mission Statement The mission of the College of Business is to provide high quality undergraduate and graduate business

education with a global perspective and ethical awareness. We accomplish this through emphasis on

excellence in teaching, which is strengthened by faculty scholarship and supported by professional

service.

Learning Objectives of the WTAMU College of Business Programs The College of Business (COB) at West Texas A&M University (WTAMU) seeks to prepare students in

the Bachelor of Business Administration (BBA), Master of Business Administration (MBA), Master of

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2

Professional Accounting (MPA), and the Master of Science, Finance and Economics (MSFE) degree

programs for careers in business and to foster their professional growth and advancement via key learning

goals and objectives.

The learning objectives of the College of Business are as follows:

1. Leadership

2. Communication

3. Critical Thinking

4. Business Integration

5. Core Business Knowledge

6. Global Business Environment

7. Business Ethics and Corporate Governance

Course Description This course will provide an integrated, hands-on introduction to advertising. It is designed to familiarize

students with the role of advertising in the organization and the fundamental and essential mechanisms

pertaining to working in an advertising agency and developing effective communication plans.

Participants will research a client, develop and pitch creative concepts, refine the creative plan, and

prepare a media execution plan for implementing the concept.

Course Objectives Upon completion of the course, the student should be able to demonstrate a sufficient command of the

subject matter such as to meet the following objectives:

1. Understanding the role of advertising in the overall communication process

2. Becoming familiar with the components of the advertising campaign process

3. Building critical thinking skills and incorporating them into problems solving

4. Enhancing written and oral presentation skills

Students will demonstrate their knowledge and understanding of Marketing by their scores on the various

grading elements comprising this course.

Course Materials (Text, calculator, etc.) Advertising and Promotion: An integrated Marketing Communication Perspective, 8

th edition, by: Belch

and Belch. If you would prefer, the 9th and 10

th editions are available and will be sufficient for the course.

8th

Edition: 9780073381091

9th

Edition: 9780073404868

10th

Edition: 9780078028977

Map from COB Learning Objectives to Specific Course Objectives Course Learning Objectives Map to COB Learning Goals

1 1,2,3,4

2 3,4,5

3 1,3,4,5,7

4 2,3,4,6


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Course Grading Policies-4342

Exams (4 exams x 100 pts each) 400 points

Ad Campaign Project Reviews (3 reviews x 100) 300 points

Ad Campaign Final Project 100 points

Ad Campaign Presentation (Final Pitch) 100 points

Total 900 points

Course Grading Policies-5342

Exams (4 exams x 100 pts each) 400 points

Graduate Enrichment- Case Analysis 200 points

Ad Campaign Project Reviews (3 reviews x 100) 300 points

Ad Campaign Final Project 100 points

Ad Campaign Presentation (Final Pitch) 100 points

Total 1100 points

Grading Scale

A- 90% and Up

B- 80%-89.99%

C- 70%-79.99%

D- 60%-69.99%

F- 0%-59.99%

Course Assignment, Examination, and or Project Policies

Exams:

Four (4) major exams will be given during the semester. The exams will be non-comprehensive and cover

chapters assigned from the texts, outside reading and the lecture materials. Each exam will receive equal

weight in the final grading (100 points per exam). The exams will be a mixture of multiple choice,

true/false, and essay. Students who miss a regularly scheduled exam for a VALID reason (as determined

by the instructor) will be allowed to be make up the exam.

Ad Campaign Project:

Objectives of the Project

The general objectives of the project focus on providing an opportunity to design a comprehensive

integrated marketing communications (IMC) plan, enabling you to achieve a keen awareness and

understanding of the decisions, issues, and activities involved in developing such a plan. Specifically, the

project is designed so you will: (1) achieve an understanding of the major elements comprising the

marketing communications mix; (2) fully comprehend the meaning and relevance of integrated marketing

communications; (3) appreciate the complexity of designing a complete IMC plan; (4) achieve a high

proficiency in locating, understanding, and using information sources for marketing communications

program design, execution, and measurement; and (5) enhance your ability to communicate logically and

persuasively in spoken, written, and visual language. In short, the fundamental objective of the project is

to learn how to create a first-rate integrated marketing communications plan.

The IMC Plan


4

An IMC plan is a blueprint of the complete marketing communications program for a brand. It is a formal

document that evaluates the background of the brand and presents a set of guidelines and an action

program for the advertising and promotions campaign. The planning model is shown in Chapter 1 in the

text. The IMC plan for this project will be for the companies specified at the beginning of the semester.

Formation of Agency Teams

You should form your own teams of four students. Assistance will be provided where requested. Each

team is to assume the role of a full-service agency charged with the responsibility of preparing a complete

IMC plan for a designated client. In each case, your assigned company is your client. Their impression of

you is very valuable and their rating of you will directly affect your grade on the reviews and the final

project.

Reviews and final projects

A series of Reviews will be issued during the campaign planning period. Each report should be a

maximum of five pages in length (not counting exhibits) and should be in bullet form, detailing your

findings and/or current thinking on a particular part of the campaign plan. To guide you in preparation of

each report, imagine (for example) that the client has called and said: “You've been working on the

competitive analysis [e.g.] for some time now. We wonder what you've found and what you make of the

findings. Please give us a report detailing your findings.” The Review represents your best thinking at the

moment and is subject to change. At a minimum it should show clearly that you have been working

diligently and productively on the campaign and have put a good deal of thought into matters, because

this is “the most important promotion plan for your most important client.” Please keep in mind that

issuance of a Reviews does not signal completion of that particular phase of the campaign plan.

The Reviews will be read and kept by your instructor. They will be graded and will serve as checkpoints

for monitoring your progress on the plan. Each Review will provide an indication of the extent and

quality of the work on a particular stage of the plan. Any questions or concerns about the content of a

Review will be addressed to the agency team no later than the next class meeting following submission.

Should you not be contacted, assume the Review is fine. However, you are welcome to discuss the report

with me at any time.

Reviews are not substitutes for meetings with the client and myself. You are encouraged to schedule

periodic meetings with everyone to discuss any aspect of your campaign. Scheduling such meetings is the

responsibility of the agency team and should be determined in conjunction with the associated parties.

Meeting early and often is advisable.

More information on additional resources and materials at the end of the syllabus.

Case Analysis (Graduate Students Only):

Each student works independently to submit 5 to 10-page, word processed, double-spaced, Times New

Roman, 12 point font, APA style, one-inch margin case analyses as outlined in the course calendar. Case

analyses will only be accepted on the due date. Grading is outlined in the rubric at the end of the syllabus.

Grade Appeals:


5

If you have a concern about a grade that you receive on any assignment in this class you are invited to

submit a written appeal within one week of receiving the grade in question. This appeal should outline

your specific concerns with the grade and the evidence you have to support why it should be changed. I

will consider your written appeal and schedule time to talk to you regarding the grade. Any discrepancies

that are not addressed in a timely manner will not be considered for modification later in the course. For

example, if you present an issue to me at the end of the semester from months ago, I will not consider

your issue as it is well past the one-week window mentioned above. Lastly, please do not ask me to

calculate your grade for you. I have made the grading formula quite simple and as such you should very

easily be able to calculate your own course grade. If you would like to meet in person to discuss any

aspect of the course, please email me with your availability and we can schedule a meeting.

Attendance:

Class attendance is required although I may not explicitly take roll. I reserve the right to classify students

with more than two absences as “excessively” absent, entitling me the ability to lower individual course

grades as per my discretion. Each case and the extenuating circumstances will be reviewed on an

individual basis. It is the responsibility of the student to inform and explain reasons for and extenuating

circumstances associated with absences or the need to leave class early. Course enrollment implicitly

implies a commitment to being a member of a learning environment that will put forth appropriate effort

and avoid disruptive behavior (e.g., cell phone activity, unanticipated early departures, etc…). The course

instructor reserves the right for the discretion to adjust individual grades up or down one to five percent at

the end of the semester based on participation, class decorum, and general effort.


Course Topics - Tentative Calendar of Readings, Topics, and Due Dates

Date Day Topics Covered Notes

Monday, January 18, 2016 1 Introduction to the course and IMC

Wednesday, January 20, 2016 2 Introduction to the course and IMC Teams Due

Monday, January 25, 2016 3 Chapter 1

Wednesday, January 27, 2016 4 Chapter 2

Monday, February 01, 2016 5 Chapter 3

Wednesday, February 03, 2016 6 Chapter 4


Wednesday, February 10, 2016 8 Chapter 6 Ad Campaign Review 1

Monday, February 15, 2016 9 Chapter 7 Exam 1- Chapters 1-6

Wednesday, February 17, 2016 10 Chapter 8


Wednesday, February 24, 2016 12 Guest Speaker Guest Speaker


Wednesday, March 02, 2016 14 Chapter 11

Monday, March 07, 2016 15 Chapter 12 Exam 2- Chapters 7-10

Wednesday, March 09, 2016 16 Chapter 13 Ad Campaign Review 2

Monday, March 14, 2016 17 Spring Break Spring Break

Wednesday, March 16, 2016 18 Spring Break Spring Break

Monday, March 21, 2016 19 Chapter 14


Monday, March 28, 2016 21 Chapter 16


Monday, April 04, 2016 23 Chapter 18 Exam 3- Chapters 11-17

Wednesday, April 06, 2016 24 Chapter 19 Ad Campaign Review 3

Monday, April 11, 2016 25 Chapter 20

Wednesday, April 13, 2016 26 Chapter 21

Monday, April 18, 2016 27 Chapter 22 Graduate Final Exam

Wednesday, April 20, 2016 28 Graduate Presentations Graduate Presentations/Final Projects Due

Monday, April 25, 2016 29 Guest Speaker Guest Speaker

Wednesday, April 27, 2016 30 Make-up Day Undergraduate Final Project Due

Monday, May 02, 2016 31 Undergraduate Presentations Final Presentations

Wednesday, May 04, 2016 32 Undergraduate Presentations Final Presentations

Monday, May 09, 2016 33 Room 219 at 10:15 Undergrad Final Exam- Chapters 18-22


Additional Course Policies Students enrolled in WTAMU courses have the right to learn in an environment where all individuals are

treated equitably and with respect. Behaviors in class that interfere with the learning experience are not

permitted. Disruptive or disrespectful behaviors may result in dismissal from the class by the instructor.

Continued problems will be reported to the College Dean and/or the Dean of Student Life for further

action. More specifically, it is expected that students show respect for the class by not using cell phones

and by not packing up until after the instructor has indicated the class is over. Computers are allowed, but

only for purposes pertaining to the class. If the computer is being used in a way that is disruptive to those

around you, then it is at the professors discretion to disallow their use or dismiss the student from class.

WTAMU COB Student Code of Ethics Each student enrolled in COB courses accepts personal responsibility to uphold and defend academic

integrity and to promote an atmosphere in which all individuals may flourish. The COB Student Code of

Ethics strives to set a standard of honest behavior that reflects well on students, the COB and West Texas

A&M University. All students enrolled in business courses are expected to follow the explicit behaviors

detailed in the Student Code of Ethics.

Code of Ethics

Do not use notes, texts, solution manuals, or other aids for a quiz or exam without instructor

authorization.

Do not copy the work of others and/or allow others to view your answers or copy your work

during a quiz, exam, or on homework assignments.

Do not allow other parties to assist in the completion of your quiz, exam, homework, paper, or

project when not permitted.

Do not work with other students on projects or assignments without authorization from the

course instructor.

Properly cite and specifically credit the source of text, graphic, and web materials in papers,

projects, or other assignments.

Do not forge the signature of an instructor, advisor, dean, or another student.

Provide truthful information for class absences when asking faculty for excused absences or

for a make-up for a quiz, exam, or homework.

Provide truthful information on your resume including work history, academic performance,

leadership activities, and membership in student organizations.

Respect the property, personal rights, and learning environment of all members of the

academic community.

Live up to the highest ethical standards in all academic and professional endeavors.

Students violating the Student Code of Ethics will be reported to the Dean’s office and are subject to

penalties described in the West Texas A&M University Code of Student Life, which may include

suspension from the University. In addition, a violator of the Student Code of Ethics may become

ineligible for participation in student organizations sponsored by the COB and for recognition for College

academic honors, awards, and scholarships.

COB Student Resources Link The COB has developed a Student Resources repository (e.g., APA writing style information, business

core reviews, facilities, and other helpful supplements), which can be found on the COB Website:

http://www.wtamu.edu/academics/college-business-facilities-and-resources.aspx . Additionally, WTAMU

has developed an Academic Study Skills information site to assist students (e.g., study habits,

http://www.wtamu.edu/academics/college-business-facilities-and-resources.aspx


8

supplemental instruction, tutoring, writing and math skills), which can be found on the WTAMU

Website: http://www.wtamu.edu/student-support/academic-study-skills.aspx . For WTAMU Writing

Center information (for students needing writing assistance, guidance, and feedback), please visit:

http://www.wtamu.edu/academics/writing-center.aspx .

COB Communications Component Students earning a BBA degree must complete at least one course with a communications component as

part of the business core requirements. The COB communications component is a requirement in the

following courses: ACCT 4373 (Accounting Communications), BUSI 4333 (Cross-Cultural Issues in

Business Communications), BUSI 4350 (Current Issues in Management Communications), BUSI 4380

(Conflict Resolution and Negotiation), BUSI 4382 (Emerging Media Law), CIDM 3320 (Digital

Collaboration and Communication), ECON 4370 (Economics of Health Care), FIN 3350 (Personal

Financial Planning), FIN 4320 (Investments), FIN 4321 (Portfolio Theory), MGT 3335 (Organizational

Behavior), MGT 4380 (Conflict Resolution and Negotiation), and MKT 3342 (Consumer Behavior).

Students in a communications component course are explicitly required to demonstrate knowledge of

communication skills. Specific objectives may include but are not limited to the following concepts put

forth by the National Business Education Association: (1) ability to organize a written and an oral

message coherently and effectively, (2) ability to use technology for communication, (3) ability to

research a topic, prepare a report, and present the findings to all organizational levels, and (4) ability to

demonstrate critical-thinking skills. Specific course requirements and the role of the communications

component with respect to student grading policy are at the discretion of the course instructor of record.

Student Travel Opportunities In multiple business courses, there may be opportunities for student travel supplemented by student fees.

If you have an interest in such opportunities as they become available, please notify a faculty member.

Dropping/Repeating the Course Should a student decide to drop the course, it is the student’s responsibility to be aware of the final drop

dates and adhere to the WTAMU Add/Drop policy. Any student participating in the course after the

WTAMU posted drop date will be considered active and a grade will be administered at the end of the

course for that student. Students are charged a fee for any course attempted for a third or subsequent time

at WTAMU other than a non-degree credit developmental course or exempted courses.

Scholastic Dishonesty It is the responsibility of students and instructors to help maintain scholastic integrity at the University by

refusing to participate in or tolerate scholastic dishonesty. Commission of any of the following acts shall

constitute scholastic dishonesty. This listing is not exclusive of any other acts that may reasonably be said

to constitute scholastic dishonesty: acquiring or providing information for any assigned work or

examination from any unauthorized source; informing any person or persons of the contents of any

examination prior to the time the examination is given in subsequent sections of the course or as a

makeup; plagiarism; submission of a paper or project that is substantially the same for two courses unless

expressly authorized by the instructor to do so; submission of a paper or project prepared by another

student as your own. You are responsible for being familiar with the University's Academic Integrity

Code, as well as the COB Student Code of Ethics listed in this document.

Viewpoints/External Websites Disclaimer

http://www.wtamu.edu/student-support/academic-study-skills.aspx

http://www.wtamu.edu/academics/writing-center.aspx


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The views expressed in this document, web-based course materials, and/or classroom presentations and

discussions are those of the professor and do not necessarily represent the views of West Texas A&M

University, its faculty and staff, or its students. Views expressed by students are likewise those of the

person making such statements. It is understood and expected that each individual within this course will

respect and allow individual difference of opinion.

Neither the professor, the COB, nor WTAMU are responsible for the content of external websites

discussed in the classroom and/or linked to via online course materials, emails, message boards, or other

means. Referred websites are for illustrative purposes only, and are neither warranted nor endorsed by the

professor, COB, or WTAMU. Web pages change frequently, as does domain name ownership. While

every effort is made to ensure proper referencing, it is possible that students may on occasion find

materials to be objectionable for reasons beyond our control.

Acceptable Student Behavior Classroom behavior should not interfere with the instructor’s ability to conduct the class or the ability of

other students to learn from the instructional program (Code of Student Life). Unacceptable or disruptive

behavior will not be tolerated. Students engaging in unacceptable behavior may be instructed to leave the

classroom. Inappropriate behavior may result in disciplinary action or referral to the University’s

Behavioral Intervention Team. This prohibition applies to all instructional forums, including electronic,

classroom, labs, discussion groups, field trips, etc.

Technology Requirements All technological requirements for the successful completion of this course are the responsibility of the

student, including access to a working computer and or to a device with secure broadband Internet

connection, data storage and retrieval, and state-of-the-art security. The student is responsible for all

technological problems not related to WTAMU, including but not limited to equipment failures, power

outages, and Internet breakdowns. Furthermore, students are responsible for all necessary technical and

operational skills for completing this course, and for being familiar with WTClass (the Blackboard

Learning System) both in a general sense and in a specific sense as pertaining to this course and any

materials stored within. The professor is not responsible for any technical matters related to WTClass.

Students must contact WTClass if they have problems accessing and/or using the WTClass environment.

Physical or Educational Access - ADA Statement West Texas A&M University seeks to provide reasonable accommodations for all qualified persons with

disabilities. This University will adhere to all applicable federal, state and local laws, regulations and

guidelines with respect to providing reasonable accommodations as required to afford equal educational

opportunity. It is the student's responsibility to register with Student Disability Services (SDS) and to

contact faculty members in a timely fashion to arrange for suitable accommodations. Contact

Information: Student Success Center, CC 106; www.wtamu.edu/disability; phone 806-651-2335.

Title IX Statement

West Texas A&M University is committed to providing a learning, working and living environment that

promotes personal integrity, civility, and mutual respect in an environment free of sexual misconduct and

discrimination. Title IX makes it clear that violence and harassment based on sex and gender are Civil

Rights offenses subject to the same kinds of accountability and the same kinds of support applied to

offenses against other protected categories such as race, national origin, etc. Harassment is not acceptable.

If you or someone you know has been harassed or assaulted, you can find the appropriate resources here:

http://www.wtamu.edu/disability


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WTAMU Title IX Coordinator Becky Lopez – Kilgore Research Center 147, or call 806.651.3199

WTAMU Counseling Services – Classroom Center 116, or call 806.651.2340

WTAMU Police Department – 806.651.2300, or dial 911

24-hour Crisis Hotline – 800.273.8255, or 806.359.6699, or 800.692.4039

https://www.notalone.gov/

For more information, see the Code of Student Life.

WT Attendance Policy for Core Curriculum Classes

For the purposes of learning assessment and strategic planning, all students enrolled in Core Curriculum

or developmental courses at West Texas A&M University must swipe their Buff Gold cards through the

card reader installed in the classroom/lab for each class/lab meeting.

Evacuation Statement If you receive notice to evacuate the building, please evacuate promptly but in an orderly manner.

Evacuation routes are posted in various locations indicating all exits, outside assemble area, location of

fire extinguishers, fire alarm pull stations and emergency telephone numbers (651.5000 or 911). In the

event an evacuation is necessary: evacuate immediately do not use elevators; take all personal belongings

with you; report to outside assembly area and wait for further information; students needing assistance in

the evacuation process should bring this to the attention of the instructor at the beginning of the semester.

to request additional information, please contact the Vice President for Student Affairs.

Copyright All original content in this document, all web-based course materials (be they text, audio, and/or video),

and/or classroom presentations are subject to copyright provisions. No distribution without the express

written consent of the author. Students are prohibited from selling (or being paid for taking) notes during

this course to or by any person or commercial firm without the express written permission of the

professor.

* Syllabus template approved by COB Curriculum Committee May 2015. Annual review of the

syllabus is a formal part of the COB continuous improvement process.

http://www.wtamu.edu/webres/File/Student%20Life/2014-15CodeOfStudentLife.pdf%22%20%5Co%20%22Code%20of%20Student%20Life


11

Case Grading Rubric

Name Case:

Criteria Poor- 2.5 points per Acceptable- 5 points per Excellent- 10 points per

Evaluation

Does not distinguish among

fact, opinion, and value

judgements.

Discerns fact from opinion

and may recognize bias in

evidence. Routine exploration

of the issue.

Thoroughly examines the

evidence and questions its

accuracy and completeness.

Clear evidence of search,

selection, and source

evaluation skills.

Decision

Fails to identify conclusions

and implications of the issue

or the key relationships

between the other elements,

such as other perspectives,

assumptions, or data and

evidence.

Conclusions begin to reflect

influence of other

perspectives, assumptions,

and evidence that leads to

consequences that extend

beyond the borders of a

discipline or single issue.

Identifies conclusions,

implications, and

consequences considering

assumptions, data, and

evidence. Recognizes

limitations of correlations

and qualifies implications

of assertions accordingly.

Content

Topic is poorly developed.

Supporting details are absent

or vague. Trite ideas and/or

unclear wording reflect lack

of understanding of topic and

audience.

Topic is evident with some

supporting details; generally

meets requirements of

assignment.

Topic is well developed,

effectively supported and

appropriate for the

assignment. Effective

thinking is clearly and

creatively expressed.

Organization

Writing is rambling and

unfocused, with main theme

and supporting details

presented in a disorganized,

unrelated way.

Writing demonstrates some

grasp of organization, with a

discernible theme and

supporting details.

Writing is clearly organized

around a central theme.

Each paragraph is clear and

relates to the others in a

well-planned framework.

Language

Writing lacks sentence

variety. Significant

deficiencies in wording,

spelling, grammar,

punctuation, or presentation.

Sources, if consulted, poorly

cited.

Some sentence variety;

adequate usage of wording,

grammar, and punctuation.

Some cited sources used.

Wide variety of sentence

structures. Excellent word

usage, spelling, grammar

and punctuation. Multiple

sources correctly cited.

Effective integration of

information.


12

SECTION I

PROMOTION CAMPAIGN GUIDELINES

Objectives of the Project

The general objectives of the project focus on providing an opportunity to design a

comprehensive integrated marketing communications (IMC) plan, enabling you to achieve a

keen awareness and understanding of the decisions, issues, and activities involved in developing

such a plan. Specifically, the project is designed so you will: (1) achieve an understanding of the

major elements comprising the marketing communications mix; (2) fully comprehend the

meaning and relevance of integrated marketing communications; (3) appreciate the complexity

of designing a complete IMC plan; (4) achieve a high proficiency in locating, understanding, and

using information sources for marketing communications program design, execution, and

measurement; and (5) enhance your ability to communicate logically and persuasively in spoken,

written, and visual language. In short, the fundamental objective of the project is to learn how to

create a first-rate integrated marketing communications plan.

The IMC Plan

An IMC plan is a blueprint of the complete marketing communications program for a brand. It is

a formal document that evaluates the background of the brand and presents a set of guidelines

and an action program for the advertising and promotions campaign. The planning model is

shown in Chapter 1 in the text. The IMC plan for this project will be for the companies specified

at the beginning of the semester.

Formation of Agency Teams

You should form your own teams of four students. Assistance will be provided where requested.

Each team is to assume the role of a full-service agency charged with the responsibility of

preparing a complete IMC plan for a designated client. In each case, your assigned company is

your client. Their impression of you is very valuable and their rating of you will directly affect

your grade on the reviews and the final project.

Reviews and final projects

A series of Reviews will be issued during the campaign planning period. Each report should be a

maximum of five pages in length (not counting exhibits) and should be in bullet form, detailing

your findings and/or current thinking on a particular part of the campaign plan. To guide you in

preparation of each report, imagine (for example) that the client has called and said: “You've

been working on the competitive analysis [e.g.] for some time now. We wonder what you've

found and what you make of the findings. Please give us a report detailing your findings.” The

Review represents your best thinking at the moment and is subject to change. At a minimum it

should show clearly that you have been working diligently and productively on the campaign and


13

have put a good deal of thought into matters, because this is “the most important promotion plan

for your most important client.” Please keep in mind that issuance of a Reviews does not signal

completion of that particular phase of the campaign plan.

The Reviews will be read and kept by your instructor. They will be graded and will serve as

checkpoints for monitoring your progress on the plan. Each Review will provide an indication of

the extent and quality of the work on a particular stage of the plan. Any questions or concerns

about the content of a Review will be addressed to the agency team no later than the next class

meeting following submission. Should you not be contacted, assume the Review is fine.

However, you are welcome to discuss the report with me at any time.

Reviews are not substitutes for meetings with the client and myself. You are encouraged to

schedule periodic meetings with everyone to discuss any aspect of your campaign. Scheduling

such meetings is the responsibility of the agency team and should be determined in conjunction

with the associated parties. Meeting early and often is advisable.

Guidelines for the Reviews

Review of Marketing Plan

Review #1 :

Industry/Company Review

A description of the industry in which your product competes, its size, growth, current trends and

developments, and any key factors necessary for an understanding of the setting. Also, a

snapshot of your company, including a very brief history, the firm's present status, product lines,

sales history, target markets, current marketing mix, and other factors making the company what

it is today.

Product Review/Buyer Analysis

A description of the product or service that is the focus of your campaign plan. Emphasis should

be on the product's sales history, market share, strengths, weaknesses, key benefits, brand image,

and other factors important for an understanding of the product's or service's performance and

place among its category competitors. In addition, there should be identification of the various

market segments and the user profile for the product, as well as a description of the consumer

decision process for the product and the important factors influencing brand selection. Who buys

the product or service? Who is the decider? The influencer? What are the demographic,

geographic, psychographic, and behavioral factors that influence the buying decision? Is buying

behavior characterized by extended or limited problem solving? Is the product/brand a high-

involvement or low-involvement purchase? In short, what are the key factors that influence

buyer behavior for this product or service?


14

Promotional Program Situation Analysis

Review #2 :

Competitive Review

Identification of the important direct and indirect competitors for the product. For each

competitor, focus should be on factors such as sales, market share, growth, key benefits,

positioning, advertising and promotion budget, promotion program mix, message and media

strategies, and an overall assessment of strengths and weaknesses.

Segmentation, Targeting, and Positioning

Which of the market segments will be the target market for this campaign? What will be our

positioning strategy?

Communications Objectives & Budget Request

What are the objectives of our campaign as they relate to brand awareness, knowledge and

interest, favorable attitudes and image, and purchase intentions? We recommend working with

one of the response hierarchies as the basis for the communications objectives.

How much money do we need to spend to achieve our campaign objectives? What budgeting

method will be employed? (The budget number at this point is a single aggregate figure, not

broken down by individual promotion program element.)

How will the monies be allocated? (How much goes to traditional advertising, sales promotions,

new media, etc?)

Integrated Marketing Communications Program

Review #3:

Creative Strategy Statement

A one-page statement of your copy platform, including the following components making up

your message strategy: objectives, key benefits, support, claims and promises, reassurance, and

tone. Determination of, and rationale for, the source of the communication.

IMC Mix

Identification of the major program elements of the IMC campaign, the relative emphasis to be

placed on each (including a tentative percentage allocation of the budget), the specific objectives

for each element, and the rationale for the recommended mix. Attention should be given to the

objectives of the advertising, sales promotion, public relations, Internet/interactive, direct

marketing, and personal selling components of the IMC campaign.


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Specific Media Objectives/Mix

Identification of the reach, frequency, and message weights sought. What will be the

geographical allocation of the media budget and why? Which media will be used and why? What

scheduling pattern will be employed? All of this should be accompanied by a concise media

rationale statement as to the potential efficiency and effectiveness of the proposed media plan. A

media plan flow chart should be included.

Measuring IMC Program Effectiveness

Evaluation Program

Identification of the particulars of the monitoring, evaluation, and control efforts that will be

employed to appraise the effectiveness of all IMC program elements used. What is to be tested?

When are the tests to occur? Where? Explain how the testing is to take place, including the

specific methods and techniques to be used.

The Final Presentation (aka The Pitch )

The final presentation, approximately 10 minutes in length, is essentially a speculative

presentation. The team's basic mission is to convince the client to accept the campaign proposal.

How you attempt to do that is an important part of the process. While substance is crucial, style

is important, too. Please keep in mind that you are also selling your agency, its people, and its

capabilities.

For each presentation, other members of the class (i.e., non-presenters) will prepare a written

assessment of the presentation, to be handed in upon completion of the presentation. This will be

done on the Campaign Presentation Evaluation Form provided at the start of each presentation.

The filled-out evaluation forms will be collected and distributed to each team following

completion of the full presentation schedule. A copy of the evaluation form is to be found later in

this document.

The Written Report

The written report is Exhibit A and should show beyond question that the plan was prepared by a

professional agency. As to the format and content of the written report, please see the section

REPORT FORMAT AND OUTLINE.

Please keep in mind that the final written report becomes the permanent record of your effort. To

that end, it should reflect the care and attention that merit the document bearing your good name.

Both content and style (to include all aspects of grammar and mechanics) are of supreme

importance. The written report, even one that is outstanding content-wise, will be downgraded

severely if it fails to show excellent grammar and mechanics. Opportunities to submit your work

for review prior to delivery of the final edition is up to your instructor.


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Two copies of the final report should be submitted -- the original and an online submission.

Evaluation of Projects

Performance on the campaign project constitutes a significant part of your semester grade in the

course. The report will be evaluated as a single unit, with each team member receiving the same

initial grade for the report. A good result depends on each team member doing his/her share of

the work to the fullest extent. Each team member will be evaluated by the client and the other

team members and can affect the grade by 100%. The project will be evaluated as a three-month

effort, which means that an explosive push out of the starting block is essential for a first-rate

final product to be a reality. In marketing communications campaign planning, you simply

cannot make up for lost time.

Agency Team Self-Appraisal

Upon completion of the campaign plan, agency team members will be asked to submit a

performance evaluation of each team member including one's own self-appraisal. The client will

also fill out an evaluation of each student. The evaluation form will be distributed online. The

purpose of the evaluation is to provide feedback to other members, as well as the instructor,

regarding their inputs, co-operation, participation, etc. This evaluation will be considered an

important part of your final grade. (The Agency Personnel Evaluation Form may be seen later in

this document.)


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SECTION II

EXECUTIONAL GUIDELINES

Preparation of Materials : All materials must be created, designed, and executed exclusively by

members of the agency team. This includes, but is not limited to, materials such as layouts,

storyboards, audio or video recordings, sales promotion pieces, store displays, public relations

pieces, and direct marketing materials. Professionals may not critique, correct, or make specific

suggestions for any portion of the project.

Contacting Outside Sources : Agency teams may (and, in fact, should) contact any firm for

information and materials that do not go against the guidelines set forth in the previous

paragraph. For example, for cost estimates, previous advertising, research studies, ratings data, or

industry reports, you may want to contact advertising agencies, the media, sales promotion firms,

research firms, and other suppliers. Agency teams may utilize any published and commonly

available research materials. All sources of information and materials should be listed at the end

of the written report.

Creative Executions

Each promotion plan should consider including the following executions:

Television: storyboards

Radio: scripts

Magazine: examples of advertising executions

Newspaper: examples of advertising executions

Out-of-Home: examples of executions (billboards, transit, etc.)

Sales Promotion: examples of consumer and trade executions

Direct Marketing: examples of direct mail, e-mail, broadcast executions

Public Relations: examples of press releases

Corporate Advertising: examples of advertising executions

Event Sponsorship: execution of events, components of events, etc.

Cause-related Marketing: examples of advertising executions or other implementations

Press release example of written press release

Internet/Interactive examples of executions, description of program components

The suggested executions are a minimum for consideration. You may go beyond those listed.

You are also encouraged to present some unexecuted ideas, i.e., basic description of ideas for

additional creative executions, without actually preparing them.

Special Note: At any time, your client may request you to include a specific execution(s).


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SECTION III

SUGGESTED INFORMATION SOURCES

Collecting and organizing information for this project requires time and ingenuity. The following

list of suggested references is intended solely as a jump-start.

- Textbooks: marketing, promotion strategy, advertising, sales promotions, personal selling,

public relations, direct marketing, Internet marketing, etc.

- Periodicals: AdAge, Adweek, Promo, etc.

- Cases

- Interviews with distributors, wholesalers, retailers

- Trade associations’ websites (DMA, YPPA, etc.)

- Advertising agencies

- Commercial reports

- The Internet

- Trade publications

Some books on various topics include:

James W. Taylor, How to Write a Successful Advertising Plan

Sandra E. Moriarty, How to Create and Deliver Winning Advertising Presentations

Robert Bly, The Copywriter's Handbook

Philip Ward Burton , Advertising Copywriting

Albert Book and Dennis Schick, Fundamentals of Copy and Layout

Jim Surmanek, Advertising Media A to Z

Jack Sissors and Lincoln Bumba, Strategic Media Planning

Jim Surmanek, Introduction to Advertising Media

Don E. Schultz, William A. Robinson, and Lisa A. Petrison, Sales Promotion Essentials

Bob Stone, Successful Direct Marketing Methods

Simon Broadbent, The Advertiser's Handbook for Budget Determination

BPI Communications, Major Media Directory

BPI Communications, Agency Directory

BPI Communications, Client/Brand Directory

Advertising Dictionaries, Guides and Handbooks

Baker, Michael J. Macmillan Dictionary of Marketing and Advertising.

Bushko, David, editor Dartnell's Advertising Manager's Handbook.

Sources for Agencies and Advertisers


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Broadcasting & Cable Yearbook.

Description of TV and radio stations and cable services, indexed by call letters, owners. Map and

demographic data for ADIs.

Standard Directory of Advertising Agencies.

National advertising agency information: specialization, officers, account executives,

approximate annual billings, percent by media, account names.

Standard Directory of Advertisers. Directory of companies that advertising nationally

arranged by industry. Lists: officer, products, agency, budget, top sales personnel, trade names.

Advertising Age

Trade magazine providing information on the advertising business-place. Includes:

100 Leading Media Companies.

200 Leading National Advertisers.

Sources of Media/Marketing Rates

Competitive Media Reporting (LNA )

Gives total ad expenditures and media used by individual brands. Ranked list of advertisers by

expenditure.

Standard Rate and Data Service

The following is a sampling of a series from SRDS that include advertising rates for various

types of publications:

SRDS Business Publications Advertising Source

Part 1: Business, Technical and Trade; Part 2: Healthcare; Part 3: International

SRDS Consumer Magazine Advertising Source

SRDS Direct Marketing List Source

Business and consumer mailing lists.

SRDS Newspaper Advertising Source

Circulation and market data as well as space costs and mechanical and production information.

SRDS Radio Advertising Source.

Spot Television Rates and Data.

Rates and contract guidelines as provided by commercial television stations.


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Consumer Behavior/Buying Power

The Lifestyle Market Analyst.

http://www.srds.com/frontMatter/ips/lifestyle

In 3 sections: 1. Geographic. Each ADI (Area of Dominant Influence) is profiled: gender, marital

status, age groups, households, occupations, income, etc. as well as consumer behavior reported

as 57 lifestyle activities. 2. Lifestyles for each lifestyle activity; a composite profile of the

demographic characteristics of the participants. 3. Analysis by household characteristics:

demographic, lifestyle, ADI.

Experian Simmons Study of Media and Markets (SMRB)

http://www.smrb.com

Annual survey of 20,000 households: characteristics of respondents, exposure to media, usage of

products and services by brand name. Cross tabulated for demographic and psychographic

profiles of characteristics of users of products and their media behavior.

GfK MediaMark Research, Inc. (MRI)

http://www.mediamark.com

Competitor to SMRB. Provides essentially the same data, with different methodology.

Scarborough Report, Consumer, Media and Retail.

www.scarborough.com/

Market research by specific geographic markets/regions.

Direct Marketing

Direct Marketing Organizations

http://www.dma.org/

Trade organization of direct marketers

Direct Marketing Education Foundation (DMEF) http://www.dmef.org/

Educational arm of the Direct Marketing Association

Promotion Marketing Association

http://pmclink.org/

Trade association for the promotions industry

Periodicals

A sampling of useful periodicals most of which are online

Adweek

Advertising Age



http://www.smrb.com/

http://www.smrb.com/

http://www.mediamark.com/

http://www.mediamark.com/

http://www.scarborough.com/

http://www.scarborough.com/

http://www.dma.org/

http://www.dma.org/

http://www.dmef.org/

http://www.dmef.org/

http://www.pmclink.org/


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Brandweek

Response

Journal of Advertising

Journal of Advertising Research

Journal of Current Issues and Research in Advertising

Mediaweek

Promo

Online Search Resources

Proquest

Contains abstracts of nearly 1000 U.S. and international academic and trade business

publications with the full text of half of the journals available.

Factiva

Includes over 6000 newspapers, trade journals, and wire services in full text. Use for articles,

industry or company information.

Lexis-Nexis Academic.

Search the full text of thousands of local, national and international newspapers, consumer and

trade magazines and journals.

Internet Advertising Resources

Advertising World: The Ultimate Communications Directory (from the University of Texas )

http://advertising.utexas.edu/world/

Extensive collection of advertising links on the internet.

eMarketer.

http://www.emarketer.com/ereports/welcome.html

Provides e-advertising report, free weekly newsletter, list of top e-business sites and more.



http://www.emarketer.com/


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SECTION IV

REPORT FORMAT AND OUTLINE

Title Page:

The following information should be included:

Name of client and product Course Number and Title

Time period covered by campaign College Name

Name of your agency team Professor' Name

Names of agency team members Date

Table of Contents

List all major headings in your plan, with page numbers.

Agency Philosophy

A short statement (maximum: one-half page) that presents the basic principles underlying the

approach used in attacking this assignment. The agency philosophy statement should clearly

indicate the standards and beliefs that guide the agency in its work.

Executive Summary

A cogent summary (maximum: two pages) of exactly what your IMC plan involves. Among the

items to include are:

Major target audiences

Time period of the plan

Campaign objectives

Campaign theme/slogan

Overall budget total

Evaluation program

The Executive Summary may be arranged in any fashion, but it has to pack a wallop. Remember,

the basic purpose of the Executive Summary is to inform top officials at the client organization

exactly what you are proposing -- in one or two pages. Be precise. Be complete. Organizing the

Executive Summary (as well as other sections of the promotion campaign plan) in a bullet-type

format is one effective way to present your material.

Final Project Report

Review of Marketing Plan


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Industry Background

· Size

· Growth

· Current Trends/Developments Affecting the Promotion Program

· Macro-environment Factors and Issues

(e.g., demographic, economic, technological, political, legal, social, cultural, environmental)

Company Snapshot

· Place in the Industry (e.g., size, growth, image)

· Sales History

· Target Markets

· Positioning

· Brand Review (the product/service that constitutes the focus of the campaign )

Description

· Market Share, Sales, Growth

· SWOT

· Key Benefits

· Brand Image

· Positioning

· Perceptual Map

· Category Development Index (CDI)

· Brand Development Index (BDI)

Competitive Review


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· Direct and Indirect Competitors

· Target Markets

· Positioning

· Budgets

· Current Advertising, Sales Promotion, Public Relations, and Direct Marketing Programs

· Message Strategies

· Media Strategies

· Overall Assessment

Buyer Analysis

· User Profile

(demographic, geographic, psychographic, behavioristic factors)

· Buying Decision Process

· Who Buys the Product

· Who Influences the Purchase Decision

· Who Makes the Decision

· Decision Criteria

. Consumer Funnel Status

Marketing Goals

Marketing goals are what is to be accomplished by the overall marketing program. The situation

analysis is the foundation for the marketing goals. They are defined in terms of one or some

combination of the following:

· Sales Volume

· Market Share


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· Sales Revenue

· Profit

· Return on Investment

Marketing goals and communications objectives are not the same. Marketing goals establish a

framework for the determination of communications objectives.

Promotional Program Situation Analysis

Review of Existing/Past Programs

Detailed Review of Previous and Current Promotion Programs for the Product or

Service, including Budgets, Promotion Mix, Share of Voice, Message Strategies, and

Media Strategies

IMC Objectives and Strategies

A statement of what the marketing communications program will accomplish – the role the

program will play in the marketing effort. IMC objectives involve a desired audience response,

which results from the process of consumer decision making, useful frameworks for planners are

the response hierarchy/funnel models discussed in Chapters 5 and 7 of the text.

Objectives must meet the requirements for sound communications objectives as discussed in the

text.

Example Objectives:

Awareness Objectives : used when most of the target audience is unaware of the product, service

or brand or when awareness levels need to be increased

Knowledge Objectives : used when the target audience has awareness, but knows little beyond

that

Liking Objectives : used when the target audience knows the company and its product, but does

not look favorably on it

Preference Objectives : used when the target audience is aware of the product, knows about it,

and likes it – but does not prefer it to other brands

Conviction Objectives : used when the target audience may prefer the product but is not

convinced that it is the best choice for them


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Purchase (i.e., Action ) Objectives : used when the target audience has conviction but still hasn't

purchased the product

Creative Recommendations

The Copy Platform (which includes the following)

Advertising Objectives ( what the advertising is supposed to do )

Example : To increase awareness ...

Example : To persuade the target audience that ...

Message Strategy ( what the advertising is attempting to communicate; i.e., the benefit, problem

solution or other advantage that is the value of the product -- physical or psychological )

Example : Use of this product will allow you to recover more quickly after strenuous exercise.

Message Appeals ( how the advertising stimulates interest and influences feelings )

Example : fear, pleasure, comfort, convenience

Rationale for Creative Recommendations

Executions

Storyboards, Scripts, Mechanicals, etc.

Media Recommendations

IMC Strategy

Example : Use magazines primarily targeted toward women 25-49.

Example : Schedule increased media use to coincide with sales promotions.

Example: Use product placements on specific TV programs

Example: Target specific segments with direct mail

Example: Distribute electronic press releases to targeted media

Media Mix Recommendations and Rationale


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Share-of-Voice (SOV)

Geographic Scope

Scheduling Pattern

Reach and Frequency

Cost-per-Thousand (CPM)

Cost-per-Point (CPP)

Media Flowchart

Budget Breakdown

By Medium (e.g., magazines, Internet, TV)

By Media Vehicle (e.g., Business Week, websites, Modern Family )

Sales Promotions Recommendations (Consumer/trade) · Objectives

Sales Promotion Plan/Timing

Rationale

Budget

Direct Marketing Recommendations

Objectives

Direct Marketing Plan/Timing

Rational

Budget

Internet/Interactive Recommandations

Objectives

Strategies/executions


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Rationale

Budget

Public Relations Recommendations

Objectives

Strategy/Execution

Scheduling/Plan

Rationale

Budget

Campaign Flowchart

A one-page summary diagram showing the timing of the major elements, events, and activities of

the campaign. The campaign flowchart shows at a glance what is to happen when throughout the

entire campaign.

Measurement and Evaluation

Measurement and evaluation activities occur during the course of the campaign, as well as at the

end. This section of the proposal should contain a description of those activities and the specific

methods that will be used to appraise the individual components of the campaign, as well as for

measuring the overall effectiveness of the campaign.

Budget Summary

This section is a summary of all costs of the campaign (e.g., media, production, sales promotion,

direct marketing, public relations, sponsorship, endorsements, measurement and evaluation

expenditures, and more). The budget should show both dollar and percent-of-total expenditures.

Conclusion

A very brief review of your plan and how well it meets the needs of the client. One page should

be sufficient to summarize the factors that make your plan the one that will best get the job done

for the client. Recommendations for the future.


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Appendices

In most cases, this is a very important section of the plan. It will include information and

material which have potential value to your client and which have not been fully presented in the

text of your plan. Examples: industry data, market data, questionnaires, competitors'

advertisements. This section can be a valuable resource for your client.

References

A complete list of secondary sources used for the campaign plan.

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