Southern Illinois University Fall, 2013

JRNL 402 Advanced Creative Strategies Syllabus – TENTATIVE!!!! Meeting Time: M & W 1:00-2:50 p.m. Room: Communications Building 1213 Instructor: Michael Marn E-mail: marnmf@gmail.com (Please begin subject line with JRNL 402.) (NOTE: This email address will be replaced by an SIU email once available.) JRNL Office Phone: 618-536-3361 Cell Phone: (616) 260-9629 (TEXT MESSAGES ONLY PLEASE.) Office Hours: Mon. and Tues., 3-6 p.m. or by appointment (Except 8/26) Catalog Course Description:Examination of and practice in the development of persuasive, strategic campaigns and message strategies for multiple clients. Creation of a professional quality portfolio demonstrating proficiency in both traditional and new media required. Prerequisite: JRNL 302.

Objectives: Okay, you know a little something about copywriting by now. But in this class, we’ll take things a bit further. In my view, the things that make your ads work – and make your sample portfolio interesting to someone hiring creative people at an ad agency – are ideas. Truly compelling advertising doesn’t start with a great photo or a clever tagline (though those can help a great deal). The real foundation is an observation, a piece of consumer reality, or a way of thinking that really resonates with your target audience. Let’s look for those, and build a portfolio of campaigns that prove you know how to find them, and what to do with them once you do! Text Barry, Pete. The Advertising Concept Book, (Second Edition). Thames and Hudson (Repped by Norton in the U.S.) 2012 Sulivan, Luke. Hey Whipple, SQUEEZE THIS: The Classic Guide to Creating Great Ads, Hoboken, NJ: John Wiley & Sons, 2012. Components of Grade (and Weighting) Attendance/ Engagement 10 % In-class Assignments/quizzes 25% Homework Assignments 25% Group Project and Presentation 30% Peer Project Evaluations 10% 100 %

Participation, Attendance and In-class Assignments You are expected to make advertising important to you this semester, in and between classes. Remember the good and bad ads you encounter during the week for class discussion. Your enthusiastic participation in these discussions helps all of us learn. There will also be frequent in-class assignments. You obviously can’t do them if you are not here. You also need to attend to be aware of any homework assigned, schedule changes, guest speakers, etc. If you miss multiple classes, anticipate a poor grade. If a class is missed due to illness or other circumstances, submit any homework assignments due via the instructor’s E-mail or mailbox in the Department of Communications office. You are responsible for material covered in class; please arrange with another student to get notes or learn of any new assignments. Bad idea: contacting instructor to ask ‘did I miss anything?” Homework/Reading Assignments You are expected to come to class having done the assigned reading. Be prepared to present your verbal or written analysis of key points of the assigned reading at the beginning of each class. Periodic quizzes on the text material are also possible. Since it is a copywriting class, expect to write lots of copy. You learn by doing it. There will be at least five homework assignments. Homework assignments are to be neat, typed (where applicable), and timely. Homework and project writing should be free of grammar, punctuation, and spelling errors. Spell-check your work and read it through. Complete your assignments early enough to avoid last-second “printer problems” and bring them ready to submit. If it’s not stapled, it’s not ready. Homework assignments are learning opportunities, not busywork. So I will accept late assignments, but for significantly reduced credit in fairness to other students. Group Project There will be no formal “tests” in this course, since projects and assignments will provide the opportunity to demonstrate what you have learned from the text, class lectures and discussions. Instead of a “final” there will be a group project: in which you will collaborate with several other students to research, strategize, and execute a creative ad campaign for an assigned product or service. Your group will make a formal presentation simulating a “pitch” for that company’s ad business during class the week before Thanksgiving. Your fellow group members will evaluate your performance within the group, forming a part of your grade on the project. To help keep you on track, short group project progress reports – a few typed paragraphs submitted by one member of your group - will be required periodically. Class Format Class will consist of brief lectures, active class discussion, and numerous in-class exercises, both individually and in small groups. Audio and video resources will be utilized often, and guest speakers may visit. The classroom atmosphere is informal—hopefully even fun—but your attendance, punctuality, respect, and attention are expected.

Grading System: The grading system used is based upon the system described in the SIUC undergraduate catalog: A = work of excellent (or superior) quality (90 - 100%)

B = work of good (or above average) quality (80 - 89%) C = work of satisfactory (or average) quality (70- 79%) D = work of poor quality (60- 69%) F = failure (work of unsatisfactory quality) (0- 59%) Plagiarism: Whether intentional or accidental, plagiarism will not be excused. Students who present the work of others as their own will face severe consequences. If the writing or ideas of others are used, proper citation is required. Since this is a creative class, the majority of work done must be original. It is not acceptable to copy material from websites or other published sources and submit it as your original work. Academic Dishonesty: Academic dishonesty will not be tolerated. Students committing acts of academic dishonesty will be sanctioned in keeping with the Student Conduct Code. Sanctions include, but are not limited to: automatic failure of a quiz/test/assignment; failure of the course; probation; and suspension. Course Outline and Schedule (Tentative)

Week of

Topic(s) Assigned Reading (Barry text). “Whipple” reading as assigned.

Projects/Assignments

8//19-23 Creative Warm-ups. Ch. 1

8/26-30 Strategy Ch. 2

9/2-6 (No Class 9/2)

Print Ch. 3 HW # 1 Assigned

9/9-13 The Campaign Ch. 4 HW #1 Due

9/16-20 Taglines Ch. 5 HW # 2 Assigned

9/23-27 Generating Strategies and Ideas

Ch. 6 HW # 2 Due

9/30-10/4 TV Ch. 7

10/7-11 Ambient Ch. 8 Group Project Assigned

Building Emergency Response Protocols for Syllabuses:

University’s Emergency Procedure Clause: Southern Illinois University Carbondale is committed to providing a safe and healthy environment for study and work. Because some health and safety circumstances are beyond our control, we ask that you become familiar with the SIUC Emergency Response Plan and Building Emergency Response Team (BERT) program. Emergency response information is available on posters in buildings on campus, available on BERT’s website at www.bert.siu.edu, Department of Public Safety’s website www.dps.siu.edu (disaster drop down) and in the Emergency Response Guideline pamphlet. Know how to respond to each type of emergency.

10/14-18 (No Class 10/14)

Interactive Ch. 9 HW # 3 Assigned

10/21-25 Copy Ch. 10 HW # 3 Due Project Progress Report

10/28-11/1 Radio Ch. 11 HW #4 Assigned

11/4-8 Integrated Ch. 12 HW #4 Due

11/11-15 (No Class 11/11)

Execution

Ch. 13 Project Progress Report HW #5 Assigned

11/18-22

Presenting Your Work Ch. 14 HW #5 Due

11/25-29 (No Class 11/27)

Your “Book” – or Sample Portfolio

Ch. 15

12/2-6 Final Group Presentations

Group Presentations, Hard Copy Due

Final Period Thurs., Dec. 12, 3:10-5:10 p.m.

Group Member Evaluations Due.

Instructors will provide guidance and direction to students in the classroom in the event of an emergency affecting your location. It is important that you follow these instructions and stay with your instructor during an evacuation or sheltering emergency. The Building Emergency Response Team will provide assistance to your instructor in evacuating the building or sheltering within the facility. Students with a Disability: Instructors and students in the class will work together as a team to assist students with a disability safely out of the building. Students with a disability will stay with the instructor and communicate with the instructor what is the safest way to assist them. Tornado: During the spring semester we have a Storm Drill. Pick up your belongings and your instructor will lead you to a safe area of the basement. No one will be allowed to stay upstairs. Stay away from windows. The drill should not last more than 10 minutes. You must stay with your instructor so he/she can take roll. Students need to be quiet in the basement as the BERT members are listening to emergency instructions on handheld radios and cannot hear well in the basement.

Fire: During the fall semester we have a Fire Drill. Pick up your belongings and your instructor will lead you to either the North or South parking lot depending on what part of the building your class is in. You must stay with your instructor so he/she can take roll. As soon as the building is all clear, you will be allowed to return to class.

These drills are to train instructors and the Building Emergency Response Team to get everyone to a safe place during an emergency. Bomb Threat: If someone calls in a bomb threat, class will be suspended and students will be asked to pick up their belongings, evacuate the building and leave the premises. Do not leave anything that is yours behind. We will not allow anyone back into the building until the police and bomb squad give us an all clear. DO NOT USE YOUR CELL PHONES. Some bombs are triggered by a cell phone signal. Shooter in the Building:

When it is safe to leave, move to a safe area far from the building away from where the shooter is located. If anyone has any information about the shooter, please contact the police after you are a safe distance away. If someone cannot leave, go into a room, lock the door, turn out the lights, and if possible, cover the glass on the door. Students chair desks should be piled in front of the glass and door as a barricade and the teacher's desk, podium and anything movable can be pushed against the door. This is intended to slow down any attempts to enter or look into the classroom. If it looks like the shooter is persistent and able to enter, make a lot of noise and use everything in your backpacks to throw at the shooter to distract him. Silence all cell phones after one person in the room calls the police and informs them of their location and how many people are in the room. Be quiet and wait for the police to arrive. The police are looking for one or more shooters, and they have no way of knowing if the shooter is in the room people are hiding in. For this reason, when the police enter the room, no one should have anything in his/her hands and each person MUST raise his/her hands above his/her head. Earthquake: In the event of an earthquake you are advised to take cover quickly under heavy furniture or near an interior wall, or a corner, to avoid falling debris. Outside the building are trees, power lines and debris from the building itself that you will need to stay away from. In the building, large open areas like auditoriums are the most dangerous. Do not try to escape on a stairway or elevator. Do not hide under a stairway. We do not recommend that you stand in a doorway because the door could shut from the vibrations and crush your fingers trapping you there.