Prof.

RonHarding
MetropolitanCollege
MG435CIAdvertising
CollegeofArtsandSciences
RoomCS222
Hours:Wednesday69pm
Instructor:RonHarding
Contact:7819368217ronhard@comcast.net
CourseDescription
Advertisingisanindepthlookatthebusinessandcreativeaspectsofmarketing
communicationasitispracticedintheUnitedStatesandglobally.Examinedinthis
courseisthepurpose,methodologyandsocialconsiderationsofadvertisingasit
impacts
variousmediumsandthepublicatlarge.Traditionalpatternsofcommunicationin
electronic,printandsignageareshiftingfromconventionalpatternstothosecombining
elementsofpromotion,publicrelationsandpermissionmarketing.Astheglobal
economychangessohavethecombinationsofcommunicationtobringbuyerandseller
togetherinnewandinnovativeways.
CourseObjectives
Thiscourseisdesignedtoteachtheoryandpracticeofadvertisingstrategy,advertising
budgetsandtheinterplaybetweenagencyandmarketerincopydevelopment,
production,
mediaplanningandbuying.Studentswillbeaskedtoanalyzecurrentadvertising,keep
abreastofnewtechniquesanddevelopanentireadvertisingcampaignwithselected
work
groups.
RequiredText
MakingCreativityAccountable,Harding,QuorumBooks,GreenwoodPublishing.
Handoutsfromcurrentmagazineswillbeusedtotrackrecentandongoingtechniques
marketersareusingthataddnewinnovativetwiststoreachperspectivecustomers
outsidetraditionaladvertisingmediums.
MethodofInstruction
Lecture,creativeworksessionsinstrategy,casestudies,copywriting,mediaplanning,
groupexercises,videos.

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StudentResponsibilities
Attendanceisimportant.Theinstructorshouldbenotifiedifabsenceisunavoidable.
MorethantwoabsenceswilldetractfromtheFinalGradeby10%.Readingassignments
shouldbecompletedpriortoclass.Thebookshouldbebroughttoclasseachweekfor
examinationandanalysisofcontracts,forms,spendingplansandstrategies
AcademicConduct
Itisexpectedstudentswillcreateandpresenttheirownideasbasedonworksessions
and
investigativeresearch.Sourcesmustbeprovidedforwrittenmaterialsotherthanyour
own.Thisincludesbooks,articles,pictures,graphicsandwebmaterials.Please
familiarizeyourselfwithBostonUniversitysCodeofAcademicConduct.Thismaybe
foundat:
http//www.bu/met/students/resources/conduct_code.html
ThisCodeofConductcontainsadescriptionofplagiarism.Pleasedonotletyour
workbecompromisedbylackofsourcedocumentation.Askifyouhaveany
questionsaboutusageandcitationoruseofvisualcopyrightedmaterials.
MethodofEvaluation
Studentswillbegradedonattendance(10%),participationinclass,assignedclass
exercises(10%),aMidTermExamination(40%)andaFinalGroupProject(40%).
Please
familiarizeyourselfwithBostonUniversitygradingstandards.Nospecialassignments
willbeallowedtomakeupformisseddeadlinesortests.
CourseCalendarandReadingAssignments
Sept.7:Introductionofstudents,Instructor.Overviewoftheclass,readingmaterials.
Initialdiscussionofadvertising,itsroleinmarketingandimagebuilding,itsstrengths
andweaknesses.DiscussionofAdvertising,PromotionandPublicRelations.
Sept.14:Chapter1.Whatisthepurposeofadvertising?Howdoesadvertisingwork?
Whataretheessentialsofgoodadvertising?Thestructureofclientandagency
hierarchies.Howagenciesandadvertisersviewadvertisingdifferently.
Sept.21:Chapters2,3.Historicoverviewofadvertisingandbranding.Research
methods

toexamineconsumermotivationnowandinthepast.Thethreedimensionallookat
targetaudiences.Latesttechniquesinexploringconsumermindsets.Thegrowthofthe
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WorldWideWeb,searchengines,cookiesandsocialnetworks.RegulatoryAgenciesin
GovernmentandSelfPolicingStrategies.WhatisCorrectionalAdvertising?
Sept.28:Chapters4,5,6.AdvertisingandConsumerBehavior,theimpactofCulture
and
PeerGroups.Theimportanceofplanning.DevelopmentofaSpendingPlan.The
Creativity/Costequation.TheProjectInitiationForm.Whatdrivesadvertisingcosts
and
howadvertisingtypesperform.Thefoundingfathersoftodaysadvertising:Bill
Bernbach,LeoBurnettandDavidOgilvy.Video:ALookatDavidOgilvyandthe
goldenageofadvertising..
October5:Chapters7,8.Whyconsumershateadvertisingandhowtheyuseit.
Laddering
andDecisionMaking.Evaluatingproductperformance,price,socialimplications.
HighandLowInterestcategories.PositioningandValuePerception,thestartof
IntegratedMarketingCommunication.Handout:TheCopyStrategy.Exercise:
DevelopingastrategyforLustra.
October12:Chapters11,12.Studentsbringincurrentprintadvertisingfor
examination.Disciplinesforprint.Trackingtheeyeandcreativeelementstoisolate
discreetsellingpoints.Whyprintismorecreativelydemandingthantelevision.
Headline
placementandbodycopy.Howtorunacopymeeting.Video:SellingtheDream.
October19:Midtermexamination.
October26:Chapters14,15.Artdirection.Howcreativeideasaregeneratedby
brainstorming,examinationofpastadvertisingandroughlayouts.Movingintothe
ProductionProcess.Theriskybusinessofcelebritiesandmodels.Generatingyourown
realitystars.Exercise:ExploringUnileversDoveanditschangefromawomans
producttoamultiusecampaignincludingmen.Howstrategyshiftscanbecomemore
inclusiveorweakenabrandsoriginalimage.Classdiscussion.
November2:Chapters16,17.ManagingadvertisingCosts.TheAICPForm.New
directionsforadvertisers.SocialMedia.Brandsnowdirectingfollowerstowebsites
AT&T,CocaCola,Lancme,RitzCrackers.UseofYouTubeforfreeadvertising.
Searchengines,cookiesandrethinkingYahooandGoogle.Teamsformedforfinal
project.HandoutforMileHighPie.
November9:InStoreSalesandOutsideEvents.IntegratedBrandPromotion,Impulse
Buying,EventSponsorship,SalesPromotion.Newflightingpatterns.Thediminished
use

ofnetworktelevision,theRiseofSpotMarkets.Procter&Gambleslookat
advertisingsfuture.

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November16:MediaUsage.Mediums,theirstrengthsandweaknesses.Flight
schedules,
roadblocking,upfrontbuys,regionalspotbuys,designingeffectiveWebsites.
IntegrationofAdvertising,PromotionandPublicRelations.
November30:WebsitesandOnlineCouponing,thevalueofFaceBookandthe
tracking
ofcookiesandadvertiseruseofdatacollection.Examinationofimpulsebuying,
consistentpatternsofbuyingcycles,howtheWebisusedforshowcasing.Thedecline
of
bigboxstoresandtheriseofamazon.com.ExaminationofCopyStrategiesforMile
HighPie.WorkSession
December7::AdvertisingProjectturnedin.ClassPresentationsofEachGroup.
ClosingRemarks.CareersinAdvertising,QuestionandAnswerSession.