Syllabus Sections
Publish Date
06/29/2020 17:15:41
Principles of Advertising
COMM-2327
Credit Fall 2020
09/21/2020 - 12/13/2020
Course Information
Section 002
Distance Learning
ONL DIL
Ina Midkiff
Office Hours
No office hours have been entered for this term
Course Requirements
PRINCIPLES OF ADVERTISING, COMM 2327, 12 WEEK DIL
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COURSE INFORMATION
FALL 2020
Professor of Marketing
My Web Site
Departmental Web Sites PLEASE NOTE: Complete course information is in Blackboard. This is not all the information you need in order to be successful in this course. This is only the course syllabus. You must be officially enrolled in the course to access Blackboard. Blackboard access is at Go to http://acconline.austincc.edu for entry into Blackboard. You will need your student ID and password to log into Blackboard. COURSE CATALOG DESCRIPTION COMM 2327 PRINCIPLES OF ADVERTISING (3-3-0). Fundamentals of Advertising including marketing theory and strategy, copy writing, design and selection of media. Skills: R (Course Type T.) REQUIRED TEXT/MATERIALS Contemporary Advertising and Integrated Marketing Communication, by Arens, Weigold, Arens, 16e. This section includes a fee to cover the costs of required digital materials and/or an electronic textbook, provided at a discounted rate from the ACC Bookstore. IMPORTANT! The digital materials fee will be added to your tuition and fees when you register. You may choose to opt out of this fee and receive a refund if you wish to purchase the course materials separately. Opt-out requests must be received prior to the official reporting date for a full refund. For more information see austincc.edu/firstday 16 edition/ New York, NY: McGraw-Hill Education 2017) INSTRUCTIONAL METHODOLOGY This course is an Internet DIL course. You will be required to log into Blackboard to check grades and upload your assignments. Successful completion of this course requires maturity and self-discipline. Each student is responsible for maintaining steady progress during the semester. I am here to assist you, please talk to me whenever you have questions, comments, or concerns about this course. Go to http://acconline.austincc.edu for student entry into Blackboard. You will need your student ID and password to log into Blackboard. Blackboard access is available the first day of the semester. DIL COURSE INFORMATION DIL courses are designed for anyone, who has scheduling problems, work-schedules that conflict with normal class times, or any reason they may have. Some students are concerned about the transferability or status of DIL courses. The course content, college credit and transferability are equivalent to those offered in the classroom. The first step to success is your Distance Learning MANDATORY course orientation on September 21, 2020. The Mandatory Orientation is in Blackboard. Click the Course Content link on the menu and then click the Orientation link and follow the instructions to complete the Orientation. Advertising 2327 is an interactive training system that combines electronic learning materials with online instructor guidance and expertise. It is accessed via the Internet from the student's computer at home or work or in an ACC lab, any time. Concepts are presented through the textbook, the Publishers Web site, information on the instructor's Web site, and Blackboard. You will cover the same material as in a regular class. You must have access to the Internet and an email account. The primary framework for instruction is the Internet. The Interactive capabilities such as email and listserv, access to library on-line, office hours, discussion forums, facilitate student to instructor communication. This asynchronous learning allows students who have other responsibilities to participate in course offerings. Being able to send a message to the instructor at any time, instead of traveling to the campus during the instructor's posted office hours, makes it possible for those who have limited or no time beyond the normal class time to talk to the instructor. Course content is delivered in Blackboard. This syllabus, assignments, core course information, announcements, structured student activities, and discussion information are all located in Blackboard. You will view web pages, send and receive email, download files, and upload files you have created using ACC’s Blackboard system. If you do not have an ACCeID you will need to activate it by going to the “First-time login” link at http://www.austincc.edu/acceid/step1.htm. Go to http://acconline.austincc.edu for student entry into Blackboard. You will need your student ID and password to log into Blackboard. Blackboard access is available the first day of the semester. You must complete your MANDATORY course orientation in Blackboard. You must be able to communicate with the instructor by email. You need an individual account, which is not shared with anyone else. In EVERY email message you send me, the subject line must include COMM 2327, DIL. Also your first and last name must be included somewhere in the message. All college email communications to students will be sent solely to the student's ACC mail account. You should only expect to receive email communication from me using this account.
TESTING I have the exams set up in Respondus Lockdown Browser. Here’s the instructions you will need and the link to downloading the Browser. I have placed the Practice Exam and Exams in the Menu in blackboard. The Practice Exam can be taken multiple times. After you download the Browser you should practice taking the Practice Exam to make sure everything is up and working. You can take it multiple times. You will need to download the Respondus LockDown Browser and have at least a webcam in order to use the tool. https://download.respondus.com/lockdown/download.php?id=999134577 Windows 10 is required on PCs and Mac OS X on Mac's. You will need a camera on your computer. Review the System requirements for the complete requirements. In addition to the brief informational video, a Student Quick Start Guide is also available. A Chromebook will not work. TESTING IN ACC Testing Centers will not be available for fall courses Tests will be taken on-campus in the Testing Centers. Testing center information is at http://www.austincc.edu/testctr/. You must have your ACC ID in order to take a test in an ACC testing center. I utilize Respondus in the testing center which means you will take the exam on the computer, not a paper copy. IN ORDER TO TAKE AN EXAM AT A TESTING CENTER YOU MUST SHOW YOUR STUDENT ID AND A CURRENT PHOTO ID. Exams may be taken at the testing center nearest you.
Northridge, 512.223.4735
Please see specific information about the policies and procedures of your Testing Center at their Web site or pick up a guide from the Testing Center. As the online instructor I will monitor your progress and advise you as appropriate via email, telephone, or chat room discussions. You will be evaluated by means of tests, assignments, and projects. Distance Learning Student Information
● Blackboard Help: http://irt.austincc.edu/blackboard/studentsupport.php COURSE RATIONALE The purpose of this course is to offer cutting-edge thinking on Advertising including “new” media options such as Advertising on the World Wide Web and explain how advertising works in the real world. Advertising and brand promotion is a large part of the rise in consumer and Advertising culture. This course provides a solid understanding of fundamentals and provides a structure for understanding why much of the conventional wisdom in Advertising is no longer working well. Principles of Advertising is not just about textbook learning: it challenges students to use their critical/creative skills in all aspects of Business and Advertising, not just those covered in this course. COMMON COURSE LEARNING OBJECTIVES/OUTCOMES
GRADING
Grades will be based on the following areas of performance.
Exam One 150 points - Chapters 1,2,3,4,5
Project 1, 50 points A=900-1000points// B=800-899 points// C=700-799 points// D=600-699 points F Below 600 points. IMPORTANT DATES FOR FALL 12 WEEK DIL 2020
Exam One, Oct 12, 2020
Project 1 due Oct 10, 2020 November 19, 2020 is the last day to drop.
TESTING
Assignments have a value of 400 points.
Project 1 (50 points) You are required to analyze a television commercial. Go to http://www.superbowl-ads.com/ If this does not work, then type in Super Bowl Ads in the search area. Here you will find all Super Bowl commercials and the Top 10 ads of all time. Pick a Super Bowl Ad or Top 10 Ad. You will watch the ad and write a review. (LO 2, 3, 4) Television commercials are a specific type of art and they are created to persuade the consumer to buy a specific product. Your analysis must include the following:
Oct 10, 2020 is when this assignment is due. Place in Blackboard by midnight of the due date.
Project 2 (50 points) Ads are designed with a specific target audience in mind. Review the 2013 Cannes Lions International Festival of Creativity winner – Dumb Ways to Die. It won a record 5 Grand Prix awards, 18 Gold Lions, 3 Silver Lions, and 2 Bronze Lions. This is the most ever awarded for 1 campaign in their 59-year history. (LO 3,4) https://www.youtube.com/watch?v=IJNR2EpS0jw https://en.wikipedia.org/wiki/Dumb_Ways_to_Die http://www.best-marketing.eu/case-study-metro-trains-dumb-ways-to-die/ Answer the following questions for this assignment.
Nov 17, 2020 is when this assignment is due. Place in Blackboard by midnight of the due date. CHAPTER ASSIGNMENTS You must complete the following chapter assignments. Chapters 1-18 (The Advertising Experience) or end-of-chapter questions have a value of 10 points. The total value of the end-of-chapter assignments is 180 points. Assignments must be placed in Blackboard by midnight on the day the assignment is due. The Mandatory Orientation is in Blackboard. Click the Course Content link on the menu and then click the Orientation link and follow the instructions to complete the Orientation. You must also complete the Biography as part of the Orientation. No assignments accepted after December 9, 2020
DISCUSSION BOARD PARTICIPATION (100 points) EXTRA CREDIT When you take your exam you may earn an additional 10 points per exam by completing the following assignment. (One article for each exam) Read an article concerning some aspect of Advertising. The article must relate to a topic that is covered in the text. Summarize the article in 1-2 pages, state which chapter and topic it relates to, and attach a copy of the article to your summary. This will be due on the day you take your exam. If you decide to place in the assignment area in blackboard please provide information about where I can find the article. Go to our Marketing Facebook page at https://www.facebook.com/MRKGatACC for your article and I will double the extra credit points from 10 to 20!
CLASS OUTLINE/CALENDAR FOR FALL 2020
INSTRUCTOR CLASS POLICIES
DEPARTMENTAL COURSE/CLASS POLICIES Departmental policies for Incompletes, Attendance, and Withdrawal are as follows: Incomplete Policy: An incomplete (I) will be granted to a student in rare circumstances. Generally to receive a grade of I, a student must have completed all examinations and assignments to date, be passing, and have personal circumstances that prevent course completion that occur after the deadline to withdraw with a grade of W. Attendance Policy: All students are expected to attend classes. Non-attendance will have an impact on the student’s grade. COLLEGE POLICIES Statement on Academic Integrity Austin Community College values academic integrity in the educational process. Acts of academic dishonesty/misconduct undermine the learning process, present a disadvantage to students who earn credit honestly, and subvert the academic mission of the institution. The potential consequences of fraudulent credentials raise additional concerns for individuals and communities beyond campus who rely on institutions of higher learning to certify students' academic achievements, and expect to benefit from the claimed knowledge and skills of their graduates. Students must follow all instructions given by faculty or designated college representatives when taking examinations, placement assessments, tests, quizzes, and evaluations. Actions constituting scholastic dishonesty include, but are not limited to, plagiarism, cheating, fabrication, collusion, falsifying documents, or the inappropriate use of the college’s information technology resources. Further information is available at https://www.austincc.edu/about-acc/academic-integrity-and-disciplinary-process Student Rights & Responsibilities Academic freedom is a foundation and hallmark of higher education. In the context of college-level courses, it specifically refers to the rights of free expression and respect for others with differing opinions. Students at the college have the rights accorded by the U.S. Constitution to freedom of speech, peaceful assembly, petition, and association. This concept is accompanied by an equally demanding concept of responsibility on the part of the student. Just as you are expected to exercise these rights with respect for state and federal law in the larger world, you are expected to exercise these rights as a student with respect for the college’s standards of conduct. These rights carry with them the responsibility to accord the same rights to others in the college community and not to interfere with or disrupt the educational process. Students and faculty alike should enable a climate of mutual respect and civility while fostering the freedom to debate and discuss the merits of competing ideas. Enrollment in the college indicates acceptance of the rules set forth in the student standards of conduct policy, which is administered through the office of the campus dean of student services. Due process, through an investigation and appeal process, is assured to any student involved in disciplinary action. Student Complaints A defined process applies to complaints about an instructor or other college employee. You are encouraged to discuss concerns and complaints with college personnel and should expect a timely and appropriate response. When possible, students should first address their concerns through informal conferences with those immediately involved; formal due process is available when informal resolution cannot be achieved. Student complaints may include (but are not limited to) issues regarding classroom instruction, college services and offices on the basis of actual or perceived race, color, national origin, religion, age, gender, gender identity, sexual orientation, political affiliation, or disability. Further information about the complaints process, including the form used to submit complaints, is available at: http://www.austincc.edu/students/students-rights-and-responsibilities/student-complaint-procedures Statement on Privacy The Family Educational Rights and Privacy Act (FERPA) protects confidentiality of students’ educational records. Grades cannot be provided by faculty over the phone, by e-mail, or to a fellow student. Grades are posted in blackboard. Safety Statement Health and safety are of paramount importance in classrooms, laboratories, and field activities. Students are expected to learn and comply with ACC environmental, health and safety procedures and agree to follow ACC safety policies. Emergency Procedures posters and Campus Safety Plans are posted in each classroom and should be reviewed at the beginning of each semester. All incidents (injuries/illness/fire/property damage/near miss) should be immediately reported to the course instructor. Additional information about safety procedures and how to sign up to be notified in case of an emergency can be found at http://www.austincc.edu/emergency Everyone is expected to conduct themselves professionally with respect and courtesy to all. Anyone who thoughtlessly or intentionally jeopardizes the health or safety of another individual may be immediately dismissed from the day’s activity and will be referred to the Dean of Student Services for disciplinary action. In the event of disruption of normal classroom activities due to an emergency situation or an illness outbreak, the format for this course may be modified to enable completion of the course. In that event, students will be provided an addendum to the class syllabus that will supersede the original version. Campus Carry The Austin Community College District concealed handgun policy ensures compliance with Section 411.2031 of the Texas Government Code (also known as the Campus Carry Law), while maintaining ACC’s commitment to provide a safe environment for its students, faculty, staff, and visitors. Beginning August 1, 2017, individuals who are licensed to carry (LTC) may do so on campus premises except in locations and at activities prohibited by state or federal law, or the college’s concealed handgun policy. In addition, concealed weapons are not allowed on ACC-sponsored field trips where the school owns or has chartered or leased vehicles for transportation. It is the responsibility of license holders to conceal their handguns at all times. Persons who see a handgun on campus are asked to contact the ACC Police Department by dialing 222 from a campus phone or 512-223-7999. Please refer to the concealed handgun policy online at http://austincc.edu/campuscarry Discrimination Prohibited The College seeks to maintain an educational environment free from any form of discrimination or harassment including but not limited to discrimination or harassment on the basis of race, color, national origin, religion, age, sex, gender, sexual orientation, gender identity, or disability. Faculty at the College are required to report concerns regarding sexual misconduct (including all forms of sexual harassment and sex and gender-based discrimination) to the Manager of Title IX/Title VI/ADA Compliance. Licensed clinical counselors are available across the District and serve as confidential resources for students. Additional information about Title VI, Title IX, and ADA compliance can be found in the ACC Compliance Resource Guide available at: https://drive.google.com/file/d/1o55xINAWNvTYgI-fs-JbDyuaMFDNvAjz/view Use of ACC email All College e-mail communication to students will be sent solely to the student’s ACCmail account, with the expectation that such communications will be read in a timely fashion. ACC will send important information and will notify students of any college- related emergencies using this account. Students should only expect to receive email communication from their instructor using this account. Likewise, students should use their ACCmail account when communicating with instructors and staff. Information about ACC email accounts, including instructions for accessing it, are available at: http://www.austincc.edu/help/accmail/questions-and-answers Use of the Testing Center Under certain circumstances, examinations may have to be taken in a testing center. The ACC Testing Centers follow standard procedures so students know what to expect when they arrive to take their tests. Students should familiarize themselves with the student guidelines. Students must present an ACC student ID card or government issued ID and know their ACC ID number before they can test. It is necessary to check in at the Testing Center kiosk before taking a test. To check in, one must know the following information:
Personal belongings such as backpacks, books, and electronic devices (including, but not limited to, cell phones and smart watches) are not allowed in the Testing Center. Possession of prohibited items or accessing unapproved resources in the testing room will result in the immediate termination of the exam and possible disciplinary action. For additional information on using the Testing Center, please go to: http://www.austincc.edu/students/testing-services/instructional-testing STUDENT SUPPORT SERVICES The success of our students is paramount, and ACC offers a variety of support services to help, as well as providing numerous opportunities for community engagement and personal growth. Student Support ACC strives to provide exemplary support to its students and offers a broad variety of opportunities and services. Information on these campus services and resources is available at http://www.austincc.edu/students. Student Accessibility Services Students with documented disabilities who need classroom, academic, or other accommodations must request them through the office Student Accessibility Services (SAS). SAS offices are located at each major campus. Students are encouraged to request accommodations when they register for courses or at least three weeks before the start of the semester; otherwise, the provision of accommodations may be delayed. Students who have received approval for accommodations from SAS for this course must provide the instructor with the document titled “Notice of Approved Accommodations” from SAS before accommodations will be provided. Accommodations will not be provided retroactively. Arrangements by the instructor for academic accommodations can only be made after he or she receives the “Notice of Approved Accommodations” from the student.
Academic Support ACC offers academic support services on all of its campuses. These services, which include face-to-face and online tutoring, academic coaching, and supplemental instruction, are free to enrolled ACC students. Tutors are available in a variety of subjects ranging from accounting to pharmacology. Students may receive these services on both a drop-in and referral basis. Tutoring schedules can be found at: https://www.austincc.edu/students/tutoring/tutoring-schedules Library Services ACC has a full-service library at each of its campuses to support ACC courses and programs and to provide students with research and assignment assistance from expert faculty librarians, computers, course reserves, laptop and tablet check out, study spaces, and copying, printing, and scanning services. In addition, ACC students have full rights and privileges to access Library Services online 24/7 via the ACC Library website and students can use their ACCeID logins to access all online materials, including ebooks, articles from library databases, and streaming videos. ACC Libraries also provide an “Ask a Librarian” service, which allows students to reach a librarian 24/7 through online chat. Faculty librarians are also available via email, phone, and in person seven days a week during hours of operation. Visit:
In partnership with ACC’s Student Support Center, ACC Libraries also maintain a limited collection of textbooks for students to borrow. Priority access to the textbook collection is given to students receiving assistance. More information is available on the ACC website by searching “Student Support Center Textbook Collection.” Student Organizations ACC has over seventy student organizations, offering a variety of cultural, academic, vocational, and social opportunities. They provide a chance to meet with other students who have the same interests, engage in service-learning, participate in intramural sports, gain valuable field experience related to career goals, and much else. Student Life coordinates many of these activities, and additional information is available at http://sites.austincc.edu/sl/. Personal Support Resources to support students are available at every campus. To learn more, ask your professor or visit the campus Support Center. All resources and services are free and confidential. Some examples include, among others:
Clinical Counseling services are available throughout the ACC Student Services District to address personal and or mental health concerns: http://www.austincc.edu/students/counseling . If an emergency occurs during operational hours, please come to the Student Services Office and let the front intake staff know that you are experiencing a crisis. They will alert appropriate personnel. You may also contact the ACC District Police at 222 (on campus) or 223-7999 (off campus or cell phone). After Hours: If you are struggling with a mental health or personal crisis, call one of the following numbers to connect with resources for help. However if you are afraid that you might hurt yourself or someone else, call 911 immediately. Free Crisis Hotline Numbers:
LINKS FOR ADVERTISING ADVERTISING AND MARKETING WEB SITES My LinkedIn – If you want to be connected. http://www.linkedin.com/profile/view?id=253289405&trk=hb_tab_pro_top Marketing Facebook Page – This is the site to use to receive double credit on extra credit assignments, look for scholarship information and other relevant Marketing information. https://www.facebook.com/MRKGatACC
http://www.adweek.com
http://www.adage.com
http://www.mashable.com
http://www.beloit.edu/mindset/
http://www.archive.org/web/web.php
http://www.pantone.com
http://www.faithpopcorn.com
http://www.fastcompany.com
http://www.martinlindstrom.com LOCAL ADVERTISING/MARKETING SITES
http://www.gsdm.com/
http://www.latinworks.com
SOME LOCAL SITES I LIKE
http://www.texastribune.org/
http://www.austinchronicle.com/
http://austin.eater.com/
http://www.tribeza.com/
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Readings
REQUIRED TEXT/MATERIALS
Contemporary Advertising and Integrated Marketing Communication, by Arens, Weigold, Arens, 16e. This section includes a fee to cover the costs of required digital materials and/or an electronic textbook, provided at a discounted rate from the ACC Bookstore. IMPORTANT! The digital materials fee will be added to your tuition and fees when you register. You may choose to opt out of this fee and receive a refund if you wish to purchase the course materials separately. Opt-out requests must be received prior to the official reporting date for a full refund. For more information see austincc.edu/firstday 16 edition/ New York, NY: McGraw-Hill Education 2017)
Course Subjects
CLASS OUTLINE/CALENDAR FOR FALL 2020
12 Week Session
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Month/Day Schedule |
Assignment |
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Sept 21 |
First Class Day - Orientation on Blackboard |
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Sept 23 |
Chapter 1 –Advertising Today |
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Sept 28 |
Chapter 2 - The Big Picture: The Evolution of IMC |
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Sept 30 |
Chapter 3 - The Big Picture: Economic and Regulatory Aspects |
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Oct 5 |
Chapter 4 - The Scope of Advertising: From Local to Global |
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Oct 7 |
Chapter 5 - Marketing and Consumer Behavior: The Foundation of Advertising |
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Oct 12 |
EXAM ONE |
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Oct 14 |
Chapter 6-– Market Segmentation and the Marketing Mix: Determinants of Advertising Strategy |
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Oct 19 |
Chapter 7 - Research: Gathering Information for Advertising Planning |
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Oct 21 |
Chapter 8 - Marketing and IMC Planning |
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Oct 26 |
Chapter 9 - Planning Media Strategy: Disseminating the Message |
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Oct 28 |
Chapter 10- Creative Strategy and the Creative Process |
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Nov 2 |
EXAM TWO |
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Nov 4 |
Chapter 11-Creative Execution: Art and Copy |
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Nov 9 |
Chapter 12- Advertising in Print Media |
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Nov 11 |
Chapter 13 – Using Electronic Media: Television and Radio |
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Nov 16 |
Chapter 14 -Using Digital Interactive Media |
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Nov 18 |
EXAM THREE |
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Nov 23 |
Chapter 15—Social Media |
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Nov 25 |
Chapter 16- Using Out-of-Home, Exhibitive, and Supplementary Media |
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Dec 2 |
Chapter 17- Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion |
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Dec 7 |
Chapter 18 - Relationship Building: Public Relations, Sponsorship, and Corporate Advertising |
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December 9 |
FINAL |
Student Learning Outcomes/Learning Objectives
COMMON COURSE LEARNING OBJECTIVES/OUTCOMES
- Identify types, functions, and characteristics of historical and modern advertising.
- Demonstrate understanding of advertising in the economic and social system.
- Demonstrate understanding of advertising regulations and ethical implications.
- Analyze advertising content and media strategy.
- Identify various tools and technologies employed in producing advertising messages