BUAD 121 - Montney - Spring2008

BUAD 121: Principles of Advertising

Spring 2009

Instructor	Mrs. Kimberly K. Montney
Phone	(269) 965-3931 ext 2505
Office Hours:	Room C260 in the Classroom Building Office Hours are arranged each semester and will be posted on my office window or by appointment. It is best to contact me via e-mail: montneyk@kellogg.edu I will respond to student e-mail within two working days.
Course Prerequisites	None
Textbook	Required: Essentials of Contemporary Advertising, 2nd Edition - William F. Arens and David H. Schaefer
Online Course Features and Requirements	Number of tests: Two of which both must be proctored. There are also 15 unproctored quizzes, one from each chapter. Required on campus sessions: At least twice, to take the midterm and final. Special labs or practicum: None Number of assignments: In this course there will be nine Internet assignments, six chapters which will have review questions, four discussion board questions, various miscellaneous questions and a final project. Estimated time per week: 9 hours Scheduled activities or self paced: There will be four scheduled activities in this course where you will only have the first quarter, the second quarter, the third quarter, and the last quarter, to complete a discussion question for a particular chapter. You will be "timed out" if you do not complete the question in the allotted time period. The first one is posted now and can be answered between now and the first quarter of the class. I will post when a new question will appear and you will only have the next quarter to respond to the question. You will be able to see other student answers and must reply to at least two of those students who post their answer. The reply must be in the form of a discussion thread and will be positive feedback for their response. If you go to the Discussion Board now, you will see an example. Requirements: Students must have access to the following: Equipment: You will need a computer that is able to access and interact with the Web. For best results, a Pentium or PowerMac with a 28.8 Kbps or faster modem and 32 MB or more of RAM should be considered the minimal system. Software: You will need an Internet browser version 6 or 7 of Microsoft Internet Explorer. A word processor capable of saving and opening RTF (rich text format) documents is required (almost all popular word processing programs can do this). Internet connection: Home users need Internet access through an Internet Service Provider (ISP) that offers a reliable connection to the Internet.
Course Site:	http://bb.kellogg.edu
Curriculum Statement:	This course will define advertising and introduce the profession. We will examine the most important dimensions of the field, consider how changing economies has influenced the evolution of the profession, outline advertising functions and scope, and consider its social and legal ramifications. We will also examine the marketing process, the nature of consumers, the relationship between products and market segments, and the research and planning processes that make for marketing and advertising success. We will develop a message strategy to guide the conception and production of ads and commercials and look at this process in detail. Examining how the creative process works, how we apply creativity to ad making, and how advertisers adapt their message strategies to a variety of print and electronic media. Lastly, we will look at choosing the best media for an advertising campaign, which is a critical task that requires a sound knowledge of the benefits each channel provides for the audiences being targeted and the products being advertised.
Description	An analysis of advertising’s role in modern marketing and how it helps sell goods, services, and ideas. The principles of layout design, copy, media structure, media analysis and selection, budgeting, and campaign strategies are covered. These are applied through numerous projects, which emphasize advertising practice in addition to theory. A study is made of the behavioral sciences and their relationship to effective advertising practice.
Objectives	Objectives are listed in the Blackboard site before each chapter that you will be completing. Be sure to look through those – it will help you to learn what you will be reading and doing in that particular chapter.
Grading	Check the "Syllabi and Course Materials" link at my web site http://academic.kellogg.edu/montneyk to see a full copy of the "Course-at-a-Glance". This outline will give you an idea of the amount of assignments that will be required and the dates that they will be due.
Percentage	Point	Grade
94 - 100%	4.00	A
90 - 93%	3.67	A-
87 - 89%	3.33	B+
83 - 86%	3.00	B
80 - 82%	2.67	B-
77 - 79%	2.33	C+
73 - 76%	2.00	C
70 - 72%	1.67	C-
67 - 69%	1.33	D+
63 - 66%	1.00	D
60 - 62%	0.67	D-
Below 60%	0.00	F
Grading Scale	Your final grade is based on the amount of points possible for the course. You will be graded by taking your points divided by the points possible and the above scale will be used to calculate your final grade. Grades are earned and NOT given. Therefore, you should know your general level of performance at all times, and I will be willing to discuss your grade at any time during the semester.