UNIVERSITY OF HARTFORD

CMM 260: COMMUNICATION AND ADVERTISING

SPRING 2003

 

Instructor:                     Edward T. Vieira, Jr.                             Email:               vieira@hartford.edu

Class Meeting Times:    MW: 1:30-2:45 PM                                                        edvieira@cox.net

Classroom Location:      UT 309                                                 Tel.:                  (860) 768-5418

Office Hours:                MW: 9:00-10:00 AM & 4:15-5:45 PM     Mailbox:            HJG Rm. E-222

Place:                           HJG Rm. E-225

 

"Anyone in art school can paint a portrait of a Paris Café. However, only the truly talented can paint the same picture and make one go out of one's way to eat there."

-Tom Dougherty

 

TEXTBOOKS:           -Wells, W., Burnett, J., & Moriarty, S. (2003). Advertising Principles &

                                    Practice. Upper Saddle River, NJ: Prentice Hall (required).

 

                                    -Ogilvy, D. (1985). Ogilvy on Advertising. NYC, NY: Vintage Press (optional).

 

COURSE DESCRIPTION:    This course is an introductory survey of advertising as an activity of human communication. We will examine the theories and practices of advertising with special emphasis on advertising communicative objectives and selection of appropriate media. We will also address the historical, economic, social, and psychological aspects of advertising. You will have the opportunity to apply principles in class projects. PREREQUISITE: CMM 240 (Introduction to Media).

 

COURSE OBJECTIVES:      -To learn and understand the basic concepts and terminology in

                                                 advertising, with an emphasis on integrated marketing communication

                                                -To understand and utilize fundamental applied consumer behavior

                                                 applied theory in developing your advertising campaign

                                                -To understand and effectively utilize creative elements in

                                                 advertising campaigns

                                                -To develop the skills required to identify (a) feasible target audience(s)

                                                -To understand the factors and importance of reaching the target

                                                 audience through the development of effective media coverage planning,

                                                 including preparation and justification of an advertising budget.

                                                -To refine critical thinking and decision-making in advertising campaign

                                                 development through class activities and assignments

                                                -To understand advertising monitoring, evaluating, & feedback systems

                                                 in order to ascertain campaign effectiveness

                                                -To develop and present a professional advertising media campaign

 

COURSE GRADING:                        Midterm exam:                          30%

                                                Participation/assignments:          5% advertising comm. objectives

                                                                                                10% define target audience

                                                                                                10% media strategy & plan

                                                                                                15% class participation

                                                Final exam:                               30%

                                                TOTAL:                                   100%


EXAMINATION MATERIAL: Exams will cover all text readings, handouts, homework assignments, lectures, and videos viewed in class. Exams are not cumulative per se; however, the material builds on itself, and, in that sense, one must be cognizant of previous concepts covered through the midterm test for the final examination.

 

COURSE REQUIREMENTS:           Everyone is required to purchase and bring the textbooks to class. The texts are necessary for class exercises, homework assignments, examinations, and the development of your final group project. Additionally, as in any organization, one's contribution depends on attendance, a positive attitude, and the submission of valuable ideas. If one does not participate in class discussion, one cannot take advantage of the opportunity to contribute to the class experience. Participation enhances the classroom experience for everyone. Lastly, excused absences must be based upon a significant reason as determined by the instructor. It is the student's responsibility to apprise the instructor of his/her absence and/or reason for not attending class. The student may email or call the instructor with the appropriate specifics at least one day prior to the absence. Other situations will be addressed on an individual consideration basis. Further, if one must leave class early, please notify the instructor before the lecture begins.

 

GENERAL CLASSROOM POLICY: Please note that food and beverages are not allowed in the classroom, and cell phones must be turned off while class is in session. Also, other than course grading, this syllabus is subject to modification at the instructor's discretion. Moreover, the following class policies will be strictly enforced:

 

·         Attendance is expected and will be monitored. More than three (3) absences translate into missing more than 10% of your classes (We are scheduled to meet for 27-class periods.). This will significantly reduce your participation grade. Please keep this in mind. This is not open to negotiation.

 

·         Students arriving late for class will be recorded as absent. This is not open to negotiation.

 

·         Restroom breaks will not be allowed. If you leave for the restroom, you will not be allowed to return to class for that day. Special accommodations will be considered for student who present me with a physician’s note addressed to me explicating your special circumstance. This is not open to negotiation.

 

·         Make-up exams will not be administered unless it is accompanied by a letter addressed to me from the Dean explaining your extenuating circumstance.

 

UNIVERSITY POLICY: Academic Honesty Statement from The Source and Manual of Academic Policies and Procedures. All students are expected to observe generally accepted principles of scholarly writing in all examinations, compositions, papers, essays, tests, quizzes, reports and dissertations whether written in the classroom or outside. Sources of information used by a student in the preparation of work submitted as a basis for credit, or for a grade, or to satisfy graduate or undergraduate thesis requirements shall be clearly indicated in some conventional manner, such as by the use of quotation marks, footnotes, and bibliography. Also, students are forbidden to submit as their own any project, paper, or creative work which is in whole or part the work of another. Next, the use of a term paper writing service, such services being prohibited by Connecticut law, is academically dishonest and violate rules of scholarship. Moreover, all examinations and quizzes are to be completed without reference to books or notes, except when the instructor of a course shall have given explicit authorization for an "open-book examination" or some other specified sort of assistance. Except as authorized by the instructor, no student is to give or receive assistance in the completion of an examination or a quiz.

 

HELPFUL WEB SITES FOR THOSE INTERESTED IN A CAREER IN ADVERTISING:

 

            http://www.aaaa.org/   (American Association of Advertising Agencies)

            http://www.adage.com/   (Advertising Age, trade publication)

            http://www.aef.com/start.asp   (Advertising Education Foundation)

            http://www.sric-bi.com/VALS/presurvey.shtml   (VALS2 Survey)

            http://www.mediamark.com/mri/docs/toplinereports.html   (Mediamark Research, Inc.)

 

DAY                DATE              TOPIC                                                            REQUIRED READINGS

                                                                                                            (Wells, Burnett, & Moriarty textbook)

 

Wed. (W)         1/22                  Introductions, course overview, & syllabus review

 

Mon. (M)          1/27                  Sell & Spin: a history of advertising (video)

 

W                     1/29                  Sell & Spin: a history of advertising (video)

 

M                     2/3                    Introductory lecture: the roles of the 4Ps,                        Chapters 1-2

                                                Integrated marketing communication, & knowing your

                                                Target audience (possible video case studies)

 

W                     2/5                    Message processing & consumer behavior                      Chapters 4 & 6

                                                applied theories

 

M                     2/10                  Translating marketing objectives into advertising  Chapter 3

                                                communicative objectives

 

W                     2/12                  Situational analysis & determining your target audience    Chapter 5

 

M                     2/17                  Present advertising communicative objectives to class

 

W                     2/19                  Groups present target audience to class

 

M                     2/24                  Print advertising                                                            Chapter 9

 

W                     2/26                  Broadcast advertising                                                    Chapter 10

 

M                     3/3                    Creative strategy & creative briefs                                 Chapters 11-13

 

W                     3/5                    Media strategy: budgetary considerations                        Chapter 8

 

M                     3/10                  Media strategy: reach, frequency, and scheduling

 

W                     3/12                  Review for midterm examination: Wells, et al Chapters: 1-6,

                                                inclusive)

 

M                     3/24                  Media strategy: reach, frequency, and scheduling

 

W                     3/26                  MIDTERM EXAMINATION

 

M                     3/31                  Review midterm exam results

 

W                     4/2                    Groups present media strategy to class

 

M                     4/7                    Groups present media strategy to class

 

W                     4/9                    Campaign Effectiveness

 

M                     4/14                  Special topics

 

W                     4/16                  Special topics

                                                (review for final examination: Wells, et al Chapters: 8-13, inclusive)

 

M                     4/21                  Special topics

 

W                     4/23                  Special topics

 

M                     4/28                  Special topics

 

W                     4/30                  Special topics

 

M                     5/5                    Special topics

 

 

W                     5/14                 FINAL EXAM IN REGULAR CLASSROOM: 8:00 - 10:00 AM

 

 

 


Assignment Rubric

 

All submitted assignments should be accompanied by a cover sheet with the following information in the following typed format (font 10-12):

 

NAME OF PRODUCT

TITLE OF ASSIGNMENT

CMM 260

(THE DATE)

SPRING 2003

FULL NAMES OF ALL PARTICIPATING TEAM MEMBERS

 

Be sure to provide enough hardcopies for each advertising team.

 

Anatomy of a Marketing Plan (Planbook)

 

                                    MARKETING OBJECTIVES

 

                                    SITUATIONAL ANALYSIS: Internal & External

 

                                    -identify potential target markets

 

                                    -competitive product analysis

 

                                    MARKETING STRATEGY

 

                        -identify market coverage strategy, basis for coverage (market segmentation strategy), &

             positioning strategy

 

                                    COMMUNICATION OBJECTIVES

 

                        -be sure to include your target audience in terms of performance indexes

 

                                    MEDIA PLAN

 

            -state total budget required to execute media plan and GRP

 

            -indicate which three types of the following types of ad media you will “produce” and run: 30

             second TV, 60 second radio, full-page magazine, half-page newspaper, and/or online banners

 

            -describe media schedule and cover the following: reach, frequency, & explain your gross rating

             points (number of exposures-aim for 10 gross exposures (impressions) each for the target

             audience)

 

            -describe costs to produce and run ads in matrix format. Make sure you include unit and

             aggregate (total) costs. Use a logical, easy to read format.

 

            -include CPM per medium vehicle and total campaign CPM

 


 

                                    MONITORING, EVALUATING, & FEEDBACK PLAN

 

            -focus on post-testing only

 

            -specify the type(s) of testing that you will employ and specifically when you will test and

             the frequency of your testing

 

            -specify baselines at testing points and what would require adjustment (address reach and

             brand building issues)

 

The available products/services for class exercises are as follows (you will use the same product for all assignment/class exercises):

 

                        Canon Camera (you select the specific model)

 

                        Minolta Camera (you select the specific model)

 

                        Roller Pen

 

                        Parker Pen

 

                        Carnival Cruises

 

                        Princess Cruises

 

VALS 2: Psychographics

 

Primary Motivation


Consumers buy products and services and seek experiences that fulfill their characteristic preferences and give shape, substance, and satisfaction to their lives. An individual's primary motivation determines what in particular about the self or the world is the meaningful core that governs his or her activities. Consumers are inspired by one of three primary motivations: ideals, achievement, and self-expression. Consumers who are primarily motivated by ideals are guided by knowledge and principles. Consumers who are primarily motivated by achievement look for products and services that demonstrate success to their peers. Consumers who are primarily motivated by self-expression desire social or physical activity, variety, and risk.

Resources


A person's tendency to consume goods and services extends beyond age, income, and education. Energy, self-confidence, intellectualism, novelty seeking, innovativeness, impulsiveness, leadership, and vanity play a critical role. These personality traits in conjunction with key demographics determine an individual's resources. Different levels of resources enhance or constrain a person's expression of his or her primary motivation.


Innovators   (formerly Actualizers)

Innovators are successful, sophisticated, take-charge people with high self-esteem. Because they have such abundant resources, they exhibit all three primary motivations in varying degrees. They are change leaders and are the most receptive to new ideas and technologies. Innovators are very active consumers, and their purchases reflect cultivated tastes for upscale, niche products and services.

Image is important to Innovators, not as evidence of status or power but as an expression of their taste, independence, and personality. Innovators are among the established and emerging leaders in business and government, yet they continue to seek challenges. Their lives are characterized by variety. Their possessions and recreation reflect a cultivated taste for the finer things in life.

 

Thinkers   (formerly Fulfilleds)

Thinkers are motivated by ideals. They are mature, satisfied, comfortable, and reflective people who value order, knowledge, and responsibility. They tend to be well educated and actively seek out information in the decision-making process. They are well-informed about world and national events and are alert to opportunities to broaden their knowledge.

Thinkers have a moderate respect for the status quo institutions of authority and social decorum, but are open to consider new ideas. Although their incomes allow them many choices, Thinkers are conservative, practical consumers; they look for durability, functionality, and value in the products they buy.

 

Achievers

Motivated by the desire for achievement, Achievers have goal-oriented lifestyles and a deep commitment to career and family. Their social lives reflect this focus and are structured around family, their place of worship, and work. Achievers live conventional lives, are politically conservative, and respect authority and the status quo. They value consensus, predictability, and stability over risk, intimacy, and self-discovery.

With many wants and needs, Achievers are active in the consumer marketplace. Image is important to Achievers; they favor established, prestige products and services that demonstrate success to their peers. Because of their busy lives, they are often interested in a variety of time-saving devices.

 

Experiencers

Experiencers are motivated by self-expression. As young, enthusiastic, and impulsive consumers, Experiencers quickly become enthusiastic about new possibilities but are equally quick to cool. They seek variety and excitement, savoring the new, the offbeat, and the risky. Their energy finds an outlet in exercise, sports, outdoor recreation, and social activities.

Experiencers are avid consumers and spend a comparatively high proportion of their income on fashion, entertainment, and socializing. Their purchases reflect the emphasis they place on looking good and having "cool" stuff.


Believers

Like Thinkers, Believers are motivated by ideals. They are conservative, conventional people with concrete beliefs based on traditional, established codes: family, religion, community, and the nation. Many Believers express moral codes that are deeply rooted and literally interpreted. They follow established routines, organized in large part around home, family, community, and social or religious organizations to which they belong.

As consumers, Believers are predictable; they choose familiar products and established brands. They favor American products and are generally loyal customers.

 

Strivers

Strivers are trendy and fun loving. Because they are motivated by achievement, Strivers are concerned about the opinions and approval of others. Money defines success for Strivers, who don't have enough of it to meet their desires. They favor stylish products that emulate the purchases of people with greater material wealth. Many see themselves as having a job rather than a career, and a lack of skills and focus often prevents them from moving ahead.

Strivers are active consumers because shopping is both a social activity and an opportunity to demonstrate to peers their ability to buy. As consumers, they are as impulsive as their financial circumstance will allow.

 

Makers

Like Experiencers, Makers are motivated by self-expression. They express themselves and experience the world by working on it-building a house, raising children, fixing a car, or canning vegetables-and have enough skill and energy to carry out their projects successfully. Makers are practical people who have constructive skills and value self-sufficiency. They live within a traditional context of family, practical work, and physical recreation and have little interest in what lies outside that context.

Makers are suspicious of new ideas and large institutions such as big business. They are respectful of government authority and organized labor, but resentful of government intrusion on individual rights. They are unimpressed by material possessions other than those with a practical or functional purpose. Because they prefer value to luxury, they buy basic products.

 

Survivors   (formerly Strugglers)

Survivors live narrowly focused lives. With few resources with which to cope, they often believe that the world is changing too quickly. They are comfortable with the familiar and are primarily concerned with safety and security. Because they must focus on meeting needs rather than fulfilling desires, Survivors do not show a strong primary motivation.

Survivors are cautious consumers. They represent a very modest market for most products and services. They are loyal to favorite brands, especially if they can purchase them at a discount.

 

Source of the VALS 2 information: SRI Consulting Business Intelligence at

http://www.sric-bi.com/VALS/presurvey.shtml  

 


Advertising Campaign Plan Process

 

Communicative Objectives:                Awareness & Knowledge:                 25%

                                                                Positive Attitude:                                 10%

                                                                Purchase Intention:                             8%

                                                                Purchase Behavior:                              4%

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 


Evoked Set also known as Consideration Set. Advertisers strive to have their products/services placed in consumers' evoked set. Functions similarly to Agenda Setting in Communication Processes.

 


Cognitive Processing Model from Exposure to Advertising to Consumer Purchase Behavior

Based on McGuire's Information Processing Model

Applied to Advertising

 

Activation

Set

 
Communicative Objectives:        Awareness & Knowledge:         25%

                                                Positive Attitude:                       10%

                                                Purchase Intention:                    8%

                                                Purchase Behavior:                   4%

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 


 


Consumer Behavior Process