UNIVERSITY OF HARTFORD
CMM 460: ADVERTISING COMMUNICATION TACTICS
Instructor:†††††††††††††††††††† Edward T. Vieira, Jr.†††††††††††††††††††††††††††† Email:†††††††††††††† firstname.lastname@example.org
Class Meeting Times:††† MW: 2:55-4:10 PM††††††††††††††††††††††††††††††††††††††††††††††††††††††† email@example.com
Classroom Location:††††† UT 306†††††††††††††††††††††††††††††††††††††††††††††††† 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 Cafť. However, only the truly talented can paint the same picture and make one go out of one's way to eat there."
REQUIRED TEXTBOOKS:† -Avery, J. (2000). Advertising Campaign Planning. Chicago, IL: The
††††††††††††††††††††††††††††††††††††††††††††††† † Copy Workshop.
††††††††††††††††††††††††††††††††††††††††††††††† -Percy, L. (1997). Strategies for Implementing Integrated Marketing
††††††††††††††††††††††††††††††††††††††††††††††† † Communication. Chicago, IL: NTC Publishing.
COURSE DESCRIPTION:††† This course is a real world experience in the creation of an advertising campaign. You will conduct an in-depth analysis of your target market(s) and develop communicative tactics designed to sell your clientís product or service. Your principal focus will be the development of an effective and competitive group advertising campaign. By the semesterís end, you will professionally present your campaign to the class and submit a well conceived campaign plan book.
PREREQUISITE: CMM 360 (Advertising Copywriting & Layout and two CMM electives).
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 developing
††††††††††††††††††††††††††††††††††††††††††††††† †advertising campaign objectives
††††††††††††††††††††††††††††††††††††††††††††††† -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:††††††††††††††††††††††† Participation/assignments:††††††††† 5%† advertising comm. objectives
††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††† 5%† define target audience
††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††† 5%† competitive product analysis
††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††† 5%† creative briefs
††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††† 5%† marketing PR abstract
††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††† 10% media strategy & plan
††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††† 10% class participation
††††††††††††††††††††††††††††††††††††††††††††††† Final group projects:†††††††††††††††††† 15% individual presentation
††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††† 40% submitted group paper
††††††††††††††††††††††††††††††††††††††††††††††† TOTAL:†††††††††††††††††††††††††††††††††† 100%
COURSE REQUIREMENTS:†††††††††† Everyone is required to purchase and bring the textbooks to class. The texts are necessary for class exercises, homework assignments, 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 physicianís note addressed to me explicating your special circumstance. This is not open to negotiation.
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††††††††††† ††††††††††††††††††††††††††††††††††††††††††††††† READINGS
Wed. (W)†††††††† 1/22††††††††††††††††† Introductions, course overview,††††††††††††† (No specific readings are assigned.
††††††††††††††††††††††††††††††††††††††††††††††† & syllabus review††††††††††††††††††††††††††††††††† The textbooks are designed to serve
††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††† as a resource for you.)
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,†††††††††††††††††††††††
††††††††††††††††††††††††††††††††††††††††††††††† Integrated marketing communication, & knowing your
††††††††††††††††††††††††††††††††††††††††††††††† Target audience (possible video case studies)
W†††††††††††††††††††† 2/5††††††††††††††††††† Message processing & consumer behavior†††††††††††††††††††††
††††††††††††††††††††††††††††††††††††††††††††††† applied theories
††††††††††††††††††††††††††††††††††††††††††††††† (submit group member names, national product, & why
††††††††††††††††††††††††††††††††††††††††††††††† product selected)
††††††††††††††††††††††††††††††††††††††††††††††† (Product must not be marketed to college students.)
M†††††††††††††††††††† 2/10††††††††††††††††† Translating marketing objectives into advertising†
††††††††††††††††††††††††††††††††††††††††††††††† communicative objectives
W†††††††††††††††††††† 2/12††††††††††††††††† Situational analysis, competitive analysis, & determining your
††††††††††††††††††††††††††††††††††††††††††††††† target audience
M†††††††††††††††††††† 2/17††††††††††††††††† Groups present advertising communicative objectives to class
W†††††††††††††††††††† 2/19††††††††††††††††† Groups present target audience to class
M†††††††††††††††††††† 2/24††††††††††††††††† Print advertising†††††††††††††††††††††††††††††††††††††††††††††††††††††††††††
W†††††††††††††††††††† 2/26††††††††††††††††† Broadcast advertising†††††††††††††††††††††††††††††††††††††††††††††††††††
M†††††††††††††††††††† 3/3††††††††††††††††††† Creative strategy & creative briefs††††††††††††††††††††††††††††††††
W†††††††††††††††††††† 3/5††††††††††††††††††† Marketing Public Relations and IMC
M†††††††††††††††††††† 3/10††††††††††††††††† Media strategy: budgetary considerations
W†††††††††††††††††††† 3/12††††††††††††††††† Media strategy: reach, frequency, and scheduling
M†††††††††††††††††††† 3/24††††††††††††††††† Present creative briefs for ads
W†††††††††††††††††††† 3/26††††††††††††††††† Media strategy: reach, frequency, and scheduling
M†††††††††††††††††††† 3/31††††††††††††††††† Present abstract and justification for marketing public
††††††††††††††††††††††††††††††††††††††††††††††† relations press release
W†††††††††††††††††††† 4/2††††††††††††††††††† Schedule permitting, group work
M†††††††††††††††††††† 4/7††††††††††††††††††† Groups present media strategy to class
W†††††††††††††††††††† 4/9††††††††††††††††††† Groups present media strategy to class
M†††††††††††††††††††† 4/14††††††††††††††††† Team progress reports
W†††††††††††††††††††† 4/16††††††††††††††††† Campaign Effectiveness
M†††††††††††††††††††† 4/21††††††††††††††††† GROUP PROJECT PRESENTATION (each group 35 minutes; 10
††††††††††††††††††††††††††††††††††††††††††††††† minutes Q&A; and meet with instructor after presentation for
††††††††††††††††††††††††††††††††††††††††††††††† evaluative feedback)
W†††††††††††††††††††† 4/23††††††††††††††††† GROUP PROJECT PRESENTATION
M†††††††††††††††††††† 4/28††††††††††††††††† GROUP PROJECT PRESENTATION
W†††††††††††††††††††† 4/30††††††††††††††††† GROUP PROJECT PRESENTATION
††††††††††††††††††††††††††††††††††††††††††††††† Final group projects are due beginning of class
M†††††††††††††††††††† 5/5††††††††††††††††††† Feedback on presentations
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
FULL NAMES OF ALL PARTICIPATING TEAM MEMBERS
Be sure to provide enough hardcopies for each advertising team.
All presented assignments must be submitted in hardcopy prior to the commencement of class on the day of the presentation, unless otherwise specified on this syllabus such as the final group projects that are due on 4/30.
Anatomy of your PowerPoint Presentation
All presentations must be in PowerPoint (PPT). Be sure to utilize colors that do not sharply contrast or text that blends into the background, thus rendering content that cannot be read. This will result in a grade reduction of the presentation part of your evaluation. Also, maintain a consistent presentation format. Sections should flow smoothly from one part to the next. Moreover, do not simply read off of hardcopy or read from the PPT screen. PLEASE KNOW YOUR MATERIAL AND MAKE AN EXTEMPORANEOUS DELIVERY OF CONTENT. Everyone must present (not simply during the Q&A session) for at least 5-10 minutes in order to receive credit. The total presentation should be approximately 35 minutes, with a 10-minute Q & A session for a total of 45 minutes.
Submit a hardcopy of your presentation to me before you present on the same day of the presentation. Copies are not necessary for the advertising teams.
The following format is strongly recommended in the indicated order of presentation:
1 Slide: cover slide with the following information:
NAME OF PRODUCT
ADVERTISING MEDIA CAMPAIGN PLAN
FULL NAMES OF ALL PARTICIPATING TEAM MEMBERS
1 Slide: title: ††††††††††††††††††††††††††††† MARKETING OBJECTIVES
††††††††††† -indicate that this is a 12-month campaign
6-10 Slides: title:††††††††††††††††††††††† SITUATIONAL ANALYSIS
††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††† -core competencies & scalability
††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††† -identify potential target markets
††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††††† -competitive product analysis of 4 major competitors
2-4 Slides: title:††††††††††††††††††††††††† MARKETING STRATEGY
††††††††††† -identify market coverage strategy, basis for coverage (market segmentation strategy), &
††††††††††† †positioning strategy
1-2 Slides: title:††††††††††††††††††††††††† COMMUNICATION OBJECTIVES
††††††††††† -be sure to include your target audience in terms of performance indexes
9-11 Slides: title:††††††††††††††††††††††† CREATIVE STRATEGY
††††††††††† -develop 9 creative briefs for 9 ads. You must utilize 3 different types of media. This translates
††††††††††† †to 3 creative briefs per medium. The formats of the media are as follows the following: 30
††††††††††† †second TV, 60 second radio, full-page magazine, half-page newspaper, and/or online banners.
††††††††††† †The briefs must be consistent with your objectives.
1-2 Slides: title:††††††††††††††††††††††††† MARKETING PUBLIC RELATIONS
††††††††††††††††††††††††††††††††††††††††††††††† -present marketing PR abstract for press release and explain content
5-8 Slides: title:††††††††††††††††††††††††† MEDIA PLAN
††††††††††† -state total budget required to execute media plan and GRP
††††††††††† -indicate which of the following ads 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
††††††††††† -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
††††††††††† -matrices can be created in Word and saved as JPEGS and imbedded in PPT
††††††††††† -include ALL costs of marketing PR press release and its dissemination
2-4 Slides: title:††††††††††††††††††††††††† 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)
40-48 slides should cover your presentation. Feel free to create more or less so long as the content is adequately covered in your presentation.
Final Submitted Paper Rubric
The final paper should be in 10-12 font and range from 20-30 pages of content (numbered). Please follow the presentation format with one exception. You must include a table of contents (with numbered pages). Insert all tables, charts, abstracts, and/or samples in the body of the advertising campaign plan book. There should only be an appendix for your works cited, if necessary. The paper must be neatly submitted in a paper or plastic folder and STAPLED. Be sure to cite any references in APA format (consult your reference librarian for details of this format).
You will determine a realistic media budget and justify your advertising expenditures.
††††††††††† 1. Once you identify potential markets according to the required attributes, email them to me and I will provide you with the performance index data for your product. This will assist you in ascertaining whether the identified target markets are feasible.
††††††††††† 2. I will provide you with production costs and run costs for your ads.
††††††††††† 3. However, you will need to locate circulation rates for TV and radio through Standard Rate & Data Service (SRDS) hardcopies or online resources. Print media may be located at the following web site: http://www.adage.com. Simply click Data Center for the information. Also, feel free to examine the following site: http://www.mediamark.com (register-- itís free). Lastly, www.census.gov should be helpful.
The available products/services are as follows:
††††††††††† 1. Sailing for the Florida Bureau of Tourism
††††††††††† 2. General Sightseeing for the Arizona Bureau of Tourism
††††††††††† 3. Busch Gardens, Florida
††††††††††† 4. Universal Studios, Florida
††††††††††† 5. Light: Waffle & Pancake Mix
††††††††††† 6. Aunt Jemima Light Pancake Mix
††††††††††† 7. Alka Seltzer Plus Night Time (cold medicine)
††††††††††† 8. Contact Day & Night (cold medicine)
VALS 2: Psychographics
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.
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.
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 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.
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 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.
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
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
††††††††††††††††††††††††††††††††††††††††††††††† Positive Attitude:†††††††††††††††††††††† 10%
††††††††††††††††††††††††††††††††††††††††††††††† Purchase Intention:††††††††††††††††††† 8%
††††††††††††††††††††††††††††††††††††††††††††††† Purchase Behavior:†††††††††††††††††† 4%
Consumer Behavior Process