INSTRUCTOR:
 

Dr. Alisa White Office: Fine Arts 329 Hours:  TTH 8:30-9:30; 12:30-1:30 Other hours by appointment

Mail: Box 19107, Arlington, TX  76019-0107 Phone: 817-272-5185 e-mail: arwhite@uta.edu

PREREQUISITES: JOUR 1345 and ADVT 2337

TEXTS:

Schultz, Tannenbaum & Allisonís Essentials of Advertising Strategy, 3rd ed., 1995.

Burton and Purvisís Which Ad Pulled Best? 8^th ed., 1996.

COURSE DESCRIPTION:

Strategic research, problem definition, planning, creativity, and ethics in advertising and public service announcements. Applying the techniques of research and the principles of communication and persuasion to the development of advertising objectives, strategy, and creative concepts.

LEARNING OBJECTIVES:

1. To be able to analyze advertising strategy
1. To be able to write effective advertising strategy
1. To be able to design and execute advertisements based on sound strategy
2. To be able to present and defend proposed solutions to interested parties

1. Reading Assignments. This course will include lectures, discussion, in-class exercises, presentations by guests and projects. Class discussion is an integral part of this course, which will be conducted as a seminar. Please read the assignments before coming to class. You will be tested on material presented in the required readings as well as material presented in class.
1. Assignments. You will be given a number of assignments (some in class, some outside) to assist you in your projects and in preparation for your exams. Missed assignments may not be made up.
2. Projects. You will complete and present two small projects in addition to the final project. Further details are outlined in this syllabus.
1. Exams. You will be given two exams covering the material presented in class and in the text. Make-up exams will only be allowed in the event of a serious crisis (death in the immediate family or illness documented by a doctorís or nurseís excuse).
2. Final Project. You will prepare an advertising campaign proposal to be presented in class and to other interested parties. You will choose a client (product) with the approval of the instructor.

Assignments 10%

Student membership recruitment project 10%

Strategy across media project 10%

Exams 50%

Advertising campaign proposal & presentation 20%

GRADING SCALE:

90 - 100 = A

80 - 89 = B

70 - 79 = C

60 - 69 = D

Below 60 = F

ATTENDANCE:

Attend class. Youíll gain a lot from listening to your colleagues analyze and discuss ads, and your input is important to the class.

DEADLINES:

Meet all deadlines as a matter of course. Missing deadlines can be death in the advertising business. Late work will not be accepted.

DROP POLICY:

It is the responsibility of the student to process the official class drop/add forms. Please note drop deadlines in the Catalog.

ACADEMIC HONESTY:

Students who violate University rules on scholastic dishonesty are subject to disciplinary penalties, including the possibility of failure in the course and dismissal from the University. Since dishonesty harms the individual, all students, and the integrity of the University, policies on scholastic dishonesty will be strictly enforced. "Scholastic dishonesty includes, but is not limited to, cheating, plagiarism, collusion, the submission for credit of any work or materials that are attributable in whole or in part to another person, taking an examination for another person, any act designed to give unfair advantage to a student or the attempt to commit such acts." (Regents' Rules and Regulations, Part One, Chapter VI, Section 3, Subsection 3.2, Subdivision 3.22)

Students are expected to abide by copyright laws.

STUDENTS WITH DISABILITIES:

If you require an accommodation based on disability, I would like to meet with you in the privacy of my office, during the first week of the semester, to make sure you are appropriately accommodated.

WRITTEN ASSIGNMENTS:

All copy work completed outside of class should be typed, double-spaced, free from typographical errors. Grammar, spelling, and punctuation count (COUNT BIG TIME; SUBMISSIONS WITH AT LEAST TWO OF THESE ERRORS MAY NOT RECEIVE HIGHER THAN A GRADE OF "C").

LICENSE TO RIGHT OF WORK PRODUCT:

Enrollment in the course constitutes understanding and agreement by the student that work submitted for grade/credit becomes the property of the instructor. Students should make personal copies before submitting original to the instructor for grading.

The Department of Communicationís clubs (Ad³ , PRSSA, SPJ, STARS) would like to boost membership among majors. Your job is to prepare a strategy with the goals of introducing one of the clubs to prospective members and persuading them to join. Complete the Inside-Out Creative Strategy Development Form (see Exhibit 6-1 in Essentials of Advertising Strategy) in your text. In addition, create a flier or poster that reflects your strategy.

Various media may be better suited to certain creative strategies more than others. Select a minimum of five ads from two of the following media: magazines, newspapers, Internet, radio, TV, outdoor, and direct mail. Examine the ads and look for similarities and differences in strategy. Is the strategy used appropriate for the product? Appropriate for the medium? In terms of the strategy, who is the target audience? Is the target audience likely to see the ad in the selected medium? How would the ad fare in the clutter of competition?

Make a set of strategy guidelines (dos and doníts) for each of the media you selected. The form of the paper should be double-spaced, paragraph style, and should be about five pages. The dos and don'ts are what you would give to a new creative. Be specific.

Campaigns should include the following:

• Resume of advertising creative
• A creative strategy for your product using the strategy development form in your text (Exhibit 6.1)
• Three ads (a mix of print, electronic media, direct mail or outdoor piece) reflecting your creative strategy