THE UNIVERSITY OF NEW MEXICO
C&J 482 – Section 001

Advertising Campaigns

SPRING 2009

 

 

Olaf Werder                                                              Class Time: T & R 12:30 p.m — 1:45 p.m.
Office: C&J 230                                                       Class Location: C&J 256                    

Phone: 277- 2199                                                    email: owerder@unm.edu

Office Hours: (T 10 a.m. to noon) and by appointment

 

Required Texts

             

Your required text is:

• Parente, Donald (2006). Advertising Campaign Strategy, 4^th Edition, Mason, OH:
  Thomson Higher Education, available at UNM Bookstore
• Advertising Campaigns Handbook, available at ECS Copy Center

 

Supplemental readings may also be handed out in class. You are responsible for making
sure that you have gotten all the readings and supplemental in-class handouts and
assignments if you were absent.

 

Suggested and Supplemental Texts

 

During the semester you may wish to read additional information about advertising. Every
week Advertising Age and Adweek contain the latest information on developments in the
ad industry. You may want to look for it at the library or subscribe to them at possible
student rates. It is useful to stay current on the most recent planning developments and
campaigns. Listed below are some suggested books that may be useful resources to you
during the semester.

 

Hiebing, R., & Cooper, S. (2003). The Successful Marketing Plan, 3^rd Edition. New York:
McGraw-Hill.

 

Capezio, P. (1998). Winning Teams: Making Your Team Productive & Successful. Franklin Lakes, NJ: Career Press.

 

Avery, J., & Bendinger, B. (2000). Advertising Campaign Planning, 3^rd Edition, Chicago, IL: The Copy Workshop.

 

 

 

            Advertising Campaigns is the capstone course in the advertising sequence, designed for seniors in advertising to apply the knowledge and skills they have acquired in prior advertising, communications and marketing classes and put together this accumulated wisdom in one campaign in a competitive team structure. Special attention is focused how all the functional areas of advertising (research, consumer data, creative ideas, legal/ethical knowledge, and writing skills) flow into a seamless, strategy-driven campaign for a real client who will judge the work at the end of the semester. It also means you will be prepared to work with the stresses, time and budget parameters, client interactions, and strategic goals of real-world advertising.

 

 

 

            By the end of the semester, students should have acquired the fundamental skills needed to analyze, evaluate, develop and write integrated communications plans. Specific course learning goals are:

 

1)    Demonstrate skills needed for team building, problem solving, successful team interactions, and diverse ideas and audiences.

 

2)    Develop effective writing and theory-based presentation skills.

 

3)    Engage in research and data analysis to evaluate the strengths and weaknesses of a campaign.

 

4)    Exercise creative and analytical thinking in examining and evaluating market situations, consumer preferences and advertising strategies as they pertain to the client.

 

5)    Develop a professional plans book and advertisements using the latest technology in advertising and design.

 

6)    Write and present an advertising campaign in competition with the other teams adhering to the principles of accuracy, ethics and fairness practiced in the advertising industry and promoted by the American Advertising Federation.

 

7)    Be able to incorporate the understanding of freedom of expression and the application of commercial speech under the first amendment in a campaign.

 

8)    Develop the important skills needed in budgeting and resource and time management.

 

 

            C&J 380, 381 and 384. If you don’t have these courses, talk to instructor. Successful completion of 380 and 384 with a C or better is a non-discussion prerequisite for this class.

 

 

 

The requirements for the course have been designed to provide students with concepts and experiences needed to meet the above-stated objectives and to measure the amount of success toward reaching these objectives.

Our operating principles are as follows (you are encouraged to practice these sensible habits):

• Read all text materials thoroughly
• Attend all meetings and classes
• Work smart. Be efficient and effective
• Be a positive force in the group
• Treat your peers with respect
• Conduct yourself as a professional at all times
• Complete required submissions in a timely and effective way (including call reports, evaluations, reports, presentations, etc.)
• Attend one other team presentation at the end of the semester.

 

 

Points off

 

• You are absent without approval
• You are late
• You miss deadlines
• You don’t know things you should know
• Unprofessional conduct
• Truly unprofessional conduct

 

 

Philosophy of Success

• Be a professional
• Expect more from yourself than I do
• Desire to win
• Understand what it takes to win
• Do what it takes to win

 

 

This course is structured differently from what you might be used to in other courses. You work in an agency of 5-7 people. Each agency will have a leader, who may be re-appointed or changed for each stage of the campaign. Your agency competes against others. One team will be selected by our client as the “winner.” The client is real and “pays” for the work of the winning agency. You will explain your campaign to the client in printed form (a plans book) and in a 20-minute presentation (formal presentation + additional Q+A time) at the end of the semester.

You will develop your campaign in stages. These stages conform to the following objectives: evaluate a previous book, conduct research, formulate strategy, develop the plans books including creative and media, develop the presentation, and recommend evaluations. Stages will be completed following a strict schedule. Note: As much as a letter grade will be deducted from your final averages for excessive absences in class and group meetings and missing of deadlines.

I will ask in regular intervals about the progress and problems encountered by your agency. To ensure that this happens properly, you will:

 

• Submit each week timely updates on your group’s progress (individual call reports). A special handout will explain these some more.
• Conduct and receive peer evaluations at the end of the major stages.
• Meet with the instructor on a weekly basis as a team after the first few weeks where the entire class meets together.
• Schedule individual appointments as necessary to deal with any issues not addressed by call reports, evaluations, or agency meetings.

 

 

Your final grade in the course will be determined based on the following:

                                   

Call Reports                                       5%                Individual

            Peer Evaluations                             20%                Individual

            Old Plan Evaluation                          5%                Agency

            Research/Situation Analysis         15%                Agency

            Rough Draft of Plans Book            15%                Agency

            Final Plans Book                             25%                Individual

            Presentation/Q&A                           15%                Agency

                                 100%

 

 

            The goals for learning for journalism and mass communication students in the department focus on the following 11 professional values and competencies (Truth, accuracy, and fairness, freedom of expression and the First Amendment, ethical ways of thinking and acting, history and roles of the media, diversity of audiences, write and edit clearly and accurately, use the tools of technology, apply theories in presenting information, engage in research and critical evaluation, understand data and statistics, and think creatively and analytically). Students shall be aware of those and their knowledge will be assessed. In this course, student will be required to complete an assignment that relates to advertising, a standardized exam that directly measures the competencies and values, and a brief student survey. These measures will not flow into the course grade (unless a student does not take the tests) and will be evaluated and analyzed by other than the instructor.

 

 

It is the student’s responsibility to advise me of any personal emergency that might affect his/her performance in the course. No credit will be given for unexcused late work. Random arrivals and exits in class only serve to distract other students and the professor as does spotty attendance of group meetings.

See the course requirements for further common policies. Since we (and this includes me) are working for a real client who is taking this seriously and will “compensate” the effort, your conduct should be that of a professional, and you will be penalized based on the gravity of the offense against this philosophy.

 

 

This course emphasizes ethical practices and perspective. Above all, students and instructors should strive to communicate and act, both in class interactions and in assigned coursework, in a manner directed by personal integrity, honesty, and respect for self and others. Included in this focus is the need for academic honesty by students as stated by the UNM Pathfinder. Students need to do original work and properly cite sources. For example, be aware of plagiarism--directly copying more than 3 or 4 words from another author without quoting (not just citing) the author is plagiarism. Further, dishonesty in quizzes, tests or assignments; claiming credit for work not done or done by others; hindering the academic work of other students; misrepresenting academic or professional qualifications within or without the University; and nondisclosure or misrepresentation in filling out applications or other University records is also considered a violation of ethical conduct.

All such cases will be at a minimum receive a zero grade for that particular exam or assignment and at a maximum may result in failure in the course and be reported to the proper university committee.

 

 

Qualified students with physical and learning disabilities needing appropriate academic adjustments should contact me as soon as possible to ensure your needs are met in a timely manner. Handouts are available in alternative accessible formats upon request.

 

 

This course encourages different perspectives related to such factors as gender, race, nationality, ethnicity, sexual orientation, religion, and other relevant cultural identities. This course seeks to foster understanding and inclusiveness related to such diverse perspectives and ways of communicating.

 

 
            Unassigned dates may be used for discussion sessions in class format or small group format on various topics regarding the campaign, if class (or individual members) wants to meet for discussion.

 

Date                                                   Event                                                    Slides

Jan 20                        Introduction to the Course                                    Situation Analysis
                                    Project Instructions, Team Input

                                    Read Ch. 1 by 1/27

Jan 22                        Bio Sheet due                                                         SWOT Analysis
                                                                                                                      Objectives

Jan 27                        Teams formed                                                         Positioning
                                                                                                                      Segmentation

Jan 29                        Mission statement assignment due                     Targeting
                                                           
Feb 3                          Old plan evaluation project due                           Creative Brief
                                     Discussion for client visit                                      Case Writing
                                                                       
Feb 5                          Client visit (tentative), discussions

                                    Read Ch.2-4 by 2/10
           
Feb 17                        NO CLASS
                                    CALL REPORTS START

Feb 19                        Secondary research complete
                                    Peer evaluations due for old plan evaluation
                                    project and secondary research
                                    Discuss needed primary research.           

Feb 24                        Research proposals due (by email)
                                   
                                    Read Ch. 6-8 by 2/24
                                    Read Ch. 10-12 by 3/3
                                                                       
Mar 10                        Situation Analysis due
                                    RESEARCH REPORTS IN CLASS
                                    Peer evaluations due for research/ situational analysis phase.
                                    Meetings are prepared to discuss your strategy, objectives, Big Idea.

Mar 14 – 22                        No Class – Spring Break
                                   
Week of Mar 23        Meetings are prepared to show 2-3 different concepts and                                     thumbnails, media/promotion ideas, budget                       

Week of Mar 30       Media final/creative final/promotion final/budget final   
                                   
Apr 13                       Rough draft due NO LATER THAN NOON

Apr 23                       2 copies final books due NO LATER THAN 2 pm

Apr 27, 28, 29          Rehearsals (scheduled individually)
                                   
May 5                        Presentation Day
                                   Final peer evaluations due

May 7                       MANDATORY ATTENDANCE LAST CLASS