Principles of Advertising

Semester: Spring, 2002

Instructor: Richard A. Reso Class: Wednesdays, 6:00-8:40 p.m.
529-6206 office
Meetings, by appointment
before or after class
< rreso@wwltv.com >

Text: Contemporary Advertising, William F. Arens, 7th edition

Recommended Readings:
Olgilvy on Advertising, David Olgilvy, New York: Vintage Books,1985;
Positioning: The Battle for Your Mind, Al Ries and Jack Trout, New York: McGraw Hill, 1981.

Course Objectives: Upon successful completion of this course, students will have an understanding and practical knowledge of the fundamentals of advertising, its history and evolution, and its contribution to the economy. Students will see the role of market research, media planning, agency organization, creativity, production and the emergence of new media.

Course Policies: The course will be conducted in a business-like manner. All class members are considered part of the “marketing team” in a hands-on creative environment. Class attendance and participation are mandatory; absences will affect the final grade. Students are expected to be present and ready for class at the designated time. All cell phones and pagers shall be off or muted. Students may bring soft drinks, coffee, etc. to class, but no food or snacks, please. The Tulane Honor Code is in effect.

Quizzes, Exams: There will be weekly objective quizzes on material covered the previous week. All handouts provided are required reading and may appear on tests. Material presented in lecture from sources other than the text may also appear on tests. There will not be a mid-term exam. The final exam will be objective in format and cumulative. There will be no make-up of weekly quizzes. Eleven or 12 quizzes will be given during the semester, and the top 10 grades will be used.

Papers: All casework and projects are due on the date assigned. Late papers will be accepted but with a 10-point late assessment. All written work should be turned in typed and double-spaced on white paper. In the event you must miss a class on the date a paper is due, you may e-mail it to me as an attachment, in Word format, please.

Blackboard: Information on papers will be provided on-line < bb.tulane.edu >. Students are required to have a Tulane e-mail address and to visit the Blackboard site weekly for information on this course as the semester progresses. There likely will be at least one quiz administered on-line, and other instructional material will likewise be provided on-line in lieu of handouts in class.

Grading: The final grade will be made up of five key elements: Weekly quizzes, 25%; Assigned Papers, 25%; Class Attendance & Participation, 25%; Final Exam, 25%.

Grades will be based on the following scale:

94 and up = A 80-83 = B- 67-69 = D+
90-93 = A- 77-79 = C+ 64-66 = D
87-89 = B+ 74-76 = C 60-63 = D-
84-86 = B 70-73 = C- Below 60 = F

Class Schedule:

January 9 Course Introduction; Ch. 1: Process and Dimensions
16 Ch. 3: The Advertising Industry
23 Ch. 2: Social, Ethical and Regulatory Concerns
30 Ch: 4 & 5: Consumer Behavior; Market Segmentation
February 6 Ch. 6: Research
13 Ch. 7: The Advertising Plan
20 Ch. 8: Media Strategy
27 Ch. 14 & 15: Media Evaluation; Using Media
March 6 Ch. 11: Creative Strategy
13 Ch. 12: Message Development
20 Ch. 13: Production
27 Spring Break Week - NO CLASS
April 3 Ch. 9: Sales Promotion, Direct Mail
10 Ch. 10: Public Relations, Corporate Advertising
17 Ch. 16 & 17: Interactive & Out-of-Home, Exhibitive Media
24 Final Paper Due; Review for Final Exam
May 1 Final Exam