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Principles of Advertising- 4342/5342 70

Robert Allen King, Ph.D.

Class Days/Times/Location or Other Format: Online

Office Location: CC228C

Office Hours: M-TH - 9-12; MW- 1-3; Other times available by request

Office Phone: (806) 651 - 4002

Email: raking@wtamu.edu

Social Media: Keep up with the latest happenings of your COB on Facebook: http://www.facebook.com/wt-

amucob and Twitter, #WTAMUCOB

Terms of Use

A student's continued enrollment in this course signifies acknowledgment of and agreement with the statements,

disclaimers, policies, and procedures outlined within this syllabus and elsewhere in the WTClass environment.

This Syllabus is a dynamic document. Elements of the course structure (e.g., dates and topics covered, but not

policies) may be changed at the discretion of the professor.

WTAMU College of Business Mission Statement

The mission of the College of Business is to provide high quality undergraduate and graduate business

education with a global perspective and ethical awareness. We accomplish this through emphasis on excellence

in teaching, which is strengthened by faculty scholarship and supported by professional service.

Learning Objectives of the WTAMU College of

Business Programs

The College of Business (COB) at West Texas

A&M University (WTAMU) seeks to prepare

students in the Bachelor of Business Administration

(BBA), Master of Business Administration (MBA),

Master of Professional Accounting (MPA), and the

Master of Science, Finance and Economics (MSFE)

degree programs for careers in business and to

foster their professional growth and advancement

via key learning goals and objectives.

The learning objectives of the College of Business

are as follows:

Leadership

Communication

Critical Thinking

Business Integration

Core Business Knowledge

Global Business Environment

Business Ethics and Corporate Governance

Course Description This course will provide an integrated, hands-on introduction to advertising. It is designed to familiarize

students with the role of advertising in the organization and the fundamental and essential mechanisms

pertaining to working in an advertising agency and developing effective communication plans. Participants will

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research a client, develop and pitch creative concepts, refine the creative plan, and prepare a media execution

plan for implementing the concept.

Course Objectives Upon completion of the course, the student should be able to demonstrate a sufficient command of the subject

matter such as to meet the following objectives:

1. Understanding the role of advertising in the overall communication process

2. Becoming familiar with the components of the advertising campaign process

3. Building critical thinking skills and incorporating them into problems solving

4. Enhancing written and oral presentation skills

Students will demonstrate their knowledge and understanding of Marketing by their scores on the various

grading elements comprising this course.

Course Materials (Text, calculator, etc.) Advertising and Promotion: An integrated Marketing Communication Perspective, 8

th edition, by: Belch and

Belch. If you would prefer, the 9th

and 10th

editions are available and will be sufficient for the course.

8th

Edition: 9780073381091

9th

Edition: 9780073404868

10th

Edition: 9780078028977

Map from COB Learning Objectives to Specific Course Objectives The College of Business Learning Goals are related to the course objectives for MKT 4342/5342 are as follows:

1. Understanding the role of advertising in the overall communication process through the discussion boards, exams,

and all the advertising campaign components.

2. Becoming familiar with the components of the advertising campaign process through exams and all the

advertising campaign components.

3. Building critical thinking skills and incorporating them into problems solving through the discussion boards,

exams, and all the advertising campaign components.

4. Enhancing written and oral presentation skills through the discussion boards and all the advertising campaign

components.

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Course Grading Policies-4342 Exams (4 exams x 100 pts each) 400 points

Discussion Boards 200 points

Ad Campaign Project Reviews (3 reviews x 100) 300 points

Ad Campaign Project Presentation 100 points

Ad Campaign Final Project 200 points

Total 1100 points

Course Grading Policies-5342 Exams (4 exams x 100 pts each) 400 points

Discussion Boards 200 points

Graduate Enrichment- Case Analysis 200 points

Ad Campaign Project Reviews (3 reviews x 100) 300 points

Ad Campaign Project Presentation 100 points

Ad Campaign Final Project 200 points

Total 1300 points

Grading Scale A- 90% and Up

B- 80%-89.99%

C- 70%-79.99%

D- 60%-69.99%

F- 0%-59.99%

Course Assignment, Examination, and or Project Policies

Exams:

Four (4) major exams will be given during the semester. The exams will be non-comprehensive and cover

chapters assigned from the texts, outside reading and the lecture materials. Each exam will receive equal weight

in the final grading (100 points per exam). The exams will be a mixture of multiple choice, true/false, and essay.

Students who miss a regularly scheduled exam for a VALID reason (as determined by the instructor) will be

allowed to be make up the exam.

Ad Campaign Project:

Objectives of the Project

The general objectives of the project focus on providing an opportunity to design a comprehensive integrated marketing

communications (IMC) plan, enabling you to achieve a keen awareness and understanding of the decisions, issues, and

activities involved in developing such a plan. Specifically, the project is designed so you will: (1) achieve an

understanding of the major elements comprising the marketing communications mix; (2) fully comprehend the meaning

and relevance of integrated marketing communications; (3) appreciate the complexity of designing a complete IMC plan;

(4) achieve a high proficiency in locating, understanding, and using information sources for marketing communications

program design, execution, and measurement; and (5) enhance your ability to communicate logically and persuasively in

spoken, written, and visual language. In short, the fundamental objective of the project is to learn how to create a first-rate

integrated marketing communications plan.

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The IMC Plan

An IMC plan is a blueprint of the complete marketing communications program for a brand. It is a formal document that

evaluates the background of the brand and presents a set of guidelines and an action program for the advertising and

promotions campaign. The planning model is shown in Chapter 1 in the text. The IMC plan for this project will be for the

companies specified at the beginning of the semester.

Formation of Agency Teams

You should form your own teams of four students. Assistance will be provided where requested. Each team is to assume

the role of a full-service agency charged with the responsibility of preparing a complete IMC plan for a designated client.

In each case, your assigned company is your client. Their impression of you is very valuable and their rating of you will

directly affect your grade on the reviews and the final project.

Reviews and final projects

A series of Reviews will be issued during the campaign planning period. Each report should be a maximum of five pages

in length (not counting exhibits), detailing your findings and/or current thinking on a particular part of the campaign plan.

To guide you in preparation of each report, imagine (for example) that the client has called and said: “You've been

working on the competitive analysis [e.g.] for some time now. We wonder what you've found and what you make of the

findings. Please give us a report detailing your findings.” The Review represents your best thinking at the moment and is

subject to change. At a minimum it should show clearly that you have been working diligently and productively on the

campaign and have put a good deal of thought into matters, because this is “the most important promotion plan for your

most important client.” Please keep in mind that issuance of a Reviews does not signal completion of that particular phase

of the campaign plan.

The Reviews will be read and kept by your instructor. They will be graded and will serve as checkpoints for monitoring

your progress on the plan. Each Review will provide an indication of the extent and quality of the work on a particular

stage of the plan. Any questions or concerns about the content of a Review will be addressed to the agency team no later

than the next class meeting following submission. Should you not be contacted, assume the Review is fine. However, you

are welcome to discuss the report with me at any time.

Reviews are not substitutes for meetings with the client and myself. You are encouraged to schedule periodic meetings

with everyone to discuss any aspect of your campaign. Scheduling such meetings is the responsibility of the agency team

and should be determined in conjunction with the associated parties. Meeting early and often is advisable.

More information on additional resources and materials at the end of the syllabus.

Presentation: In this course, there will be an oral presentation due at the end of the course. This presentation will be a part

of or an extension to your advertising plan. The oral presentations can be recorded or utilize any other means of

communication as long as there is prior approval for the presentation style.

Case Analysis (Graduate Students Only) Due April 29th

at 11:59PM:

Each student works independently to submit 5 to 10-page, word processed, double-spaced, Times New Roman,

12 point font, APA style, one-inch margin case analyses as outlined in the course calendar. Case analyses will

only be accepted on the due date. Grading is outlined in the rubric at the end of the syllabus.

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Case Grading Rubric

Name Case:

Criteria Poor- 2.5 points per Acceptable- 5 points per Excellent- 10 points per

Evaluation

Does not distinguish among

fact, opinion, and value

judgements.

Discerns fact from opinion

and may recognize bias in

evidence. Routine exploration

of the issue.

Thoroughly examines the

evidence and questions its

accuracy and completeness.

Clear evidence of search,

selection, and source

evaluation skills.

Decision

Fails to identify conclusions

and implications of the issue

or the key relationships

between the other elements,

such as other perspectives,

assumptions, or data and

evidence.

Conclusions begin to reflect

influence of other

perspectives, assumptions,

and evidence that leads to

consequences that extend

beyond the borders of a

discipline or single issue.

Identifies conclusions,

implications, and

consequences considering

assumptions, data, and

evidence. Recognizes

limitations of correlations

and qualifies implications

of assertions accordingly.

Content

Topic is poorly developed.

Supporting details are absent

or vague. Trite ideas and/or

unclear wording reflect lack

of understanding of topic and

audience.

Topic is evident with some

supporting details; generally

meets requirements of

assignment.

Topic is well developed,

effectively supported and

appropriate for the

assignment. Effective

thinking is clearly and

creatively expressed.

Organization

Writing is rambling and

unfocused, with main theme

and supporting details

presented in a disorganized,

unrelated way.

Writing demonstrates some

grasp of organization, with a

discernible theme and

supporting details.

Writing is clearly organized

around a central theme.

Each paragraph is clear and

relates to the others in a

well-planned framework.

Language

Writing lacks sentence

variety. Significant

deficiencies in wording,

spelling, grammar,

punctuation, or presentation.

Sources, if consulted, poorly

cited.

Some sentence variety;

adequate usage of wording,

grammar, and punctuation.

Some cited sources used.

Wide variety of sentence

structures. Excellent word

usage, spelling, grammar

and punctuation. Multiple

sources correctly cited.

Effective integration of

information.

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Discussions and participation:

One discussion question will be posted on a weekly basis on WTClass. These questions are designed to get you

to think more critically about course content. They also allow you to share your opinions with your classmates.

Each week, you will be required to respond to these questions by participating in an online discussion board on

WTClass. Your participation will consist of an original posts and at least one reply to another student’s post –

for a total of two postings each week (one original, one reply). Both the original post and the reply must be

substantive (e.g., more than just “I agree” or “This is interesting”). Therefore, you must read what other students

have posted so you don’t say essentially the same thing (Hint: It’s easier to be original if you’re one of the first

to post, so this is another good reason not to wait until the last minute). Responses that are in agreement with

previous posts must build on or extend the position or view, not just repeat. A good guideline (though not a

strict requirement) for the discussion boards is that original posts and comments should be a couple paragraphs

of substantive contribution to discussion. Quotes from and references to other sources may be used, but you

must add your own substantive comments beyond the reference/quote.

Remember that this is a DISCUSSION board; the point is to get a real discussion going. This is an important

aspect of the class, and it helps me know you are keeping up and engaging in the class. It is also important to

note that I generally do not intervene in student discussions unless I feel the conversation is getting too far off

track or in the wrong direction. In order to facilitate your participation, extra credit may be given to students

engaging in in-depth discussions (e.g., responding to others comments, engaging in a “back and forth” series of

comments). Over time, these points can really add up. You are also required to read approximately half of the

posts made by other students. Failure to do so will result in points docked from your discussion post grade (the

amount of time spent on each post is recorded for the instructors). Discussion board questions will be made

available on Mondays at 12:00AM. Please see the schedule provided below for weekly discussion post due

dates. In general, your posts should be completed by Saturday before 11:59PM pm for each week. Credit will

not be given for posts that are not made within a reasonable timeframe for a discussion.

Specific Requirements for Posting/Commenting:

For your original posts (1 per week/chapter) you must:

• Read the topics/questions we have posted for the week

• Post your original responses to our topics/questions. Incorporate concepts from the text and PowerPoint

presentations or other relevant sources. Please cite any sources used.

• This may require you to post a link to an article on the discussion board and discuss what you have posted.

• If posting an article, briefly summarize the real-world issue and how it relates to relevant course concepts.

• Write in a professional manner. Use proper spelling and grammar to express full thoughts and avoid short

hand (i.e., do not write in slang or as if it is an informal post).

For your reply post (1 per week/chapter) you must:

• Comment on at least one person’s post

• Commenting more than once is encouraged and may result in extra credit points

• Comments must be substantive. “I agree” or “great post” will not receive any points

• While there is no required length, comments should be long enough to meaningfully contribute to the

discussion.

• Write in a professional and grammatically correct manner. Avoid short hand.

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Grading for Discussion Board Activity:

Discussion board posts and comments will be graded primarily based on meeting the requirements listed above

(e.g., citing textbook, using an appropriate source, providing comments) and content. Content will be evaluated

with regard to relevance to course material as well as accuracy and depth of posts/comments. Although

grammar etc. will not be a primary concern, points will be deducted for very poor writing.

Be considerate and appropriate when using the discussion board. It is neither a public forum nor a limited public

forum. I have the right to remove any message for the purposes of saving space, focusing attention of students

on relevant materials, and avoiding material inappropriate for the classroom. On this last note, with freedom

comes responsibility. Please keep in mind, as you contribute to the discussion board, that not everyone comes

from the same background, or shares the same values and ideals. Please be appropriate (professional) and

considerate of others. If you have any questions on this matter, contact me for clarification. Discussion of

political events or leaders may occasionally be appropriate, but please avoid partisan politics.

Discussion Board Grading Rubric

Criteria Poor- .5 points per Acceptable- 1 point per Excellent- 2 points per

Critical

Thinking

Superficial posts.

No valid connections made

between content.

No analysis or insight.

Critical presentation of opinion

not present.

Some connections made, although

all might not be valid. Analysis of

content is evident, although

possibly not complete. Critical

presentation of opinion is not

complete.

Valid connections made. Posts

are complete with analysis and

insight. Opinions are presented

at a critical level.

Uniqueness

Originality of posts is not evident

(ideas are not your own).

Posts consist of little more than “I

agree with you …” statements.

Sources not cited.

Originality of posts might be

questionable, but valid.

Some new ideas.

Sources are cited.

Original ideas are presented.

Sources are cited.

Timeliness

Original posts are added at the

last minute, leaving no time for

classmates to respond.

Original posts are present, but may

have been posted during a subset

of the discussion period.

Participation is infrequent during

the discussion period.

Original posts are added

during initial portion of the

discussion period.

Participation is evident

throughout the entire

discussion period.

Quantity

Posts do not meet requirements.

One or more required postings are

missing.

All required postings are made.

All required postings are made

as well as additional

interactions throughout the

discussion period.

Stylistics Many spelling or grammar errors.

Content is difficult to understand.

Few spelling or grammar

mistakes.

Content is generally easy to

understand.

No spelling or grammar

mistakes.

Content easy to understand.

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Written Works Grading Rubric

A–Level Work

(Excellent)

(1) Responds fully to what the assignment asks; (2) Presents a manifest topic statement

containing the issue to be analyzed and the position to be taken; (3) Exercises good critical

thinking that is clear, logical (coherent & relevant), deep, broad, and discriminating; (4)

Expresses its purpose clearly and persuasively; (5) Invokes and uses disciplinary facts

correctly; (6) Provides adequate supporting arguments with reasons, evidence, and

examples; (7) Is focused, well organized, and unified; (8) Uses direct language that is

appropriate for the audience; (9) Invokes discerning sources when appropriate; (10)

Correctly documents and cites sources via APA standards; (11) Is free of errors in

grammar, punctuation, word choice, spelling, and format; and (12) Displays originality and

creativity in realizing items (1) through (9) above.

B-Level Work

(Very Good)

Realizes high quality in (1) through (11) fully and completely ---but does not reveal

originality or creativity.

C-Level Work

(Adequate)

Realizes adequacy in (1) through (11) and demonstrates overall competence but contains a

few relatively minor errors or flaws. A “C” paper may show great creativity and

originality, but those qualities don’t compensate for poor or careless writing. A “C” paper

is adequate in all regards but could use polish and usually looks and reads like a next-to-

final draft.

D-Level Work

(Weak)

Fails to recognize some elements of (1) through (11) adequately and contains several

relatively serious errors or flaws or many minor ones. A “D” paper is less than adequate for

public presentation and often looks and reads like a first or second draft.

F-Level Work

(Poor)

Fails to realize several elements of (1) through (11) adequately and contains many serious

errors or flaws as well as many minor ones. An “F” paper usually contains fatal errors of

thought or execution and usually looks and reads like a private writing.

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Oral Presentation Grading Rubric

Criteria Poor- .5 points per Acceptable- 1 point per Excellent- 2 points per

Content

Lacks relevance or focus;

Contains multiple factual

errors

Topic is adequately

focused and relevant;

Major facts are accurate

and complete

Topic is tightly focused

and relevant; Major facts

are accurate and complete

Organization/Clarity

Transitions between major

ideas are lacking; Several

aspects of the presentation

are unclear

Most ideas are in logical

order with adequate

transitions between major

ideas

All ideas are in logical

order with effective

transitions between major

ideas

Completeness Presentation lacks adequate

depth

Presentation provides

adequate depth

Presentation provides

exceptional depth

Grammar Presentation contains

multiple grammar errors

Presentation contains a

few grammar errors

No serious grammar or

errors

Documentation Little to no support for the

main ideas

Adequate support for the

main ideas

Exceptional support for

the main ideas

Delivery

Low volume or energy;

distracting posture,

appearance, etc.

Adequate volume or

energy; few distracting

issues like posture,

appearance, etc.

Good volume or energy;

no distracting issues like

posture, appearance, etc.

Interactions

Little or no eye contact with

audience; Inability to answer

audience questions

Fair amount of eye

contact with audience;

Adequate answers to

audience questions

Good eye contact with

audience; Exceptional

answers to audience

questions

Other possible deductions:

Fell short or over timeframe provided

uncategorized issues warranting deduction

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Grade Appeals:

If you have a concern about a grade that you receive on any assignment in this class you are invited to submit a

written appeal within one week of receiving the grade in question. This appeal should outline your specific

concerns with the grade and the evidence you have to support why it should be changed. I will consider your

written appeal and schedule time to talk to you regarding the grade. Any discrepancies that are not addressed in

a timely manner will not be considered for modification later in the course. For example, if you present an issue

to me at the end of the semester from months ago, I will not consider your issue as it is well past the one-week

window mentioned above. Lastly, please do not ask me to calculate your grade for you. I have made the grading

formula quite simple and as such you should very easily be able to calculate your own course grade. If you

would like to meet in person to discuss any aspect of the course, please email me with your availability and we

can schedule a meeting.

Attendance:

Class attendance is required although I may not explicitly take roll. I reserve the right to classify students with

more than two absences as “excessively” absent, entitling me the ability to lower individual course grades as per

my discretion. Each case and the extenuating circumstances will be reviewed on an individual basis. It is the

responsibility of the student to inform and explain reasons for and extenuating circumstances associated with

absences or the need to leave class early. Course enrollment implicitly implies a commitment to being a

member of a learning environment that will put forth appropriate effort and avoid disruptive behavior (e.g., cell

phone activity, unanticipated early departures, etc…). The course instructor reserves the right for the discretion

to adjust individual grades up or down one to five percent at the end of the semester based on participation,

class decorum, and general effort.

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Course Topics - Tentative Calendar of Readings, Topics, and Due Dates

Week of Week Topics Covered Notes

Monday, January 15, 2018 1 Introduction and Course Overview

Monday, January 22, 2018 2 Chapter 1-2

Monday, January 29, 2018 3 Chapter 3-4

Monday, February 05, 2018 4 Chapter 5-6

Monday, February 12, 2018 5 Chapter 7-8 Exam 1- Chapters 1-6

Monday, February 19, 2018 6 Chapter 8-9 Ad Campaign Review 1

Monday, February 26, 2018 7 Chapter 9-10

Monday, March 05, 2018 8 Chapter 11-12 Exam 2- Chapters 7-10

Monday, March 12, 2018 9 Spring Break Spring Break

Monday, March 19, 2018 10 Chapter 13 Ad Campaign Review 2

Monday, March 26, 2018 11 Chapter 14

Monday, April 02, 2018 12 Chapter 15

Monday, April 09, 2018 13 Chapter 16 Ad Campaign Review 3

Monday, April 16, 2018 14 Chapter 17 Exam 3- Chapters 11-17

Monday, April 23, 2018 15 Chapter 18-19 Graduate Student Case Due

Monday, April 30, 2018 16 Chapter 20 Presentations Due

Monday, May 07, 2018 17 Final Exam/ Final Project Due May 11 Final Exam- Chapters 18-20

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Additional Course Policies Students enrolled in WTAMU courses have the right to learn in an environment where all individuals are

treated equitably and with respect. Behaviors in class that interfere with the learning experience are not

permitted. Disruptive or disrespectful behaviors may result in dismissal from the class by the instructor.

Continued problems will be reported to the College Dean and/or the Dean of Student Life for further action.

More specifically, it is expected that students show respect for the class by not using cell phones and by not

packing up until after the instructor has indicated the class is over. Computers are allowed, but only for

purposes pertaining to the class. If the computer is being used in a way that is disruptive to those around you,

then it is at the professors discretion to disallow their use or dismiss the student from class.

WTAMU COB Student Code of Ethics

Each student enrolled in COB courses accepts personal responsibility to uphold and defend academic integrity

and to promote an atmosphere in which all individuals may flourish. The COB Student Code of Ethics

strives to set a standard of honest behavior that reflects well on students, the COB and West Texas

A&M University. All students enrolled in business courses are expected to follow the explicit behaviors

detailed in the Student Code of Ethics.

Code of Ethics

Do not use notes, texts, solution manuals,

or other aids for a quiz or exam without

instructor authorization.

Do not copy the work of others and/or

allow others to view your answers or copy

your work during a quiz, exam, or on

homework assignments.

Do not allow other parties to assist in the

completion of your quiz, exam,

homework, paper, or project when not

permitted.

Do not work with other students on

projects or assignments without

authorization from the course instructor.

Properly cite and specifically credit the

source of text, graphic, and web

materials in papers, projects, or other

assignments.

Do not forge the signature of an

instructor, advisor, dean, or another

student.

Provide truthful information for class

absences when asking faculty for excused

absences or for a make-up for a quiz,

exam, or homework.

Provide truthful information on your

resume including work history, academic

performance, leadership activities, and

membership in student organizations.

Respect the property, personal rights, and

learning environment of all members of

the academic community.

Live up to the highest ethical standards in

all academic and professional endeavors.

Students violating the Student Code of Ethics will be reported to the Dean’s office and are subject to penalties

described in the West Texas A&M University Code of Student Life, which may include suspension from the

University. In addition, a violator of the Student Code of Ethics may become ineligible for participation in

student organizations sponsored by the COB and for recognition for College academic honors, awards, and

scholarships.

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COB Student Resources Link

The COB has developed a Student Resources repository (e.g., APA writing style information, business core

reviews, facilities, and other helpful supplements), which can be found on the COB Website. Additionally,

WTAMU has developed an Academic Study Skills information site to assist students (e.g., study habits,

supplemental instruction, tutoring, writing and math skills), which can be found on the WTAMU Website. For

WTAMU Writing Center information (for students needing writing assistance, guidance, and feedback), please

visit their website.

COB Communications Component Students earning a BBA degree must complete at least one course with a communications component as part of

the business core requirements. The COB communications component is a requirement in the following

courses: ACCT 4373 (Accounting Communications), BUSI 4333 (Cross-Cultural Issues in Business

Communications), BUSI 4350 (Current Issues in Management Communications), BUSI 4380 (Conflict

Resolution and Negotiation), BUSI 4382 (Emerging Media Law), CIDM 3320 (Digital Collaboration and

Communication), ECON 4370 (Economics of Health Care), FIN 3350 (Personal Financial Planning), FIN

4320 (Investments), FIN 4321 (Portfolio Theory), MGT 3335 (Organizational Behavior), MGT 4380 (Conflict

Resolution and Negotiation), and MKT 3342 (Consumer Behavior).

Students in a communications component course are explicitly required to demonstrate knowledge of

communication skills. Specific objectives may include but are not limited to the following concepts put forth by

the National Business Education Association: (1) ability to organize a written and an oral message coherently

and effectively, (2) ability to use technology for communication, (3) ability to research a topic, prepare a report,

and present the findings to all organizational levels, and (4) ability to demonstrate critical-thinking skills.

Specific course requirements and the role of the communications component with respect to student grading

policy are at the discretion of the course instructor of record.

Student Travel Opportunities

In multiple business courses, there may be opportunities for student travel supplemented by student fees. If you

have an interest in such opportunities as they become available, please notify a faculty member.

Dropping/Repeating the Course

Should a student decide to drop the course, it is the student’s responsibility to be aware of the final drop dates

and adhere to the WTAMU Add/Drop policy. Any student participating in the course after the WTAMU posted

drop date will be considered active and a grade will be administered at the end of the course for that student.

Students are charged a fee for any course attempted for a third or subsequent time at WTAMU other than a non-

degree credit developmental course or exempted courses.

Scholastic Dishonesty It is the responsibility of students and instructors to help maintain scholastic integrity at the University by

refusing to participate in or tolerate scholastic dishonesty. Commission of any of the following acts shall

constitute scholastic dishonesty. This listing is not exclusive of any other acts that may reasonably be said to

constitute scholastic dishonesty: acquiring or providing information for any assigned work or examination from

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any unauthorized source; informing any person or persons of the contents of any examination prior to the time

the examination is given in subsequent sections of the course or as a makeup; plagiarism; submission of a paper

or project that is substantially the same for two courses unless expressly authorized by the instructor to do so;

submission of a paper or project prepared by another student as your own. You are responsible for being

familiar with the University's Academic Integrity Code, as well as the COB Student Code of Ethics listed in this

document.

Academic Integrity

All work must be completed individually unless otherwise stated. Commission of any of the following acts shall

constitute scholastic dishonesty: acquiring or providing information for any assigned work or examination from any

unauthorized source; informing any person or persons of the contents of any examination prior to the time the exam is

given in any subsequent sections of the course or as a makeup; plagiarism; submission of a paper or project that is

substantially the same for two courses unless expressly authorized by the instructor to do so. For more information, see

the Code of Student Life.

Viewpoints/External Websites Disclaimer

The views expressed in this document, web-based course materials, and/or classroom presentations and

discussions are those of the professor and do not necessarily represent the views of West Texas A&M

University, its faculty and staff, or its students. Views expressed by students are likewise those of the person

making such statements. It is understood and expected that each individual within this course will respect and

allow individual difference of opinion.

Neither the professor, the COB, nor WTAMU are responsible for the content of external websites discussed in

the classroom and/or linked to via online course materials, emails, message boards, or other means. Referred

websites are for illustrative purposes only, and are neither warranted nor endorsed by the professor, COB, or

WTAMU. Web pages change frequently, as does domain name ownership. While every effort is made to ensure

proper referencing, it is possible that students may on occasion find materials to be objectionable for reasons

beyond our control.

Acceptable Student Behavior

Classroom behavior should not interfere with the instructor’s ability to conduct the class or the ability of other

students to learn from the instructional program (Code of Student Life). Unacceptable or disruptive behavior

will not be tolerated. Students engaging in unacceptable behavior may be instructed to leave the classroom.

Inappropriate behavior may result in disciplinary action or referral to the University’s Behavioral Intervention

Team. This prohibition applies to all instructional forums, including electronic, classroom, labs, discussion

groups, field trips, etc.

Technology Requirements

All technological requirements for the successful completion of this course are the responsibility of the student,

including access to a working computer and or to a device with secure broadband Internet connection, data

storage and retrieval, and state-of-the-art security. The student is responsible for all technological problems not

related to WTAMU, including but not limited to equipment failures, power outages, and Internet breakdowns.

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Furthermore, students are responsible for all necessary technical and operational skills for completing this

course, and for being familiar with WTClass (the Blackboard Learning System) both in a general sense and in a

specific sense as pertaining to this course and any materials stored within. The professor is not responsible for

any technical matters related to WTClass. Students must contact WTClass if they have problems accessing

and/or using the WTClass environment.

Physical or Educational Access - ADA Statement West Texas A&M University seeks to provide reasonable accommodations for all qualified persons with

disabilities. This University will adhere to all applicable federal, state and local laws, regulations and guidelines

with respect to providing reasonable accommodations as required to afford equal educational opportunity. It is

the student's responsibility to register with Student Disability Services (SDS) and to contact faculty members in

a timely fashion to arrange for suitable accommodations. Contact Information: Student Success Center, CC 106;

phone 806-651-2335.

Title IX Statement

West Texas A&M University is committed to

providing a learning, working and living

environment that promotes personal integrity,

civility, and mutual respect in an environment free

of sexual misconduct and discrimination. Title IX

makes it clear that violence and harassment based

on sex and gender are Civil Rights offenses subject

to the same kinds of accountability and the same

kinds of support applied to offenses against other

protected categories such as race, national origin,

etc. Harassment is not acceptable. If you or

someone you know has been harassed or assaulted,

you can find the appropriate resources

here:

WTAMU Title IX Coordinator Becky Lopez –

Kilgore Research Center 147, or call

806.651.3199

WTAMU Counseling Services – Classroom

Center 116, or call 806.651.2340

WTAMU Police Department – 806.651.2300,

or dial 911

24-hour Crisis Hotline – 800.273.8255, or

806.359.6699, or 800.692.4039

Visit the Notalone website

For more information, see the Code of Student Life.

WT Attendance Policy for Core Curriculum Classes

For the purposes of learning assessment and strategic planning, all students enrolled in Core Curriculum or

developmental courses at West Texas A&M University must swipe their Buff Gold cards through the card

reader installed in the classroom/lab for each class/lab meeting.

Evacuation Statement

If you receive notice to evacuate the building, please evacuate promptly but in an orderly manner. Evacuation

routes are posted in various locations indicating all exits, outside assemble area, location of fire extinguishers,

fire alarm pull stations and emergency telephone numbers (651.5000 or 911). In the event an evacuation is

necessary; evacuate immediately do not use elevators; take all personal belongings with you; report to outside

assembly area and wait for further information; students needing assistance in the evacuation process should

bring this to the attention of the instructor at the beginning of the semester.

Copyright

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All original content in this document, all web-based course materials (be they text, audio, and/or video), and/or

classroom presentations are subject to copyright provisions. No distribution without the express written consent

of the author. Students are prohibited from selling (or being paid for taking) notes during this course to or by

any person or commercial firm without the express written permission of the professor.

* Syllabus template approved by COB Curriculum Committee May 2016. Annual review of the syllabus is a

formal part of the COB continuous improvement process.

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SECTION I

PROMOTION CAMPAIGN GUIDELINES

Objectives of the Project

The general objectives of the project focus on providing an opportunity to design a comprehensive integrated

marketing communications (IMC) plan, enabling you to achieve a keen awareness and understanding of the

decisions, issues, and activities involved in developing such a plan. Specifically, the project is designed so you

will: (1) achieve an understanding of the major elements comprising the marketing communications mix; (2)

fully comprehend the meaning and relevance of integrated marketing communications; (3) appreciate the

complexity of designing a complete IMC plan; (4) achieve a high proficiency in locating, understanding, and

using information sources for marketing communications program design, execution, and measurement; and (5)

enhance your ability to communicate logically and persuasively in spoken, written, and visual language. In

short, the fundamental objective of the project is to learn how to create a first-rate integrated marketing

communications plan.

The IMC Plan

An IMC plan is a blueprint of the complete marketing communications program for a brand. It is a formal

document that evaluates the background of the brand and presents a set of guidelines and an action program for

the advertising and promotions campaign. The planning model is shown in Chapter 1 in the text. The IMC plan

for this project will be for the companies specified at the beginning of the semester.

Formation of Agency Teams

You should form your own teams of four students. Assistance will be provided where requested. Each team is to

assume the role of a full-service agency charged with the responsibility of preparing a complete IMC plan for a

designated client. In each case, your assigned company is your client. Their impression of you is very valuable

and their rating of you will directly affect your grade on the reviews and the final project.

Reviews and final projects

A series of Reviews will be issued during the campaign planning period. Each report should be a maximum of

five pages in length (not counting exhibits) and should be in bullet form, detailing your findings and/or current

thinking on a particular part of the campaign plan. To guide you in preparation of each report, imagine (for

example) that the client has called and said: “You've been working on the competitive analysis [e.g.] for some

time now. We wonder what you've found and what you make of the findings. Please give us a report detailing

your findings.” The Review represents your best thinking at the moment and is subject to change. At a

minimum it should show clearly that you have been working diligently and productively on the campaign and

have put a good deal of thought into matters, because this is “the most important promotion plan for your most

important client.” Please keep in mind that issuance of a Reviews does not signal completion of that particular

phase of the campaign plan.

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The Reviews will be read and kept by your instructor. They will be graded and will serve as checkpoints for

monitoring your progress on the plan. Each Review will provide an indication of the extent and quality of the

work on a particular stage of the plan. Any questions or concerns about the content of a Review will be

addressed to the agency team no later than the next class meeting following submission. Should you not be

contacted, assume the Review is fine. However, you are welcome to discuss the report with me at any time.

Reviews are not substitutes for meetings with the client and myself. You are encouraged to schedule periodic

meetings with everyone to discuss any aspect of your campaign. Scheduling such meetings is the responsibility

of the agency team and should be determined in conjunction with the associated parties. Meeting early and often

is advisable.

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Guidelines for the Reviews

Review of Marketing Plan

Review #1 :

Industry/Company Review

A description of the industry in which your product competes, its size, growth, current trends and developments,

and any key factors necessary for an understanding of the setting. Also, a snapshot of your company, including

a very brief history, the firm's present status, product lines, sales history, target markets, current marketing mix,

and other factors making the company what it is today.

Product Review/Buyer Analysis

A description of the product or service that is the focus of your campaign plan. Emphasis should be on the

product's sales history, market share, strengths, weaknesses, key benefits, brand image, and other factors

important for an understanding of the product's or service's performance and place among its category

competitors. In addition, there should be identification of the various market segments and the user profile for

the product, as well as a description of the consumer decision process for the product and the important factors

influencing brand selection. Who buys the product or service? Who is the decider? The influencer? What are the

demographic, geographic, psychographic, and behavioral factors that influence the buying decision? Is buying

behavior characterized by extended or limited problem solving? Is the product/brand a high-involvement or

low-involvement purchase? In short, what are the key factors that influence buyer behavior for this product or

service?

Please provide some insights into your initial plans for the advertising presentation. If choosing a presentation

style other than oral presentation, please outline the details extensively for approval prior to starting the

preparation.

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Promotional Program Situation Analysis

Review #2 :

Competitive Review

Identification of the important direct and indirect competitors for the product. For each competitor, focus should

be on factors such as sales, market share, growth, key benefits, positioning, advertising and promotion budget,

promotion program mix, message and media strategies, and an overall assessment of strengths and weaknesses.

Segmentation, Targeting, and Positioning

Which of the market segments will be the target market for this campaign? What will be our positioning

strategy?

Communications Objectives & Budget Request

What are the objectives of our campaign as they relate to brand awareness, knowledge and interest, favorable

attitudes and image, and purchase intentions? We recommend working with one of the response hierarchies as

the basis for the communications objectives.

How much money do we need to spend to achieve our campaign objectives? What budgeting method will be

employed? (The budget number at this point is a single aggregate figure, not broken down by individual

promotion program element.)

How will the monies be allocated? (How much goes to traditional advertising, sales promotions, new media,

etc?)

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Integrated Marketing Communications Program

Review #3:

Creative Strategy Statement

A one-page statement of your copy platform, including the following components making up your message

strategy: objectives, key benefits, support, claims and promises, reassurance, and tone. Determination of, and

rationale for, the source of the communication.

IMC Mix

Identification of the major program elements of the IMC campaign, the relative emphasis to be placed on each

(including a tentative percentage allocation of the budget), the specific objectives for each element, and the

rationale for the recommended mix. Attention should be given to the objectives of the advertising, sales

promotion, public relations, Internet/interactive, direct marketing, and personal selling components of the IMC

campaign.

Specific Media Objectives/Mix

Identification of the reach, frequency, and message weights sought. What will be the geographical allocation of

the media budget and why? Which media will be used and why? What scheduling pattern will be employed? All

of this should be accompanied by a concise media rationale statement as to the potential efficiency and

effectiveness of the proposed media plan. A media plan flow chart should be included.

Measuring IMC Program Effectiveness

Evaluation Program

Identification of the particulars of the monitoring, evaluation, and control efforts that will be employed to

appraise the effectiveness of all IMC program elements used. What is to be tested? When are the tests to occur?

Where? Explain how the testing is to take place, including the specific methods and techniques to be used.

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The Written Report

The written report is Exhibit A and should show beyond question that the plan was prepared by a professional

agency. As to the format and content of the written report, please see the section REPORT FORMAT AND

OUTLINE.

Please keep in mind that the final written report becomes the permanent record of your effort. To that end, it

should reflect the care and attention that merit the document bearing your good name. Both content and style

(to include all aspects of grammar and mechanics) are of supreme importance. The written report, even one that

is outstanding content-wise, will be downgraded severely if it fails to show excellent grammar and mechanics.

Opportunities to submit your work for review prior to delivery of the final edition is up to your instructor.

Evaluation of Projects

Performance on the campaign project constitutes a significant part of your semester grade in the course. The

report will be evaluated as a single unit, with each team member receiving the same initial grade for the report.

A good result depends on each team member doing his/her share of the work to the fullest extent. Each team

member will be evaluated by the client and the other team members and can affect the grade by 100%. The

project will be evaluated as a three-month effort, which means that an explosive push out of the starting block is

essential for a first-rate final product to be a reality. In marketing communications campaign planning, you

simply cannot make up for lost time.

Agency Team Self-Appraisal

Upon completion of the campaign plan, agency team members will be asked to submit a performance

evaluation of each team member including one's own self-appraisal. The client will also fill out an evaluation of

each student. The evaluation form will be distributed online. The purpose of the evaluation is to provide

feedback to other members, as well as the instructor, regarding their inputs, co-operation, participation, etc. This

evaluation will be considered an important part of your final grade.

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SECTION II

EXECUTIONAL GUIDELINES

Preparation of Materials : All materials must be created, designed, and executed exclusively by members of the

agency team. This includes, but is not limited to, materials such as layouts, storyboards, audio or video

recordings, sales promotion pieces, store displays, public relations pieces, and direct marketing materials.

Professionals may not critique, correct, or make specific suggestions for any portion of the project.

Contacting Outside Sources : Agency teams may (and, in fact, should) contact any firm for information and

materials that do not go against the guidelines set forth in the previous paragraph. For example, for cost

estimates, previous advertising, research studies, ratings data, or industry reports, you may want to contact

advertising agencies, the media, sales promotion firms, research firms, and other suppliers. Agency teams may

utilize any published and commonly available research materials. All sources of information and materials

should be listed at the end of the written report.

Creative Executions

Each promotion plan should consider including the following executions:

Television: storyboards

Radio: scripts

Magazine: examples of advertising executions

Newspaper: examples of advertising executions

Out-of-Home: examples of executions (billboards, transit, etc.)

Sales Promotion: examples of consumer and trade executions

Direct Marketing: examples of direct mail, e-mail, broadcast executions

Public Relations: examples of press releases

Corporate Advertising: examples of advertising executions

Event Sponsorship: execution of events, components of events, etc.

Cause-related Marketing: examples of advertising executions or other implementations

Press release example of written press release

Internet/Interactive examples of executions, description of program components

The suggested executions are a minimum for consideration. You may go beyond those listed. You are also

encouraged to present some unexecuted ideas, i.e., basic description of ideas for additional creative executions,

without actually preparing them.

Special Note: At any time, your client may request you to include a specific execution(s).

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SECTION III

REPORT FORMAT AND OUTLINE

Title Page:

The following information should be included:

Name of client and product

Course Number and Title

College Name

Name of your agency team

Professor' Name

Names of agency

Team members

Date

Table of Contents

List all major headings in your plan, with page numbers.

Agency Philosophy

A short statement (maximum: one-half page) that presents the basic principles underlying the approach used in

attacking this assignment. The agency philosophy statement should clearly indicate the standards and beliefs

that guide the agency in its work.

Executive Summary

A cogent summary (maximum: two pages) of exactly what your IMC plan involves. Among the items to include

are:

Major target audiences

Time period of the plan

Campaign objectives

Campaign theme/slogan

Overall budget total

Evaluation program

The Executive Summary may be arranged in any fashion, but it has to pack a wallop. Remember, the basic

purpose of the Executive Summary is to inform top officials at the client organization exactly what you are

proposing -- in one or two pages. Be precise. Be complete. Organizing the Executive Summary (as well as other

sections of the promotion campaign plan) in a bullet-type format is one effective way to present your material.

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Final Project Report

Review of Marketing Plan

Industry Background

· Size

· Growth

· Current Trends/Developments Affecting the Promotion Program

· Macro-environment Factors and Issues (e.g., demographic, economic, technological, political, legal,

social, cultural, environmental)

Company Snapshot

· Place in the Industry (e.g., size, growth, image)

· Sales History

· Target Markets

· Positioning

· Brand Review (the product/service that constitutes the focus of the campaign )

Description

· Market Share, Sales, Growth

· SWOT

· Key Benefits

· Brand Image

· Positioning

· Perceptual Map

· Category Development Index (CDI)

· Brand Development Index (BDI)

Competitive Review

· Direct and Indirect Competitors

· Target Markets

· Positioning

· Budgets

· Current Advertising, Sales Promotion, Public Relations, and Direct Marketing Programs

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· Message Strategies

· Media Strategies

· Overall Assessment

Buyer Analysis

· User Profile (demographic, geographic, psychographic, behavioristic factors)

· Buying Decision Process

· Who Buys the Product

· Who Influences the Purchase Decision

· Who Makes the Decision

· Decision Criteria

. Consumer Funnel Status

Marketing Goals

Marketing goals are what is to be accomplished by the overall marketing program. The situation analysis is the

foundation for the marketing goals. They are defined in terms of one or some combination of the following:

· Sales Volume

· Market Share

· Sales Revenue

· Profit

· Return on Investment

Marketing goals and communications objectives are not the same. Marketing goals establish a framework for

the determination of communications objectives.

Promotional Program Situation Analysis

Review of Existing/Past Programs

Detailed Review of Previous and Current Promotion Programs for the Product or Service, including

Budgets, Promotion Mix, Share of Voice, Message Strategies, and Media Strategies

IMC Objectives and Strategies

A statement of what the marketing communications program will accomplish – the role the program will play in

the marketing effort. IMC objectives involve a desired audience response, which results from the process of

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consumer decision making, useful frameworks for planners are the response hierarchy/funnel models discussed

in Chapters 5 and 7 of the text.

Objectives must meet the requirements for sound communications objectives as discussed in the text.

Example Objectives:

Awareness Objectives : used when most of the target audience is unaware of the product, service or brand or

when awareness levels need to be increased

Knowledge Objectives : used when the target audience has awareness, but knows little beyond that

Liking Objectives : used when the target audience knows the company and its product, but does not look

favorably on it

Preference Objectives : used when the target audience is aware of the product, knows about it, and likes it – but

does not prefer it to other brands

Conviction Objectives : used when the target audience may prefer the product but is not convinced that it is the

best choice for them

Purchase (i.e., Action ) Objectives : used when the target audience has conviction but still hasn't purchased the

product

Creative Recommendations

The Copy Platform (which includes the following)

Advertising Objectives ( what the advertising is supposed to do )

Example : To increase awareness ...

Example : To persuade the target audience that ...

Message Strategy ( what the advertising is attempting to communicate; i.e., the benefit, problem solution or

other advantage that is the value of the product -- physical or psychological ) Example : Use of this product will

allow you to recover more quickly after strenuous exercise.

Message Appeals ( how the advertising stimulates interest and influences feelings )

Example : fear, pleasure, comfort, convenience

Rationale for Creative Recommendations

Executions

Storyboards, Scripts, Mechanicals, etc.

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Media Recommendations

IMC Strategy

Example : Use magazines primarily targeted toward women 25-49.

Example : Schedule increased media use to coincide with sales promotions.

Example: Use product placements on specific TV programs

Example: Target specific segments with direct mail

Example: Distribute electronic press releases to targeted media

Media Mix Recommendations and Rationale

Share-of-Voice (SOV)

Geographic Scope

Scheduling Pattern

Reach and Frequency

Cost-per-Thousand (CPM)

Cost-per-Point (CPP)

Media Flowchart

Budget Breakdown

By Medium (e.g., magazines, Internet, TV)

By Media Vehicle (e.g., Business Week, websites, Modern Family )

Sales Promotions Recommendations (Consumer/trade) · Objectives

Sales Promotion Plan/Timing

Rationale

Budget

Direct Marketing Recommendations

Objectives

Direct Marketing Plan/Timing

Rational

Budget

Internet/Interactive Recommandations

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Objectives

Strategies/executions

Rationale

Budget

Public Relations Recommendations

Objectives

Strategy/Execution

Scheduling/Plan

Rationale

Budget

Campaign Flowchart

A one-page summary diagram showing the timing of the major elements, events, and activities of the campaign.

The campaign flowchart shows at a glance what is to happen when throughout the entire campaign.

Measurement and Evaluation

Measurement and evaluation activities occur during the course of the campaign, as well as at the end. This

section of the proposal should contain a description of those activities and the specific methods that will be used

to appraise the individual components of the campaign, as well as for measuring the overall effectiveness of the

campaign.

Budget Summary

This section is a summary of all costs of the campaign (e.g., media, production, sales promotion, direct

marketing, public relations, sponsorship, endorsements, measurement and evaluation expenditures, and more).

The budget should show both dollar and percent-of-total expenditures.

Conclusion

A very brief review of your plan and how well it meets the needs of the client. One page should be sufficient to

summarize the factors that make your plan the one that will best get the job done for the client.

Recommendations for the future.

Appendices

In most cases, this is a very important section of the plan. It will include information and material which have

potential value to your client and which have not been fully presented in the text of your plan. Examples:

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industry data, market data, questionnaires, competitors' advertisements. This section can be a valuable resource

for your client.

References

A complete list of secondary sources used for the campaign plan.