ADVERTISING 360

ADVERTISING 360

Advertising Media Strategy

Fall 2000

Tues. & Thurs.; 8:10am – 9:25am

Communications Bldg. Room 208

Instructor:

Office Hours:

Tim Christy

476 Comm. Bldg. (Ad Office)
Ad Office phone: 974-3408

Tues. & Thurs.

9:45-11:15 in 98 Comm. Bldg. (GTA Office) or by appointment

email: timchristy@hotmail.com

Prerequisites: Advertising 250 & 340 (Principles & Research Methods). This course is restricted to Advertising majors or those who meet other special criteria. If you are not an Advertising major, but intend to apply in the fall, you must provide me with a typewritten statement of your intent to apply. This statement must include your current GPA, as well as why you want to become an Ad major.

Required Text: Advertising Media Planning, 5th Edition; by Jack Z. Sissors and Lincoln Bumba; 1996.

Course Objectives: In this course you will examine the relationship between advertising and various media while discovering techniques that increase the likelihood of an advertising message being received by the appropriate individuals. Such a process will involve consideration of media characteristics, audience "make-up", time, and budgetary parameters. Specifically, you will be introduced to the following:

Audience measurement techniques, concepts, and services.
Media planning terminology.
Attributes of the mass media (both new and old) and their use as advertising vehicles.
Computer aided analysis of media schedules.
Procedures used to develop a successful media plan and the variables involved in the media decision making process.

Assignments & Grading: If for some reason you do not have an email account, please get one before next class period since I will be communicating with you throughout the term via email.

1.) Two Exams (each worth 25% of your grade). Depending on class progress, the test dates listed on the syllabus may change. I will notify you of any such change at least one week prior to the original date. There will not be a final exam per se; however, you will be required to hand in a final project (a media plan) on the last day of class (Thurs., Dec. 7th), as well as present the plan during finals week (12-13-00).

2.) Problem Sets/Quizzes (25% of your grade). Periodically I will give you either a small assignment or an in-class quiz to complete. These tasks will assist you in keeping up with class material and will help you review for your two exams.

*****ALL ASSIGNMENTS (including bonus assignments) ARE DUE AT THE BEGINNING OF CLASS ON THE DATES SPECIFIED ON YOUR SYLLABUS. If you miss class on the day an assignment is due, either place it in my mailbox in Comm. 476 before class or email it to me before 8:10 am on the day it is due. If you miss a quiz you will not be able to make it up. NO LATE PAPERS WILL BE ACCEPTED*****

3.) Media Plan (25% of your grade). Most of you have probably already heard something about this project from your fellow classmates. It is a group project that can be difficult and frustrating at times. However, it can also be very fun and rewarding, regardless of what some of your peers may have told you. Basically, you will develop a media plan for a consumer product and evaluate the expected effectiveness of the plan using a computer program. Specific details surrounding the project will be provided to you later in the term. The plan will be due on the last day of class (12/7/00). You will also be required to present the plans on 12/13/00.

Attendance: Course material presented in this class will often be unfamiliar and sometimes confusing to you. Therefore, it is EXTREMELY important that you attend every class. I do understand, however, that certain things may force you to miss a few classes (not least of which the fact that this class meets at 8:10 in the morning). Hence, you are permitted to miss THREE classes; more than three absences will result in your final grade being lowered one letter. If you do not miss more than three classes, you will be rewarded 5 bonus points at the end of the semester. NOTE: If you come to class late, you WILL be marked as ABSENT.

Cheating: DO NOT DO IT!!! Anyone found cheating (on tests, homework, etc.) will be turned into the Office of Student Judicial Affairs. Trust me, you do not want to end up there. If you have any questions/concerns, refer to the latest issue of Hill Topics under the Academic Integrity section.

A How-to on Becoming a Successful Media Planning Student

Familiarize yourself with ALL assigned readings prior to coming to class.
Complete ALL assignments ON TIME.
Be prepared to answer questions in class.
Ask questions when unsure about a topic.
Attend EVERY class. Attend EVERY class. Attend EVERY class.

Advertising 360 Tentative Course Schedule

DATE TOPIC ASSIGNMENT

August 24 Course Introduction - Media, advertising and consumers Read Chapter 1

August 29 The media planning process Read Chapter 4

August 31 Strategy and planning - Situation analysis Read Chapter 7

September 5 Competitive Expenditure analysis - Simmons on-line
Read Chapter 8

Prob. Set #1 - Comp. Exp. Anal (CEA) * Due 9-19-00 *

September 7 SMRB on-line tutorial Location will be announced

Sept. 12, 14, 19 Media measures Quiz #1 - SMRB online
Read Chapters 5,6, & 9

Sept. 21, 26 Discuss CEA assignment. Print media Reach Chapters 10 (pp. 259-266) & 12 Prob. Set #2 - Media Measure *Due 10-02-00*

Sept. 28, Oct 3 SRDS & print data
SMRB quiz Read Chapter 15 (pp. 395-398; 404-405)

Oct. 5 Review for Test #1 Quiz # 2 - SRDS
Study for Test #1

Oct 10 TEST #1

Oct 12 Fall Break!!!! No Classes!

Oct. 17, 19, 24 Broadcast media Read Chapters 10 (pp. 266-269) & 15 (pp. 390-395; 398: Radio Costs ONLY; 400-404; bottom of 405-406)

Oct 26 Broadcast audience data and terms Prob. Set #3 - Broadcast Measures
* Due 11/02/00 *

Oct 31 Happy Halloween
Outdoor & direct mail concepts and terms
Discuss media plan assignment Read Chapters 10 (pp. 269-274) & 15 (pp. 398-399)
Draft of situation analysis for media plan due 11-09-00

Nov 2 Internet advertising
New/alternative media Read outside readings available at the Reserve desk in the library.

Nov 7 Putting it all together with planning principles and elements Read Chapters 11 and 13

Nov 9 Review for Test #2
Draft of situation analysis DUE!!!!! Study for Test #2

Nov 14 Test #2
Return situation analysis drafts

Nov 16 Discuss media plan objectives Draft of objectives for media plan due 11-21-00

Nov 22 Draft of objectives DUE!!!
Discuss media plan strategy and tactics Draft of strategy for meda plan due 11-27-00 by noon

Nov 23 Thanksgiving Break!!! No classes!

Nov. 27 Draft of strategy DUE!! Place in my box in Com 476 by noon

Nov 28 Adlab Meet in room Com 309

Nov. 30 Return strategy drafts

Dec 5 No class; use time to work on media plan

Dec 7
Media plan DUE by NOON!!!! Place in my box in Com 476

LATE PAPERS ACCEPTED ON DECEMBER 7TH ONLY WITH THE FOLLOWING PENALTIES:

Noon-1 pm: 5%
1-2 pm: 10%
2-3 pm: 20%
3-4 pm: 30%
4-5 pm: 40%
ANYTHING AFTER 5:00 WILL NOT BE ACCEPTED!!!!!!!!!!!

Dec 13 10:15 am - 12:15 pm: presentation of Media Plan during regularly scheduled final exam period

SUMMARY OF IMPORTANT DATES

Assignment Due Date

Quiz #1 - SMRB on-line 9-12-00 (Tues.)

Problem Set #1 - CEA 9-19-00 (Tues.)

Problem Set #2 - Media Measures 10-3-00 (Tues.)

Quiz #2 - SRDS 10-5-00 (Thurs.)

Test #1 10-10-00 (Tues.)

Problem Set #3 - Broadcast Measures 11-2-00 (Thurs.)

Draft of situation analysis 11-9-00 (Thurs.)

Test #2 11-14-00 (Tues.)

Draft of objectives 11-21-00 (Tues.)

Draft of strategy 11-27-00 (Mon.) - by 12:00 pm

Media plan 12-7-00 (Thurs.) - by 12:00pm

Media plan presentation 12-13-00 (Wed.) - 10:15am to 12:15 pm

Return to UT Advertising Home Page

DATE	TOPIC	ASSIGNMENT
August 24	Course Introduction - Media, advertising and consumers	Read Chapter 1
August 29	The media planning process	Read Chapter 4
August 31	Strategy and planning - Situation analysis	Read Chapter 7
September 5	Competitive Expenditure analysis - Simmons on-line	Read Chapter 8 Prob. Set #1 - Comp. Exp. Anal (CEA) * Due 9-19-00 *
September 7	SMRB on-line tutorial	Location will be announced
Sept. 12, 14, 19	Media measures	Quiz #1 - SMRB online Read Chapters 5,6, & 9
Sept. 21, 26	Discuss CEA assignment. Print media	Reach Chapters 10 (pp. 259-266) & 12 Prob. Set #2 - Media Measure Due 10-02-00
Sept. 28, Oct 3	SRDS & print data SMRB quiz	Read Chapter 15 (pp. 395-398; 404-405)
Oct. 5	Review for Test #1	Quiz # 2 - SRDS Study for Test #1
Oct 10	TEST #1
Oct 12	Fall Break!!!! No Classes!
Oct. 17, 19, 24	Broadcast media	Read Chapters 10 (pp. 266-269) & 15 (pp. 390-395; 398: Radio Costs ONLY; 400-404; bottom of 405-406)
Oct 26	Broadcast audience data and terms	Prob. Set #3 - Broadcast Measures * Due 11/02/00 *
Oct 31	Happy Halloween Outdoor & direct mail concepts and terms Discuss media plan assignment	Read Chapters 10 (pp. 269-274) & 15 (pp. 398-399) Draft of situation analysis for media plan due 11-09-00
Nov 2	Internet advertising New/alternative media	Read outside readings available at the Reserve desk in the library.
Nov 7	Putting it all together with planning principles and elements	Read Chapters 11 and 13
Nov 9	Review for Test #2 Draft of situation analysis DUE!!!!!	Study for Test #2
Nov 14	Test #2 Return situation analysis drafts
Nov 16	Discuss media plan objectives	Draft of objectives for media plan due 11-21-00
Nov 22	Draft of objectives DUE!!! Discuss media plan strategy and tactics	Draft of strategy for meda plan due 11-27-00 by noon
Nov 23	Thanksgiving Break!!! No classes!
Nov. 27	Draft of strategy DUE!! Place in my box in Com 476 by noon
Nov 28	Adlab	Meet in room Com 309
Nov. 30	Return strategy drafts
Dec 5	No class; use time to work on media plan
Dec 7	Media plan DUE by NOON!!!! Place in my box in Com 476 LATE PAPERS ACCEPTED ON DECEMBER 7TH ONLY WITH THE FOLLOWING PENALTIES: Noon-1 pm: 5% 1-2 pm: 10% 2-3 pm: 20% 3-4 pm: 30% 4-5 pm: 40% ANYTHING AFTER 5:00 WILL NOT BE ACCEPTED!!!!!!!!!!!
Dec 13	10:15 am - 12:15 pm: presentation of Media Plan during regularly scheduled final exam period