UNIVERSITY OF DELAWARE
COURSE DESCRIPTION Ė Spring 2008
NAME OF COURSE: Advertising Management
COURSE NUMBER: BUAD 471
PREREQUISITE: Buad 301
PROFESSOR: Mark Bambach
OFFICE: Purnell 013B
OFFICE PHONE: (302) 831-1792
WEB PAGE: http://www.buec.udel.edu/bambachm
OFFICE HOURS: Discussed the first day of class.
I am happy that you are enrolled in my class and hope that it is an enjoyable semester for you!
CATALOG DESCRIPTION: Planning, implementing, and evaluating advertising and sales promotion activities. Determining advertising objectives, selection of campaign themes and media, evaluating advertisements and campaigns, controlling advertising and promotion expenditures, the client-agency relationship, regulation, and the social and economic effects of advertising will be discussed in class.
COURSE OBJECTIVES: Upon completion of this course the student will be able to:
1. Define and utilize the specialized vocabulary of advertising and gain insight into the profession.
2. Discuss the social effects of advertising on the general population, and conversely the effects of society on advertising.
3. Place advertising in its proper place in the promotional mix.
4. Discuss the importance of advertising specialists and the impact of advertising on the American economy and on the global economy.
5. Describe the influence and effects of legislation on advertising and evaluate the effectiveness of self-regulation in the advertising world.
6. Cite the advantages and disadvantages of each advertising medium and be familiar with when to use each medium.
7. Appreciate the creativity necessary for each of the various media.
8. Recognize current trends in advertising.
9. See how advertising supports journalism and the entire communications field.
10. Plan and think critically when creating advertising strategy.
The nature of this course will be a combination of lecture, discussion and hands-on activities. Most chapters will include assignments and activities. You will note below that a substantial portion of your grade depends on the effort and results of these assignments and activities.
It is expected that you attend class and be on time for the start of the class. Tests will be announced at least one week in advance. You are to take the tests on the scheduled day and at the scheduled time. If you come in after a test has started, 15 points will be deducted from the test, no matter what the reason is for being late. I do not want you disturbing the students who showed up on time and are now taking the test. A missed test counts as a zero. There are no make-ups given. You canít take the test early or late because of other obligations. Please donít ask! Your lowest test grade will be dropped if you take all four tests. During the tests all books, phones, hats, drinks, etc. must be put in the front of the class. All you need is a number two pencil in front of you. This will help keep the test taking honest for everyone. Research papers must follow current APA format. Double sided papers will not be accepted. Length, acceptable topics and other pertinent information will be discussed the first week of class. Late papers will not be accepted. They are due at the start of the section that youíre enrolled in and must be handed in, not emailed to me. You are to attend the section you are registered in, not the one that fits your schedule. Deviation from this will not be tolerated and will adversely affect your grade. If you join the class after it has started, it is YOUR responsibility to get the notes from someone in class. Please donít ask me to go over what Iíve already covered in class.
BASIS FOR GRADES:
Tests (3 @ 27%) 81%
In-class quizzes and reviews 9%
Marketing Presentation 5%
Research Paper(s) 5%
< Super Bowl Advertising
< Television Advertising
< Outdoor Billboards
< Radio Advertising
REQUIRED TEXT: Advertising and Promotion Ė An Integrated Marketing Communications Perspective, Belch & Belch, Seventh edition.
A (93-100) C+ (77-79) D- (60-62)
A- (90-92) C (73-76) F = Below 60
B+ (87-89) C- (70-72)
B (83-86) D+ (67-69)
B- (80-82) D (63-66)
Week # CHAPTER
1 chapter 1
2 chapters 2 and 3
3 chapter 4, Presentations start
4 chapters 5 and 6
5 chapter 7, Test # 1 (ch. 1-6)
6 chapters 8 and 9
7 chapter 10
8 chapter 11
9 chapter 12
10 chapter 13, Test # 2 (ch. 7-12),
11 chapters 14 and 15
12 chapter 16
13 chapter 17
14 chapter 18, Test # 3 (ch. 13-18)
15 Final exam week - Test # 4 (ch. 1-18)
Note: The professor reserves the right to modify this syllabus at any time. If this occurs you will be notified in class.