Course ID: | ADPR 5740/7740. 3 hours. |
Course Title: | Advertising and Communication Campaigns |
Course Description: | Managerial and decision-making processes with student groups
functioning as advertising agencies to plan, implement, and
manage advertising and communication campaigns for assigned
outside clients. Students work with outside clients to assess
their needs and then present student-derived solutions to the
clients. |
Oasis Title: | Advertising/Commun Campaigns |
Duplicate Credit: | Not open to students with credit in ADPR 5741, ADPR 5742, ADPR 5950 or ADPR 7741, ADPR 7742, ADPR 7950 |
Prerequisite: | ADPR 3515 and (MARK 3001 or MARK 3001H or MARK 3001E) and (ADPR 3110 or ADPR 3110E) and ADPR 3120 and (ADPR 3130 or ADPR 3400 or ADPR 3400E) and ADPR 5710 and (ADPR 5750/7750 or ADPR 5760/7760) and permission of department |
Semester Course Offered: | Offered fall, spring and summer semester every year. |
Grading System: | A-F (Traditional) |
|
Course Objectives: | This course is designed to give students an integrated and
comprehensive learning experience in advertising and promotion
decision making. Working in teams, students will approach the
problem as an advertising agency would work for a client. By the
end of the course, each team will:
l. Analyze marketing/advertising problems accurately, based on a
thorough situation analysis.
2. Determine a realistic marketing, advertising, and promotion
strategy.
3. Set realistic advertising and promotion objectives and
budgets.
4. Plan effective communication message/media/budgeting
strategies and tactics that solve well-defined problems.
5. Develop and test message executions to determine if they
communicate effectively with target markets.
6. Plan and prepare media programs to reach the client's target
audiences (e.g., consumers, viewers, influencers, decision
makers, populations with special needs) efficiently and
effectively.
7. Determine optimum advertising and promotion budgets.
8. Specify appropriate means to evaluate and control
advertising/marketing programs.
9. Write a comprehensive report and make a formal oral
presentation. |
Topical Outline: | Problem Assignment
Week 2 Group Assignment
Situation Analysis
Week 3 Situation Analysis
Business Plan
Week 4 Marketing Strategy
Objective Setting
Week 5 Advertising Strategy
Objective Setting
Week 6 Creative Strategy
Promotion Strategy
Thinking out of the box
Week 7 Creative Strategy
Promotion Considerations
Creative Development
Media Plan Development
Week 8 Creative Development
Media and Promotion Planning
Week 9 Finalize Media Plan
Evaluation Plan
Finalize Creative
Week 10 Finalize Plans Book
Week 11 Plans Book Due by 12:00 noon
Week 12 Final Presentations, will begin between 5:00-6:00 p.m.
depending on room availability and will run up until 10:30-
11:00p.m. that evening.
Week 13 Critique of Presentation and Plans Books
Week 14 All teams working to revise winning Plans Book
Week 15 Two copies of all revised Plans Books are due at 12:00
noon |