Syllabus

UNIVERSITY OF SOUTHERN CALIFORNIA Marshall School of Business Advertising & Promotion Management (MKT 405) Fall 2013 Professor: Lisa Cavanaugh Email: [email protected] Office: Hoffman Hall, 517 Phone: 213-740-1150 Class Meetings: M/W 12pm (HOH 301); M/W 2pm (HOH 301); M/W 4 pm (HOH 304) Office Hours: Wednesday 6pm - 7pm and by appointment (HOH 517)

COURSE OVERVIEW In our society, consumers are bombarded with thousands of messages on a daily basis. Advertising and promotion are all around you—as a fundamental aspect of the food you eat, the clothes you wear, the films you watch, the sports teams you cheer for, the stocks you invest in, and the companies or organizations you may choose to work for. As you go through this course, you will gain a broad appreciation of the “ubiquity” of advertising and promotion—it is certainly not everything, but it is certainly everywhere. The world of marketing communication seems to be changing almost daily, as marketers keep searching for new ways to communicate with consumers and the variety of communication channels keeps growing (e.g., viral marketing, branded entertainment, experiential marketing, consumer generated content, etc.). Some have asked: Should we throw out the old textbooks on marketing communications? The answer is part “yes” and part “no.” Many principles of communication have not changed—we are still talking about a message, its sender, its receiver, and the medium through which they communicate. However, there have been some fundamental changes (e.g., the form of communication and the involvement level of consumers in non-traditional vs. traditional media), which makes this a dynamic area for learning. Advertising & promotion management is a critical element of any business endeavor. As you will learn in this course, integrated marketing communications provide one of the fundamental building blocks for an organization’s strategy and success. Therefore, whether or not you are interested in a career in this field, it is important to understand the how and why of advertising and promotion management. The knowledge and skills acquired in this course will help you to be more effective in whatever career you choose, to be a more educated consumer in today’s society, and to help create the successful businesses of the future. Advertising & promotion management is both an interdisciplinary and applied area of study. Throughout the course, you may recognize concepts and techniques from core disciplines such as psychology, economics, and statistics. You may also recognize some key findings from other marketing or communications courses you have taken. It can be interesting to see how these discipline-based concepts are applied to the assessment and solution of real-world advertising & promotion problems. Early in the semester we will examine the strategic issues in advertising & promotion. From there, we will venture into tactical territory to understand the various tools of the trade and keys to maximizing effectiveness. More specifically, this course will introduce you to the concepts, analyses, and activities that comprise advertising & promotion management and provide practice in assessing and solving advertising & promotion challenges. Class sessions will be devoted to learning major advertising and

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promotion concepts and applying them to real world examples and experiences. There is much ground to cover, but thankfully, the subject matter is interesting and often a lot of fun. COURSE LEARNING OBJECTIVES The overall objective for this course is to equip you with knowledge of advertising & promotion management. This particular course is designed to provide you with the skills and knowledge to: • Understand what integrated marketing communications (IMC) is and why it is important to marketing today. • Understand who the key players in the IMC industry are and what they do. • Understand how knowledge and insights about consumers and selected target markets provide critical input to the design of advertising and promotions management. • Understand how to develop an effective positioning strategy to distinguish a brand, product, or service offering from the competition. • Understand how to develop communications objectives, formulate a creative strategy and design a set of creative tactics for advertising that will best achieve your communication objectives. • Compare and select various forms of media in order to maximize effectiveness. • Understand the strategic role of various communication tools in the IMC mix in creating a synergistic, multi-media campaign. • Practice the processes of analyzing an opportunity, formulating strategy, developing creative and implementing an IMC plan. • Create an IMC plan and pitch for an actual client. ROAD MAP FOR OUR COURSE The course is roughly divided into three segments: Part I Strategy: Before you begin an adventure into unknown territory, it is helpful to understand the landscape, i.e. where the opportunities (and the landmines) may be hiding. In the first part of our course, we will look at advertising & promotion through a wide-angle lens to gain an appreciation for the elements of an IMC strategy. Part II Tactics: Next, we will look at advertising & promotion through a tactical lens. We will learn about the tools and techniques used to design the components of effective IMC programs, including creative development, different communication modalities, and measurements of effectiveness. Part III Putting It All Together: In the final segment of our course, you will be asked to integrate your understanding of IMC concepts with the tools and skills available to create an original IMC plan, which will be presented at the end of the semester. Using the concepts, tools, and analyses that you have learned, you and your team will use your creative and analytical skills to develop an IMC plan and present your ideas and findings to the class at the end of the semester. REQUIRED MATERIALS Readings and assignments should be completed before the session for which they are assigned. Your course readings come from the following sources: • •

Textbook: Advertising and Promotion: An Integrated Marketing Communications Perspective (9th edition), Belch & Belch, McGraw-Hill, 2012. Note: Desk copy available in Crocker Library. Additional Materials: short articles and materials available on Blackboard or delivered in class.

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COMMUNICATION & COURSE NOTES The best way to reach me is via email. I access my email many times a day and a lot more often than I remember to check my voicemail messages. Office hours are on Wednesday 6pm-7pm and by appointment. If you are unable to meet during regular office hours, please email me to setup a time that works with your schedule. I am in the office throughout the week, so please feel free to stop by at other times to ask questions. Blackboard: I will use Blackboard’s email system to contact you individually or as a group about the class (e.g., changes in the syllabus, assignments, etc.). It is your responsibility to make sure emails sent via Blackboard can reach you at an email address you check on a regular basis. Course materials are available using Blackboard, including: • • • •

Course syllabus Copies of PowerPoint slides (posted after class) Assignments due in that class period Additional advertising & promotions resources

Please note that a subset of the lecture slides will be distributed via Blackboard after class. Please let me know if there are any problems accessing the material. Pinterest and Twitter: You will also be required to post and access online content through Pinterest and Twitter this semester. Please be sure that you are set-up and have access to these mediums on your chosen device(s), i.e., phone, tablet, laptop. Class activities requiring usage of Pinterest and Twitter will be assigned throughout the semester. For those who may not be familiar, Pinterest is an online pinboard for “collecting and organizing inspiration” and Twitter is a social networking and microblogging service for “the fastest, simplest way to stay close to everything you care about.” Both are used frequently in advertising and promotion, and we will put their marketing slogans to the test. GRADING Grading will follow the Marshall School of Business guidelines. Each student will be awarded a final course grade based on his/her performance in the class. In this course, you will be evaluated on the following basis (see course component details below): Class Participation & Activities Quizzes IMC Project (team) Final Exam

15% 25% 30% 30%

Note on team project: Teams will be assigned at the beginning of the semester and finalized by September 11. Team projects should be a true synthesis of individual efforts. Thus, deliverables should be written with one clear and consistent voice. All team assignment related grades may be modified based on peer evaluations. At the end of each team project, you will be provided with a grading sheet for your team. Each member will grade their teammates’ active participation in the team’s joint efforts. Should a student receive a consistently low rating from his/her teammates due to their lack of participation in the team’s efforts, I reserve the right to reduce this student’s grade accordingly. Note on activities and assignment submissions: All assignments must be turned in on the due date/time specified. In-class activities must be submitted before the end of class. Homework activities must be submitted before the start of class on the due date specified. Assignments should be submitted electronically via Blackboard. Late assignments will not be accepted. COURSE COMPONENTS

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1. Class Participation & Activities Class participation is an important component of this course. Your ability to benefit from the course and contribute to the class is largely dependent upon your attendance during class meetings and your participation in class activities. Class participation includes attendance, quality of preparation, quality of comments in class, and quantity of participation. Students in management education learn a lot from each other, drawing on different experiences, viewpoints, and opinions unique to each individual student. Your goal should be to be consistently prepared for class and to participate appropriately in the variety of activities in the course—lecture, case discussions, small group exercises, guest speakers, etc. Keep in mind that frequent participation in class is not as important as the quality of participation; you should strive to make effective use of discussion time in class, through thoughtful, timely, and constructive participation. Since this course is about communication, the evaluation of students’ comments will be based also on students’ ability to communicate their comments in class effectively. Poor classroom etiquette (e.g., failing to attend lectures and guest speaker presentations, coming to class late, making disruptive comments, engaging in any non-class related activity during class) will seriously affect one’s class participation grade. In addition to your in-class participation, I will ask you to contribute and communicate with your classmates through additional channels, including Pinterest and Twitter. Use of these technologies allows us to both share ideas and gain additional insight about various social media tools commonly used by marketers to promote and manage their brands. Additional details for specific class activities will be announced in class. I will ask you to post noteworthy examples and observations related to specific course topics and our semester long project. Your contributions tagged with the appropriate hashtag announced in class will be considered part of your activities and class contribution. In sum, in order to maximize your class participation grade: • Attend class and be punctual. • Read the assigned chapters/articles/cases and be prepared for class. • Participate by offering insightful comments that move the class discussion forward. • Complete the class activities announced in class. 2. Quizzes Two quizzes will be given during the semester to test students’ understanding of key concepts discussed in the book, additional readings, and lectures. They are called “quizzes” because they count for a small percentage of your grade, however, these quizzes are long. I recommend studying for these quizzes as you would study for a test or midterm. If you do not wish to be rushed in taking your quiz, please come to class on time. There are no make-ups for quizzes. 3. IMC Project The IMC assignment this semester will be a team project. The IMC plan is a strategic document that directs the implementation of IMC ideas. It reviews the situation facing a brand, identifies the strategy and objectives and target market for the brand and then indicates how all elements of the promotion mix (advertising, sales promotions, internet, direct marketing) are to be coordinated to achieve communication objectives. From a pedagogical perspective, the plan incorporates all of the concepts we will learn in this class. In this class, students will work in groups of 5 to develop an IMC Plan. Students must do supplementary secondary research to gather current information regarding the positioning, target marketing, and IMC tools in developing their IMC plan. At the end of the term, each team will have 25-30 minutes to “pitch” their ideas to the “client” and members of the class, simulating an actual pitch conducted by an agency. This project should be challenging—and fun—as it allows you to integrate your advertising, promotion, & marketing knowledge with ideas from other courses and a heavy dose of creativity and insight. The final project will consist of

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both the written plan and the in-class presentation (“the pitch”). A more detailed outline for the project will be provided in class and on Blackboard later in the semester. Details of the IMC Plan are found in a separate document. Please adhere to the details carefully. 4. Final Exam There will be one comprehensive final exam. The exam will consist of a mix of multiple-choice questions, short answer, and mini-case analysis questions that require you to both understand and apply the ideas and tools we have covered in the class. The exam in this course emphasizes the application and interpretation of ideas and tools learned in the course and, as much as possible, de-emphasizes rote memorization. The final exam will be given during the university-scheduled final exam period. There will be no exceptions to this unless according to university policy (please see USC Policy). Important: Please carefully review this policy and be certain that you meet the requirements specified in the pertinent section before making any request. ATTENDANCE My attendance policy is straightforward. I expect that you will attend every class. Repeated absenteeism reduces your ability to learn, participate, and complete in-class activities, and thus adversely impacts your final grade. If you are unable to attend class, you do not need to notify me. If, however, you would like to notify me, please use Blackboard’s email function to contact me with the subject line (“MKT 405 Class Absence [12pm/2pm/4pm] – Date [mm/dd]” to ensure the message is received). If you miss multiple classes due to an official university requirement or pressing emergency, please provide me with the necessary documentation to excuse your absence. In either case, be sure to obtain copies of notes from at least two of your classmates to insure that you do not miss any important material. You will be responsible for everything covered or announced in class. COURSE CONDUCT This class is designed to be a challenging and fun learning experience for everybody. To optimize the classroom teaching and learning environment, I have the following expectations: • Timeliness. Please make every effort to get to class on time. Late arrivals are disruptive to the professor and other students. • Electronics. To encourage participation and enable all students to focus on the class discussions without distraction, I require that my students do not use any electronic devices (e.g., laptops, cell phones, iPads, iPods or other e-devices during class unless expressly requested to do so by me that day. (See Marshall Guidelines for additional details.) • Class Norms. When you come to class, be prepared to actively participate. When class begins, any activities that could be distracting to you or any other student need to cease (e.g., chatting with your friends, reading the paper, texting, etc.) • Respect. Spirited class discussion is great. Whether you agree or disagree with a viewpoint, I expect you to be respectful of others in the classroom: let other people finish when they speak; carefully listen to what they have to say; be respectful of their opinions. • Deadlines. All assignments are due at the beginning of class on the date due. No late assignments will be accepted. • Quizzes/Exams. Students are expected to take quizzes and exams at the scheduled times. Consistent with University policy, makeup exams will be given only to students who have written proof of illness or other emergency per policy. If you cannot take a scheduled exam due to an official University activity, it is your responsibility to inform me at least one week prior to the scheduled exam and have official documentation. If you fail to attend an exam without prior notice and without medical or other emergency documentation you will receive a grade of zero on that quiz or exam.

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Preparing for Class It is assumed that all students have read the relevant assigned material prior to coming to class and will actively contribute to each session to maximize the learning experience. These learning experiences include lectures, case discussions, in-class exercises, and guest speakers. Lectures will not necessarily rehash book material. Hence if there is any information in the book that you find unclear, please bring it to my attention and we will discuss it in class. To prepare for each class, I suggest the following: 1. Read the assigned materials for the upcoming class 2. Practice any “tools” contained in the assigned materials 3. Complete any assignments and question preparation 4. Get enough sleep and nutrition to be awake and attentive during the 110 minutes of class time. 5. Come to class ready to engage in the (hopefully interesting) advertising and promotion topic of the day. Lecture Notes I will post a subset of the slides that I use in class on Blackboard for your use. These slides will be available after class on the same day. Please note that the posted slides will not be exhaustive of material covered and do not substitute for thoughtful note taking. Return of Paperwork and Retention of Graded Coursework Students who miss class sessions when assignments are returned are responsible for retrieving their materials. Returned paperwork, unclaimed by a student, will be discarded after two weeks. To keep things fair for future students, I do not allow students to take their actual exams out of the classroom. You are welcome to look over your exam in more detail by making an appointment with me during office hours. MARSHALL SCHOOL GUIDELINES & UNIVERSITY POLICIES Add/Drop Process If you are absent six or more times prior to September 13, I may ask you to withdraw from the class by that date. These policies maintain professionalism and ensure a system that is fair to all students. Technology Policy Laptop and Internet usage is not permitted during academic or professional sessions unless otherwise stated by the respective professor and/or staff. Use of other personal communication devices, such as cell phones, is considered unprofessional and is not permitted during academic or professional sessions. ANY e-devices (cell phones, PDAs, iPhones, Blackberries, other texting devices, laptops, iPods) must be completely turned off during class time. Upon request, you must comply and put your device on the table in off mode and FACE DOWN. You might also be asked to deposit your devices in a designated area in the classroom. Videotaping faculty lectures is not permitted due to copyright infringement regulations. Audiotaping may be permitted if approved by the professor. Use of any recorded or distributed material is reserved exclusively for the USC students registered in this class. Statement for Students with Disabilities Any student requesting academic accommodations based on a disability is required to register with Disability Services and Programs (DSP) each semester. A letter of verification for approved accommodations can be obtained from DSP. Please be sure the letter is delivered to me as early in the semester as possible. DSP is located in STU 301 and is open 8:30 a.m.–5:00 p.m., Monday through Friday. The phone number for DSP is (213) 740-0776. For more information visit www.usc.edu/disability. Please note: test-related accommodations letters need to be shared and discussed at least three weeks before the date the accommodations will be needed. Statements on Academic Integrity USC seeks to maintain an optimal learning environment. General principles of academic honesty include the concept of respect for the intellectual property of others, the expectation that individual work will be

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submitted unless otherwise allowed by an instructor, and the obligations both to protect one’s own academic work from misuse by others as well as to avoid using another’s work as one’s own. All students are expected to understand and abide by these principles. SCampus, the Student Guidebook, (www.usc.edu/scampus or http://scampus.usc.edu) contains the University Student Conduct Code (see University Governance, Section 11.00), while the recommended sanctions are located in Appendix A. Students will be referred to the Office of Student Judicial Affairs and Community Standards for further review, should there be any suspicion of academic dishonesty. The Review process can be found at: http://www.usc.edu/student-affairs/SJACS/. Failure to adhere to the academic conduct standards set forth by these guidelines and our programs will not be tolerated by the USC Marshall community and can lead to dismissal. Class Notes Policy Notes or recordings made by students based on a university class or lecture may only be made for purposes of individual or group study, or for other non-commercial purposes that reasonably arise from the student’s membership in the class or attendance at the university. This restriction also applies to any information distributed, disseminated or in any way displayed for use in relationship to the class, whether obtained in class, via email or otherwise on the Internet, or via any other medium. Actions in violation of this policy constitute a violation of the Student Conduct Code, and may subject an individual or entity to university discipline and/or legal proceedings. No Recording and Copyright Notice No student may record any lecture, class discussion or meeting with me without my prior express written permission. The word “record” or the act of recording includes, but is not limited to, any and all means by which sound or visual images can be stored, duplicated or retransmitted whether by an electromechanical, analog, digital, wire, electronic or other device or any other means of signal encoding. I reserve all rights, including copyright, to my lectures, course syllabi and related materials, including summaries, PowerPoints, prior exams, answer keys, and all supplementary course materials available to the students enrolled in my class whether posted on Blackboard or otherwise. They may not be reproduced, distributed, copied, or disseminated in any media or in any form, including but not limited to all course note-sharing websites. Exceptions are made for students who have made prior arrangements with DSP and me. Emergency Preparedness/ Course Continuity In case of a declared emergency if travel to campus is not feasible, USC executive leadership will announce an electronic way for instructors to teach students in their residence halls or homes using a combination of Blackboard, teleconferencing, and other technologies. Please activate this course in Blackboard with access to the course syllabus. Whether or not you use Blackboard regularly, these preparations will be crucial in an emergency. USC’s Blackboard learning management system and support information is available at blackboard.usc.edu. Students are expected to be familiar with USC’s Academic Integrity Policies (i.e., copying, Fraudulent possession of an exam, plagiarism, submission of purchased papers, submitting The same assignment to more than one instructor) and be aware of recommended sanctions (i.e., F for the course, suspension or expulsion) associated with violating such policies. See Appendix A in the SCAMPUS Guidebook for more detail.

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ADVERTISING & PROMOTION: DAY TO DAY – FALL 2013   CLASS

DATE

TOPIC

READINGS

DUE

Strategy M

August 26

Course Introduction

Read Syllabus

W

August 28

IMC: Overview

Chapters 1

Student information card (submit in class)

M

September 2

NO CLASS: Labor Day

W

September 4

Strategy & Tools for Situation Analysis

Chapter 2

Skills assessment – see Blackboard/ Qualtrics

M

September 9

Key Industry Players

Chapter 3

Teams formed

W

September 11

IMC Project Orientation FOX KICK-OFF

M

September 16

Consumer Insights & Target Markets

Chapter 4 & 5

W

September 18

Communication Objectives & Budgets

Chapter 7

M

September 23

Creative Strategy: the "Big Idea"

Chapter 8

Tactics W

September 25

QUIZ 1

M

September 30

Advertising Creative: Source, Message, & Channel

W

October 2

NO CLASS: IMC Project In-Service

M

October 7

Implementation & Evaluation and Case Study

Chapter 9

W

October 9

Media Planning

Chapter 10

M

October 14

Broadcast Advertising FOX CHECK-IN

Chapter 11

W

October 16

Print Advertising

Chapter 12

M

October 21

Support Media

Chapter 13

W

October 23

Guest Speaker – Konrad Ribeiro (Google)

M

October 28

QUIZ 2

Chapter 6 Media engagement exercise

Team questions for executives

Questions for speaker

8

W

October 30

Online Tactics & Tools

Chapter 15

W

November 4

Sales Promotions

Chapter 16

M

November 6

Public Relations

Chapter 17

Putting It All Together M

November 11

Final Presentations

All Final Projects Due

W

November 13

Final Presentations

M

November 18

Final Presentations

W

November 20

Advertising & Society

Chapter 21

M

November 25

Personal Selling & Measuring Effectiveness

Chapter 18 & 22

W

November 27

NO CLASS: Thanksgiving (27 – 30)

M

December 2

Guest Speaker

Questions for speaker

W

December 4

Course Review

Bring questions

December 6 December 7-10

Last Day of Classes Study Days

December 11 December 13

FINAL EXAM 4 pm Section: 4:30 - 6:30pm (12/11) 12pm Section: 11am - 1pm (12/13) 2pm Section: 2pm - 4pm (12/13) Note: The final exam is determined by the University and must be taken at the Registrar scheduled time for your section. See university policy for details: www.usc.edu/soc.

**Note: This schedule is subject to change. You are responsible for any changes announced in class or posted on Blackboard**

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