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Marketing 434 |
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San Francisco State University Instructor: Dr. Deborah Lowe Office: BSS 344 Phone 338-2202 email: dlowe@sfsu.edu TEXT: CONTEMPORARY ADVERTISING. BOVEE/ARENS IRWIN PUBLISHING, 5th edition Wed June 1 Introduction and Orientation. Lecture on promotional mix and marketing strategies, what advertising does, and the advertising agency functions. Read Chap 15, 16. 18 Mon June 6 Consumer behavior, advertising research, positioning. direct mail, sales promotion. Read Chap 2, 3, 6 Wed June 8 Creation of a spot from copy, to artwork, to the storyboard. Production values. Read Chap 4, 5, 8 Mon June 13 New Product development. Trade names. Creating an ad. Review for test. Read Chap 9. Wed June 15 Midterm (group work after midterm) Mon June 20 Media strategies. TV, Print, Magazine, Radio. Both national and international advtising. Budgeting Radio Ad exercise. Read Chap 10, 11 ,12 Wed June 22 Media Buying. Flighting, Exposure, Time. CLIOS Chap 13 Mon June 27 Presentations. Wed June 29 Business Advertising. Public Relations Ethics. Review for final Read Chap 14, 17 Mon July 4 No class Wed July 6 Final exam GRADING: MIDTERM: 100 POINTS FINAL: 100 POINTS AD CAMPAIGN 45 POINTS Promotion kit 5 POINTS TOTAL POINTS 250 POINTS A = 237-250 A- = 225-236 B+ = 220-224 B = 210-219 B- = 200-209 C+ = 195-199 C = 185-194 C- = 175-184 D+ = 170-174 D = 160-169 D - = 150-159 MKTG 431 MKTG 432 MKTG 633 MKTG 787 |
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