San Francisco State University

Instructor: Dr. Deborah Lowe

Office: BSS 344              Phone 338-2202        email: dlowe@sfsu.edu

TEXTS: ADVERTISING EXCELLENCE BOVEE/THILL/DOVEL/WOOD

               MCGRAW HILL 1995

Marketing 862 Guide: Dr. Deborah Lowe (at Kinko's)

Mon Sept 1     No class labor day 

Mon Sept 8    Introduction and Orientation.

                       Lecture on promotional mix and marketing strategies, what advertising does, and the

                       advertising agency functions. 

Mon Sept 13  Advertising plan objectives High tech media advertising/promotion. 

                       Out of home direct ads Infomercials, QVC, Screen Malls, Kiosks.

                       Animation Creative copywriting/Art Direction

                       How to do a storyboard.  -TV production.

                       Creation of a spot from copy, to artwork, to  the storyboard.

                       World Wide Web ad assignment individual

                       Group Assignments

                       CHAP  9, 12, 16

Mon Sept 22   Client Meeting for Ad Project

Mon Sept 29   Advertising Research/Questionnaire designs

                        Targeting the Ads/Segmentation/Vals

                        CHAP  5, 6

Mon Oct 6      Design Elements/ Color impacts in Ads on the World Wide Web.

                       CHAP 10

Mon Oct 13    The Ad campaign. Group Research. Questionnaire ready.

                       Children's Ads Analysis Assignment: 

                       Review for Midterm

Mon Oct 20    Midterm

Mon Oct 27   Desktop publishing print ads.

                      Guest Lecturer

                      How to use PageMaker to prepare print ads. Hands on-Lab exercises on the Mac     

Mon Nov 3    Transit, Print Ads/High Tech Transfers

                       Local Advertising   

                       Out of Home Ads

                       Guest lecturer   

                       Chap 11

Mon Nov 10  Sales Promotion/VIDEO PLAYBACK

                      International Advertising lecture

                          Childrens ads ANALYSIS DUE

                      Chap 8, 17

Mon Nov 17  Media Buying. Flighting, Exposure, Time.

                      Evaluating the campaign

                      Chap 13, 14, 20

                      Individual Web Ads due

Mon Nov 24  Social Responsiblity/Corporate Identity Ads

                          Corporate Ad exercise. Public Relations in Advertising

                      Chap 3, 18  Group work

Mon Dec 1     FINAL REVIEW

MON Dec 8  Client Presentations. Final Project due.

Final Exam week Dec 15        Final exam   

GRADING:

MIDTERM:                                100 POINTS

FINAL:                                       100 POINTS

AD CAMPAIGN                          35 POINTS

CLIENT PRESENTATION           5 POINTS

Individual Web                             20 POINTS

Individual/child ads                        5 POINTS

TOTAL  POINTS                       265 POINTS

There are 265 total points.

A   = 250-265

A-  = 238-250

B+ = 233-237

B   = 225-232

B-  = 212-224

C+ = 206-211

C   = 188-205

C- = 185-187

D+ = 180-184

D   = 177-179

D- = 159-178

                  MKTG 431         MKTG 432       MKTG 434       MKTG 633 

                          MKTG 787        MKTG 867         MKTG 869

Marketing 862

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