COURSE SYLLABUS

Course Number: MKT 121 - X Title: Advertising Management

Department/Program: Marketing & Law School: JG SOM

Semester: 1st School Year: 2012 - 2013 Instructor: Albert C. Cuadrante

A. COURSE DESCRIPTION: This course is an introductory study of advertising from the specific point of view of Account Management within the advertising agency. It involves the understanding and appreciation of proper strategies--Advertising, Creative and Media -- as bases for correct, effective and efficient advertising campaigns in the Philippines. It also examines fully the roles played by the different department of an agency and the various segments of the advertising industry that pertain to each of them. This course will benefit future advertising practitioners whether as account managers in ad agencies, or as advertising or brand managers of clients, or as heads of their own companies.

B. COURSE OBJECTIVES 1. To give students an appreciation of Advertising and Marketing Communications development focusing on the CLIENT’s perspective 2. To enable students to more strategically evaluate and critique creative work presented to them by Creative Advertising Agencies.

C. COURSE OUTLINE I. Introduction A. Advertising and Marketing: The relationship and the difference B. The Evolution of Advertising C. Types of Advertising D. Roles and Functions of Advertising E. The Advertising Development Process F. The Key Players in Advertising

II. Concept Development A. Consumer Understanding: The root of advertising the works 1) Research Techniques B. Parts of a Concept 1) Accepted Consumer Beliefs 2) Benefit Statement 3) Reason to Believe C. Concept Writing: Using the promise board

III. The Copy Strategy & Brand Equity A. The Difference vs. a Concept B. Brand Character: defining your brand’s personality C. How to Evaluate a Copy Strategy D. The Brand Equity Statement

IV. The Advertising Brief A. Generating the Right Insights and Recognizing Benefit Barriers B. The ADMAP

V. Television Advertising A. The Advertising Idea: Developing a Campaign B. The Selling Line C. Drama D. The Big Picture E. Evaluating Storyboards F. Commercial Production

VI. Radio Advertising A. Advantages and Disadvantages of Radio Ads B. Evaluating Scripts C. Sound Effects

VII. Print Advertising A. Principles of Print Advertising B. Evaluating Print

VIII. Rational vs. Emotional Advertising

IX. Direct-to-Consumer Advertising: Relationship Marketing

X. Below-the-line / Non Traditional Advertising & Communications A. Point-of-Purchase Advertising / Merchandising Materials B. Outdoor Ads C. Packaging D. PR E. Promotions: How to support a campaign F. New Media (e.g. Internet, mobile phones, etc.)

XI. Advertising Ethics: Basic Guidelines of the Advertising Board of the Philippines

XII. Media A. Types of Media B. Media Strategy Development and Planning

D. TIMEFRAME: 6:00 p.m. to 9:00 p.m.

E. REQUIRED READING: Advertising Principles and Practice 6th ed. Prentice Hall Wells/Burnett/Moriarty

F. SUGGESTED READINGS: To be distributed in class.

G. COURSE REQUIREMENTS

1. Class participation and attendance- Since the class will be conducted with a discussion format; active participation is a must. Apart from taking part in class discussions, this involves coming to class on time and well prepared. Students are also expected to keep abreast with the current marketing and advertising trends, issues, and developments both locally and globally.

2. Quizzes and assignments- Quizzes are not announced. Individual assignments will be given as appropriate.

3. Group work and case studies- Students will be given a chance to assume the different roles in the advertising industry by working on selected case studies that involve the coordination of the client, the accounts group, and the creatives. This also involves work- in-progress submissions for each groups’ final project.

4. Midterm Presentation- Each group will be expected to present their advertising plans on a common case. This will have both individual and group grades.

5. Final Presentation- On top of a holistic Advertising and Communications Plan, each group is expected to present actually produced tri-media advertising.

H. GRADING SYSTEM

COMPONENT INDIVIDUAL GROUP TOTAL Class participation 10% - 10% Quizzes & Assignments 10% - 10% Group Work & Cases - 10% 10% Midterm Presentation 20% 15% 35% Final Presentation 20% 15% 35% Total 60% 40% 100%

3.76 to 4.00 A 3.31 to 3.75 B+ 2.81 to 3.30 B 2.31 to 2.80 C+ 1.81 to 2.30 C 1.00 to 1.80 D Below 1 F Overcut W

I. CLASSROOM POLICIES:

1. Arrival < 15 mins from 6:00 p.m. is considered late. 2. Arrival > 15 mins to < 30 mins from 6:00 p.m. is considered a half-cut. 3. Arrival > 30 mins from 6:00 p.m. is already considered a cut. 4. Quizzes are unannounced and start exactly at 6:00 p.m. 5. Cellphones should be in silent mode and should be kept inside the bag. Texting or making/taking calls during class is absolutely not allowed. 6. JGSOM dress code will be strictly enforced. 7. Dishonesty in all forms will be strongly penalized. This includes cheating and plagiarism.

J. CONSULTATION HOURS: By Appointment