<p> Course Syllabus Advertising Strategy 454 Derek D. Rucker Winter, 2006</p><p>Instructor Information</p><p>Office: Weiboldt Hall, M268 Phone: 847-491-7113 E-mail: [email protected] Office hours: Tuesdays 4:30-5:30, or by appointment</p><p>Course Description</p><p>This course will provide you with a balanced overview of advertising strategy and execution. To understand the foundations of successful advertising strategy and execution the course draws upon both classic and more contemporary advertising. The course is fast paced and is structured in the spirit of an advertising campaign. Specifically, the course unfolds into a set of topics that are ordered in a manner similar to the stages of an advertising campaign. The first part of the course focuses heavily on selecting a target for advertising, developing an effective brand position, and stressing the importance of consumer insight. The second part of the course examines how to execute strategy and to evaluate advertising effectiveness. Students are expected to actively participate in class and complete case assignments.</p><p>Grades</p><p>Grades are based on a series of cases analysis as well as class participation. The grading is as follows:</p><p>Roaring Fork Beer: 10 points Olay Daily Facials (Group): 20 points Live Case (Group): 30 points Final Exam Case: 30 points Class Participation: 10 points</p><p>Total: 100 points</p><p>*Requests for revaluating a case must be accompanied by a paragraph explaining why the case should be reexamined. This request must be provided no later than a week following the return of the case to the class, and can result in no change (most common), an increase, or a decrease in points awarded. Schedule of Course Topics, Readings, and Assignments</p><p>Date Topic Core Readings Assignment Due</p><p>Jan. 3rd. Week 1: Introduction to Modules 1, 2, and 3 (46-63) Advertising and Targeting Cases: 7UP, Hallmark </p><p>Jan. 10th Week 2: Targeting for Growth Module 3 (63-114) Cases: Norelco, JIF, W.W. Grainger</p><p>Jan. 17th Week 3: Consumer Insight Modules 4 (115-125) and 5 Roaring Fork Beer (129-136) Case Cases: Marlboro Man, Milk Mustache</p><p>Jan. 24th Week 4: Insight and Brand Module 6 (145-156) Positioning Cases: Miller Lite/Bud Light, Berol 226</p><p>Jan. 31st Week 5: Positioning: Frame of Module 6 (156-174) Reference & Point of Difference Cases: Subway, Mastercard</p><p>Feb. 7th Week 6: Sustaining & Changing Cases: Grape-Nuts, Diner’s Olay Daily Facials a Brand’s Position Club, Apple Computer, Case Škodka</p><p>Feb. 14th Week 7: Media Strategy Module 7 (214-230) Cases: Ingersoll Cutting Tool</p><p>Feb. 21st Week 8: Media & Creative Module 7 (230-254) and 8 Strategy (268-273) Cases: GRPs, Moutain Dew, Vicks Cough Syrup, No Doz and Liquid Plumr</p><p>Feb. 28th Week 9: Creative Strategy Cases: Nike/Woods, Perrier Live Case Due</p><p>Mar. 7th. Week 10: Measuring Ad Module 8 (286-301) Effectiveness, Campaigns</p><p>Final Exam Case Due March 14th </p>