PRINCIPLES OF ADVERTISING BUAD 309 T-Th 12:30 p.m. - 1:45 p.m. GOH411 Reoungeneria McFarland

COURSE ASSESSMENT
Your assessment for the course will be based on the total possible accumulation of points from exams, quizzes (unannounced or announced - variable points), homework assignments (variable points), projects (100 points), relevant and pertinent class participation (variable points), and papers (100 points). Absenteeism and tardiness will also be assessed.
A 90% - 100% of the total amount of points

B 80% - 89% of the total amount of points

C 70% - 79% of the total amount of points

D 60% - 69% of the total amount of points

F Below 60% of the total amount of points

TENTATIVE CLASS SCHEDULE
I reserve the right to alter this class schedule as circumstances dictate. All changes will be announced in class. Students not attending class are responsible for obtaining any alterations to the class schedule.
Day 1 Course Orientation/Syllabus Review
Chapter 1 Advertising as a Process

Chapter 2 The Structure of the Advertising Industry

Chapter 3 The Evolution of Advertising

Chapter 4 Social, Ethical, and Regulatory Aspects of Advertising

Chapter 5 Advertising and Consumer Behavior

Chapter 6 Market Segmentation, Positioning, and the Value Proposition

Chapter 7 Advertising Research

Chapter 8 The Advertising Plan

Chapter 9 Advertising Planning: An International Perspective

Chapter 10 Creativity and Advertising

Chapter 11 Message Development: Strategies and Methods

Chapter 12 Copywriting

Chapter 13 Art Direction and Production

Chapter 14 Media Planning, Objectives, and Strategy

Chapter 15 Media Evaluation: Print, Television, and Radio

Chapter 16 Media Evaluation: Traditional and Emerging Support Media

Chapter 17 Advertising on the Internet

Chapter 18 Sales Promotion

Chapter 19 Direct Marketing

Chapter 20 Public Relations and Corporate Advertising

CLASS PARTICIPATION
Class participation provides an opportunity to develop oral communication skills, to present your ideas concisely and persuasively, to respond effectively to the comments of others, and to clarify your understanding of the course material. Many questions, problems and cases do not have "right" answers. Consequently, being "right" or "wrong" should not be your concern when participating. Your point of view, even if it differs from the consensus, is valuable. Critically read the assigned material and critically listen to both the lectures and the comments of your fellow students. If you disagree, speak up and explain how and why your viewpoint differs. Participation is graded on quality and not quantity. Speaking too much without adding value to the discourse will be as detrimental to your grade as not speaking at all. I expect you to help deal with those who seem to monopolize discussions without adding value. At the same time, I encourage creativity and expressing individual values and ideas. While debate about the issues is encouraged, I expect all class members to treat each other with consideration and respect.
If you have concerns about your ability to participate in class discussions, please contact me immediately for an appointment. We can work together to improve your oral communication skills.

ATTENDANCE POLICY
When unexcused absences total 15% of the scheduled meetings, the instructor is authorized to reduce the student's letter grade by one letter. When unexcused absences total 20% of the scheduled meetings, the instructor is authorized to give a failing grade. Three grades of students may be lowered because of tardiness and unexcused absences. Each cut above three will subtract two (2) points from the final average. The late attendance to class or leaving before dismissal will result in an "L" recorded for the student. Late is defined as arrival after the roll is called or leaving before the end of class. Three late attendances will count as one cut.

ABSENCES AND LATE WORK
Absences will be excused by the instructor and permission will be granted to make up assignments and tests only if the following conditions are met:
o The student supplies a valid doctor's statement of illness
o Proof of absences because of scheduled school activities such as varsity team games, field trips, and other valid activities
o Proof of absences because of death in the family
o Any other written reason deemed valid by the instructor

ACADEMIC INTEGRITY
Learning is both an individual and a cooperative undertaking. Asking for and giving help freely in all appropriate setting helps you to learn. You should represent only your own work as your own. Personal integrity is the basis for intellectual and academic integrity. Academic integrity is the basis for academic freedom and the College's position of influence and trust in our society. College rules and standards define and prohibit "academic misconduct" by all members of the academic community including students. You are asked and expected to be familiar with these standards and to abide by them.

FEEDBACK
If you have any questions or concerns about course content, teaching, grading or any suggestions for improvement in the above areas, please do not hesitate to discuss them with me.

POLICIES AND RULES
A. The successful completion of your day-to-day work represents a minimum requirement, just as it does in any organization. Late arrival in the classroom and absence from class represents a failure to meet your responsibilities. Attendance will be taken at the beginning of each class period; any person not present when attendance is taken will be marked absent. If you are absent from class, you are still responsible for the material covered and any announcements made by me. In other words, each class meeting should be treated as a professional meeting. If you miss many of these on the outside, you may find yourself without a job.

B. The failure to complete any classroom assignment at the specified time also represents a failure to meet your responsibilities. Any written assignment which is not submitted at the specified time will receive a grade of "F".

C. The completion of reading assignments, and the comprehension of material presented in class may also be evaluated through your class participation. Failure to participate may result in a substantial grade reduction.

D. Written work must be prepared in a professional manner. It is to be clearly written, with proper grammatical construction and correct spelling. All written work must be typed - preferably on a microcomputer. Work which is not presented in a professional manner will be returned as unacceptable. The grade assigned to written work will reflect its analytical soundness. Any presentation must follow a reasonable outline, assumptions must be clearly stated, and arguments must be carefully supported.

E. The completion of each of the requirements stated above represents the minimum performance required to pass this course. The quality of the work done to meet each of the course requirements specified will determine the specific grade earned. Any assignments not completed will result in a failing grade for the course.

F. Any students caught cheating on exams or other course assignments will immediately receive a grade of "F" for the course. Those who attempt to represent the work of others as their own (plagiarism) will also receive an "F" for the course. You must reference (i.e., give credit to) the works of others.

G. If you choose to withdraw from the class, you must do so by the drop date posted by the College.

H. Make-up exams or assignments will be provided if I am given either advance notice of the absence (with a substantive reason) or the absence is excused ex post. An essay exam may be given in place of multiple choice exams, where appropriate. Any make-up exams will be administered on the Study Day (May 1, 2000) only.

I. An incomplete ("I") can be given only if a student has completed the majority of the course work with a passing grade according to the college policy. Examples include taking a final exam at a later date or submitting a final project at a later date.

STUDENT PROFESSIONAL DEVELOPMENT
During you stay at LEMOYNE-OWEN COLLEGE, you will be provided with a number of opportunities to prepare yourself for a career in business. Having the academic credentials is necessary, but not sufficient, to prepare you to develop your career. You must also develop the necessary skills in the areas of presentation, communication, resume writing, networking, dress, career planning, etc. To this end, the Division of Business and Management will provide you with several opportunities to get exposure to and develop these skills (i.e., Black Executive Exchange Program, Johnson-Bryce Lectures, etc.). In recognition of your development in this area, you will receive extra credit for each event (where there is a business professional speaker) that you attend. Events will be posted in the hallways and I will also announce the schedule of events in class.

COMPUTER COMPETENCY
As we approach the 21st century, it is becoming more and more important that you familiarize yourself with how to plug into the information super highway. The ability to communicate with others electronically is necessary regardless of your major. Today, computer literacy is just as important as skills in reading, writing and arithmetic. To help you develop these skills, you must arrange immediately to obtain access to LeMoyne-Owen's Internet and E-mail system by securing an account with the College. In the context of E-mail, you will be able to do the following:
1. Send messages or documents to a specific person in class or send a message to the entire class.
2. Send messages to me concerning any questions that you may have about grading, assignments, attendance, class material, etc.
3. Receive announcements from me concerning exams, events/meetings, and whether or not class will be held on a given day, etc.
Apart from sending E-mail, I strongly encourage you to experiment with the Internet to get a sense for what is out there. It is also possible for you to do this from home.