ADV129 -- Advertising Campaigns

Advertising Bachelor of Science Degree Program

School of Journalism & Mass Communications

San Jose State University

George C. Coakley, Instructor

Office: DBH 205 FAX: 408 395 7378

Office Phone: 408 924 3269 e mail: gcoak@aol.com

Home Phone: 408 354 1947 Office hours by appointment

Cell Phone: 408 504 1275

COURSE DESCRIPTION: Advertising Campaigns 129 is the capstone course in the advertising sequence, and is required of all advertising majors and minors, who have priority over all other applicants.

Prerequisites: Introduction to Advertising, and, at least two upper-division advertising courses are required. (See the University’s current catalog or semester schedule for classes). You should have also completed English 1A and 1B.

COMMITMENT: You should be prepared to apply all of the advertising and advertising-related courses that your have taken. This course should be regarded as a very difficult and time-consuming course. Expect to spend considerable time outside of class hours to successfully complete the requirements .

COURSE OBJECTIVE: Learn how to plan, develop, and present a professionally integrated marketing communications campaign, using an advertising agency

approach.

You will be a member of a student "agency," and create a campaign based on predetermined marketing objectives. Your agency will present its campaign to judges representing the "client" by providing a written "plans book" and making an oral presentation.

CLIENT: The client is CHARLIE’S CHEESECAKE WORKS. The accompanying published case provides you with the details of the assignment.

TANGIBLE BENEFITS: When you finish this course, you can own a bound copy of a marketing communications campaign that you helped develop. The "book" can serve as a significant adjunct to your job-searching activities. With it you can show people, not merely tell them, what you have learned in the preparation of a career. You should be demonstrably ahead of your peers when interviewing for an advertising or marketing position.

GRADING: Plans Book - 40%; Oral Presentation - 30%; Peer Evaluation - 10%; Instructor evaluation - 10% (includes, cooperation, commitment, and overall performance),and Participation -10%. With that said, it should be understood that your grade will not be decided by the QUANTITY of time alone that you spend creating and presenting the campaign, but rather by the degree of QUALITY that results from the time you spend on it.

PARTICIPATION IS CRITICAL TO THE SUCCESSFUL COMPLETION OF THIS COURSE. There will be a CHECK-IN roster completed for each class meeting, and a WEEKLY STATUS REPORT provided by each agency.

POLICY FOR FIRING: A student may be "fired" like in the "real world" by the agency for non or low performance, which includes failure to attend meetings, complete assignments, follow up on assignments, meet deadlines, or work for the general good of the agency. SEE SEPARATE HANDOUT DESCRIBING THE FIRING PROCEDURE.

ESTIMATE COSTS: You should expect to purchase the text, "Advertising Campaign Planning" by Jim Avery. It is a book that could prove useful later on in your career. In addition, you should expect to spend up to $75 for presentation materials and production of your agency’s plans book. Your agency will need to print seven (7) copies of the plans book for use by the judges and instructors. You should print additional copies of the plans book for each member of your "agency." Don’t expect the return of any copies of the book.

ORAL PRESENTATION: Presentations will be twenty (20) minutes in length, with a ten (10) minute question & answer period.

AWARD: Judges will select one agency as the winner. The winning agency’s achievement will be recognized by having its name engraved on the coveted BLUE COW perpetual award. You should be encouraged to know that there are former winners of the "Blue Cow" who are currently receiving acclaim for the progress in their careers.

The scheduled date for presentations is Friday December 9, 2005 ("dead day") beginning at 9AM.