jomc 170.1 principles of advertising
DESCRIPTION
JOMC 170.1 Principles of Advertising. Joe Bob Hester, Ph.D. 233 Carroll Hall 1:00 - 3:00 p.m. Tues. & Thurs. or by appt. 843-8290 [email protected]. Objective. Understand the process of promotion as persuasive communication facilitating transactions between buyers and sellers. - PowerPoint PPT PresentationTRANSCRIPT
JOMC 170.1 Principles of Advertising
Joe Bob Hester, Ph.D. 233 Carroll Hall
1:00 - 3:00 p.m. Tues. & Thurs. or by appt.
843-8290 [email protected]
Objective
Understand the process of promotion as persuasive communication facilitating transactions between buyers and sellers.
Objective
Be knowledgeable of the language, history, current events, industry, industry structure, regulation, and social and economic effects of advertising.
Objective
Learn a systematic approach for the development of advertising messages and campaigns.
Objective
Learn how advertising relates to marketing and to other forms of marketing communications such as promotions and public relations.
Objective
Develop an appreciation of the responsibilities associated with the persuasive function of advertising.
Be realistic
This course will introduce you to advertising and give you a limited amount of practical experience. It will not make you the complete advertising person, but it will provide you with the resources you need if you wish to continue to study the field.
Be realistic
By the end of the course you should be able to intelligently discuss advertising with professionals and you should be able to direct yourself to any one of many interesting specialties in the field.
Resources www.unc.edu/courses/
2007spring/jomc/170/001/
Format
Readings / Lectures / Discussion Homework (10%) Quizzes (15%) Exam 1 (20%) Exam 2 (20%) Exam 3 (30%) Research Participation (5%)
GradesMinimum weighted percentages
required A (93%) A- (90%) B+ (87%) B (83%) B- (80%) C+ (77%) C (73%) C- (70%)
Grades
Past Distributions A (0-5%) A- (10-20%) B+ (10-15%) B (20-35%) B- (10-30%) C+ (10-20%) C (3-5%) C- (0-3%)
Accuracy / Deadlines Proofread your work. Assignments are generally due at
the beginning of class. Duplicate and/or electronic copies
of assignments are sometimes required.
Attendance
Come to class!
Honor Code
Academic integrity Counseling
Important Dates
Tues., Feb. 13 - Exam 1 Tues., Mar. 27 - Exam 2 Tues., April 3 - Guest Speaker Tues., May 1 - Exam 3 (4:00 p.m.)
Today . . . Almost everything is a Brand
Most manufactured goods Most services Entertainment brands In some ways, YOU are a brand!
Brands are an organizing force of modern business
Brands have become a cultural meaning system.
The Business World Is Organized Around Brands. Marketing is a major business
function. A major part of marketing is
marketing communication. And one of the major ways brands
communicate is…
Advertising! An important part of
American culture. An increasingly important
part of global culture. The Original Marketing
Communication Still the major type of Brand-
Building Communication
But, what is Advertising?
AdvertisingHow we’ll study it:
AdvertisingHow we’ll study it: Marketers / Advertisers
Consumers Household consumers Gov’t officials & employees Trade channel members Business organization members Professionals
Advertising and Marketing Services Agencies
Media Companies
You & Your Career-
Right now, many of you are “job shopping”
This course ends with... A Marketing Plan for “The Brand Called
You” Understand yourself as a Product Understand Your Market Increase Your Market Value Bring Your Product to Market