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MONTCLAIR STATE UNIVERSITY
SCHOOL OF BUSINESS ADMINISTRATION
MARKETING DEPARTMENT
OFFICIAL COURSE OUTLINE
I.
Course Number:
MKTG 344
II.
Course Title:
Advertising Theory and Techniques
III.
Credit Hours:
3
IV.
General Description of Course (Catalog Description)
A broad introduction to advertising, promotion and marketing communications:
historical roots of advertising; advertising from the viewpoint of clients;
advertising from the viewpoint of clients, ad agencies and media; and both the
marketing aspects (strategy development; account management) and creative
aspects (copyrighting; art direction production and editing) of advertising. Covers
all forms of advertising: print, broadcast; out-of-home; and the latest advertising
media such as direct mail and response; cable television; and Internet/interactive.
In addition to traditional lectures, guest lectures are provided by various
advertising professionals. Students also have a practical opportunity to create ads
and commercials.
Prerequisite: MKTG 240
V.
Specific Objectives of Course
A.
B.
C.
D.
E.
VI.
To provide students with a broad overview of the realm of advertising
including the marketing, human, media, and creative aspects.
To provide the “tools” need to develop effective advertising campaigns
through exposure to the account management, media, creative, production,
traffic, and legal departments’ responsibilities within the agency.
To develop greater insight into the cooperation and interaction that is
required between the advertising agency and its clients in the development
of an advertising campaign.
To foster a “learning environment” where students will be encouraged to
ask questions and participate actively in discussions on current issues and
trends in the world of advertising.
To introduce students to the various career opportunities available within
this discipline
Course Content
1
A.
Introduction to the Advertising Industry
1.
Brief Chapter-by-Chapter Overview
a.
Chapters 1 through 4 – Introduction to Advertising as an
integral part of the marketing function
b.
Chapters 5 through 6 – Advertising positions available on
both the agency and client sides
c.
Chapters 7 through 14 – Various forms of media available
d.
Chapter 15 – The role of marketing research within
advertising
e.
Chapters 16 through 22 – The creative aspects of
advertising
f.
Chapters 23 through 26 – Advertising related issues and
topics
2.
Basic terminology used in advertising
3.
The difference between advertising and public relations
4.
Brand (product) advertising vs. corporate advertising
5.
Advertising of ideas and concepts
B.
Advertising as a part of marketing and life in general
1.
Case Study : “The Seven Deadly Sins of Advertising” from
Harper’s Magazine 1989 which is used to generate student
discussion about advertising and creativity
2.
Explanation of the five-stage model of advertising and how
advertising is utilized as a vehicle to increase sales
a.
Exposure
b.
Awareness
c.
Comprehension
d.
Acceptance/Credibility
e.
Immediate or Delayed Impact on Purchasing Behavior
3.
Explanation that advertising messages seldom have the same
credibility among consumers as that of word-of-mouth
communications
4.
Advertising within the marketing function
a.
The amount of money which is spent on advertising in the
United States market alone annually
b.
Alternative activities and resources that could be done and
used in place of advertising and promotion in order to meet
Return-On-Investment expectations
c.
The ratios between the retail price of products and services
vs. advertising dollars spent respectively for more than one
hundred categories of goods and services
5.
Advertising as a part of American culture and society
a.
Positive aspects of advertising that are commonly cited
b.
Negative aspects (complaints, suggestions, etc.) of the
Influence, advertising has, which, are commonly cited.
6.
The many different “publics” affected by advertising
2
a.
b.
c.
C.
Individual consumers, families and businesses (decisionmakers)
Current, past, and potential consumers/customers
Others: shareholders, potential shareholders, security
analysts, employees, and local residents
Historical Development of Advertising in the United States
1.
Forerunners of advertising as seen in antiquity and the Middle
Ages
a.
Babylonian clay tablets
b.
Egyptian papyrus
c.
Greek town criers
d.
Roman centurions and merchants
e.
Signage for old English taverns
f.
Gutenberg’s invention of moveable type (circa 1438)
g.
Siquis in English newspapers of the 1600s and 1700s
2.
Precursors to American advertising
a.
Expanding population and the immigrant-like nature of
Americans
b.
Spatial size of the United States and the exploration /
settlement of the interior
c.
Innovations in transportation
d.
Innovations in communication vehicles
e.
Innovations in technology and industry
f.
Greater prosperity of the American population – not only
among the educated and elite – but also among the
industrial working class and even rural populations which
resulted in the heightening of consumer expectations
g.
Innovations in media
h.
Characteristics of advertising around the turn of the century
(1)
Advertising of patent medications
(2)
Muck-raking journalists’ stories which led to the
passage of the Pure Food and Drug Act (1906),
Federal Trade Commission, and Food and Drug
Administration
i.
Early forerunners of the modern agency: itinerant space
salesmen of the print medium
3.
Advertising since the end of World War I
a.
Three eras
(1)
Pre-Marketing Era
(2)
Mass Communications Era
(3)
Research Era
b.
Impact of the introduction of radio (circa 1920) on the field
of advertising
c.
Beginnings of branding and consumer mass-marketing
(1920s)
3
4.
D.
d.
Advertising during the Great Depression (1930s)
e.
Significant role of advertising during World War II
Advertising since the end of World War II
a.
Period of the 1940s
(1)
Affluence
(2)
Shortage of products
(3)
The coming of television
b.
Period of the 1950s
(1)
Tremendous growth of television
(2)
Suburbia (“keeping up with the Joneses)
(3)
Role(s) of advertising during the Cold War
c.
The calm before the storm (1960s)
d.
The late 1960s and the early 1970s
(1)
Vietnam War and the draft
(2)
Civil Rights Movement
(3)
Anti-Consumption and the beginnings of
environmentalism
(4)
Women’s Liberation Movement
(5)
Conflict within the large ad agencies which results
in the “creatives” getting the upper hand in
advertising boutiques
e.
Period of the 1980s
(1)
Feast and famine in the advertising realm
(2)
Predominance of research resulting in market
segmentation and product positioning
(3)
Rise of the modalities of direct marketing and cable
television
f.
Current trends of the 1990s and the likely developments
during the rest of the Twentieth Century
Marketing Aspects of Advertising
1.
Importance of the product life cycle theory in developing an
advertising strategy
a.
Brief review of Product/Brand Life Cycle concept utilizing
the space orbiting analogy
b.
Pioneering phase: introduction and rapid growth
c.
Competitive phase: competition and brand maturity
d.
Retentive Phase: epiphany of brand maturity
e.
Decision phase (“to advertise or not to advertise”): death or
brand rebirth
2.
Diffusion of Innovation Concept / Theory
a.
Brief review of this concept focusing on the work of
Everett Rogers
b.
Identification of early adopters and the extension of their
influence over other consumers
3.
Brands, Branding, and Brand Management
4
a.
b.
4.
5.
6.
E.
Review of brands, brand families, lines, line extension, etc.
Discussion of the pioneer brand-oriented, market-driven
organizations
c.
Review of the concept of the corporate structure behind
brand management
Brand Equity and the Development of Appropriate Advertising
Strategies
a.
Brief review of the concept of brand equity
b.
Development of an appropriate advertising strategy and a
discussion of its components
c.
Concept of integrated communication
d.
Brief review of the concept of a brand equity audit (SWOT
analysis)
e.
Transforming an advertising strategy into a creative brief
f.
Importance of a formally written advertising strategy
g.
Analyzing, reviewing, and changing advertising strategies
Target marketing
a.
All consumers do not represent the same potential for a
brand / client
b.
Different segments / groups of consumers may be
interested in the same product or brand, bot for entirely
different reasons
c.
Specialization, fragmentation, and mass-marketing trends
d.
Reaching smaller segments through specialized magazines,
cable television, and radio formats
e.
Ability to target consumers at the household level through
the efforts of market researchers and database marketers
Other Advertising-Related Marketing Concepts
a.
Segmentation by attitudes and impressions, brand
preferences and usage, lifestyle, and expected benefits
b.
Niche-marketing, ethnic-related niches
c.
Four “P”s
d.
80/20 Rule
e.
Psychographics
Advertising Agencies, Practitioners, Clients, and the Client-Agency
Relationship
1.
Advertising (“A Look at the Agency”)
a.
The four main departments of the largest 100 to 200
agencies
(1)
Account Management
(2)
Creative Department
(3)
Media Department
(4)
Research Department
b.
Job titles and responsibilities within the large agencies
(1)
Account Management
5
2.
3.
4.
(a)
Management Supervisors
(b)
Account Supervisors
(c)
Account Executives
(d)
Traffic Employees
(2)
Creative Department
(a)
Creative Directors
(b)
Assistant Creative Directors
(c)
Copywriters
(d)
Art Directors
(e)
Producers
(f)
Casting and Music Specialists
(3)
Media Department
(a)
Media Researchers
(b)
Media Planners
(c)
Media Buyers
(d)
Operations Research Modelers
(4)
Research Department
(a)
Research Directors
(b)
Data Analysts
(c)
Project Directors
(5)
Responsibilities of the agency to the client
Advertising (“A Look at the Client”)
a.
Organization of “Fortune 500” consumer packaged goods
firms
b.
Job titles and responsibilities
(1)
Line positions
(a)
Vice President of Marketing
(b)
Group Brand Manager
(c)
Brand Manager
(d)
National Sales Manager
(e)
Regional Sales Manager
(f)
Sales Manager
(2)
Staff positions
(a)
Advertising Manager
(b)
Media Manager (Broadcast)
(c)
Media Manager (Print)
(d)
Collateral Manager
(3)
Responsibilities of the client to the agency
Budgeting for advertising methods
a.
Percentage-of-Sales
b.
Payout plan
c.
Competitive budgeting
d.
Task method
Client – Agency relationship
a.
Client selection of agencies
6
(1)
5.
6.
F.
Importance of personal relationships (some
agencies end up managing a stable of their own
clients through successively higher positions
(2)
Objective criteria
(a)
Capabilities and reputations of account
management and creative personnel
(b)
Agencies experience on same size or same
kind of account
(c)
Capability in all forms of media or in a
particular modality
(d)
Availability of in-house research and media
departments
(e)
Geographic location s of the agency
(f)
Pricing of services
(g)
Potential conflicts-of-interest
Account Reviews and Shoot-outs
Agency Compensation
Overview of Media
1.
Discussion of the weaknesses and strengths of the five major
modalities of media
a.
Print
b.
Broadcast
c.
Direct mail / Direct response
d.
Out-of-Home
e.
Specialty
2.
Current trends
a.
Disadvantages and advantages of having greater media
diversity and complexity
b.
Increasing complexity of media selections and schedules
causing many agencies to team operations researchers with
media planners and buyers
c.
The search for more and more specialized media forms to
reach smaller target markets
d.
Synergistic effect of using multiple modalities
e.
Need for an advertising and media strategy to encompass a
variety of market segments and messages
f.
Expectation of clients for the agency to get more
performance from each form of media for the same or even
smaller amount of money
g.
Expectations of both the client and the agency for better
and better media research from by the media owners
h.
Increasing use of ERPs rather than GRPs in the selection of
ad media – a direct reflection of target marketing and
fragmented media
3.
Making comparisons across different media forms
7
a.
b.
c.
G.
Auditing of print circulation and the ratings of broadcast
media
CPM (Cost Per Thousand) measurement
GRPs and ERPs; reach and frequency
Advertising via Television
1.
Brief history of television
a.
Early mechanical television and electronic television
b.
Work of Philo Farnsworth
c.
Iconoscope camera invention by Vladimir Zworykin (1923)
d.
RCA vs. Westinghouse in the race to develop the standards
for commercial television
e.
NBC offered the first commercial telecasting in 1939 from
the New York World Fair
f.
Only five television stations in the United States were on
the air before WWII; all production and television
operations were curtailed during the war
g.
(Fall 1945) Commercial television resumed and by 1947
there were seventeen US stations
h.
(1948) The number of stations increased to 48 and coaxialcable transmission was available; the first year that
television set sales outpaced the sales of radios
i.
Between 1948 and 1952, the growth of TV stations slowed
due to the “freeze” imposed by the FCC
j.
The “freeze” was lifted in 1952 when the FCC also made a
greater number of UHF frequencies available
k.
Late 1940s and early 1950s (“Live Decade”) four television
networks: ABS, NBC, CBS , and Dumont – at this time all
networks and television production were centered in New
York
l.
Color television was introduced in 1954 through the RCA
system
m.
Late 1950s and early 1960s – television production
migrated to the west coast and the majority of programs
were broadcast via film or tape
n.
(1952 – 1956) growth in the number of television stations
and household television sets primarily due to greater
family prosperity and because of many hit comedy series
and variety shows
o.
Cable television was developed during the 1960s
p.
Satellite television developed during the 1970s
q.
Efforts at interactive television have not proved successful
2.
Strengths and weaknesses of television as an advertising medium
3.
Explanation of television ratings
4.
Detailed discussion of the inter-workings of television and
television advertising
8
H.
Advertising via Radio
1.
Brief history of radio broadcasting
2.
Strengths and weakness of radio as an advertising medium
3.
Radio formats
4.
Radio ratings
5.
Exactly how radio advertising works
I.
Newspaper Advertising
1.
Brief history
2.
Strengths and weaknesses of the newspaper as an advertising
medium
3.
Current trends and controversies
J.
Advertising via Magazine
1.
Brief history
2.
Strengths and weaknesses of magazine as an advertising medium
3.
Current trends and controversies
K.
Advertising via Out-of-Home Modalities
1.
Brief history
a.
Outdoor advertising goes back further into antiquity than
any other form
b.
“Broadsides” were posters used in colonial America and
news bulletins were publicly posted as early as the late
1700s
c.
Billboards date back to the first decade of the automobile in
the United States
d.
Highway Beautification Act (1965) placed major new
restrictions on roadside signage
e.
New out of-home modalities are constantly being
developed
2.
The Best of the Burma –Shave Signs (Case study from the 1950s)
3.
Billboard Advertising
4.
Transit Advertising
5.
Shelter Advertising
6.
Purchasing, Usage, and other aspects of out-of-home advertising
L.
Advertising via Direct Mail / Direct Response
1.
Brief overview and introduction to this modality
2.
Various forms of direct mail / direct response advertising available
3.
Current trends and controversies
4.
Use of videocassettes for marketing and ordering
M.
Sales Promotion
1.
Distinction between sales promotions and advertising
9
2.
Forms of Sales Promotions
N.
Role of Research in Advertising
1.
Detailed explanation and definitions of the five major kinds
(a)
Strategic research
(b)
Copy research
(c)
Media research
(d)
Tracking studies
(e)
Qualitative research
2.
Important research aspects in regard to the realm of advertising
3.
Media ratings
O.
Creation of Advertising Copy
1.
Rules of thumb and practical advice from well-known copywriters
2.
Nature and usage of appeals
3.
Elements of an effective advertisement
4.
Structure of an advertisement
5.
Headlines
6.
Sub-headings
7.
Body copy
8.
Slogans and tag-lines
P.
Creative work plan and review
1.
Majority of big and medium-sized agencies develop a detailed
creative plan that will be used to evaluate as well as guide the work
2.
Many agencies have review boards to pass judgment on various
ads and commercials
Q.
Connecting Words and Visuals Images
R.
Print Production
1.
Brilliant creative work can be overshadowed by poor print
production
2.
Various methods and processes of print production
3.
Typography
4.
Typesetting
5.
Finished Print Ad (“Mechanical”)
S.
Television Commercial Production
1.
Case study: “30 Days and $300,000: The Process of Producing
Two 30 Minute Television Commercials for Rolaids.” Smithsonian
Magazine. 1990 February.
2.
Timetable for production
a.
Creative personnel prepare “storyboard” of their idea for
the commercial. It is very common for the larger agencies
to have competitive events between the creative teams
10
Following review and / or research, the “winning” idea is
developed further and then faces another round of agency
and client approval
c.
Approved storyboard is then sent to agency, network and/or
station attorneys to get an on-air clearance, before final
editing and production begin
d.
Commercial shooting and editing is sent out by the agency
for competitive bidding process
e.
Commercial “shoot” is done either in the studio or at a
remote location
f.
Final editing can take from one to three days in an
expensive, specialized video production facility
g.
After approval is attained from the client, agency, and
media owners, it is duped into videotapes for the networks
and stations that will play it
Important decisions that have to be made with regards to the
commercial’s effectiveness and aesthetic appeal
b.
3.
T.
Radio Commercials
1.
Detailed explanation of the production timetable
2.
Important decisions to make with regard to the effectiveness of the
ad and its appeal to consumers
U.
Trademarks and Packaging
1.
Definition of all relevant terminology
2.
Trademark regulation and protection as an exclusive piece of
intellectual property
3.
Packaging
V.
Retail Advertising
1.
Distinction between this venue of advertising and the others
a.
99% of the emphasis is placed on the actual merchandise
rather than service, lifestyle, etc.
b.
Mainly print advertising because of the flexibility with
regard to last-minute deadlines
c.
Strong emphasis on special sales events
d.
Much of it is done on a cooperative basis with the
manufacturers
2.
Current trends in retailing
3.
Types of retail advertising
4.
Advertising mix for retailing
W.
International Advertising
1.
Size, scope, and terminology
2.
Global economy (the new economic world order)
11
3.
X.
VII.
Special challenges and controversies related to advertising around
the world
Advertising Restraints
1.
Governing government agencies with the jurisdiction to regulate
certain aspects
2.
Special restraints with regards to comparison advertising
3.
Self-regulation and oversight by the advertising industry
Procedures/Techniques/Methods
Lectures and student class discussion usually comprise about sixty percent of the
course. Another twenty percent of the time is spent viewing television
commercials, listening to radio commercials, viewing print advertisements, and
discussing the aesthetics of such. Visiting speakers from the field of advertising
compose ten percent of the time. Student advisement on potential career tracks
comprises the remainder of the course.
VIII. Instructional Materials Employed
IX.
A.
Videotapes
1.
Advertising Theories and Techniques (four tape series) from the
publisher
2.
Television commercials that have been produced and edited during
earlier sessions of the course
3.
Case study on Jack Daniels
B.
C.
D.
Audio Tapes – series of radios spots from Laughing Cow cheese
Color slides of outstanding print advertisement
Microsoft Office PowerPoint utilized to outline important topics of class
discussion for the benefit of the students
Basic Requirements for Completion of the Course
A.
B.
C.
X.
Attendance and class participation are expected and closely monitored
Two examinations
Each student is given the choice of either shooting/producing a
commercial advertisement on a product of their choice or making an oral
presentation /review of current trends in advertising
Required Readings Including Suggested Text(s)
Jewler, C., ed. Creative Strategy in Advertising. Fifth edition. New York:
Wadsworth Publishing, Inc., 1994.
Russell, J. Thomas and W. Ronald Lane, ed. Kleppenr’s Advertising Procedure.
Thirteenth edition. Englewood Cliffs: Prentice-Hall, 1995.
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XI.
Bibliography
BOOKS
Baker, Stephen. Visual Persuasion: The Effect of Pictures on the Subconscious.
New York: McGraw Hill Publishers, 1961.
Fox, Stephen. The Mirror Makers: A History of American Advertising and its
Creators. New York: Random House Publishing, Inc., 1985.
Poffenberger, Albert (1932). Psychology in Advertising. New York: McGrawHill
Ramond, Charles (1976). Advertising Research: The State of the Art. New York:
Association of National Advertisers.
Rothenberg, Randall (1995). Where the Suckers Moon: The Life and Death of an
Advertising Campaign. New York: Vintage Books (Random House).
Also see hardcover edition (Alfred A. Knopf, 1994).
Starch, Daniel. Measuring Advertising Readership and Results. New York:
McGraw Hill Publishers, 1966.
White, Percival. Advertising Research. New York: Appleton & Company, Inc.,
1927.
JOURNAL ARTICLES
Allen, George H. “Today’s Advertising Makers: Raymond Rubicam.” Sharper
Focus. American Association of Advertising Agencies. 1932.
Belk, Russell W. and Robert Mayer. “Children’s Recognition of Consumption
Symbolism in Children’s Projects.” Journal of Consumer Research. March
1984: 386-397.
Booker, George W. (1981). “A Comparison of the Persuasive Effects of Mild
Humor and Mild Fear Appeals,” Journal of Advertising, 10 (1981), 29-40.
Cannon, Hugh M. and Riordan, Edward A. (1996). “Beyond Effective Frequency:
Advertising Media Planning in an Era of Integrated Marketing
Communication,” Proceedings of the 1996 Conference of the American
Academy of Marketing.
Hess, John (1996). “Yellow Pages Offer Insight into Trends,” Advertising Age,
November 18, 1996, 38+.
Hiebert, Ray E. (1994). “Advertising and Public Relations in Transition from
Communism: The Case of Hungary, 1989-1994,” Public Relations Review
(Winter 1994), 364-371.
Kelly, J. Steven. “Subliminal Embeds in Print Advertising: A Challenge to
Advertising Ethics.” Journal of Advertising. Summer 1979: 20-24.
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Labich, Kenneth (1995). “Nike vs. Reebok: A Battle for Hearts, Minds and Feet,”
Fortune, September 18, 1995, 90-94.
Maddox, Lynda M; Mehta, Darshan; and Daubek, Hugh G. (1997). “The Role and
Effect of Web Addresses in Advertising,” Journal of Advertising
Research, 37 (2), 47-59.
McDonald, Scott (1997). “The Once and Future Web: Scenarios for Advertisers,”
Journal of Advertising Research, 37 (2), 21-28.
McDonough, John (1995). “Radio: A 75-Year Roller-Coaster Ride,” Advertising
Age, September 4, 1995, 24+.
Newman, Jane (1997) “What Is the Client Relationship to Account Planning?”
Essays on Account Planning (http://www.apgus.org/2_2a.html), Summer
1997.
Rubicam, Raymond. “The Man with Something Extra.” Trained Men. July
/August 1953: 5+.
Scipione, Paul A. (1997). “Too Much or Too Little? Public Perceptions of
Advertising Expenditures,” Journal of Advertising Research, 37 (3), 4958.
Stewart, David W. (1989). “Measures, Methods and Models in Advertising
Research,” Journal of Advertising Research, 29 (4), 54-60.
Townsend, Bickley (1988). “The Media Jungle,” American Demographics
(December 1988), 8-15.
Viney, Robert M. (1993). “Solving the Agency-Client Mismatch,” Advertising
Age, May 24, 1993, 20.
Wallace, David J. (1996). “High Hopes for Smart Media Ratings Service,”
Advertising Age, July 22, 1996, S16-S17.
Weinstein, Sidney and Valentine Appel. “Brain Activity and Recall of Television
Advertising.” Journal of Advertising Research. August 1979: 7-15.
MISCELLANEOUS
American Association of Advertising Agencies (1995). What Every Account
Executive Should Know about Merchandising and Sales Promotion. New
York: The Four A’s.
Audits and Surveys. (1996). Study of Media Involvement. New York: Audits and
Surveys, Inc.
Wiles, Judith A. and Cronwell, T. Bettina (1990). “A Review of Methods Used in
Measuring Affect, Feelings, and Emotion in Advertising,” in: Current
Issues and Research in Advertising (James H. Leigh and Claude R.
Martin, Jr., eds.). Ann Arbor, MI: University of Michigan, 260-273.
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