Download Issues in Advertising COM 414 Fall *98:

Canisius College
COM 414 Issues in Integrated Marketing Communication (IMC)
3 credits/Core Capstone
xxx
Lyons Hall xx
Fall/Spring 20xx
Instructor: xxx
Office: xxx
Office Hours:
Phone: 888-xxxx
xxx
xxx
e-mail: [email protected]
Required Text:
Ad Age
PR Daily
Any other PR/advertising/marketing issues readings (Available on D2L)
Objective
This class is a review of contemporary/philosophical/ethical issues that
surround advertising, public relations and marketing communication (IMC).
Its main objective is to expose each of you to key controversies and
philosophical dilemmas that surround integrated marketing communication,
today. Whether you are an aspiring ad/PR/marketing professional or just a
target, you need to think through these issues.
The principal text is Advertising Age, an important news magazine
published (biweekly) for advertising/marketing industry professionals. An
ancillary reading source is PR Daily, which provides a quick, daily view of
PR/marketing communication issues. We’ll also spend time, every week,
looking at Creativity, which comes free with your Ad Age subscription.
From these readings (as well as supplementary video, other reading,
outside speakers and advertising artifacts) you will be asked to discuss
and explain current events in IMC. Each week, each of you will present
information from assigned readings to the class. Each is also responsible
to interpret the potential impact of that story on the industry, the economy,
consumers and our popular culture. You must critically analyze that
behavior in the context of marketing communication and applicable
theoretical communication frameworks such as Elaboration Likelihood
Model, information theory, commitment and consistency, social learning,
uses and gratifications, etc. At the same time, students are expected to
explore the various core attributes that attach to each of the readings.
Beyond that weekly work, every student must select a contemporary
advertising topic to explore, research, and subsequently present to the
class. This culminates in a research paper that follows APA style.
Philosophy
Advertising, marketing communication and social media affect our
economy; our society; our eating, dressing and undressing habits; our
politics; our music and art. . . our way of life. Advertising has been lauded
and condemned, reviled and revered. We’ll spend the semester wrestling
with the good and the bad of integrated marketing communication.
We’ll discuss a number of issues that seem relevant, interesting and
current as we move through the semester. There are more issues to cover
than we will have time for. They will be somewhat determined by what is
current in Ad Age and PR Daily. These may include advertising on the net,
international advertising, food ads, political ads, social media, blogging,
augmented reality, marketing communication and its relationship to
commerce…whatever issues are current for the week. Since
advertising/PR/marketing communication has billions of dollars of impact
on our media alone, we’ll discuss the economics of the business. These
figures are often made using the figures of some very attractive women
(and men). That will move us into topics concerning women and minorities
in advertising and the ethics of sexploitation.
Some of you want to (or at least now you think you want to) make a career
in advertising/PR/marketing communication. We can cover issues about
creativity, jobs, markets, skills, salaries, resumes, interviews, etc.
Learning Goals
This course supports student-learning objectives in the Communication Studies
curriculum. As appropriate, students will demonstrate skills in analyzing research;
understand and apply theories and constructs to specific projects or situations;
demonstrate an understanding of audiences; select appropriate means for
communicating; and design and deliver messages effectively.
In addition, as a Core Capstone course, students will
1. Understand, explain and analyze the key ethical, moral and just issues
that surround contemporary advertising and marketing communication.
2. Understand, explain and analyze the impact of global issues and
diversity that surface in contemporary advertising and marketing
communication.
3. Know why contemporary advertising companies and professionals
choose certain strategies and tactics, be they ethical and/or just or not,
as they are used to develop integrated marketing communication.
4. Hone skills to analyze, explain and defend (or attack) the philosophical,
ethical, diverse, global and economic forces that shape today’s
integrated marketing communication.
5. Demonstrate research, written and oral communication skills acquired
over the past three (or more) years.
6. Develop and/or refine a personal ethic that will guide your choices as
you pursue a career, and/or as you make consumer and personal
choices.
7. Develop advertising/media literacy that helps you understand the tools
used to persuade you.
This course will also reinforce those goals and objectives of the College Core and
demonstrate:
 a basic understanding of the influence of the Jesuit and Catholic
tradition (primarily through courses in philosophy and religious studies
and theology)
 breadth of knowledge in the subjects traditionally defined as the liberal
arts (through Fields of Knowledge)
 awareness and understanding of a need for just and ethical action in the
world (through “Justice” and “Ethics” requirements)
 awareness and understanding of the value and challenge of cultural and
global difference (through “Diversity” and “Global Awareness”
requirements)
 basic skills in writing and oral communication (through FYS 101 and
ENG 101, and writing intensive and oral communication attributes)
 basic skills in finding, processing, and using information in a variety of
forms (through Foundation Courses)
 basic skills in analyzing and representing ideas (through Foundation
Courses)
The Course
This class is a senior seminar. That means we all share in the direction and
the discussion. We’ll have the flexibility to discuss, view and argue topics
that are current, not only in the marketing communication industry, but the
world. (We may not always agree on issues, however, I expect and
demand that we respect each other’s right to our views.)
Each week, we will all discuss issues at the forefront in advertising, public
relations and marketing. Each of you will be assigned to review 1-3 of the
articles in the readings.
Topics for other days (individual issue presentations) will be up to you and
may include:
 Internet advertising and its various effects
 Impact of mobile/app/search advertising
 Social media (Facebook, Twitter, LinkedIn, Pinterest, Instagram, Vine,
etc.)
 creative trends
 music/graphics in the industry
 exploitation of gender or sexuality
 commercialism
 intrusiveness and privacy
 social issues (cigarettes, alcohol, fashion, drugs, pot, AIDS, gays,
developmentally disabled, obesity, etc.)
 legal protections and the reasonable consumer
 political advertising
 portrayals of minorities
 the state of the industry and jobs
Coursework
1) Ad Age/Creativity/PRDaily Review/Reports: Each week you will be
responsible to read the week’s Ad Age, et al. and come prepared to
discuss key issues and articles.
2) Papers: Two on the Ad Age/Creativity/PRDaily readings, discussion,
Individual Presentations and assigned reading/viewing, as assigned.
3) Individual Issue Presentation: You will be responsible to facilitate
discussion on an issue that is important to advertising and to you. It will
result from one significant research project.
4) Issue Research Paper : Issue of your choice (Based on #3).
Grades based on the following:
Papers: 45%
Research Project/Presentation: 15%
Class attendance/participation/discussion/reports: 40%
Attendance
With so much riding on class participation, you must be here, prepared and
on time. I understand that things come up and sometimes an absence is
unavoidable. However, if you miss more than five class sessions, your
final grade will be reduced by one letter. If you miss more than seven class
sessions your final grade will be reduced by two letters. More than that
and you should consider withdrawing from the class.
A minor caveat: there are always colds and flu going around. I don’t want
it. You don’t want it. Don’t come to class if you’re sick.
If you have unique needs now, or as the course progresses, please let me know as
soon as possible (e.g.: physical limitations, serious illness, family emergency,
language or cultural difficulties).
If you find yourself overwhelmed, swamped or confused, please see me during my
office hours or make arrangements to meet with me at another convenient time. If
this course just isn’t for you, you can drop the course during the first week of classes
without a grade or tuition penalty. If you delay past this point, you still can withdraw
by week 12 without a grade penalty. Please note: this is a new policy;
withdrawals can no longer be delayed till the end of the semester.
Tentative Calendar
Week 1:
intro/syllabus/course overview.
Week 2:
Week 3:
View The Persuaders. Discuss. (teach, reinforce ethics)
Discuss/select issues and assign dates for individual presentations
Ad Age/Creativity/PRDaily Readings (teach, reinforce diversity, justice)
Week 4: Ad Age/Creativity/PRDaily Readings (teach, reinforce ethics, global awareness)
Week 5: Ad Age/Creativity/PRDaily Readings (teach, reinforce diversity, justice)
Week 6: Ad Age/Creativity/PRDaily (teach, reinforce ethics, diversity)
Week 7: Group Presentations begin. (assess diversity, ethics, justice, global awareness,
oral communication, information literacy)
Week 8: Group presentations continue. (assess diversity, ethics, justice, global awareness,
oral communication, information literacy)
Week 9: Group presentations continue. (assess diversity, ethics, justice, global awareness,
oral communication, information literacy)
Week 10:
First paper due. (assess diversity, ethics, justice, global awareness, advanced
writing, information literacy)
Week 11:
Ad Age/PR Daily. (teach diversity,ethics, justice, global awareness)
Week 12:
The Merchants of Cool. (teach ethics, diversity)
Week 13:
Individual Issue Presentations. (assess diversity, ethics, justice, global
awareness, oral communication, information literacy)
Week 14:
Individual Issue Presentations. (assess diversity, ethics, justice, global
awareness, oral communication, information literacy)
Week 15:
Individual Issue Presentations. (assess diversity, ethics, justice, global
awareness, oral communication, information literacy)
Week 16:
Individual Issue Presentations. (assess diversity, ethics, justice, global
awareness, oral communication, information literacy)
Final Exam Week: Final paper due. (assess diversity, ethics, justice, global awareness,
advanced writing, information literacy)
Weekly Ad Age/Creativity/PRDaily Reading Report
All of you should read all of the assigned articles, but each of you will only report on one or two
of them, each week. Your oral report is worth 20 points per week in your grade. It’s like a
homework assignment. It should take 5+ minutes of class time. That should leave us time for
discussion and still get in 5-6 articles in per class.
What do I expect from you, in your report on any article/editorial from the readings?
1. Briefly outline the key points in the article. We’ve all read it, but provide a succinct
review.
2. Why is this issue important? To the Ad industry? To marketers? To us?
3. How does this reading address one (or more) of the following: Ethics, justice, global
implications, or diversity?
4. How does this relate to issues we’ve discussed earlier in the semester?
(Often we will read a series of articles and/or editorials that focus on one topic or issue)
5. What should we learn/take away from this article?