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JOMC 170.1 Principles of Advertising Joe Bob Hester, Ph.D. 233 Carroll Hall 11:15 a.m. - noon Mon. through 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/ 2006ss2/jomc/170/001/ Format Readings / Lectures / Discussion Homework (15%) Book Summary/Review (20%) Exam 1 (15%) Exam 2 (20%) Exam 3 (30%) Grades Minimum 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 Thurs., June 29 - Exam 1 Fri., June 30 - Out-of-Class assignment Fri., July 14 - Exam 2 Tues., July 18 - Book Summary/Review due Thurs., July 27 - Exam 3 Today ... Almost everything is a Brand Most manufactured goods Most services Entertainment brands In some ways, YOU are a brand! Brands have become an organizing force of modern business Brands have become a cultural meaning system. So… what’s a Brand? Definitions: Verb - “biernan” to burn Noun - “a name, term, symbol, or design (that) identifies products.” Concept - “a conceptual entity that focuses marketing activities.” A Meaning System - “by adding meaning to objects… advertising performs a role historically associated with religion..” (AdCult) Today . . . The Business World Has Organized Itself Around Brands. Marketing has become 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 BrandBuilding Communication But, what is Advertising? Advertising How 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 Kinds of Brands: Packaged Goods Kinds of Brands: Packaged Goods Durable Goods Kinds of Brands: Packaged Goods Durable Goods Services American Express Kinds of Brands: Packaged Goods Durable Goods Services Retailers Kinds of Brands: Packaged Goods Durable Goods Services Retailers Organizations National Safety Council (& Ad Council) Kinds of Brands: Packaged Goods Durable Goods Services Retailers Organizations California Fluid Milk Processor Advisory Board (& Girl Scouts) Kinds of Brands: Packaged Goods Durable Goods Services Retailers Organizations Entertainment Brands Kinds of Brands: Packaged Goods Durable Goods Services Retailers Organizations Entertainment Brands Other Examples Transportation, Music, Retail... You & Your Career Right now, you’re “job shopping” This course ends with... A Marketing Plan for “The Brand Called You” You & Your Career Right now, you’re “job shopping” This book ends with... A Marketing Plan for “The Brand Called You” Understand yourself as a Product You & Your Career Right now, you’re “job shopping” This book ends with... A Marketing Plan for “The Brand Called You” Understand yourself as a Product Understand Your Market You & Your Career Right now, you’re “job shopping” This book ends with... A Marketing Plan for “The Brand Called You” Understand yourself as a Product Understand Your Market Increase Your Market Value You & Your Career Right now, you’re “job shopping” This book 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 Next Steps: For next time Read the syllabus. Read “Fact Pack 2006” pp. 1 - 23. Read Glossary Part 1 Book Summary/Review preferences are due