Edmund Lawler * DePaul University * Winter Quarter 2000

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CMN 344 Advertising

Winter Quarter 2000
Monday, Wednesday and Friday 2:20 p.m. to 3:20 p.m.
Instructor:  Edmund Lawler
Office:  SAC 572C
Phone:   (773) 325-2960
Office Hours: 11 a.m. to noon Wednesday and Friday and by appointment
E-Mail:  elawler@condor.depaul.edu
Web site: www.depaul.edu/~elawler
 

Course Description

This course takes students through the process of advertising from initial strategies, research and budgeting, through media planning, selection, and marketing integration to copy and art. Analysis of successful ads and exposure to contemporary theory will be complemented by practical experience gained through team-based projects that simulate the client-agency relationship.

Students will gain an understanding of the creative process as well as an understanding of other key functions of an ad agency including account services, account planning and media planning and buying. In addition, the ethical and legal dimensions of advertising will be explored. Other key topics include interactive advertising and integrated marketing communications.

Instruction will come in the form of lectures and class discussions, guest lectures and a team-based class project.

About the Instructor

A journalist by trade, I am the author of three books on advertising and marketing. I have given more than 100 presentations to ad agencies, trade associations and Fortune 500 companies. I write a monthly column that critiques business-to-business advertising for Advertising Age’s Business Marketing magazine.

Required Text

“Advertising Principles: Choice, Challenge, Change” Bruce G. Vanden Bergh and Helen Katz. (NTC Business Books, 1999.)

Policy Regarding Cheating

Cheating on assignments will not be tolerated. Fabricating information or claiming another’s work as your own is cheating. Anyone caught cheating will be assigned a failing grade for the class. Consult the student handbook for the university’s policy on plagiarism.
 

Classroom Decorum

The class begins promptly at 2:20 p.m. Unless you’re experiencing a medical emergency, remain in the classroom for the full hour. You may bring something to drink, but do not bring food. Finally, it’s important that you treat everyone in the class with your utmost respect, particularly during classroom discussions.

Course requirements

Midterm exam, 250 points. This multiple-choice exam will test the student’s understanding of the assigned material through the first half of the class.

Final exam, 300 points.This largely cumulative, multiple-choice exam will determine how thoroughly the student grasps the key concepts and terms presented during the quarter.

Group project, 250 points. Advertising is a team sport. Creative collaboration is one of the hallmarks of advertising. Students will be divided into four-person teams to develop marketing communication campaigns for a nonprofit client. Students will present their campaigns during the last week of class. Groups themselves will evaluate the effectiveness of their own work toward the final product, and assess each member’s contributions.

Copywriting exercise. 100 points. Under deadline pressure, you will write copy for a hypothetical product that I will assign. The exercise will take place in a computer lab, and the work will be critiqued in a subsequent class.

Participation, 50 points. You are required to read all assignments prior to coming to class so that you can make insightful contributions to class discussions. Students who thoughtfully share their insights and observations will qualify for all 50 points. Less forthcoming students will earn 30 points and students who don’t participate will get no points in this component. Participation is not completely voluntary. I make random calls on students to gauge their understanding of the readings throughout the quarter.

Attendance, 50 points. I take attendance at the start of class. If you’re late, your presence won’t be recorded. Students who miss three or fewer classes will get 50 points. Students who miss four classes will only receive 30 points and students who miss five classes get no points.

Students who do not show up for exams, in-class exercises or presentations will get an F. If you are experiencing a medical emergency that can be verified with a doctor’s note and notify me prior to the assignment, a make-up arrangement will be considered.
 

Course Schedule

Week of:
Jan. 3 Class overview and discussion of Chapter 1: The Advertising Campaign
Jan. 10 Discuss Chapter 2: The Advertising Industry; Chapter 3: The Advertising Environment: Social, Ethical, Legal
Jan. 17 Discuss Chapter 13: Advertising Creativity and Creative Strategy, Account teams assigned; first in-class meeting
Jan. 24 Discuss Chapter 14: Advertising Copywriting, In-class copywriting exercise
Jan. 31 Discuss Chapter 15: Symbols, Images, Art Direction, Critique of copywriting exercise
Feb. 7 Mid-term exam, Monday, Feb. 7, Discuss Chapter 5: Integrated Marketing Communications Strategy
Feb. 14 Discuss Chapter 12: Integrated Marketing Communications Tools, Student account teams hold second in-class meeting
Feb. 21 Discuss Chapter 8: Objectives, Strategy and Budgeting, Student account teams hold final in-class meeting
Feb. 28 Discuss Chapter 9: Media Strategy and Creative Media Planning
March 6 Account team presentations; Review for final exam
March 14 Final exam, Tuesday, March 14 at 11:45 a.m.

 
 

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