JOMC 170.1 Principles of Advertising

1. 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 • joe.bob.hester@unc.edu

2. Objective • Understand the process of promotion as persuasive communication facilitating transactions between buyers and sellers.

3. Objective • Be knowledgeable of the language, history, current events, industry, industry structure, regulation, and social and economic effects of advertising.

4. Objective • Learn a systematic approach for the development of advertising messages and campaigns.

5. Objective • Learn how advertising relates to marketing and to other forms of marketing communications such as promotions and public relations.

6. Objective • Develop an appreciation of the responsibilities associated with the persuasive function of advertising.

7. 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.

8. 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.

9. Resources • www.unc.edu/courses/ 2006ss2/jomc/170/001/

10. Format • Readings / Lectures / Discussion • Homework (15%) • Book Summary/Review (20%) • Exam 1 (15%) • Exam 2 (20%) • Exam 3 (30%)

11. Grades Minimum percentages required • A (93%) • A- (90%) • B+ (87%) • B (83%) • B- (80%) • C+ (77%) • C (73%) • C- (70%)

12. 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%)

13. Accuracy / Deadlines • Proofread your work. • Assignments are generally due at the beginning of class. • Duplicate and/or electronic copies of assignments are sometimes required.

14. Attendance • Come to class!

15. Honor Code • Academic integrity • Counseling

16. 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

18. 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.

19. So… what’s a Brand?

20. 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 assoc-iated with religion..” (AdCult)

21. 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…

22. 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

23. But, what is Advertising?

24. 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

25. Kinds of Brands: • Packaged Goods

26. Kinds of Brands: • Packaged Goods • Durable Goods

27. Kinds of Brands: • Packaged Goods • Durable Goods • Services American Express

28. Kinds of Brands: • Packaged Goods • Durable Goods • Services • Retailers

29. National Safety Council (& Ad Council) Kinds of Brands: • Packaged Goods • Durable Goods • Services • Retailers • Organizations

30. California Fluid Milk Processor Advisory Board (& Girl Scouts) Kinds of Brands: • Packaged Goods • Durable Goods • Services • Retailers • Organizations

31. Kinds of Brands: • Packaged Goods • Durable Goods • Services • Retailers • Organizations • Entertainment Brands

32. Kinds of Brands: • Packaged Goods • Durable Goods • Services • Retailers • Organizations • Entertainment Brands • Other Examples • Transportation, Music, Retail...

33. You & Your Career- • Right now, you’re “job shopping” • This course ends with... • A Marketing Plan for “The Brand Called You”

34. 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”

35. 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

36. 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

37. Bring Your Product to 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

38. 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