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JOMC 170.1 Principles of Advertising

JOMC 170.1 Principles of Advertising. Joe Bob Hester, Ph.D. 233 Carroll Hall 1:00 - 3:00 p.m. Tues. & Thurs. or by appt. 843-8290 joe.bob.hester@unc.edu. Objective. Understand the process of promotion as persuasive communication facilitating transactions between buyers and sellers.

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JOMC 170.1 Principles of Advertising

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  1. JOMC 170.1 Principles of Advertising • Joe Bob Hester, Ph.D. • 233 Carroll Hall • 1:00 - 3:00 p.m. Tues. & 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/ 2007spring/jomc/170/001/

  10. Format • Readings / Lectures / Discussion • Homework (10%) • Quizzes (15%) • Exam 1 (20%) • Exam 2 (20%) • Exam 3 (30%) • Research Participation (5%)

  11. Grades Minimum weighted 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 • Tues., Feb. 13 - Exam 1 • Tues., Mar. 27 - Exam 2 • Tues., April 3 - Guest Speaker • Tues., May 1 - Exam 3 (4:00 p.m.)

  17. Today . . . • Almost everything is a Brand • Most manufactured goods • Most services • Entertainment brands • In some ways, YOU are a brand! • Brands are an organizing force of modern business • Brands have become a cultural meaning system.

  18. The Business World Is Organized Around Brands. • Marketing is a major business function. • A major part of marketing is marketing communication. • And one of the major ways brands communicate is…

  19. 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

  20. But, what is Advertising?

  21. 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

  22. You & Your Career- • Right now, many of you are “job shopping” • This course 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

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