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.

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/

2007spring/jomc/170/001/

Format

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

GradesMinimum weighted 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

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

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.

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…

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

But, what is Advertising?

AdvertisingHow we’ll study it:

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

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