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Syllabus for ADV 3001 - CRN 80555 - Advertising Creative Strategy
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ADV 3001 - CRN 80555 - R - 201308 Fall 2013
● Syllabus
October 2013
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Assignments are weighted by group:
Group Weight
acForums 20%
Assignments 40%
Final Campaign 20%
Final Pitch 10%
ePortfolio/AboutMe.com 10%
Total 100%
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● ADV 3001 - CRN 80555 - R - 201308
● Syllabus
https://fgcu.instructure.com/courses/40879/assignments/syllabus (1 of 14)10/10/2013 10:50:50 AM
Syllabus for ADV 3001 - CRN 80555 - Advertising Creative Strategy
Jump to TodayCourse Syllabus
Thursday 11:00 a.m. – 1:45 p.m. - Room LH 2208
Instructor: Ludmilla G. Wells, Ph.D.
Office: Lutgert Hall 3300
Telephone: Office: (239) 590-7363
Office Hours: Thursday: 2:00pm – 4:00pm
Other Times: Open Door or By Appointment
Required Texts:
Advertising Creative: Strategy, Copy, and Design 3rd
edition
Altsteil, Tom and Jean Grow. (2013) Sage Publications. ISBN: 9781412974912
Which Ad Pulled Best? 10th
edition
Purvis, Scott (2011) McGraw-Hill: ISBN-13 9780078112072
Recommended Reading:
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Syllabus for ADV 3001 - CRN 80555 - Advertising Creative Strategy
For Creatives andCreative Thinkers(s):
o Rothenberg, Randall, Where the Suckers Moon (1995) Vintage Books
o Durgee, Jeffrey,Creative Insight, (2005) The Copy Workshop
o Paetro, M. How to put your book together and get a job in advertising. (2004).
Required Supplies (available in the Bookstore):
● 11” X 14” (Strathmore or Bienfang) Layout Bond (one per team)
● Non-Photo Blue or Copy Not Pencil
● Black Marker(s) and Color Markers/Colored Pencils
● 12” Steel Ruler w/cork back
The Course
Description:
The purpose of this course is to introduce you to the theory and application of
advertising writing and design. It covers a wide range of topics including the
nature and history of creativity in advertising, communications and advertising
theories, planning and preparation of advertising messages for mass media and
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Syllabus for ADV 3001 - CRN 80555 - Advertising Creative Strategy
specific techniques and executions used in various media.
Prerequisites: ADV 3008 Principles of Advertising and MAR 3023 Introduction to
Marketing.
Requirements:
§ You do not need artistic skills.
§ However, you will be required to conduct independent research, prepare creative
briefs, write and edit copy, and design, execute and present original
advertisements. You will prepare a variety of in-class, out-of-class, individual and
creative team Assignments.
§ You will critique your work and the work of others. You will complete a creative
advertising Campaign as part of the final project.
§ You are required to participate in acForums.
§ An ePortfolio/AboutMe.com website must be created with an active hyperlink.
§ Attendance is required & lively, interactive participation (in class and on
CANVAS) throughout the semester is essential.
Course Goal:
Develop analytical and critical thinking skills when creating or evaluating advertising
materials and executions - both in class (face2face) and on CANVAS (acForums).
Learning Objectives:
1. Be able to write, design, and prepare advertisements for different media as
wells as critique the work of others as a means of better understanding the craft
and science of advertising creativity
2. Develop listening skills and to take verbal directions, thus building fluidity in the
use of advertising industry specific concepts and terminology, and
3. Understand the structure and cohesiveness of the Big Idea in an advertising
campaign strategy and be able to present those ideas persuasively in a Pitch.
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Syllabus for ADV 3001 - CRN 80555 - Advertising Creative Strategy
The course also addresses a number of learning goals for our business
undergraduate program. With respect to these students upon completion of
this course should be able to…
Understand the business environmentBe effective problem solversBe effective
communicationsHave Interdisciplinary business knowledge
Assignments (8 to 10)
In-class assignments must be completed within the same class/time allotment.
Out-of-class assignments will include research, writing, and/or design work to be
prepared for in-class presentation and critique. Due dates will be announced at the
beginning of each of the assignments.
Individual assignments reflect your individual creativity and skills. You will have the
opportunity to bounce your ideas off your classmates, friends, foes, teachers or other
assorted people, but it is your work and your score.
Scores for each assignment can total Ten (10) points: Five (5) points for valid
secondary research, on strategy, on topic, and/or creative merit; Five (5) points for
production skill and/or technical execution. Remember, a great idea isn't enough.
Assignments with typos, grammar issues, smudges, improper formats, sizes/length, or
presentation (computer/printer problems) affect the score. Failure to follow
assignment instructions or ad specs/presentation formats will also result in a lower
score. NOT SURE? Ask me.
Due Dates
All in/out-of-class assignments are due at the start of class on the days scheduled
without exception. Any changes in schedule/due dates will be announced in class.
Failure to complete or submit an Individual/Team Assignment/acForums results in no
credit, "0".
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Syllabus for ADV 3001 - CRN 80555 - Advertising Creative Strategy
Writing Policy
All assignments are to be MS Word only (Times Roman 12/24 type, 1.25"
margins), unless you are instructed otherwise or when using media specific formats
and software.
All assignments are to adhere to the following Writing Policy:
All students are expected to communicate effectively in written English. Proper
attention to grammar, spelling, punctuation and proofreading is required. Assignments
with inadequate attention to syntax and mechanics of language will receive a lower
grade. Typically two or more errors on any assignment will lead to a reduced grade.
Students who are deficient in writing skills will be referred to the university writing
center for remedial work.
No handwritten assignments will be accepted (unless instructed to do so).
Students agree that by taking this course all required papers may be subject to
submission for textual similarity review to Turnitin.com for the detection of plagiarism.
All submitted papers will be included as source documents in the Turnitin.com
reference database solely for the purpose of detecting plagiarism of such papers. Use
of the Turnitin.com service is subject to the Terms and Conditions of Use posted on
the Turnitin.com site.
Academic Dishonesty/Cheating Policy
"All students are expected to demonstrate honesty in their academic pursuits. The
university policies regarding issues of honesty can be found under the "Student Code
of Conduct" on page 11, and under "Policies and Procedures" on pages 18 - 24 of the
Student Guidebook. All students are expected to study this document which outlines
their responsibilities and consequences for violations of the policy."
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Syllabus for ADV 3001 - CRN 80555 - Advertising Creative Strategy
No Extra Credit or Extra Work is given to satisfy course requirements, missed
assignments, or improve final grades.
NO LATE WORK WILL BE ACCEPTED.
NO MAKE-UPS ARE AVAILABLE.
This is THE Page
Automatic Loss of 5 Points!You will be given no more than a 5 point score for the entire assignment. The
following actions will automatically result in a lower grade on the work involved. If you –
1. Fail to include the advertiser's name/brand, product package, and logo on any
assignment.
2. Misuse the trademark, brandmark, logo, or slogan.
3. Fail to properly letter in or greek in headlines, display copy or body copy when
necessary.
4. Use a black lead pencil (#2) on anything.
5. Glue, Tape, or Staple anything to any layout or comprehensive or storyboard.
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Syllabus for ADV 3001 - CRN 80555 - Advertising Creative Strategy
6. Fail to produce a print layout or billboard (rough/comp) in the proper size.
7. Fail to include typed copy sheet with a print or out-of-home layout (rough/comp); or script
for a recorded radio spot or television storyboard.
8. Fail to use the proper typed copy sheet format for print ads, radio scripts or television
scripts and storyboards.
9. Fail to indicate the proper print (ad dimensions) size and name of the magazine/
newspaper.
10.Fail to indicate the length of the broadcast spot and network/program/show.
11.Write copy that won't fit the space indicated/speced for a print ad.
12.Create a print layout that will not accommodate written/speced copy.
13.Write radio and television scripts that won't fit the spot length or format.
14.Misspell anything on a creative brief, print layout/copy sheet or broadcast script/
storyboard.
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Syllabus for ADV 3001 - CRN 80555 - Advertising Creative Strategy
15.Make grammatical errors on creative briefs, copy sheets, or scripts.
16.Use anyone's ideas, designs or writings. These actions will be dealt with more severely
as they constitute academic dishonesty.
The Final CampaignThis will include both a written document, advertising executions, and a powerpoint
presentation. A separate Module will have materials and information as the project
develops during the semester. A complete set of specification will be uploaded and include
Research requirements, Claims Matrix, Creative Brief, and Advertising Execution criteria.
acForumsForums offer 24/7 access to post your ideas, add your thinking, and share the current
trends related to advertising creativity and creative strategy in the classroom and in the
industry. Enrolled students will be divided into acForum groups. For each scheduled
acForum, one group will take the lead in posting hot topics, innovations, points of interest,
news, and so on. All acForums must relate to the topics on the syllabus and details in
the text. The In-Group (aka, the lead group)will bring information into the discussion from
outside trade news sources and this course’s required textbook. All students not in the In-
Group at that interval must respond to posts. All students are required to participate in
each acForum.
In-Group must draw from Advertising Age, The New York Times, The Wall Street
Journal, Brandweek, or Adweek or other advertising publications or credible
industry standard websites. Regardless of whether you are using on-line access or
hard copies of the publications, you must include a complete article citation using
APA Style* http://flash1r.apa.org/apastyle/basics/index.htm or (go to the
Library). If citing an online source/publication, in addition to the citation, you
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Syllabus for ADV 3001 - CRN 80555 - Advertising Creative Strategy
must provide an active, working hyperlink to the article and advertisement. (A
citation is important in the event a link is broken, the article and advertisement can still
be located). If you are referring to something in the text book, you may simply add a
notation as (Text, page #). Depending on your comfort level and computer skills, you
may scan in ads or pictures or video links. Share the big idea.
Response Group must demonstrate an understanding of current issues on the
creative side of the advertising industry.
IG-1-
In-Group - Each member of this group must post at least THREE (3) items related topics in the textbook/syllabus during the interval. Each post should include a one
sentence summary of the article with a complete citation and a provocative question
or commentary to launch discussion by others. Each member must also post TWO (2)
responses to any other In-Group member’s post.
Three Posts @ 10 points each (30) plus Two Responses @ 5 points each (10) =
acForum Score (40)RG_2-
Response Group - Each student must post TWO (2) thoughtful, relevant, insightful, opinionated, replies to anyone participating in the forum. A paragraph with
source of support for your thinking is required. Links and attachments are
encouraged. Citations are helpful to all.
Two Response Posts @ 5 points each (10) per interval (four during the semester) =
acForum Score (40)
Along the lines of building knowledge...
■ ôcurrent design and/or copy trends in print, broadcast, or alternative
advertising.
■ critiques of old or new local, regional or national ads or campaigns -- what do
the advertisers seem to be trying to achieve and how the creative elements
helped or hindered these goals.
■ how advertisers use appeals (humor, fear, etc.) effectively/ineffectively in their
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Syllabus for ADV 3001 - CRN 80555 - Advertising Creative Strategy
ads/campaigns.
■ analyses of how certain elements in individual ads (music, production, etc.) add
or detract from the overall appeal of the ad.
ALL acForums will open on TUESDAY Mornings @ 6:00am and close (approximately
10-12 days later) on Sunday night @ 11:00pm. If you miss your week to post or reply,
you cannot make it up in the following weeks or go back to previous weeks for corrections.
You MAY NOT use posts from previous intervals. NOTE to the wise:if you are in the In-
Group for that interval and wait too long to post, then others cannot respond properly. This
will lower your In-Group individual score.
ePortfolio/AboutMe.com Website
in cooperation with the FGCU Career Center and the Real World
The process by which job seekers search for jobs, and employers post jobs, has radically
changed. While the concept of a résumé may never truly become obsolete, it has seen
changes as well. Your linked personal web site can be your ePortfolio, a place to archive
and showcase your skills, education, accomplishments, and experience to prospective
employers. A well crafted résumé within an ePortfolio Website will help market your
qualifications and also demonstrate your technological and marketing savviness to
employers.
Step 1 – Must be completed by Friday, October 18, 2013
Contact the Career Services Center to make an appointment for assistance in writing
your résumé
– email careercenter@fgcu.edu or call 590-7946.
You will need…
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Syllabus for ADV 3001 - CRN 80555 - Advertising Creative Strategy
● To create professional looking résumé in MSWord. (Don’t use any kind of Résumé
Wizard.) A generic résumé sample is attached to the syllabus.
● A mini-ePortfolio of three work samples. For example, these can be in the form of:
❍ a PDF of a research paper or brochure you have created
❍ a PowerPoint Presentation for a class project
❍ the URL for websites you have created
❍ Ads, writing samples, and other items as appropriate
• Save all the above information to a Flash Drive to bring to your appointment.
Step 2 – Must be completed by Wednesday, December 4, 2013 @ 11:00 pm
Upload a working HYPERLINK* to your to the Canvas assignment OR access to
your ePorfolio in CANVAS.
Students have used www.yolasite.com and www.aboutme,com It’s FREE, but you may
use any website.
*If the link does not connect, you will receive no credit “0” for the assignment. If the
website loads, but the materials do not open (error messages or nothing there), the
assignment will be scored accordingly.
Note: It is highly recommended that you start this process early. It is not a
complicated project, but your résumé or work samples may need revisions before it is
really ready to use.
A Scoring Rubric will be posted to include ôLanding Page, The Résumé,
ôLinks (three), ôLoads (everything loads)
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Syllabus for ADV 3001 - CRN 80555 - Advertising Creative Strategy
Composition of Course Grade
Assignments (8 to 10 apprx) 40%
acForums 20%
Final Campaign 20%
Final Pitch 10%
ePortfolio/AboutMe.com 10%
total 100%
ControllablesØ Assignments: See Automatic Loss of 5 Points
Ø Attendance, Absences, Religious Holidays Class attendance is required and roll
will be taken daily. Tardiness is discourteous and unprofessional. Two unexcused
absences will impact and lower your final course grade by one grade level. All other
unexpected issues and situations should be addressed with me. All students at FGCU
have a right to expect that the University will reasonably accommodate their religious
observances, practices, and beliefs. http://www.fgcu.edu/generalcounsel/policies-view.
asp
Ø Academic Behavior Standards and Academic Dishonesty All students are
expected to demonstrate honesty in their academic pursuits. The university policies
regarding issues of honesty can be found in the FGCU Student Guidebook under the
Student Code of Conduct and Policies and Procedures sections. The FGCU Student
Guidebook is available online at http://studentservices.fgcu.edu/judicialaffairs/new.html
Ø Classroom Environment You will be expected to practice civility in this classroom,
giving attention and respect to your classmates, especially during their presentations.
ALL Cell Phones, PDAs, Computers and other personal electronic devices must
be TURNED OFF AND PUT AWAY (out of sight). First Violation – Fair Warning;
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Syllabus for ADV 3001 - CRN 80555 - Advertising Creative Strategy
Second Violation – you will be asked to leave the classroom for the remainder of that
class session; Third Violation – you will be asked to leave the classroom for the
remainder of that class session it will be recorded as an unexcused absence; Fourth
Violation – you will be asked to leave the classroom for the remainder of that class
session it will be recorded as a second unexcused absence.
Ø Disability Accommodations Services FGCU, in accordance with the ADA and the
university’s guiding principles, will provide classroom and academic accommodations to
students with documented disabilities. If you need to request an accommodation in this
class due to a disability, or you suspect that your academic performance is affected by a
disability, please contact the Office of Adaptive Services in Howard Hall 137. The phone
number is 239-590-7956 or TTY 239-590-7930
Date Day Details
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