JOMC 170.1 Principles of Advertising

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 [email protected]

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/

2006ss2/jomc/170/001/

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

GradesMinimum percentages required A (93%) A- (90%) B+ (87%) B (83%) B- (80%) C+ (77%) C (73%) C- (70%)

GradesPast 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 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

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.

So… what’s a Brand?

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)

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…

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: Marketers / Advertisers

Consumers Household consumers Gov’t officials & employees Trade channel members Business organization members Professionals

Advertising and Marketing Services Agencies

Media Companies

Kinds of Brands:

Packaged Goods

Kinds of Brands:

Packaged Goods Durable Goods

Kinds of Brands:

Packaged Goods Durable Goods Services

American Express

Kinds of Brands:

Packaged Goods Durable Goods Services Retailers

Kinds of Brands:

Packaged Goods Durable Goods Services Retailers Organizations

National Safety Council (& Ad Council)

Kinds of Brands:

Packaged Goods Durable Goods Services Retailers Organizations

California Fluid Milk Processor Advisory Board (& Girl Scouts)

Kinds of Brands:

Packaged Goods Durable Goods Services Retailers Organizations Entertainment Brands

Kinds of Brands:

Packaged Goods Durable Goods Services Retailers Organizations Entertainment Brands Other Examples

Transportation, Music, Retail...

You & Your Career-

Right now, you’re “job shopping” This course ends with... A Marketing Plan for “The

Brand Called You”

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

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

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

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

Bring Your Product to Market

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