ADV 3008:  Elements of Advertising

Web:  www.drweigold.com

Office: 2018 Weimer Hall

Email:  mweigold@jou.ufl.edu

Text:

Arens, Weigold, Arens (2008).  Contemporary Advertising (11e).  Burr Ridge, IL: McGrawHill/Irwin

Objectives:

·         Develop an understanding and appreciation of advertising concepts and practices

·         Explain the functions and consequences of advertising in America and the world

·         Introduce opportunities available to students in careers in advertising and related fields

Description:

Advertising is a pervasive force in modern society.  Each year advertisers spend upwards of a thousand dollars for each person living in the U.S.  What is the purpose of such expenditures, and what are the effects?  Those are some of the issues this course will deal with.

We also examine advertising from the inside, from the perspective of the advertiser (the client) and the specialists who create advertising, the ad agency.  You will learn about the different roles within each of these types of organizations.  You will also find out about how they do their job, what people inside the business are like, and what role you might someday play should you choose an advertising career.

Grades

Your grade is based on the number of points that you earn out of 200.  If you earn 90% of 200 points (180 points) you are assigned an A, 80% is a B, etc.

·         A = 180 points

·         B = 160 points

·         C = 140 points

·         D = 120 points

·         E < 120 points

Plus grades: B+ = 174 points, C+ = 154 points.

Sources of Points

Points come from exams, quizzes, and extra credit participation only.

Exams

3 exams worth 50 points each, 150 points total.  Exams are objective (50 questions, multiple choice, 1 point each).  Exam dates are listed below.

Quizzes

6 quizzes, lowest score is dropped, each quiz worth 10 points, 50 points total.  Quizzes are unannounced and there are no makeups. 

Extra Credit

Extra credit can be earned one of 3 ways:

·         Participate in research studies.  2 points for each hour of participation, up to a maximum of 10 points.

·         Bonus questions from the Wall Street Journal.  Each quiz will have one bonus question, each exam will have 2 bonus questions.

·         Participate in Advertising Millionaire game

Other important stuff

Absences, lateness, classroom behaviors, cheating

Absences

Class attendance is expected.  If you miss a class you are responsible for getting the materials and finding out about class announcements.   If you miss a quiz you receive a 0.   If you miss an exam without following the procedures listed below, you receive a 0.

Excused Absences

Absences are excused (you can makeup an exam) if

·         You had an unexpected/unpreventable emergency

·         You can document the emergency (written documentation)

·         You notify (or have someone notify) me or the advertising office prior to the exam.  You can contact me by email (mweigold@jou.ufl.edu) or by phone (352-392-8199).

Lateness

Please arrive on time at the beginning of the class period.  Bus service can be tricky, so leave home early.  Arriving late (or leaving early) is disruptive.  If you are late on a quiz day you are ineligible for the quiz, no matter what time during the period it is administered.

Classroom Behavior

I do not take attendance so you need  not come to class if you do not wish to.  Consequently, if you do come to class, please respect me and your fellow students by observing the lecture, using your computer to take notes, and generally respecting the classroom environment.  Failure to observe these rules can lead to losing points in the course.

Cheating

Don’t.  People who cheat have a variety of rationales that justify their behavior.  One common rationale is that the professor of the class does not care.  I do care and will do what I can to punish any cheating.  If you are not sure what constitutes cheating, please read this: http://www.dso.ufl.edu/judicial/academic.php

Classroom Behavior

Come to class ready to learn.  Part of this is respecting me and your fellow students by observing the lecture, using your computer only to take notes, and generally respecting the classroom environment.  Silence or turn off your mobile phone.  Avoid unnecessary talking.  Failure to observe these rules can lead to losing points in the course at my discretion.  

Exam Schedule

Exam 1:  Sept 30; Chapters 1-6

Exam 2:  Nov 4; Chapters 7-9, 15,16

Exam 3:  Dec 9; Chapters 17-18, 12-14