Syllabus ADV 3501
Weigold
MWF Per 4 Section 2780 Fall 05
Advertising people who ignore research
are as dangerous as
generals who ignore decodes of enemy signals. David Ogilvy, Ogilvy on Advertising.
Course Objectives: Enable you to understand the value of formative advertising research skills. Introduce basic research concepts and techniques. Provide you with hands-on experience in a cycle of research activities beginning with proposal writing and concluding with formal presentations. Develop your confidence as leaders and members of high-performance teams.
Texts: ADVERTISING 3501 CD, available at Custom Copies ($21)
The web site: http://www.jou.ufl.edu/people/faculty/mweigold/Default.htm
Grades: Calculated from two exams and three group projects. A perfect score on all exams and projects earns 200 points.
1. Two exams @ 50 points each 100 points
2. Secondary research project 25 points
3. Qualitative research project 35 points
4. Quantitative research project 40 points
200 points
Final Grades: A=185 points B=170 points C=160 points D=150 points
The Basics:
Welcome to ADV 3501. Most of what you need to know is included in the Handbook, available on CD at Custom Copies. The CD also contains a complete calendar of project deadlines, and examination dates. It also a complete set of PowerPoint slides for the lectures for the class.
Policies
1. Class attendance is required.
This is an upper-level professional class. Miss two classes and/or arrive late twice with no penalty. Beginning with your 3rd late arrival/absence, and for each one thereafter, 2 points is lopped off your final point total unless (and until) you provide acceptable medical, legal, or academic documentation that clarifies why it was impossible for you to attend class. Attendance is taken within the first 3 minutes of class. If you arrive after attendance is taken you are still considered absent unless you let me know you were late. For each late arrival there is a 1 point deduction off your final point total.
2. Exams
Two exams with mixed formats (short answer, fill in the blank, multiple choice): Materials covered by the exams are listed in the handbook. Do not neglect exam preparation in this class!
3. Deadlines and key dates
Listed in your calendar in the handbook. Missing deadlines results in point penalties.
Teams
You will spend much of your outside class time working in a team. The projects are assigned a team grade from me. Your project grade will also reflect peer evaluations (your teammate's evaluations of your performance).
Your team is an agency research group. You are working to gather information necessary for a developing a creative platform for your assigned brand that will allow you to win the brand's account away from its current agency. You will conduct research in 3 stages (secondary, qualitative, quantitative), each culminating in a report and a presentation. Each report should represent a growth in your understanding about the brand. Your target market for the campaign is: college students.
Each team must have a designated leader. The leader has special responsibilities (of course) and special privileges:
Responsibilities:
· Act as a team leader as detailed in the handbook and lectures.
· Attend weekly "leaders" meeting (to be arranged).
· Act as the representative of the group to the instructor.
· Be evaluated according to special "leaders" evaluation sheet.
· Prepare a team leader “reflections” paper at the conclusion of the project.
Privileges:
· the officially designated group leader receives a 5 point "boost" for each project they lead. The points are awarded when the leader turns in “leader reflections” paper. For samples, please see leader advice on the course CD.
Please complete the teams survey at:
http://projects.jou.ufl.edu:8080/survey/entry.jsp?id=1061577763362