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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 [email protected]
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Objective Understand the process of
promotion as persuasive communication facilitating transactions between buyers and sellers.
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Objective Be knowledgeable of the language,
history, current events, industry, industry structure, regulation, and social and economic effects of advertising.
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Objective Learn a systematic approach for
the development of advertising messages and campaigns.
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Objective Learn how advertising relates to
marketing and to other forms of marketing communications such as promotions and public relations.
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Objective Develop an appreciation of the
responsibilities associated with the persuasive function of advertising.
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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.
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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.
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Resources www.unc.edu/courses/
2007spring/jomc/170/001/
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Format Readings / Lectures / Discussion
Homework (10%) Quizzes (15%) Exam 1 (20%) Exam 2 (20%) Exam 3 (30%) Research Participation (5%)
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GradesMinimum weighted percentages
required A (93%) A- (90%) B+ (87%) B (83%) B- (80%) C+ (77%) C (73%) C- (70%)
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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%)
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Accuracy / Deadlines Proofread your work. Assignments are generally due at
the beginning of class. Duplicate and/or electronic copies
of assignments are sometimes required.
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Attendance Come to class!
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Honor Code Academic integrity Counseling
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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.)
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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.
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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…
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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
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But, what is Advertising?
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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
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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