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 joe.bob.hester@unc.edu

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/

2007spring/jomc/170/001/

Format Readings / Lectures / Discussion

Homework (10%) Quizzes (15%) Exam 1 (20%) Exam 2 (20%) Exam 3 (30%) Research Participation (5%)

GradesMinimum weighted 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 Tues., Feb. 13 - Exam 1 Tues., Mar. 27 - Exam 2 Tues., April 3 - Guest Speaker Tues., May 1 - Exam 3 (4:00 p.m.)

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.

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…

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

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