Dr. Dean M. Krugman
Office: 223-F Journalism & Mass Communication Phone: 542-5049
Office Hours: Tuesday & Thursdays, 9:00 – 10:30 & 1:30-2:30 or by appointment
Advertising & Communication Management 5710
Spring 2009, 11-12:15, Tuesday and Thursday, SLC 267
The purpose of this course is to examine the various processes involved in the management of
advertising and marketing communication. Our objective is to understand the major issues involved
in decision making. While the issues are practically oriented; we will focus on those
theories/concepts which underlie good decision making.
Students are expected to be conversant with and ready to discuss the material. We will read both
the text and articles, and then apply the reading to specific cases. Each case must be prepared for in
advance (see the case study questions).
The readings have been kept rather short. Think about and reflect on what you have read. You are
not only encouraged to form opinions about the material; you are expected to do so.
The key to this course is interaction! We will conduct the course in a seminar fashion. Grades will
be determined by:
Written case 100
Class discussion of
material & cases,
Strategic Advertising Management, Larry Percy, John R. Rossiter, and Elliot Richard, Oxford
University Press, 2005
A number of other assigned readings are either in a packet or on electronic reserve.
The assigned reading packet is available at 163 E. Broad, Phone 548-3648.
Electronic Readings and Cases
A number of the assigned readings are available at the University Electronic Reserve.
Go to: http://www.libs.uga.edu/
On the left side column click on Course Reserves.
Go to Instructor or course number.
You may need a password: adpr 5170
Cases will be sent to you in PDF form directly from me.
Attendance and Participation
Students are expected to be on time, attend each class, be prepared for that class, and to actively
participate in class discussion. You will be allowed a total of 3 unexcused absences. After the 3rd
unexcused absence, you will lose one letter grade for each additional absence. If you arrive late ten
minutes late for a class, you will be counted absent for that day.
Let me know if you have a class on the other side of campus that makes it difficult to be at class on
time. If you are one of those folks who habitually arrive 5-10 minutes late for class, your class
participation grade will be lowered.
The syllabus is a general plan for the course; announced to the class by the instructor may be
necessary. Students are expected to keep up with changes announced in class or via the listserve.
All academic work must meet the standards contained in UGA’s “A Culture of Honesty.” Each
student is responsible to inform themselves about those standards before performing any academic
UGA is committed to providing equal educational opportunities for qualified students with
disabilities in accordance with state and federal laws including the American Disabilities Act.
January 8 Introduction. General Perspectives
(1) “An Overview of Campaign Planning.”
Marketing Boot camp
January 13 & 15 Foundations: Marketing, IMC and Advertising
(1) Text Chapters 1 and 2
(2) Text Chapters 13 and 14
(3) “Integrated Marketing Communication,” Sirgy, (1998) from Integrated
Marketing Communications, A Systems Approach, Prentice-Hall (packet)
(4) The IMC Foundation, Integrated Marketing Communication (electronic)
(5) How to do a case (handout or presentation)
January 20 & 22 Planning Considerations, Evaluating the Opportunity to Advertise
(1) Text Chapters 3 and 4
(2) “Determining the Role of Advertising,” Charles Patti, Steven W. Hartley,
Susan Kennedy, (1993) (electronic)
Case: All Sweet Sugar
January 27 & 29 Objective Setting (How Does Advertising Work?)
(1) “Setting Advertising Objectives” From Batra, Meyers and Akker
(2) Text Chapters 6-8
(3) “How Advertising Works: A Planning Model Revisited,” Richard
Vaughn, Journal of Advertising Research, Feb/Mar 1986. (This has
become a “new” classic article) (electronic)
(4) Featured Research: Return on Advertising, Roland Rust, AAA
Newsletter, March 2006. (electronic)
Case: Jefferson (handout)
Case: Lamar (handout)
February 3 & 5 Segmentation
(1) Text Chapter 5
Case: South El Paso Mental Health Center
Case: Wainright Chevrolet (handout)
February 10 & 12 Advertising as an Investment/Response Functions
(1) “The Financial Implications of Advertising As an Investment”, John B.
White and Morgan Miles, Journal of Advertising Research, July/August
(2) “Why Consumers Pay More For National Brands” Insight, 2000
February 17 & 19 Budgeting
(1) “Setting Media Budgets”, From Batra, Meyers and Aaker (packet)
(2) “The Marketing Budgeting Process: Marketing Management
Implication,” Nigel F. Piercy, Journal of Marketing, October 1987
(3) “Allocating Money Among the Four Promotional Tools,” Charles Patti,
Steven W. Hartley, Susan Kennedy, (1993) (packet)
Case: Suave (handout)
Case: Plas-Tech B (handout)
February 24 & 26 Strategic Planning/Branding and Equity
(1) “Brand equity, Image and Personality” From Akker, Managing Brand
(2) “ “Brand Presence and the Perceptual Frame,” William Moran, Journal of
Advertising Research, Oct/Nov 1990 (packet)
(3) “In Search of True Brand Equity Metrics: All Market Shares Ain’t
Created Equal, Thomas Reynolds and Carlo Phillips, Journal of
Advertising Research, June 2005. (electronic)
Case: Libb Pharmaceuticals ((handout)
Case: Brandon Foods
March 3 Exam
March 5 & 17 Creative Decisions/Managing the Creative Process
(1) Text Chapter 11 and 12
(2) “Cross-National Creative Personalities, Processes, and Agency
Philosophies,” Douglas C. West, Journal of Advertising Research,
Sept/Oct 1993 (packet)
(Spring Break March 9-13)
March 19 & 24 Media Decisions (Spring Break March 14-18)
(1) Text, Chapters 9 and 10
(2) “Memory Without Recall, Exposure Without Perception,” Herbert
Krugman, Journal of Advertising Research, August 1977. (ONE FO THE
MOST INFLUENTIAL MARKETING AND ADVERTISING
(3) “The Long Tail of Media and Its Implications For media Audience
Measurement,” Scott McDonald, Journal of Advertising Research,
September 2008. (electronic)
March 26 & 31 Research Management
(1) Working The Territory, Paul Harper (packet)
(2) Account Planning: An American Perspective, Damian O’Maller, 1998,
(3) Advertising, Copy Testing and Diagnosis (packet)
(4) “The Role of Account Planning in US Agencies,” Margaret Morrison and
Eric Haley, Journal of Advertising Research, March 2006 (electronic).
CASE DUE: March 31
April 2 & 7 Research Management
(1) Readings to be determined.
Case: Hi Power Beverage
April 9 & 14 Agency Structure/Compensation/Client Relations
(1) “Life as an Account Manager,” Roger Chiocchi, Agency, Summer 1998
(2) “The Best-Laid Plans” Agency Summer 1998 (packet)
(3) Guidelines for Effective Advertiser/Agency Compensation Agreements,
April 16 & 21 Agency Structure/Compensation/Client Relations (continued)
(1) “ A Comparison of Advertising in Agency Selection Factors: Advertiser
and Agency Perceptive,” James Cagley, Journal of Advertising
Research, June/July 1986 (electronic)
(2) “Established the Causes of Disaffection in Agency-Client Relations,”
Paul Michell, et al., Journal of Advertising Research, March/April 1992
(3) “Using Structure Factors to Assess the Risk of Failure in Agency-Client
Relations,” Bruce Buchanan and Paul Michell, Journal of Advertising
Research, Aug/Sept 1991 (electronic)
Case: Portage Grocery
April 23 &28 Ethical/Social Issues & Summary
(1) “Ethical Problems of Advertising Agency Executives,” Shelby Hunt and
Lawrence Choako, Journal of Advertising, Vol. 16, N.Y. 1987
(2) “Ethics of Advertising,” Peggy H. Cunningham the Advertising Business,
1999, John Phillip Jones (ed.) (packet)
Cases: To be determined
Notes on class discussion –
- Readings will be done in advance. Preparation engenders discussion.
- Although anyone may volunteer, I will call on everyone. This avoids having one or two
people from taking over.
- A wrong answer is acceptable – no guts no glory.
- Now is the time to out your ideas.
- Criticism is part of taking the course.
- All questions are acceptable.
- I will avoid telling you my analysis too early. We are not always looking for a “right”
Grading Class Discussion
- This is a subjective process.
- I keep track on a daily basis.
- There are at least three kinds of class contribution:
“Ah – this happened to me”
“I observed this”
“This is what the article states…”
“This is what the case states…”
“This is what the article says and here is how I think it applies to the week’s concepts
or previous sections of the course”
“This is what the case says and here is what I think about the case”
“Here is how the readings apply to the current case”
While almost all comments are welcome, we will strive to reach
A Few Initial Case Questions
All Sweet Sugar
1. Assess the opportunity to advertise.
South El Paso Mental Health Center
1. Assess the opportunity to advertise and use marketing
2. Assess the current objectives
3. Based on the survey results, write objective for the next
1. How can the data presented be used to establish
advertising objectives for the coming campaign?
2. Write advertising and marketing communication
1. Which approach should they accept? Why?
1. Discuss the concept of attitude formation in relation to
Libb. Is attitude change a worthwhile objective?
2. Based on the results, how would you position Alive?
Hi Power Beverage
1. What campaign should Hi-Power select? Be sure to
substantiate your decision based on the results of the
three research approaches.
1. Which system should Portage select? Why?