ADPR 5710 krugmand 0209

							                                      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

Email: dkrugman@uga.edu

                        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:

Evaluation
Written case                  100

Exam                          100

Class discussion of
material & cases,
presentation.                 100

Final                         100
                              400

Text
Strategic Advertising Management, Larry Percy, John R. Rossiter, and Elliot Richard, Oxford
University Press, 2005
Other readings

A number of other assigned readings are either in a packet or on electronic reserve.

       Packet
       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.

General Items
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
work.

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
                        (packet)
                   (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
                       1996 (electronic)
                   (2) “Why Consumers Pay More For National Brands” Insight, 2000
                       (electronic)

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
                         (electronic)
                     (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
                         Equity (packet)
                     (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
                         ARTICLES) (packet)
                     (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,
                         (packet).
                (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
                     (packet)
                 (2) “The Best-Laid Plans” Agency Summer 1998 (packet)
                 (3) Guidelines for Effective Advertiser/Agency Compensation Agreements,
                     AAA/ANA (electronic)

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
                    (electronic)
                (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
                    (electronic)
                (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”
       answer.

Grading Class Discussion
      - This is a subjective process.
      - I keep track on a daily basis.
      - There are at least three kinds of class contribution:
              Personal Relevance
              “Ah – this happened to me”
              “I observed this”

               Recite Material
               “This is what the article states…”
               “This is what the case states…”

               Integration/Application
               “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
               integration/application.
                        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
                       communications.
                    2. Assess the current objectives
                    3. Based on the survey results, write objective for the next
                       year.

Jefferson Savings

                    1. How can the data presented be used to establish
                       advertising objectives for the coming campaign?
                    2. Write advertising and marketing communication
                       objectives.

Suave

                    1. Which approach should they accept? Why?

Libb Pharmaceutical

                    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.

Portage Grocery

                    1. Which system should Portage select? Why?