ADPR3110 langs 0805

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                                   The University of Georgia
                             ADPR 3110 Advertising Message Strategy
                                          Fall 2005

                                     Instructor: Steven H. Lang

                     Class Schedule & Room: 204 Grady 2:00-3:15 Tues/Thurs
                                        Office: 245 Grady
                        Hours: Tues/Thurs 3:30-4:45 and by appointment*
                                   Office Phone: 706.542.8484
                                    Cell Phone: 706.207.3096*
                                    E-mail: shlang@uga.edu
                                            *Preferred


Textbook and Materials
Creative Strategy in Advertising (2001) by A. Jerome Jewler and Bonnie L. Drewniany,
8th edition.


Purpose
This course is designed to teach you the processes of creating effective advertising from strategy
development to creative conceptualization and implementation.


Overview
Advertising is a craft that is best learned by doing. Therefore, assignments are designed to put your
knowledge into practice under real world conditions. You can expect to work as individuals and as
teams. Communication is essential in the creation of effective advertising; therefore you will be
expected to discuss, dissect and debate during our time together. My hope is that you will experience
the mechanics as well as the emotions involved in the creation of effective advertising.


Assignment Specifications

All work must be completed via computer unless specifically stated otherwise.

For writing assignments, the standard Times New Roman 12-point font with a minimum
of l.5 line spacing is preferred.

Single-piece assignments may be submitted in free-standing form.

Multi-piece assignments are to be assembled in a professional manner.

Storyboards must be mounted.

Assignments must be turned in at the beginning of class on their respective due dates.
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Grading--Your grade will be calculated according to the following conversion:
90% or above                                      A
80-89%                                             B
70-79%                                             C
60-69%                                            D
0-59%                                              F

(Please note: a grade of C or better for this course is required for progression in the Advertising Degree
course sequence.)

Breakdown
Projects               40%
Final Project          25%
Mid-term Exam          20%
Quizzes                15%


Extra Credit
There is no such thing in the real world, and there will be none in this class.


Absences
Attendance is mandatory. After 3 unexcused absences, 3 points will be deducted from your final
course grade for each absence. Roll will be taken at the beginning of every class. Arriving more than
10 minutes late or leaving more than 10 minutes early will be considered an absence.


Deadlines
Missed or late assignments will not be accepted and will result in a grade of zero for the assignment
unless prior arrangements are made with the instructor. Just as if you were “on the job,” this policy
applies to all situations. Excused absences (for assignments, quizzes, and the exam) are given for three
situations only:
 Health conditions certified by a physician (documentation must be dated same day as absence)
 Legal situations warranting your attention during class time and certified by an attorney or judge
 University business certified by a University official


Etiquette
   1. Come to class on time. Late arrivals and early exits are disruptive.
   2. Please do not talk amongst yourselves unless you have been instructed to do so.
   3. Turn off and put away all electronic communications and entertainment devices such as but not
      limited to cell phones and MP3 players.

Further, you must comply with the 204 lab policies. No eating, drinking, smoking, dipping, chewing,
or other messy “ing” verbs in the lab. Noncompliance with this policy will result in your removal from
the class session.
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Culture of Honesty
You are responsible for understanding and complying with UGA’s Academic Honesty Policy.
“I didn’t know” is not an excuse. You can read the complete policy at:
http://www.uga.edu/ovpi/academic_honesty/culture_honesty.htm


Students with Disabilities
The Grady School of Journalism and Mass Communication is committed to providing equal
educational opportunities for qualified students with disabilities in accordance with state and federal
laws, including the Americans With Disabilities Act (ADA).
http://www.uga.edu/stuact/handbook/stuaffairs/disability.html


Assistance
Due to my work schedule, office hours will be limited. However, I am always available by
e-mail or cell phone. Do not hesitate to contact me with questions, issues and concerns.


Tentative Class Schedule
All dates, activities and materials may be modified at discretion of the instructor at any given time.

Thurs, 8/18    Introductions to the course and each other. Review of expectations. Discussion of good
               and bad advertising. Read chapter 1 for next class.

Tues, 8/23     Entertainment vs Information. Ethics in advertising. Read chapter 5 for next class.

Thurs, 8/25    Idea generation. Brainstorming. Working under deadlines. Read chapter 3 for next
               class.

Tues, 8/30     Research methods. Research sources. Interpretation. Project selection.

Thurs, 9/1     Project reviews. Read chapters 2 and 4 for next class.

Tues, 9/6      Stereotypes and myths. Political correctness. Economic impacts. Consideration of
               diversity in strategy.

Thurs, 9/8     Discuss different types of strategy approaches. Project selections.

Tues, 9/13     Project reviews. Read chapter 6 for next class.

Thurs, 9/15    Headlines and visuals. Project selections.

Tues, 9/20     Project reviews. Body copy.

Thurs, 9/22    Body copy. Project selections. Read chapter 7 for next class.

Tues, 9/27     Layout and design or graphic software tutorial.
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Thurs, 9/29   Layout and design or graphic software tutorial. Project selections.

Tues, 10/4    Project reviews. Review for midterm exam.

Thurs, 10/6   Midterm. Read chapter 8 for next class.

Tues, 10/11   Radio copy.

Thurs, 10/13 Radio copy. Radio production. Project selections. Read chapter 9 for next class.

Tues, 10/18   Project reviews. Television copy.

Thurs, 10/20 Television copy and production. Project selections. Read chapter 10 for next class.

Tues, 10/25   Project reviews. Direct marketing.

Thurs, 10/27 Fall Break

Tues, 11/1    Direct marketing.

Thurs, 11/3   Direct marketing. Project selections. Read chapter 11 for next class.

Tues, 11/8    Project reviews. The Internet.

Thurs, 11/10 The Internet. Project selections. Read chapter 12 for next class.

Tues, 11/15   Integrated marketing.

Thurs, 11/17 Integrated marketing. Project selections.

Tues, 11/22   Project reviews. Read chapters 13 and 14 for next class.

Thurs, 11/24 Thanksgiving Break.

Tues, 11/29   Selling yourself and your ideas to clients and employers.

Thurs, 12/1   Discussion.

Tues, 12/6    Work on final project.

Thurs, 12/8   Final project due.