ADV1141online.Syllabus.Spring2008

8/8/2019 ADV1141online.Syllabus.Spring2008

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Advertising 1141 Introduction to Advertising Research (online)

Spring 2008 Instructor: Jennifer Lovrinic

Online courseOffice Hours: MWF 9:30-10:30 am (or by appt)Office located in Annenberg Hall Room 343

Email: [email protected]

(Responses should be expected within 24 hours onweekdays only)

Phone: 215.204.7401

Course DescriptionThis is an applied research course administered online. You will explore key concepts and

understand the tough decisions advertising professionals and those they advertise forencounter every day.

The course covers the range of areas in which advertising research participates, or has primary

responsibility for, in the advertising process. Focus is on the role of research in theadvertising process and the design of research using various methodologies to accomplisheffective research.

Key topics well cover:The process of successful research plan designTraditional and innovative ways of conducting researchConsumer, media, and advertising research methods differences and similaritiesThe evolving role of the advertising research manager and account plannerHow advertising research applies to every job in an ad agency or marketing department

Objectives:

Understand the wide variety of areas in which research plays a role in advertisingDevelop the ability to gather useful data for strategic, media, and creative development researchLearn to use research and findings to provide possible answers to creative problemsIdentify how research helps to achieve effective communications

Become comfortable with online learning by using web-based technologies, as well ashone personal organization skills like self-discipline, project planning and timemanagement

Required ReadingsWe will use a course packet, with materials from several books, as the basis for our readings.You are required to obtain the course packet within the first few days of the semester Irecommend getting it as soon as possible. You will have the opportunity to purchase either an

electronic version (PDF) or hard copy of this course packet. Follow the instructions for eithertype of course packet:

A hard copy, photocopied course pack is available now for $58 in Ritter Hall CopyCenter (Room 234) and may take 24 hours to become available after purchasing. Pleaserequest course packet RS04-08. Ritter Hall is located next to SAC on 13th andMontgomery, and the copy center is open from 8 a.m. 8 p.m. Monday-Thursday and 8a.m. 4:30 p.m. on Fridays.

If you would like a PDF version of the course packet for $30, you must pay with a credit

ADV-1141 Spring 2008 1


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card or Diamond Dollars. To do so, please email Anna Harris ([email protected]),provide her with the course number, your name, and credit card/Diamond Dollarsinformation (name on card, type of card, card number, expiration date, and the three-digit security code on the back of Visa or Mastercard). Anna will confirm to you that shereceived your information, and let me know that youve paid. I will then send you thePDF. If you dont want to email her your credit card information, email her with yourname, the course number and phone number, and she will contact you via telephone.

Additional articles may be distributed via BlackBoard.

What Youll Be Graded On

RequirementPercentage of

final gradePoints

Class involvementWeekly readings/lectures/assignments

Online discussion

35%25%10%

350250100

Research ProjectPhase I secondary researchPhase II primary research

50%25%25%

500250250

Quizzes (3) 15% 150

TOTAL 100% 1,000

Weekly readings/lectures/assignments (25% of final grade) this forms the basis of thecontent or information within the course

o Each week, you will complete an assigned readingo After completing this, you will go to the Voice Lectures section of BlackBoard

and spend 15-30 minutes watching my review of the weeks topic(s). ThePowerPoint or any visuals will be a foundation for what I say, but while you arewatching you should take notes as if you were in a classroom setting.

o Within the context of my lecture, I will ask 2-3 questions that you must answer for

the weeks written assignment. You should write down each question as I ask it,and go back to your reading if necessary to answer it in your own words ascompletely as possible. Each question should be answered thoughtfully andthoroughly I would anticipate at least one paragraph (100 words) for eachquestion.

o You will write out your answers in a Word document, and post it to the digital

dropbox within BlackBoard by hitting Add File, attaching the Word doc, andthen hitting Send File.

o Please save each weeks assignment Word document files with names as

follows: ADV1141_lastname_week1, ADV1141_lastname_week2, etc.o You can do the reading/lecture/assignment at any time throughout the course of

the week, but the assignments are due in the digital dropbox (yes, it does recordwhen you upload it) no later than 5 p.m. on FRIDAY of that week. I do not forany reason accept late assignments, and strongly recommend that you doit earlier than Friday to ensure there are no glitches!

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Biweekly discussion board topics (10% of final grade) this is a forum for you to thinkcritically about various topics, and communicate ideas to one another

o Every other week, I will create a discussion forum, with an article, scenario, etc.for you to respond to

o By a specific date and time that I will specify, you must post your (educated)

opinion on the topic, using support from what you learned in the readings/lectures/ assignments

o After the due date (and everyone has posted their opinions), you have one weekto respond to another posting agreeing or disagreeing, expanding upon, orreplying in some other way

o In order to get full credit, these postings must be well-written in your own words,thoughtful, respectful, and using information learned in the class

Quizzes (15% of final grade) three online quizzes throughout the semester will testyour accumulated knowledge of the material

o I will administer these quizzes through Blackboard, and they will be a mixture ofT/F and multiple choice questions

o Obviously, since you are taking these on your own, you will have access to your

notes (hopefully you took them when you listened to the lectures!) and thereadings

o That being said, the quizzes are timed and will not allow for much digging onyour part my strong suggestion is to study for them as you would any other quizor test, and keep a short crib sheet available for reference of key topics

Research project (50% of final grade) pulling together the theoretical concepts of thecourse into an applied project for a real brand

o I will provide much more information about this project as we begin the courseo Phase I (25% of final grade) This will be secondary research project analyzing

a brand, its customers and competitors, as well as consumer and industry trends(written report approximately 8 pages, completed individually)

o Phase II (25% of final grade) This is a primary research project further

exploring the target market of your chosen brand through qualitative andquantitative research (written report, may be done individually or as a small

group)

Class and University Policies

1. General class information

Because this is an online course, all formal communication will take place through the computer.I want try to make it as simple and straightforward as possible. That being said, this course maynot be easy it requires a lot of research (of course), writing, and above all, self-discipline.

Remember, the benefit of online learning is that you have the flexibility of working at your ownpace as long as you complete all requirements by their due dates. That being said, some of the

pitfalls students have encountered with online learning (and research courses in general)include waiting until the last minute and underestimating the amount of time necessary todedicate to the course.

I encourage you to write to me about any difficulty that you might be facing during the semesterand not wait until the last moment. Since we dont meet face to face on a regular basis, the onlyway I can know about your problems is when you let me know about it. It is a fun course andyou will get to learn a lot about understanding consumers in order to create effective advertisingcommunications.



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Guidelines:

For this class, you can expect approximately 10 hours of preparation (reading, reflecting,preparing assignments, reviewing lectures, preparing for tests, project work, etc.) perweek.

You should have one computer from which you conduct the majority of this online class.This computer should have a fast online connection (cable or DSL), as well as audiocapacity. If you share close quarters, I recommend purchasing or using earphones tolisten to any audio for the class.

Blackboard is the online platform where most course activities will take place. I will postcourse information (including all announcements, assignments, project details, andlecture notes) here. Please review the platform (http://blackboard.temple.edu) tobecome familiar with it if you arent already. If you feel you need extra help navigatingBlackBoard, contact Computer Services ([email protected] or 215-204-8000). You willbe required to check Blackboard and your email on a daily basis for this course.

I will use various voice tools on Blackboard (including one called Wimba LiveClassroom)to provide some verbal lectures, assignments, directions and feedback please makesure you have access to a computer with audio capabilities.

I do not accept late assignments or projects anything assigned must be postedprior to its due date (unless otherwise instructed). As we all know, there are sometimesdifficulties with computers and/or internet connections, so I strongly recommendplanning to post assignments in advance of the due date; this way, if anything occurs,you still have time to try again later or use another computer to complete theassignments on time. For this reason, faulty internet connections will not be a validexcuse for late assignments. You have lot of flexibility of time and place to do your work

during the course of a week, so try to take advantage of that.

When writing anything for this class, I strongly urge you to write and save it first in aprogram like Microsoft Word. Technology does funny things, and I would hate to see youspend a lot of time, for example, writing your opinion on the discussion board, only tohave the computer crash. Weve all been through this before! So write things and savethem to your computer or flash drive, and then copy/paste it for the class. This will alsoensure that you have a running tab of all you contributed to the course.

In this class and often in life (especially in advertising!), you are judged by how you write.While I am available and appreciate verbal communication with you (in person, via voiceemails if possible, or over the phone), as you can tell, this class is based on back-and-

forth written communication. That being said, please do your best to take the time towrite properly, professionally, and clearly for each and every aspect of this class assignments, discussion, projects, emails, etc. Use proper grammar and punctuation,even in emails. Make sure your name is on everything. REREAD everything beforesending, posting, etc. Spelling and grammatical errors will reflect negatively on yourwork as a whole.

When sending emails to me, please always write in the subject line, as follows: ADV-1141 online your name, topic of email. This helps me a great deal when opening and

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filing the many emails I receive.

Where to get help:o General course questions me! ([email protected])

o General online learning questions Distance Learning Center at Temple

(http://oll.temple.edu/students/student.htm)o Wimba LiveClassroom setup or help Wimba 24/7 tech support is (866) 350-

4978, or go to http://oll.temple.edu/students/wimbainstructions.htmo Secondary research questions me or Adam Shambaugh, Business Librarian

([email protected])o BlackBoard, computer, or Internet questions Computer Services Help Desk

(http://www.temple.edu/cs/helpdesk/default.asp orhttp://www.temple.edu/cs/students/[email protected])

o Questions about writing in general, for assignments, reports, etc. Writing

Center (http://www.temple.edu/writingctr/)

Suggestions for successful online learning:o Build this course into your schedule as you would any other study at a regularly

scheduled time and place (if possible) and budget time for all assignments andprojects. Build out a timeline for yourself to complete projects.o Read thoroughly, and then reread, all information before embarking on tasks.o Before posting or emailing, take a moment to consider, Have I done what is

asked? Have I said all I should say? Am I representing myself and my thoughtscorrectly and fully?

o Motivate yourself to acquire good study habits. Remember that this coursebenefits you in many ways, and the more effort you make in the course, the morebenefit you will get.

o Learn from what other schools and faculty have to say:

http://www.ion.uillinois.edu/resources/tutorials/pedagogy/Studentprofile.asp

2. Students with Disabilities

This course is open to all students who meet the academic requirements for participation. Anystudent who has a need for accommodation based on the impact of a disability should contactme privately to discuss the specific situation as soon as possible. Contact Disability Resourcesand Services at 215-204-1280 in 100 Ritter Annex to coordinate reasonable accommodationsfor students with documented disabilities. For more information, go to www.temple.edu/disabilityor email [email protected].

Please inform me for any additional assistance you will need. I will be happy to meet outside ofclass to further discuss any issues.

Plagiarism

In this class, we will abide by all rules and regulations defined by Temple University concerningacademic honesty. You are expected to do all your own work. At Temple and in the world ofadvertising, not only will you not learn anything by plagiarizing, it also carries significant penalty.

Cheating and plagiarism on any examination or assignment will result in automatic failure of thecourse and recommendation to the University Disciplinary Committee for further disciplinaryaction.

mailto:[email protected]://oll.temple.edu/students/student.htmhttp://oll.temple.edu/students/wimbainstructions.htmmailto:[email protected]://www.temple.edu/cs/helpdesk/default.asphttp://www.temple.edu/cs/students/index.htmhttp://www.temple.edu/cs/students/index.htmmailto:[email protected]://www.temple.edu/writingctr/http://www.ion.uillinois.edu/resources/tutorials/pedagogy/Studentprofile.asphttp://www.temple.edu/disabilitymailto:[email protected]:[email protected]://oll.temple.edu/students/student.htmhttp://oll.temple.edu/students/wimbainstructions.htmmailto:[email protected]://www.temple.edu/cs/helpdesk/default.asphttp://www.temple.edu/cs/students/index.htmmailto:[email protected]://www.temple.edu/writingctr/http://www.ion.uillinois.edu/resources/tutorials/pedagogy/Studentprofile.asphttp://www.temple.edu/disabilitymailto:[email protected]


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Plagiarism includes:

Copying others work as your own

Copying others work without proper author recognition

Made-up quotes and sources

Plagiarism is a serious offense, which carries serious repercussions and will not be tolerated inthis course.

More tips on how to avoid plagiarism in this research course follow. We will discuss this more aswe detail the research projects in class. In addition, please access the following link fromTemple Universitys Writing Center for FAQs on research and plagiarism:http://www.temple.edu/writingctr/student_resources/plagiarism.htm.

No work done for another class may be turned in for this class. No exceptions.

4. Student and Faculty Academic Rights and Responsibilities

Freedom to teach and freedom to learn are inseparable facets of academic freedom. TheUniversity has a policy on Student and Faculty and Academic Rights and Responsibilities

(Policy #03.70.02) which can be accessed through the following link:http://policies.temple.edu/getdoc.asp?policy_no=03.70.02.

Course Topic Schedule (tentative, subject to change)

Weeks 1-2: Introduction to Advertising ResearchWhat purpose does it serve?Why do I have to study it?How research fits into the overall advertising/marketing realmTypes of advertising researchThe process of research

Week 3: Consumer SegmentationDemographicsPsychographics

Week 4: Secondary ResearchResourcesRetrieving relevant informationWriting reports

Weeks 5-7: Primary Research QualitativeFocus groups and interviews

Ethnography and observing human behaviorAnalysis

Week 8: Research Ethics

Weeks 9-10: Primary Research QuantitativeSurvey techniquesSamplingQuestionnaire design



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Analysis

Week 11: Media ResearchPrint: Simmons, MRIBroadcast: Nielson, ArbitronNew methods, new media

Weeks 12-13: Applying Research to Creative

Creative development researchConcept/benefit and copy testingAd tracking

Week 14: Account PlanningHow it fits in to the ad agency realmThe role of the account planner

Course agreement

I have read the syllabus for this course, and I agree to abide by all of the policies listed therein.I understand that if I fail to abide by the course policies detailed in the syllabus, the instructorreserves the right to request my withdrawal from the course.

If at any point in the semester I believe that I will have difficulty fulfilling my class-relatedobligations, I will contact the instructorimmediatelyto ask for her assistance.

By emailing this agreement back to the instructor, I pledge to approach my work for this class ina professional manner: punctually, responsibly, and with integrity.

(Please copy and paste this agreement into the body of an email and send it back to the

instructor by 1/25/08 [email protected])


ADV1141online.Syllabus.Spring2008

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