MKA2511 - Advertising

3 hours Lecture, 3 credit(s)

Lower-Division College Credit

Prerequisite(s): Requires placement at the college level or satisfaction of developmental education requirements in reading and writing.

AA Elective: Yes

Academic Dean’s Contact Information

LAKELAND DEAN’S OFFICE: LLC 2255 PHONE: (863) 297-1024
WINTER HAVEN DEAN’S OFFICE: WSC 101 PHONE: (863) 297-1020

Course Description:
This course provides a comprehensive study of the use of promotional strategies and marketing communications to achieve marketing objectives. Emphasis is placed on promotional objectives, product positioning, media selection, budgeting, and measurement of promotional effectiveness. Students develop their own coordinated promotional programs in this course.

Polk State College Mission and Program Outcomes

Polk State College, a quality driven institution, transforms lives through the power of education by providing access to affordable associate and baccalaureate degree programs, career certificates and workforce employment programs, delivered by diverse, qualified faculty and staff. In line with this purpose, Polk State’s Associate in Science and baccalaureate degree programs develop competence in career areas. This course focuses on the development of competencies related to the following program outcomes:

2. Apply effective media alternatives to business strategies.

Course Objectives:

At the conclusion of this course, the student will:

Contrast the potential and limitations associated with the various promotional media.
Utilize the vocabulary inherent in advertising and promotion.
Explain the types of analysis that must be performed before developing an advertising program.
Compare and show the relationship among advertising, publicity, public relations and sales promotion.
Point out the benefits of a well coordinated and properly evaluated promotional program.
Discuss the major ethical and regulatory concerns within the advertising environment.
Summarize the pros and cons associated with six promotional budgetary approaches.
Critique print, broadcast, direct-response, yellow pages and other out-of-home media by accepted industry standards.

Course Content:
1. The Marketing/Promotional Link
     a.  The marketing mix elements
     b.  The promotional mix elements
     c.  How and why all the elements are tied together

2.  Integrated Marketing Communications
     a.  Explanation and how it compares to the past
     b.  Identifying strategies
          1.  Factors to analyze
          2.  What we try to find
     c.  The multidimentional program
     d.  Environmental factors that are not controllable

3.  Targeting your Audience
     a.  Five steps in market segmentation
     b.  Six approaches to market positioning
     c.  Repositioning
          1.  Circumstance that may require it
          2.  Companies that have successfully repositioned

4.  Media Planning
     a.  Purpose of the media plan
          1.  Four steps to take
          2.  Nine terms essential to understanding media planning
     b.  Eight criteria for Developing Media Strategies

5.  Broadcast Media
     a.  Television
          1.  Why it is called ideal
          2.  Factors a company should consider
          3.  Advantages vs. limitations
     b.  Cable or CATV
          1.  Its significance to the broadcast mix
          2.  Advantages and limitations
          3.  Future prospects and challenges
     c.  Radio
          1.  Its changing role vs. television and cable
          2.  Advantages and limitations

6.  Print Media
     a.  How its role has changed since the 1920’s
     b.  Magazines
          1.  Three major classifications
          2.  Advantages and limitations
     c.  Newspapers
          1.  Significance as a medium
          2.  Different types
          3.  Advantages and limitations

7.  Achieving your Promotional Goals
     a.  DAGMAR
          1.  Basic characteristics
          2.  Value and limitations
     b.  The Promotional Planning Process
          1.  Setting specific goals
          2.  Relationship between marketing and promotional objective
     c.  Sales versus Communication Objectives
          1.  The appropriateness of each
          2.  Relevant issues

8.  Budgeting for Promotion
     a.  Factors that influence the allocation
     b.  Top down approaches
          1.  Five methods
          2.  Shortcomings of each
     c.   Build-Up Approaches
          1.  Objective and task method
          2.  Major characteristics
          3.  Significant advantages versus disadvantages

9.  Support Media
     a.  Its roles in the overall advertising mix
     b.  Two types of “out of home” advertising
     c.   Specialty advertising
     d. Yellow pages
     e.  Other media

10. Legal and Ethical Considerations
     a.  Historical background
     b.  Regulatory agencies
     c.   Our responsibilities
          1.   Substantiation
          2.   Affirmative disclosure
          3.   Corrective advertising circumstances
     d.  The Lanham Act
          1.   Background
          2.   How it protects companies
          3.   Recent examples

Textbook and Other Requirements

Textbook information is provided in the course syllabus, at the campus bookstore, on the campus bookstore website (www.polk.bncollege.com), or via the “Shop Textbook” button on the PASSPORT schedule of classes.

The Gordon Rule

This is not a Gordon Rule course.

Student Help

The professor is available for help during posted hours and by appointment during other non-class hours. Students are encouraged to seek assistance from the professor. To further the educational process, the campus Learning Resources Centers, comprised of the Teaching/Learning and Computing Center (TLCC) JDA Student Success Center, and library, are available for student use. Each resource provides qualified staff and up-to-date equipment and facilities to promote students’ academic success. The TLCCs and JDA Student Success Center provide tutoring services, computing resources, and other instructional support. The library provides information resources, individual and group study space, research assistance, information literacy instruction, and computing resources. Each facility provides free wireless access to the Internet. Polk State College Library, Student Success Center, and TLCC hours of operation and tutoring schedules are posted at each facility and on the College website.

Withdrawing From a Course

Students may officially withdraw from course(s) during any given term, provided they follow the appropriate policy and procedure. Following the conclusion of the Drop/Add Period, a student may officially withdraw without academic penalty from any credit course, provided he or she has submitted the appropriate forms to the Student Services Office no later than the published deadline. The published deadline reflects approximately (but no more than) 70% of the term, based upon the course’s scheduled duration. It is the student’s responsibility to submit these withdrawal forms; failure to do so may result in a grade of F in the course. Under the Forgiveness Policy, a student is allowed only three attempts in any one course: one initial enrollment and two repeats. A student is not allowed to withdraw from a third course attempt. Limited admission programs may have specific guidelines regarding course withdrawal that vary from this policy. Individuals should refer to the student handbook for that program for more information. If a student stops attending class, the grade earned, usually an F, is assigned and posted. Prior to withdrawing from a course, the student should consult with the Financial Aid Office to determine what impact, if any, withdrawal from the course will have on his or her financial aid status. A student cannot use course withdrawal to avoid academic dishonesty penalties. A student who has been penalized for academic dishonesty in a course is not eligible to withdraw from the course.

Repeating a Course

Under the Forgiveness Policy, a student is allowed only three attempts in any one college credit course: one initial enrollment and two repeats. Under certain circumstances, a student may petition to repeat a credit course beyond the three attempts. Limited admission programs may have specific guidelines regarding repeating a course that vary from this policy. Individuals should refer to the student handbook for that program for more information. The student should be aware that repeating a course may result in a higher course cost. A course cannot be repeated unless the previously earned grade is a D, F, or W (the Polk State College Catalog provides further details regarding this process). Prior to repeating a course, the student should consult with the Financial Aid Office to determine what impact, if any, repeating the course will have on his or her financial aid status.

Academic Dishonesty

Each student is responsible for his or her work. It is assumed that each student is honest and will abide by this standard; however, in the event that there is an indication or suspicion of cheating/plagiarism, the situation shall be dealt with in accordance with the published College policy. Copies of this policy are available in the Student Services Office. Students should also refer to the course syllabus for more specific information.

Information Technology Access/Use Policy

All individuals who employ the information technology resources provided by Polk State College (this includes, but is not limited to, telephones, computers, the Polk State College Local Area and Wide Area Networks, and the Internet) must use these resources for academic purposes only. Use of these resources is a privilege, not a right. Inappropriate use can result in revocation or suspension of this privilege.

Equal Access/Opportunity

Polk State College is an equal access/equal opportunity institution committed to excellence through diversity in education and employment. The College complies with all state and federal laws granting rights to students, employees, and applicants for employment or admission to the College. Polk State College does not discriminate on the basis of race, color, national origin, ethnicity, sex, age, religion, sexual orientation, marital status, veteran status, genetic information, disability, or pregnancy in its programs, activities, or employment.

The following person has been designated to handle inquiries regarding the non-discrimination policies:
Valparisa Baker
Director, Equity & Diversity (Title IX Coordinator)
999 Avenue H NE
Winter Haven, FL 33881-4299
Office: WAD 227, 863.292.3602 Ext. 5378, vbaker@polk.edu.

Equal Opportunity For Students With Disabilities

The College complies with The Americans with Disabilities Act and provides equal educational opportunity for qualified individuals. A student with a disability who requires special accommodations or auxiliary aids under The Americans with Disabilities Act (ADA) should contact the Student Services Office on either campus and speak with a Disability Services Advisor or the Coordinator of Disability Services. Note: Limited admission programs may have performance restrictions that apply. Restrictions (where applicable) are outlined in each program’s student handbook.

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