上課日期

Date

課程內容

Course Content

授課方式

Instructional Approaches

作業、報告、考試或其他

Assignments, Tests and Others

備註

Remarks

Week 1

2/16~

2//21

Case Study: Abercrombie & Fitch

pp. 25-27; p. 33 (Puffery)

Lecture & Discussion

Graded In-class activity

Creating individual wiki (in addition to the existing group webpage)

2/23~

2/28

Stereotypes in Advertising, pp. 35-38

Week 3

3/2~

3/7

Understanding Needs and Utility, pp. 93-94

In-class: find a print ad and identify the utility that is communicated in the ad. Does it address a function need or symbolic want? Describe that need or want.

3/9~

3/14

Market Segmentation

Case Analysis: Hardee’s Ad

pp. 94

Assignment 1 due Week 5.

 Describe an ad that seems to be directed toward a specific target market segment. Define it using behavioristic, demographic, psychographic, and geographic variables.

Week 5

3/16~

3/21

Discussion of Midterm Project requirements

3/23~

3/28

Project preparation: defining the 4 Ps and product positioning

Read Chapt 7, Product positioning, p. 178-188

Outside the class activity,

No class 

3/30~

4/4

Spring Break (No Class)

4/6~

4/11

Advertising Plan, pp. 192-194, Advertising Pyramid

4/13~

4/18

In-class: creative execution of your Ad plan

Week 10

4/20~

4/25

Midterm Exam

PRODUCT AND ADVERTISING PLAN presentation

Group 1: Jeoung

Group 2: Vicky

Group 3: Kelcy

Group 4: Thomas

4/27~

5/2

PRODUCT AND ADVERTISING PLAN presentation

Group 5: Sariel

Group 6: Ivy

Group 7: Miuccia 

Group 8: Ashley

5/4~

5/9

Sales Promotions

Lecture & Discussion

Graded In-class activity

In-class Final Task Planning

Use your wiki to outline your plan

Week 13

5/11~

5/16

Public Relations & Sponsorship

Writing News Releases  

Writing a draft of your news release in relation to your sales promotional activity 

5/18~

5/23

Final project preparation

5/25~

5/30

Final: Sales Promotion and News release project submission

Selected Works:

Rachel, http://racheltang.pbwiki.com/
Sariel, http://sarielliu.pbwiki.com/
Bevin, http://adbevin.pbwiki.com/
Won, http://kwonsoonwon.pbwiki.com/
許御有 Thomas, http://talalumu38.pbwiki.com/
Jie, http://specialje.pbwiki.com/ 

5/28 Dragon Boat Festival

5/29 Flexible holiday

(Thu.&Fri.－day off)

上課日期

date

課程內容

Course Content & Progress

授課方式

Instructional Approaches

作業、報告、考試或其他

Assignment

備註

Remarks

9/8

Week1

Introduction

Chapter 1: What is Advertising today?

Lecture/Q&A

Role of Advertising

Create a group wiki for creative planning and collaboration

9/15

Con’t: What is advertising today? How advertising has changed

Chapter 5: Marketing & Consumer Behavior

Lecture/Discussion Class activities

Assign 1, The Advertising Experience

Discussion for Group Project 1

9/22

Chapter 3: The Business of advertising

Lecture/Discussion Class activities

Page 53, #2 Advertising History

Go to Yahoo! Groups LINKS area to read/view Ad history PPT

 Creative_Media

 Students' Work

9/29

Chapter 4: The Ad Agency

Quiz 1 (postponed due to typhoon)

Go to Yahoo! Groups LINKS area to read/view Ad agency PPT

Discussion for Group Project 2

10/6

Group Project 1 Presentations: Ad History

Lecture/discussion Creating-your-ad-agency , Project 2

10/13

Quiz 1

Chapter 6: Marketing Mix, Ad Plan, p.249 (Chapter 8)

Lecture/Discussion Class activities

Creative_Brief 

Answers_Creative_Brief_In_class_Work 

10/20

Creative Strategy

 in-class activity

Creative_Strategy 

Assignment

10/27

Creating Pyramid       Class activities

Creative_Pyramid

11/3

Midterm Exam Week

Group project 2 Presentations: Ad agency

Ad-Agency-Students-Work

Ad-Agency-Students-Work2

Ad-Agency-Students-Work3

Ad-Agency-Students-Work4

 Ad-Agency-Rubric

11/10

Creative Execution: Lay-outing

Lecture/Discussion Class activities

Assignment: Analyzing ad lay-outs 

11/17

Presentation of Headline studies

Writing Subheads, Body, and

slogans

Lay-outing

Lecture/Discussion Class activities

Draw lots re. products/services, create print ads

11/24

Voice Over (VO) Narration

Using Audacity

 In-class recording

12/1

 PSA

Radio Public service and non-profit organizations’ Announcements

-Researching the web for local issues

- pool topics

Creating a wiki for final project, PSA-wiki

Draw lots re. government public service/non-profit organizations and needs

12/8

Writing Radio Scripts and producing product radio commercials

12/15

Wenzao Anniversary

No classs

12/22

Project Preparation

Doing the PSA Print ad

12/29

Presentation of print and video campaigns for non-profit and public service announcements

Group Presentations

1/5

Presentation of print and video campaigns for non-profit and public service announcements