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Page history last edited by Aiden Yeh 13 years, 6 months ago

English Advertising

SY 2008-2009 (97)

 


Join the class Yahoo! Group, click here

English Advertising Class Blog, click here


2ND SEMESTER 2009

 

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

 

The Many controversies about Advertising

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

 

 

Puffery, Unfair and Deceptive Advertising

 

 

 

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

 

Advertising and 4 Ps of Marketing pp. 108-120

 

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

 

 

Final Task Guidelines

 

 

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)

 

 

1st SEMESTER

 

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

 

 

 

In-class work

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 

 

 

 

 

 

 

 

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