SY 2008-2009 (97)
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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) |
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2/23~ 2/28 |
Puffery, Unfair and Deceptive Advertising
Stereotypes in Advertising, pp. 35-38
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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. |
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3/9~ 3/14 |
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. |
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Week 5 3/16~ 3/21 |
Advertising and 4 Ps of Marketing pp. 108-120
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Discussion of Midterm Project requirements |
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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
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3/30~ 4/4 |
Spring Break (No Class) |
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4/6~ 4/11 |
Advertising Plan, pp. 192-194, Advertising Pyramid |
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4/13~ 4/18 |
In-class: creative execution of your Ad plan |
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Week 10 4/20~ 4/25 |
Midterm Exam PRODUCT AND ADVERTISING PLAN presentation |
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Group 1: Jeoung Group 2: Vicky Group 3: Kelcy Group 4: Thomas
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4/27~ 5/2 |
PRODUCT AND ADVERTISING PLAN presentation |
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Group 5: Sariel Group 6: Ivy Group 7: Miuccia Group 8: Ashley
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5/4~ 5/9 |
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Lecture & Discussion Graded In-class activity |
In-class Final Task Planning Use your wiki to outline your plan
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Week 13 5/11~ 5/16 |
Public Relations & Sponsorship
Final Task Guidelines
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Writing News Releases
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Writing a draft of your news release in relation to your sales promotional activity
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5/18~ 5/23 |
Final project preparation |
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5/25~ 5/30 |
Final: Sales Promotion and News release project submission
Selected Works:
Rachel, http://racheltang.pbwiki.com/
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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 |
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
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Chapter 3: The Business of advertising |
Lecture/Discussion Class activities
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Page 53, #2 Advertising History
Go to Yahoo! Groups LINKS area to read/view Ad history PPT |
Students' Work |
9/29 |
Chapter 4: The Ad Agency
Quiz 1 (postponed due to typhoon) |
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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
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10/13 |
Quiz 1
Chapter 6: Marketing Mix, Ad Plan, p.249 (Chapter 8)
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Lecture/Discussion Class activities |
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Answers_Creative_Brief_In_class_Work
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10/20 |
Creative Strategy |
in-class activity |
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Assignment
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10/27 |
Creating Pyramid Class activities |
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11/3 |
Midterm Exam Week Group project 2 Presentations: Ad agency
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11/10 |
Creative Execution: Lay-outing |
Lecture/Discussion Class activities |
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Assignment: Analyzing ad lay-outs
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11/17 |
Presentation of Headline studies
Writing Subheads, Body, and slogans Lay-outing |
Lecture/Discussion Class activities |
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Draw lots re. products/services, create print ads |
11/24 |
Using Audacity
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In-class recording |
12/1 |
Radio Public service and non-profit organizations’ Announcements |
-Researching the web for local issues - pool topics |
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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 |
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In-class work | |
12/15 |
Wenzao Anniversary No classs |
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12/22 |
Project Preparation
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12/29 |
Presentation of print and video campaigns for non-profit and public service announcements |
Group Presentations |
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1/5 |
Presentation of print and video campaigns for non-profit and public service announcements
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