SMU

COURSE SYLLABUS | Fall 2017 | ADV 4399-001 Advertising Campaigns

Mondays 2:30-3:50/Wednesday – Virtual Office Hours

234 Umphrey Lee Center

 OBJECTIVES OF COURSE:

There are three major objectives of this course. The student will demonstrate understanding of:

  • Research – Conducting quantitative and qualitative primary and secondary research to uncover key target audience insights. This will include demographic, psychographic and ethnographic information.
  • Strategy – Development of campaign strategy in support of client brands. This includes all facets of marketing promotion.
  • Pitch Presentation – Development of industry pitch level presentation of comprehensive campaign strategy meeting all outlined objectives.

EVALUATION OF STUDENTS

This course is highly dependent on group collaboration. On day one of the course you will be assigned a group for the semester. This will be a mix of skills and your project team will meet twice a week to move the project forward.

Teams will consist of the following roles:

  • Account Manager – This is the group lead and responsible for delivering the weekly conference and status reports, consolidation of questions as well as serve as project manager and owner of the project timeline.
  • Planning/Research – This individual will lead the research efforts for the team and develop the insights that will support the creative, media and strategy efforts
  • Creative – This individual will “lead” the creative efforts including brainstorming sessions and oversee quality of campaign creative assets as well as user experience. Most likely the owner of the final deck.
  • Media – This individual will own the development of the media strategy as well as earned media & PR strategy.
  • Digital Strategy – This individual will work closely with creative and media to make the creative ideas “feasible” through the ideal channels, will own the CRM/Loyalty portion of the project

Grades will consist of the following:

Weekly Reports – 20% of total grade

  • Conference Report – Each week of the semester, a conference report will be generated. This will provide a review of what happened at each meeting. You should report who was there, what was discussed, what agreements were reached, and what needs to be accomplished before the next meeting.
  • Status Report – This is a record that allows you to see what has been done and what needs to be finished. It records who is responsible and when it is due.
    • Sample report on page 22 of text.

Project Grades – 70% of total grade

  • Insights (20%) – Consolidated quantitative and qualitative findings consolidated into a creative brief
  • Strategy (30%) – The strategy is the culmination of all inputs into a cohesive narrative that drives towards an objective
    • Situational Setup
    • Goal
      • Opportunity
      • Challenges
    • Insights
      • Quantitative/Qualitative Research
        • Who, Why, Affinities, Behaviors, Segments
      • Marketing Strategy
        • Strategic Framework
        • Creative
          • Promotional Campaigns
          • Digital Experience
          • Experiential Experience
        • CRM
        • Communication
        • Media
      • Success
        • Analytics & Measurement
          • How will you measure success across channels?
        • Action Plan
          • Decisive next steps for roll out
            • Media Flights, campaign timelines, etc…
          • Presentation (20%) – The final presentation to the client.

Peer Reviews – 10%

  • Just like in the real project situations, post mortems and peer reviews are an important part of the process

ADDITIONAL INFORMATION

Recommended Textbook: Advertising Campaign Planning Developing an Advertising-Based Marketing Plan 5th Edition by Jim Avery & Debbie Yount.

Classroom: Room 234 in the Umphrey Lee Center. Mondays/Wednesdays 2:30-3:50pm

Virtual Office Hours: By appointment only – Meetings held via Zoom.us

Class Website: http://blackfin360.com/SMU

TOPICS & LECTURE SCHEDULE

August 21st Introduction to Course
August 28th Team Meetings – Begin Situational Analysis
September 6th CMO of Del Frisco’s Briefing in-person
September 11th Research – Meet with Advertising Librarian – Target Audience Definition, Secondary Research
September 18th Research – Build & Launch Primary Research
September 25th Research – Analyze Results & Map Insights
October 2nd Insight Presentation
Strategy – Situational, Objectives, Strategic Framework, Creative Briefing
October 9th Strategy – Creative Brainstorming, Promotional Campaigns, Digital Experience, Experiential Experience
October 16th Strategy – Work on creative platform development, digital strategy, CRM, Loyalty
October 23rd Strategy – Finalize media, PR, social, earned media efforts
October 30th Strategy Presentation – Instructor
November 6th Plan – Begin constructing final pitch
November 13th Plan – Finalize Action Plan
November 20th Plan – Finalize Budget
November 27th Thanksgiving
December 4th Pitch Day – Client Present
December 11th Peer Reviews Due

Questions? Contact Instructor

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