MKTG 313: Advertising and Marketing Communications Master Syllabus
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Text
Belch, George E. & Michael A. Belch, Advertising & Promotion: An Integrated Marketing Communications Perspective, 13th Ed., (NY: McGraw Hill, 2024) ISBN10: 1266854665 ISBN13: 9781266854668
Purpose of the Course
This class is intended to be an introduction to the topic of advertising and marketing communication management. The class will examine advertising, sales promotion, personal selling, public relations, and other elements of the promotional function from an integrated marketing communications perspective. Emphasis will be placed on appreciating the scope and strengths and weaknesses of these marketing tools, and particularly on how they can and should be used together. Specific objectives include:
- To develop a thorough understanding of the marketing communication function in businesses.
- To learn about the specific advantages and disadvantages of each of the marketing communication tools, and how they can be combined in an effective, integrated, communication program.
- To develop an appreciation for both the general, strategic decisions that go into planning a marketing communication campaign and the specific, tactical issues involved in planning and implementing an IMC campaign.
- To have you understand some of the international, regulatory, and ethical issues influencing marketing communications.
- To have you become familiar with the vocabulary and terminology used in the planning and implementation of marketing communication programs.
- To develop the ability to apply concepts from class in analyzing real-world
- To develop group-related skills (e.g., planning, analysis, oral presentation) as related to the development of an integrated communication program.
Textbook
Consumer Behavior: Building Marketing Strategy, 15th ed., Mothersbaugh, Kleiser & Hawkins, McGraw-Hill
Required Technology and Canvas Login Instructions
Students are required to have regular, reliable access to a portable computer that meets the required minimum requirements. See detailed information on the George Mason University Costello College of Business minimum computing requirements.
Access to MyMason and George Mason email are required to participate successfully in this course. Please make sure to update your computer and prepare yourself to begin using the online format BEFORE the first day of class. Check the IT Support Center website for help and information about Canvas. Take time to learn each. Make sure you run a system check a few days before class. Become familiar with the attributes of Canvas and online learning.
Class Content
Deadlines in the Course
All work in this class – both individual and group – is due by the deadline specified below and on Canvas. Work is due no later than 11:59pm on the date specified. THERE ARE NO EXCEPTIONS. Without prior permission, work that is turned in after the deadline will NOT be graded and will receive zero points.
Class materials are organized on Canvas in individual modules (see our Canvas site and the calendar below).
Lectures and Supplemental Materials
Straight lectures will be used primarily to introduce key concepts, clarify difficult topics, and supplement the text. Copies of the PPT presentation slides will be available on Canvas. It is strongly recommended that you take notes during classes – PPT slides only provide an outline of the material. I will be providing additional supplemental materials on Canvas (e.g., videos, ads, articles, links) organized in specific modules. These provide additional important (and fun) content for the course.
Class Participation & Attendance
Because this course is a 300-level course, and interactive in nature, class participation is particularly important and is a graded part of the class. Students are expected to attend class, have read the assigned chapters in the text and to complete any relevant assignments before coming to class. It is very important that you come to class and take notes and keep up with the assigned readings in order to get the most out of the class. I will evaluate your participation in discussions and exercises, as well as the quality of your questions, comments, etc. and this will make up part of your final grade (50 points). Simply attending class is necessary, but not sufficient – you must participate over the course of the semester to earn points.
Exercises, Discussions, and Assignments
These (individual and group) occur throughout the semester and are designed to encourage application of the concepts covered in the course. It is very important that you attend classes and stay on top of the schedule and deadlines for work in the class!
Introduction Discussion Forum Assignments on Canvas: This course has one introductory discussion assignments (in Module 1).
Individual Written Assignments: There are four options for written assignments in this course - - only two that you are to submit for a grade (these are described in a separate section at the end of the syllabus and on Canvas). The written assignments should be at least 3 and no more than 5 pages in length. No external research should be used (use of the text and class PPT are fine). NOTE: Assignments are due on the day/time noted in the class calendar. Without prior permission, no work will be graded after the deadline has passed.
Expectations for All Written Assignments (Individual & Group): Since this is a 300-level course I have high expectations and standards for work handed in during the semester. All work in this class should be neat, well organized (including sections, headings and subheadings), and professional looking – appropriate as professional, business writing.
I expect all students to write business English accurately and clearly and carefully proofread all deliverables. The minimum writing standard for assignments is a maximum of one major writing error per page of a double-spaced paper. Examples of major errors are: to begin a sentence without a capital letter; to end a sentence without a period or other punctuation mark; to misspell; to confuse "its" and "it's"; to confuse plurals and possessives, "companies" versus "company's"; and so forth. Readability/style, clarity, and writing quality will be part of the overall grade for all written assignments.
Additional Requirements for All Deliverables (Group & Individual)
*Formatting written deliverables* All written work must be Word documents (.pdf files will NOT be graded), double-spaced, use 12 pt. Times-Roman font, and have page numbers and one-inch margins and your name (or group’s number and members’ names) on the paper. Additionally, you need to make use of headings, subheadings and specific sections in order to more effectively organize and present your discussions and analyses.
*Naming individual and group deliverable files*
Word files must be named with your last name as part of the document name or group number for group deliverables.
*You do not have to cite the textbook or PPT slides.
Papers not following any of these guidelines will have their grades negatively impacted or will not be graded.
Additional Writing Information
To cite and reference research sources, please use APA style.
Specific instructions for in-text citations and referencing are found in the most recent edition of the Publication Manual of the American Psychological Association.
To help manage the citations and seamlessly create reference lists, Mason supports free software called Zotero.
George Mason University has a writing center that can help you improve your English writing skills.
Group Project
Documents with detailed information about the project are available on Blackboard and should be carefully read. The project is designed to give you experience both in working in groups and in creatively applying your understanding of marketing communication management (as studied in this course). There will be 3-5 students per group and students will be randomly assigned to groups by the second week of classes. NOTE: Projects used for credit in other classes may NOT be used for credit in this class.
** All students are required to participate, contribute, and cooperate in their groups throughout the entire semester. This includes actively communicating with the group throughout the project. Individuals should not plan on “making up” effort as the semester winds down.
** It will be the group’s responsibility to manage how your group functions, including handling most minor problems that arise. If a group member consistently fails to contribute, the rest of the group should come speak to me. In the extreme case, members have the right to “fire” members, but only if I have been consulted in advance and if the team is willing to take a five-percent (5%) penalty on the grade for their project. Fired group members will receive a grade of zero for the entire project.
Complete, specific details for all stages of the group project are available on Blackboard. All group deliverables must be Word documents with your group number included in the file name. The project consists of multiple parts: (1) First, your group will need to set up a communication method for the semester by Sunday 9/8 in Module 4. (2) Next, your group will need to submit on Blackboard and turn in a hard copy describing the product and initial idea of the “new direction” you have decided on no later than Sunday 9/15 (Hand in hard copy on Mon. 9/16) - You need to get approval for the product and idea before moving on to the rest of the project.
The rest of the deliverables are as follows: (3) A detailed, research-based initial written description (max 7 pages) of the product and campaign (due in Module 10, no later than Sunday, 10/6, hard copy in class on 10/7). (4) A written Progress Report (7-9 pages) due in Module 20 on Canvas and a hard copy no later than Monday, 11/11. (5) A final, formal, group presentation will take place during the last two weeks of class (see schedule) starting on 12/4. The presentation must be multi-media (using PowerPoint) and include other relevant supporting material (e.g., communication mockups, flow chart, other visuals, etc.). All information about the project must be communicated in the presentation – there is no written report required - although you will have to submit printed out copies of your presentation slides and supporting material (communication mock-ups if they are not in the PPT slides), as well as a Bibliography of all sources used in the project (all groups’ materials due 12/4). All team members must participate in the presentation, although not necessarily for equal periods of time. Note: A mandatory individual, confidential peer evaluation of each group member will be part of the final grade and must be submitted on Canvas by 12/9.
Chapter Quizzes
Quizzes will help you check your comprehension of key concepts and help you prepare for the exams. You have to take a quiz in Blackboard for each chapter you read. Quizzes contain 10 questions worth 1 point each. You will have up to 15 minutes to complete each quiz. However, you will also have two attempts for each quiz. Only your highest grade will be recorded in the grade center. Quiz questions are similar to the pools of questions used for your exams so taking the chapter quizzes should benefit your exam performance.
Exams
There will be three exams this semester. The first two exams will be given during normal class sessions as indicated in the calendar below. The final (which is not cumulative) will be held during final exam period. Exams will be administered in class and will require the use of a personal laptop computer. All three exams will consist of multiple choice and True/False questions that address issues raised in the textbook as well as other materials covered in class and online. It is very important that you keep up with the assigned readings and course calendar in order to perform well on the tests.
Exam 1 (Module 13) covers chapters 1-4, 7, 18, 20, and 21. Exam 2 (Module 19) covers chapters 5, 6, 8 – 12, and the final Exam 3 (Module 25) covers chapters 13 – 17, 19, and 22. All three exams have 60 questions. Exams are timed (max of 75 minutes) and are closed book, notes, PPT, etc.
Other Exam Details: No make-up exams will be given unless there is a legitimate, university approved medical or family emergency. Simply going to the doctor is NOT an excuse. A written note must explain why you could not take the exam. No excuses will be accepted after the exam is given. Students missing either of the first two exams with a legitimate, excused absence must clear this with me prior to the exam. There will be no exceptions to this policy.
Attendance Policy, Class Interaction & Engagement
Attendance is expected. Class material will supplement, and often go beyond, text material. The PPT slides from class will provide an “outline” of this material only. You will be responsible for everything that is discussed or handed out in class. Taking notes in class is highly recommended! Additionally, I reserve the right to announce changes to the course if necessary. Students will be responsible for knowledge about these changes by attending class.
Out of courtesy to your peers, students are expected to be in class on time and to remain for the entire class period. Multiple late arrivals are not acceptable. Arriving late or leaving early is extremely disruptive and will negatively affect your grade. Regarding electronic devices (such as laptops, cell phones, etc.), please be respectful of your peers and your instructor and do not engage in activities that are unrelated to class. Such disruptions show a lack of professionalism and may affect your participation grade.
Because this course is a 300-level course, and comprehensive in nature, active class engagement is particularly important! Students are expected to attend classes, keep up with the class calendar, to read all assigned materials, to listen and take notes of weekly lectures, submit all assignments by the due date, log into Canvas multiple times a week, and actively participate in class discussions. If there is a definition, concept or principle you do not understand, it is your responsibility to ask for clarification. You should regularly check your George Mason e-mail for class related information and updates.
You are encouraged to keep current with advertising and marketing communications related issues by reading newspapers, business magazines, books, and online news sources. The Wall Street Journal, The Washington Post, Fortune and BusinessWeek are all highly recommended.
Grading
| Exam 1 | 100 points |
| Exam 2 | 100 points |
| Exam 3 | 100 points |
| Chapter Quizzes (22) | 220 points |
| Discussion Board (1) | 15 points |
| Class Participation | 50 points |
| Written Assignments (1) | 50 points |
| Group IMC Project | 225 points |
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10 points |
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50 points |
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65 points |
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100 points |
| TOTAL | 860 points |
Grading Scale
- A+ (860-834);
- A (833-808);
- A- (807-774);
- B+ (773-748);
- B (747-722);
- B- (721-688);
- C+ (687-662);
- C (661-602);
- D (601-516);
- F (515-0)
Additional Important Course Information
Deadlines
All deadlines are final. Assignments are due at the time specified on the due date. Any course work submitted after the deadline without prior permission will not be graded and will receive zero points.
My Accessibility: Office Hours & Meetings
I look forward to getting to know as many of you as possible during the semester. I will be glad to talk with you about any aspect of the course – or about anything that is on your mind. Please let me know if I can help. Students and groups are encouraged to make appointments for meetings – either online or in- person whenever needed. Additionally, e-mail is the preferred way to get in touch with me.
Please send a complete message identifying which class and section you are in. Consistent with federal privacy laws, I will not respond to non-GMU e-mail with confidential information.
Schedule of Class Activities
** Although unlikely, I reserve the right to vary from policies outlined in this syllabus. This syllabus and schedule are my best estimate of how class will proceed. Any changes to the schedule and assignments will be announced in class and on Canvas and your George Mason e-mail. For the purposes of this course, a week is defined as beginning at 12:01 am each Monday, and ending at 11:59 pm on the following Sunday. DEADLINES IN THE COURSE? All work in this class – both individual and group – is due by the deadline specified below and on Canvas. Work is due no later than 11:59pm on the date specified. There are no exceptions. Without prior permission, work that is turned in after the deadline will NOT be graded and will receive zero points.
NOTICE THAT FOR THIS SEMESTER THERE MAY BE MULTIPLE MODULES FOR THE SAME WEEK. FOR EXAMPLE, WEEK 1 COVERS MODULES 1, 2 AND 3.
To help you manage your schedule and time to complete the assignments in this course, please follow the recommended timeline below. If you have a question or concern or encounter a problem about an assignment, please contact me immediately.
| Date | Modules | Assignments | Due Dates |
|---|---|---|---|
| Week 1 | Module 1: Introductions – Who is in the class? |
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Due Date: Tue. 8/27 Discussion Assignment |
| Module 2: Details on the class and group project |
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Due Date: Friday 8/30 Complete Syllabus & Group Project Practice Extra Credit Quiz |
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| Module 3: Modern Marketing Communications |
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Due Date: Sun. 9/1 for chapter 1 and 2 quizzes | |
| Week 2 | Module 4: Regulatory & Ethical Issues in Marketing Communications |
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Due Date: Sun. 9/8 for chapter quizzes Due date: Group Admin - Confirm group communications no later than Sun. 9/8 (can use Group Discussion Board to start) |
| Week 3 | Module 5: The Marketing Comm. Industry |
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Due Date: Sun. 9/15 for quiz |
| Module 6: Objectives and Budgets – Keys to Success |
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Due Date: Sun. 9/15 for quiz | |
| Module 7: Submit group project topic selection and new direction |
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Due Date: Submit on Canvas no later than Sun. 9/15 (Hand in hard copy on Mon. 9/16) | |
| Week 4 | Module 8: Marketing Communications Research – Why? and How? |
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Due Date: Sun. 9/22 for chapter quiz Due Date for Individual Assignment #1: Sun. 9/22 (hand in hard copy on Mon. 9/23) |
| Week 5 | Module 9: CB & Marketing Communications |
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Due Date: Sun. 9/29 for quiz |
| Week 6 | Module 10: The study of communications and marketing |
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Due Date Group Deliverable: Submit group deliverable by Sun., 10/6 (hand in hard copy on Mon. 10/7) Due Date: Sun. 10/6 for quizzes |
| Week 7 | Module 11: Creativity and Developing Communications |
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Due Date: Sun. 10/13 for quiz |
| Module 12: Creativity Pt 2 |
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Due Date: Sun. 10/13 for quiz Due Date for Individual Assignment #2: Sun. 10/13 (hand in hard copy on Wednesday 10/16 |
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| Week 8 | Module 13: EXAM #1 |
Take Exam #1 covering Chapters 1 – 4, 7, 18, 20, 21. |
In class exam Wed. 10/16 In class exam (Must bring laptop) |
| Week 9 | Module 14: Media Planning & Strategy |
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Due Date: Sun. 10/27 for quiz |
| Week 10 | Module 15: Broadcast Media |
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Due Date: Sun. 11/3 for quiz |
| Module 16: Print Media |
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Due Date: Sun. 11/3 for quiz | |
| Week 11 | Module 17: Support & Direct Media |
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Due Date: Sun. 11/10 for quizzes |
| Module 18: Internet, Social and Mobile Media |
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Due Date: Sun. 11/10 for quiz | |
| In class exam (Must bring laptop) | Module 19: Exam # 2 |
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Due Date: Exam in class, Wed., 11/6 |
| Week 12 | Module 20: Sales Promotions |
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Due Date Group Progress Report: Mon. 11/11 (Canvas and hard copy) Due Date: Sun. 11/17 for quiz |
| Week 13 | Module 21: Personal Selling |
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Due Date: Sun. 11/24 for quiz |
| Module 22: PR & Corporate Advertising |
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Due Date: Sun. 11/24 for quiz | |
| Week 14 | Module 23: International Marketing Communications |
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Due Date: Sun. 12/1 for quiz Due Date for individual Assignment #3: Sun. 12/1 (hand in hard copy in class 12/2) |
| Week 15 | MONDAY – Group work class |
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| Module 24: Group Project Presentations |
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Due Date Group Presentation: All groups’ materials due – 12/4 | |
| Week 16 | Module 24: Group Project Presentations |
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Mandatory Peer Evaluation – submit by 11:59pm Monday 12/9 |
| Final Exam | Module 25: Exam #3 |
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Due Date: In class, 12/16 |
MKTG 313 - Individual Assignments
You must choose one of the three following assignments to hand in for a grade. I will only grade one assignments per person (so choose wisely).
* Write-ups are to be at least four (4) and no more than seven (7) pages in length.*
**IMPORTANT – Ads and other materials must be current/recent (within the last year)
** IMPORTANT – You may not use examples that were used in class or the text. **
All work in this class is due by the deadline specified above and on Canvas. Work is due on Canvas no later than 11:59pm on the date specified and a hard copy submitted at the start of class as required. There are no exceptions. Without prior permission work that is turned in after the deadline will NOT be graded and will receive zero points.**
Make sure your file is a properly named Word document (with your last name as part of the file name) and that it is formatted as required! All written work must be double-spaced, use 12 pt. Times-Roman font, and have page numbers and one-inch margins and your name on the paper. Additionally, you need to make use of headings, subheadings and specific sections in order to more effectively organize and present your discussions and analyses.
Assignment 1
Examples of common criticisms of advertising and marketing communications that were discussed in class and/or the text include:
(i) ads are often offensive or in bad taste
(ii) ads promote negative body images and/or poor self-esteem in males or females
(iii) ads are misleading (or deceptive)
(iv) ads encourage excess materialism You need to find one current (within the last year) ad that illustrates one of these four criticisms. The ad should be one which you feel could be considered an example of one of these criticisms. In other words, the ad should illustrate a single criticism listed above (i, ii, iii, or iv).
For the ad:
- Include (copies are OK) or fully describe the ad (NOTE: a URL is not an ok substitute). Also, describe where you saw the ad. This should be an actual, current, ad that you have seen - not one you’ve “researched” on the Web and cannot be one discussed in class or the text.
- Explain, in detail, why you feel people might consider the ad an example of the specific criticism (a critics’ point of view).
- Next, discuss whether you personally agree with this criticism. Why or why not? – Discuss/explain! (your point of view)
- Finally, discuss how you think the company might justify the use of this ad. In other words – discuss/explain how they would defend themselves against this criticism (company’s point of view).
Assignment 2
Find an example of a current ad (within the last year) that uses a celebrity endorser/spokesperson. This should be an actual, recent ad you have seen (as a consumer) rather than ads you’ve “researched” on the Internet (or learned about in another class) and cannot be one discussed in class or the text. NOTE: Many ads use multiple celebrities in the same ad - do not use one of these. You should select an example with a single celebrity!
For the ad:
- Include (copies are OK) or fully describe the ad (NOTE: a URL is not an ok substitute). Also, describe where you saw the ad.
- Describe the likely target market for the ad.
- Provide a detailed analysis of each of the three source factors (i.e., credibility, attractiveness, power) used for understanding the effectiveness (good or bad) of the celebrity as a persuasive communicator. Be specific and include discussion of all dimensions of each of these three factors. Make sure you consider your answer to (2) as you answer this question.
- (a) Describe the celebrity’s “cultural meaning (their “brand” image)”. What are the sources of this celebrity’s meaning/image? (b)Next, describe the “cultural meaning (brand image)” of the brand. (c) Finally, analyze/describe the “fit” between the celebrity’s and the brand’s meaning/image. Be specific and thorough!
- Is there a celebrity that you feel would be a better, more effective, source for the product? Explain why or why not in terms of source characteristics specifically.
Assignment 3
You will need to observe each of the following three media categories (This assignment should be based on media that you have actually observed - not ones you’ve “researched” on the Web.) NOTE: For this assignment you must have access to a program on a cable television station through a cable or satellite company – NOT a streaming service or online (e.g., Netflix, Disney+, Prime Video, Discovery+, ESPN+, DAZN, YouTube) – and an actual print magazine (NOT an online version, special issue, catalog, ad booklet, or pamphlet)!! In your paper make sure you are thorough in your analyses and answers.
A. Cable TV: (You cannot use “streaming” platforms to watch a show for this assignment) Select a popular cable channel - not one of the broadcast networks (i.e., not ABC, NBC, CBS, CW, or Fox). Analyze the ads that appear in the commercial breaks during one program (show) on this one cable channel. Provide specific and detailed answers to the following questions:
- What cable network did you watch? What program did you watch? How long was the show?
- What products/brands ran commercials (ads) during the show (be specific and thorough in listing these products/brands)?
- First, analyze and discuss the similarities and/or differences in the products and brands that ran commercials (ads) during the program.
- Second, (a separate question), describe the commercials (ads) with respect to relevant marketing communication, creative, and message factors (you might, for example, consider the ads’ objectives, target market, creative appeal & execution style, length, use of celebrities, etc.). NOTE: You don’t need to describe every individual ad – describe the ads overall as a group, but specifically using concepts from class.
- Do these commercials (ads) differ from those that would be found on shows running on the broadcast networks (ABC, NBC, CBS, CW, or Fox)? How? Why? Be specific.
B. Print Media (this needs to be an actual current print magazine – not a “special issue”, an online version, a catalog, ad booklet, or a brochure from a business) Choose an issue of a magazine and analyze it from an advertising perspective:
- What is the name of the magazine (title)? What month, year was the issue??
- Who is the target audience? – describe in terms of demographics, life style, etc. of its readers
- Provide a detailed analysis of the following: (a) What percentage of the magazine's total pages is devoted to advertising versus editorial content (i.e., stories, articles, columns) – be specific and detailed (i.e., count ads/pages). (b) Is there a clutter problem (Hint: check what this refers to!) in the magazine? Why or why not?
- (a) Report on the specific breakdown of the types of products and services advertised in the magazine (be specific, detailed, and thorough – capture the full inventory of ads). (b) Why do you think these specific advertisers are attracted to this particular magazine?
- How might the magazine's editorial content (the stories/articles, columns) influence readers' processing of, and reactions to, the ads? Make sure you fully explain/discuss your answer.
C. Support Media Describe the best ad in support media that you actually saw in this period (must be an ad you saw, not one researched on the Web. Check the text and PPT slides for examples of Support Media).
- (a) Provide a complete description of the ad, (b) Where and when did you see the ad?
- What specific type of support media is it.
- Discuss why you think this ad was effective or not (i.e., justify/explain your answer).
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